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"Sticky Content" Ragan Content Marketing Summit
The document outlines a presentation by Sandra Fathi on content marketing strategies, focusing on understanding customer needs and optimizing brand messaging. It covers essential topics such as content topic mapping, story hijacking, and trend intervention, while emphasizing the importance of generating actionable content and maintaining audience engagement. A content calendar is also suggested as a tool for organizing company updates and aligning content with key events throughout the year.
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"Sticky Content" Ragan Content Marketing Summit
- 1. Sticky Content Ragan ContentMarketing Summit December 4, 2013 Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com © Affect Strategies @sandrafathi Slideshare.net/sfathi © Presented to Absolute Software | May 29, 2009 Affect
- 2. Sandra Fathi • President,Affect – Public Relations and Social Media Firm – Serving B2B Technology, Healthcare and Professional Services Clients • Immediate Past-President, PRSA-NY • Past President, PRSA Technology Section • Sample Clients: 1
- 3. Agenda All About theContent: • 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 2
- 4. What Customers Want • • • • Whois your target audience? Where do they congregate? What do they talk about? What prompts a share, like or other action? Example: Addicts --- --- Helping Others Parents Facebook Personal Resources Psychologists Twitter Professional Educating the Therapists Addiction Forums Research Community Addiction Specialists Blogs Educators 3
- 5. Topic Mapping What YourBrand Can & Should Be Talking About Sample Areas of Credibility • Company • Products/Services • Employees • Customers • Market • Research – Source It – Aggregate It – Own It – Create It What Your Brand Should NOT Be Talking About • Irrelevant Content • Legal Pitfalls • Areas with Lack of Authority or Credibility 4
- 6. Topic Mapping Example: Focus Sample Topics Company ProductUpdates/Introductions Customer Case Studies Management/Executive 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 5
- 7. Topic Mapping Example: Focus Sample Topics Subjects Company TreatmentPrograms Clinical Professionals Executive Management Market Industry Research Regulatory Environment Legal Issues* Addiction Alcohol Drugs Parenting Relationships Co-existing/Process Addictions News High Profile Addiction Data Proprietary Research NOT Marijuana Diagnoses Private Persons 6
- 8. Content Sources Gathering YourResources • Internal – You – Employees – Customers – Systems/Data • External – 3rd Party Contracted/Partnership – Public Domain – News Media 7
- 9. Riding The NewsWave 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 8
- 10. Story Hijacking &Trend Intervention 9
- 11. Story Hijacking &Trend Intervention Break the News 10
- 12. Content Lures Keeping AudiencesComing Back for More: Creating Recurring Value • Educational/Tips Series • Regular Features • Weekly/Monthly Spotlights • Quarterly/Biannual/Annual Reports Source: TechAffect.com 11
- 13. Distribution & Format Contentin All It’s Glory Press Release White Paper Report Website Blog Post Marketing Collateral Webinar Slideshow Social Media • Facebook • Twitter • Google+ • YouTube • SlideShare • Etc. Text Images Graphics Video Audio PPT Etc. 12
- 14.
- 15. Generating Actions • • • • Research whatresonates 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 14
- 16. Content Calendar • Mapout the Year – Company/Product News – Major Events – Seasons – Holidays – Themes – Buying Cycles – Reports – Elections – Etc. 15
- 17. Content Calendar Q1 Q2 Q3 Q4 Tax Season Summer Travel Back to School Holiday TipSeries Tip Series Tip Series Tip Series Research Report Survey Research Report Survey Video Series Graph Series Video Series Graph Series 16
- 18. Recap All About theContent: • 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 17
- 19. Sticky Content Ragan ContentMarketing Summit December 4, 2013 Sandra Fathi President, Affect sfathi@affect.com affect.com techaffect.com © Affect Strategies @sandrafathi Slideshare.net/sfathi © Presented to Absolute Software | May 29, 2009 Affect
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