Content Planning Guide - Centerline Digital - Content Marketing - 100713
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The document provides a guide for content planning by walking through questions in five key areas: audience, message, content type, distribution, and measurement. It advises starting the planning process by defining the goal and audience. The guide then prompts the user to consider questions about crafting the right message for the audience, choosing an appropriate content type, selecting distribution channels, and establishing metrics for measuring success. It emphasizes quantity is not as important as quality and that content should help people take action.
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Content Planning Guide - Centerline Digital - Content Marketing - 100713
- 1. CONTENT PLANNING JUMPSTART © Copyright 2013, Centerline Digital by Caitlin Vlastakis Smith GUIDE
- 2. Before you begin planning your content strategy, make sure you’re leading with the right question. WHAT DO I WANT TO ACHIEVE? ASK YOURSELF:
- 3. WHAT SHOULD I MAKE?NOT.....
- 4. Otherwise, this can happen. Content Business goal
- 6. Let’s get started. We’ll begin by answering questions in each of the 5 categories below. Thinking through the answers is part of the process (and fun). AUDIENCE MESSAGE CONTENT TYPE DISTRIBUTION MEASUREMENT Identify who you’re trying to reach. Craft messages to demonstrate your unique understanding of audience pain points and propensities. Identify which type of content is best suited to deliver the message to your audience. Identify where your audience lives and works online. Seed accordingly. Establish measurement touchpoints so you can learn, apply and iterate. START HERE FINISH HERE
- 7. AUDIENCE MESSAGE CONTENT TYPE DISTRIBUTION MEASUREMENT A narrowed group of people primed for your message One sticky takeaway The most appropriate vehicle for your message, with an intuitive next step Placement across channels that feel natural for your audience, not intrusive This is what success looks like. Clear metrics to determine future content planning
- 8. HELPFUL RESOURCES:What barriers to understanding might prohibit them from understanding your message? What single thing do you want them to know about your product at this moment in time? (Hint: This is your key message.) What does your audience currently think about your product? What medium will best meet the learning needs of your audience? What action or next step do you want them to take after engaging with the content? AUDIENCE MESSAGE CONTENT TYPE MEASUREMENTDISTRIBUTION What channels and distribution methods will best connect your audience to the content? How will you measure success? How will you apply these findings to continue generating engagement? How else can you re-package this content for future marketing efforts? Where are they currently in the buying process? CONTENT PLANNING JUMPSTART GUIDE Here’s a blank guide with some starter questions. Don’t be afraid to customize this. Make it your own! Who are you trying to influence? How is their success measured? Who do they need to influence? What is their role? What is their greatest stressor? How does your product make their day easier?
- 9. Measurement over time. HELPFUL RESOURCES:What barriers to understanding might prohibit them from understanding your message? What single thing do you want them to know about your product at this moment in time? (Hint: This is your key message.) What does your audience currently think about your product? What medium will best meet the learning needs of your audience? What action or next step do you want them to take after engaging with the content? • Event seminars/presentations • Third-party sites • Targeted e-mails • Newsletters • Banner ads • Twitter • Facebook • Instagram • Google+ • SlideShare • YouTube: In-stream/In-display • YouTube: In-Search • Brand’s website • Other owned websites • Internal communication channels • Dedicated sellers • Business partners • Direct mail AUDIENCE How will you measure success? How else can you re-package this content for future marketing efforts? • Engagement time on site • Engagement time with video • Event registrations • Click-though rates to other assets • # of registrations • # of emails opened • # of downloads • Verbal feedback from prospects • Overall perception change • Competitor proof points • Gap in understanding of key differentiators & business value • Lack of compelling evidence • Brand/product confusion • Existing customers • Warm leads • Cold prospects • Business partners • Sales team Where are they currently in the buying process? • Awareness • Consideration • Demonstration • Opportunity • Purchase • Advocacy • Complete registration to access deeper content • Share asset via email/social • Register for event • Initiate discussion w/ representative • Complete registration form to download summary report • Submit feedback form • Click through to next asset in buyer’s journey • Repackage into an interactive • Add context for use at events (e.g touch screens, seminars) • Package in to video player • Add context for targeted email distribution • Add context for distribution by sellers or business partners 1 This is a content planning guide populated with responses for a sample technology company. [Fill in blank depending on target audience.] [Fill in blank depending on target audience.] [Fill in blank depending on target audience.] [Fill in blank depending on qualitative and quantitative feedback.] What channels and distribution methods will best connect your audience to the content? How will you apply these findings to continue generating engagement? 1 CONTENT PLANNING JUMPSTART GUIDE MESSAGE CONTENT TYPE MEASUREMENTDISTRIBUTION • Case study • Whitepaper • Blog post • Thought leadership article • Process-driven Infographic • Data-driven infographic • Educational video • Teaser video • Customer testimonial video • Data visualization • Validated third-party article • Interactive w/mixed media • Interactive tool/calculator • Interactive magazine/e-book • Print collateral • Email communication • Executive presentation Who are you trying to influence? How is their success measured? Who do they need to influence? What is their role? What is their greatest stressor? How does your product make their day easier? [Fill in blank depending on target audience.] • IT Managers • CMOs • CEOs • CIOs • CFOs • IT Managers • CMOs • CEOs • CIOs • CFOs [Fill in blank depending on target audience.]
