Digital content strategy for the documentary film Armor of Light, spanning the website, social media, ads and newsletters

1. Digital Content Strategy!
Jess Duda, April 16, 2015

2. Contents
Goals!
Strategy!
Themes!
Audience Research!
Content Topics!
Content Features!
Social Media!
Online Ads!
Best Practices!
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3. Goals
Disconnect the relationship
between guns and religious faith.!
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Extend Rob’s transformation to
communities of faith in the
Evangelical Church and among
other conservative Christians. !
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4. Strategy
Focus on the tenements of
faith and the sanctity of life -
not public policy and
statistics.!
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5. Transformation
“I am learning about the NRA !
and it’s place in the church.” !
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“I’m taking a big risk. If I were !
ever given the scarlet letter L, !
I’d lose my career.”!
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Themes

6. Sanctity of Life!
No Death in Vein!
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“A love for life, that’s !
what this is all about. !
Fighting for life.” !
Themes

7. Fear !
Resignation!
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“The only thing that stops a
bad guy with a gun is a good
guy with a gun.” !
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Themes

8. Christian women !
Undecided Evangelicals !
Clergy!
Clergy leaders & associations!
Christian media!
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Audience Research
Who are they? What are their needs?

9. Church association sites and newsletters!
Online Christian media/newsletters !
Social media!
Google searches!4
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Audience Research
Where are they online? What do they see?

10. Media: Watched/heard a broadcast interview.
Read a review.!
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Personal referral: Heard about it at Church or
a Church friend. Saw a friend share the trailer
or a post on social media.!
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Ad: Saw an online ad in news, the trailer on
TV, or social media.!
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Watched the film: Theater, TV, on demand.!4
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Audience Research
How do users find the site/social media page?!
What do we want them to do? Why do they return?

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Content: Topics
Continuing the story
Main characters: Updates, who resonates!
Themes: Transformation, Life, Fear!
Relevant topics outside of the story!
Sharing the transformation (take action) !
Resources for clergy, Bible study, and !
youth groups!
Resources for teachers!
Screenings!
Film media coverage!
Subscriptions: Newsletter, social media
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12. Content: Features + Types
Sunday devotional by prominent clergy (52)!
Prominent clergy answer: When is it right for a Christian
to use a weapon to take a life?!
Articles on themes and issue updates!
Sharegraphics/Gallery!
Guides: Discussion, after a shooting!
Interactive timeline: Evangelicals and the NRA!
Nonviolence pledge campaign!
Video: Outtakes and behind the scenes!
2 newsletters: Faith oriented + issue updates!
Partner content
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13. Social Media
Video clips!
Sharegraphics!
Post-shooting news coverage!
News articles on main characters, NRA, policy updates!
Nonviolence pledge campaign!
Live chats: characters, director !
Partner content
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14. Online Ads
Social media !
Youtube religious content!
Branded content !
Local news sites!
Christian media!
Gun safety media!
Other sites per audience!
research!
Google search !
Ad servers
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15. Social Media
Video clips!
Sharegraphics!
Post-shooting news coverage!
News articles on main characters, NRA, policy updates!
Nonviolence pledge campaign!
Live chats: characters, director !
Partner content
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What ever !
you do…
Have compassion for your audience(s). !
Continue the story with updated content.!
Provide clear calls to action. !
Create momentum on the homepage/social media.!
Design for social.!
Deep link to partner sites.!
Measure your impact; pivot when needed.
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16. Contact!
Jess Duda!
M: 202.427.4885!
E: jess.duda.nyc@gmail.com!
jessicaduda.com