The document summarizes Cynthia Trevino's presentation on content planning for a WordPress site or blog. It discusses why great content is important for getting found online and building customer relationships. It defines different types of content like blog posts, videos, and eBooks. It provides a 10 step process for content planning, which includes defining the ideal customer, finding topics they care about, creating a content calendar, and getting customer feedback. The goal is to attract and engage customers through sharing valuable information.

1. CONTENT PLANNING
FOR YOUR WORDPRESS SITE/BLOG
Cynthia Trevino
WordPress San Diego Community Meetup
August 23, 2011

2. AGENDA
• Why Website Content Counts
• Content Definitions
• 10 Steps to Content Planning
• Questions

3. WHY GREAT CONTENT COUNTS
• Posting unique content is one
of most cost-effective ways to
“get found” online
• Sharing your knowledge starts
customer relationships
• Supplying help/answers “with
no strings attached” makes
your site memorable to your
ideal customers
image: iStock

4. The quality + freshness of your website
content matters because you want to make money.

5. Endless customer choices
when searching for help:
Google, YouTube, Facebook, Bing, big
media sites, Forbes.com, Alltop, blogs,
forums...

6. AOL, NIELSEN STUDY, 2010: CONTENT IS THE FUEL OF THE SOCIAL WEB
http://advertising.aol.com/sites/default/files/webfm/research/research-reports/social-web/AOL_Social_Web.pdf

7. AOL, NIELSEN STUDY, 2010: CONTENT IS THE FUEL OF THE SOCIAL WEB
http://advertising.aol.com/sites/default/files/webfm/research/research-reports/social-web/AOL_Social_Web.pdf

8. WEBSITE CONTENT DEFINITIONS
Great content
• Captures visitors’ attention • Isrelevant to the “job they
need done”
• Provides accurate answers
• Informs + is accurate
• Adds value to visitor’s
search for help • Can be fun
• Engages

9. WEBSITE CONTENT DEFINITIONS
• Content marketing: using different types of valuable,
frequently-updated information to find customers
• Getting your site found by your ideal customers
• Building awareness for your products, services, brand
• Earning credibility + trust by sharing your expertise
• Winning customers by starting relationships
• Inspiring online sharing of your content

10. WEBSITE CONTENT DEFINITIONS
• Content types
• Blog posts, website articles, newsletters
• Frequently Asked Questions/Q&A
• White papers, eBooks
• Newsworthy press releases, customer experience stories
• Customer success stories, case studies
• How-to guides, cheat sheets, tips, tutorials

11. WEBSITE CONTENT DEFINITIONS
• Content formats: ways visitors can “consume” content on your
site or blog
• Text, pictures, graphs, charts
• Online video, YouTube videos, audio podcasts
• Archived “on demand” webinars
• PowerPoint

12. WEBSITE CONTENT DEFINITIONS
• Outbound marketing: Traditional, old school tactics for
stimulating awareness and finding customers. Interruption
marketing.
• Cold calling, telemarketing
• Print advertising
• Trade shows
• Junk mail, direct mail
• Buying or renting email lists

13. WEBSITE CONTENT DEFINITIONS
• Inbound marketing: Using valuable, original content to attract
your ideal customers to your website and/or blog
• Making your site/blog your online “hub”
• Developing fresh, high-quality content to win customers
• Linkingto your content-rich “hub” website or blog from
social media sites
image iStock

14. 10 STEPS TO CONTENT
PLANNING
FOR YOUR BLOG OR
WEBSITE

15. STEP 1: WHO IS YOUR IDEAL CUSTOMER?
• Creating great content starts
with a rock-solid profile of
your ideal customer
• Develop a much deeper
understanding than... male,
40-60 years old
• Who do they follow?
• Children, favorite sites/
publications, education,
vacation spots...
image iStock

16. STEP 2: REFRESH YOUR KEYWORDS
• Research up-to-date industry terms your ideal customers
use
• Ask customers, prospects terms they use to search online
• Track top competitors’ keywords
• Stay on top of current big problems your customers face

17. STEP 3: DEVELOP YOUR “CALLS TO ACTION”
• Exactlywhat do you want visitors to do on your site/blog in
order for you to win the business?
• Sign-up for e-newsletter
• Fill out a lead form
• Call you
• Take a survey
• Download a piece of content in exchange for joining your
distribution list

18. STEP 4: REINFORCE YOUR CREDIBILITY
• Post customer success
stories using your products,
services
• One-up your competition’s
level of knowledge sharing
• Link to 3rd party sites
where your content is
published
image: Flickr, Sterling Grace Jewelry

19. STEP 5: FIND CUSTOMER-FRIENDLY TOPICS
• Call, talk
to at least 2 customers
every day
• Scan customer emails
• Identify
themes being discussed
at customers’ favorite social
media sites
• Think
about recent customer
conversations
image iStock

20. STEP 6: REPURPOSE EXISTING CONTENT
• Inventory
all information,
documents
• Refine content with new
introduction
• Break up longer documents
into blog posts, cheat sheets
• Repurpose how-to info,
guides, customer tip sheets
image iStock

21. STEP 7: OUTLINE YOUR CONTENT PLAN
• Use any outline method that works for you
• Develop a spreadsheet or word processing document
• Track keywords, topics, types of content
• Determine frequency of posting

22. WEBSITE EDITORIAL CONTENT CALENDAR
Source: Content Marketing Institute
http://www.contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/

23. SAMPLE BLOG CONTENT CALENDAR
Source: Resonnect

24. SAMPLE CONTENT CALENDAR (WORD)
Source: Resonnect

25. STEP 8: ADD SOCIAL MEDIA SHARING
• Don’tforget email is the
primary sharing channel for
most people
• Use the sharing buttons for
your customers’ preferred
social networks
• Peoplewant to share
information that will help
others

27. STEP 9: EXECUTE YOUR CONTENT PLAN
• Recruit guest bloggers,
authors
• Plan your content out at
least 8 weeks
• Write in “chunks”
• Request testimonials, case
studies
• Decide how to do video

28. STEP 10: NEVER STOP TESTING, IMPROVING
YOUR CONTENT
• Obtaincustomer feedback
on your content
• Track metrics--which
content resonates with your
ideal customers?
• Update your content
• Keepcreating content that
works
image iStock

29. ABOUT ME
• Cynthia Trevino, Small Business Marketing Mentor
• Reducingthe learning curve for businesses open to using
social media to find customers.
• Blogging since 2006 at: www.smallcompanybigimage.com
• cytrevino@resonnect.com