- 10. • Case study • Whitepaper • Blog post • Thought leadership article • Process-driven Infographic • Data-driven infographic • Educational video • Teaser video • Customer testimonial video • Data visualization • Validated third-party article • Interactive w/mixed media • Interactive tool/calculator • Interactive magazine/e-book • Print collateral • Email communication • Executive presentation Who are you trying to influence? How is their success measured? Who do they need to influence? What is their role? What is their greatest stressor? HELPFUL RESOURCES: How does your product make their day easier? What barriers to understanding might prohibit them from understanding your message? What single thing do you want them to know about your product at this moment in time? (Hint: This is your key message.) What does your audience currently think about your product? What medium will best meet the learning needs of your audience? What action or next step do you want them to take after engaging with the content? • Event seminars/presentations • Third-party sites • Targeted e-mails • Newsletters • Banner ads • Twitter • Facebook • Instagram • Google+ • SlideShare • YouTube: In-stream/In-display • YouTube: In-Search • Brand’s website • Other owned websites • Internal communication channels • Dedicated sellers • Business partners • Direct mail AUDIENCE How will you measure success? How else can you re-package this content for future marketing efforts? • Competitor proof points • Gap in understanding of key differentiators & business value • Lack of compelling evidence • Brand/product confusion • Existing customers • Warm leads • Cold prospects • Business partners • Sales team • IT Managers • CMOs • CEOs • CIOs • CFOs • IT Managers • CMOs • CEOs • CIOs • CFOs By meeting and exceeding target efficiency metrics Unplanned downtime and maintenance Product X gives them greater visibility into how they can identify redundancies and become more efficient They’ve heard that Product X is too costly compared to competitor products in the same category of Product X. The long-term efficiencies delivered through Product X outweigh the upfront costs. Where are they currently in the buying process? • Awareness • Consideration • Demonstration • Opportunity • Purchase • Advocacy • Complete registration to access deeper content • Share asset via email/social • Register for event • Initiate discussion w/ representative • Complete registration form to download summary report • Submit feedback form • Click through to next asset in buyer’s journey • Repackage into an interactive • Add context for use at events (.e.g touchscreens, seminars) • Package in to video player • Add context for targeted email distribution • Add context for distribution by sellers or business partners Will deliver outputs from the tools to sales team for follow- up contact. Now the guide has been customized for a specific audience. The next step? Create your content! What channels and distribution methods will best connect your audience to the content? How will you apply these findings to continue generating engagement? CONTENT PLANNING JUMPSTART GUIDE MESSAGE CONTENT TYPE MEASUREMENTDISTRIBUTION • Engagement time on site • Engagement time with video • Event registrations • Click-though rates to other assets • # of registrations • # of emails opened • # of downloads • Verbal feedback from prospects • Overall perception change 1
- 11. Now that you’ve established.... Who you’re trying to reach What you’re going to say What content you’re going to create How your content will be distributed How you will measure and iterate... and
- 12. 3quick things to remember....just
- 13. QUANTITY DOES NOT EQUAL QUALITY. You can do more with less content if you plan appropriately. 1
- 14. YOU’RE TALKING TO HUMANS. Make sure you sound like one. Not a brand robot. 2
- 15. HELP PEOPLE DO SOMETHING. 3 It’s why they’re investing time with your content in the first place.
- 16. DOWNLOAD THE CONTENT PLANNING JUMPSTART GUIDE, AND GIVE IT A GO. Happy planning, creating and measuring!
- 17. GUIDE TO CONTENT PLANNING THANK YOU Connect here: Here: And here, too: centerline.net twitter.com/caitvsmith twitter.com/centerline