Post on 24-Dec-2014
description
Content PlanningFuture of the InternetStuart Dillon-Roberts
Traditional Marketing is becoming less effective
We fast forward through TV adverts
Surf the Internet, but automatically filter out the banners and ads
Read content on mobile devices
To grab the customers’ attention we need to provide value in a way that traditional marketing does not
= CONTENT MARKETING
Content Marketing
Providing consistent, regular, useful and relevant content for your
customers
to build a relationship that leads to business, trust and loyalty
You want to become a resource that solves problems & puts you in a position of authority
Create a Content Plan
Target Audience Who are we trying to reach with our content?
Where do they spend their time online?
How can we help them?
How do they access content?
Define your content audiences (or groups) and how best it is to engage with them through different services.
ASK YOURSEL
F
WHO IS OUR TARGET AUDIENCE?
CREATE A PLAN
Objectives
Pick a couple of objectives
Should be SMART
What does success look like?
ASK YOURSEL
F
WHAT ARE OUR OBJECTIVES?
CREATE A PLAN
Content Type
Which type of content would best to deliver the message?
Tutorials, “how-to guides”, Q&A
Interviews, case studies, white papers
Newsletters
Infographics, concept visualisations
Curated content
Blog posts
Customer testimonials or Community Stories
ASK YOURSEL
F
WHAT TYPE OF CONTENT WILL WE PRODUCE?
CREATE A PLAN
Delivery Mechanism Podcasts, videos (YouTube, Vimeo), images (Pinterest,
Instagram)
Own website, third party websites (providing content for other to share)
Online presentations (e.g. slideshare)
Social media posts (Facebook, Twitter, LinkedIn)
Targeted emails,
Newsletters, campaigns
ASK YOURSEL
F
HOW WILL THE CONTENT BE DELIVERED?
CREATE A PLAN
Timeline
What is our publishing schedule?
Be consistent, varied and schedule if needed
Always quality over quantity
ASK YOURSEL
F
HOW OFTEN WILL WE PUBLISH CONTENT?
CREATE A PLAN
Metrics Engagement time – e.g. video, websites
Number of emails opened, documents downloaded
Verbal feedback
Social media/webpage stats
Newsletter uptake, duration or click-throughs
ASK YOURSEL
F
HOW WILL WE MEASURE SUCCESS?
CREATE A PLAN
Answering the previous questions… Use the headings to help
create the structure of your document
It may even fit on a single page…will give you
a simple Content Marketing Plan
Target Audience
Objectives
Content Type
Delivery Mechanism
Timeline
Metrics
Planning the Content
Once you have your Content Marketing Plan you can start planning the content
And add content details such as topic, keywords, author, reviewer, publisher
Shared responsibility
Sign off process – is it needed
Retain content for future use – reuse it or produce targeted information
Just think ‘Per Message’
Target Audience
Objectives
Content Type
Delivery Mechanism
Timeline
Metrics
Message
e.g. Professional males 20-30 years
e.g. Raise awareness of new product/service
e.g. Image (of product/service with features labelled)
e.g. Facebook, Website news, newsletter
Scheduled publication date, Scheduled expiry date (if required)
e.g. page likes, site stats
Topic, Keywords, Author, Reviewer, Publisher
It can be as simple as an Excel spreadsheet
Publ.
date
Expiry
DateTopic Objective
Content
Type
Target Audienc
e
Delivery Mechani
smMetrics
Keywords
Author
Reviewer/
Publisher
Products and Demo’s
MailChimp
Hootsuite, Sprout Social, TweetDeck
Hail.to
ThanksAny questions?