How to Develop a Content Strategy
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How to develop a content marketing strategy for marketing and public relations. PRSA webinar conducted on March 12, 2015.
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How to Develop a Content Strategy
- 1. Presented to Absolute Software | May 29, 2009© Affect Strategies How to Develop a Content Strategy PRSA Webinar Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect March 12, 2015
- 2. Sandra Fathi • President, Affect • PRSA-‐NY Board Member • Past PRSA Tri-‐State District Chair • Past President, PRSA NY Chapter • Past President, PRSA Technology SecBon
- 4. Agenda All About the Content: • Deciphering What Customers Want • Determining What Your Brand Can & Should Be Talking About • Creating a Content Calendar/Flight Plan • Developing Content with Maximum ROI • Riding the News Wave: Story Hijacking & Trend Intervention • Training Your Audience to Come Back for More: Content Lures • Generating Actions with Your Content 4
- 5. Something to Talk About 5
- 6. What Customers Want • Who is your target audience? • Where do they congregate? • What are they searching for? • Why are they visiting these sites? • What do they talk about? • What prompts a share, like or other action? 6
- 7. Helping Others Resources EducaBng the Community -‐-‐-‐ Facebook TwiLer AddicBon Forums Blogs 7 -‐-‐-‐ Personal Professional Research What Customers Want Addicts Parents Psychologists Therapists AddicBon Specialists Educators
- 8. Topic Mapping 8 Sample Areas of Credibility • Company • Products/Services • Employees • Customers • Market • Research – Source It – Aggregate It – Own It – Create It What Your Brand Can & Should Be Talking About What Your Brand Should NOT Be Talking About • Irrelevant Content • Legal Pitfalls • Areas with Lack of Authority or Credibility
- 9. Topic Mapping 9 Example: Focus Sample Topics Company Product Updates/IntroducBons Customer Case Studies Management/ExecuBve Changes Market Industry News Regulatory Environment Global Trade News Ocean Pirates Green/Sustainability Natural Disasters (Impact on Global Trade) Data Proprietary Data & Analysis: World Shipping Routes/Manufacturing/Industry Stats
- 10. Topic Mapping 10 Example: Focus Sample Topics Subjects Company Treatment Programs Clinical Professionals ExecuBve Management AddicBon Alcohol Drugs ParenBng RelaBonships Co-‐exisBng/Process AddicBons NOT Marijuana Diagnoses Private Persons Market Industry Research Regulatory Environment Legal Issues* News High Profile AddicBon Data Proprietary Research
- 11. Content Sources Gathering Your Resources • Internal – You – Employees – Customers – Systems/Data • External – 3rd Party Contracted/Partnership – Public Domain – News Media 11
- 12. Riding The News Wave Story Hijacking • Breaking News Now • Immediate Opportunity to Comment • Next Day: “What Does This Mean to Me” Analysis • Next Week: “What Does This Mean to the Industry” Analysis • Next Month/Year: Lessons Learned, Prevention, Education Trend Intervention • Long-term Trending News Topic • Seasonally Recurring News Topic • Media & Audience Demand Ongoing • Regular Columns/Features/Publications in Planning 12
- 13. 13 Story Hijacking & Trend Intervention
- 14. Story Hijacking & Trend Intervention 14
- 15. Story Hijacking & Trend Intervention Break the News 15
- 16. Content Lures Keeping Audiences Coming Back for More: Creating Recurring Value • Educational/Tips Series • Regular Features • Weekly/Monthly Spotlights • Quarterly/Biannual/Annual Reports Source: TechAffect.com 16
- 18. Customer Generated Content 18
- 19. Content Lures 19
- 20. Distribution & Format Content in All It’s Glory 20
- 21. Maximizing Your Content 21
- 22. Content Calendar • Map out the Year – Company/Product News – Major Events – Seasons – Holidays – Themes – Buying Cycles – Reports – Elections – Etc. 22
- 23. Content Calendar 23 Q1 Q2 Q3 Q4 Tax Season Summer Travel Back to School Holiday Tip Series Tip Series Tip Series Tip Series Research Report Survey Research Report Survey Video Series Graph Series Video Series Graph Series
- 25. Generating Actions • Research what resonates • Establishment • Anti-Establishment • Make it easy to take action – Provide Flexible Formats – Bite/Right-Sized Information – Eliminate Restrictions • Make the Sharer the Hero • Ask • Reciprocate 25
- 26. Recap 26 All About the Content: • Deciphering What Customers Want • Determining What Your Brand Can & Should Be Talking About • Creating a Content Calendar/Flight Plan • Developing Content with Maximum ROI • Riding the News Wave: Story Hijacking & Trend Intervention • Training Your Audience to Come Back for More: Content Lures • Generating Actions with Your Content
- 27. Presented to Absolute Software | May 29, 2009© Affect Strategies How to Develop a Content Strategy PRSA Webinar Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect March 12, 2015