Content Plan for Blog and Facebook

May 21, 2014

Overview1. Objectives2. Target Audience3. Content Plan4. Resources

Business Objectives4 building blocks of strategy

Financial ObjectivesRevenueGrowth

ProfitabilityBudget

Strategic ObjectivesBig picture strategy to deliver

Financial Objectives• Market Share• Product Development

Communication ObjectivesMessages & channels that yield the

Marketing/Strategic Objectives

Marketing ObjectivesDesired customer behavior that will yield the Strategic Objectives

Foundation for content plan

Financial Objectives

‘What we will measure’

Increased income from:• Rentals• Donors• Foundation Grants

Strategic Objectives

‘What we will do’To achieve growth:• Increase rental bookings

from previous years• Increase donations from

existing and new donors• Gain eligibility for foundation

grants for MN youth programs

Marketing Objectives

‘Who and what’• Who we will influence• What we need them to do

Who:• Meeting planners• Church youth leaders• Donors• Foundation grant writers

Marketing Objectives

‘Who and what’• Who we will influence• What we need them to do

What:• Find our content/engage

and spread WOM• Choose Dunrovin as a

meeting site• Choose Dunrovin as a youth

camp/retreat site• Give financial support

Communication Objectives

‘Channel and message’• What channel to reach them• What we need to say

Blog and Facebook:• Relevant keywords &

search optimization• Relevant info & user

awareness• Useful, helpful content

to answer questions

Communication Objectives

‘Channel and message’• What channel to reach them• What we need to say

Meeting planner messages:• Logistics & facilities

[capabilities]• Natural, remote North

woods beauty [differentiator]

• Proximity to Twin Cities [convenience]

Communication Objectives

‘Channel and message’• What channel to reach them• What we need to say

Youth leader messages:• Camper experiences that build

life skills & hope for the future• Youth experiences that

develop servant leadership & influence skills

• Youth retreat experiences that encourage spiritual growth & fellowship

Audience Characteristics

Meeting PlannersMeeting Goals:• Productivity/Planning• Team building• Renewal/Healing

Facility Needs:• Comfort & amenities• Technology requirements• Recreation• Proximity to home base• Budget/cost

Audience Characteristics

Meeting PlannersKeywords:• Meeting space• Meeting venue• Meeting place• Rent space• Twin Cities/

Minneapolis/St. Paul• Women’s groups/ men’s

groups• Retreats – spiritual,

meditation

Audience Characteristics

Donors/GrantorsFoundation Objectives:• We serve the needs of the

community• Our priorities are consistent

with theirs• We are good stewards of

our resources• We have a clear vision and

leadership team

Audience Characteristics

Donors/GrantorsKeywords:• Community• Service• Opportunities• Youth leadership• Life skills for youth• Confidence• Minnesota/Twin Cities/

Minneapolis/St. Paul

Audience Characteristics

Adult Youth Group Leaders

Primary Concerns:• Growth experience• Youth safety• Accommodations match

needs• Reputation of program and

leadership• Budget/cost

Audience Characteristics

Adult Youth Group Leaders

Keywords:• Youth summer camp• Youth leadership training• Spiritual retreats for teens• Life/leadership skills• Confidence

Audience Characteristics

Dunrovin Youth

Primary Concerns:• Have fun• Make friends• Reconnect with friends• Learn life/leadership skills• Service/study requirements

Audience Characteristics

Dunrovin YouthKeywords:• Summer camp• Rock climbing• Swimming/sports• Leadership camp• DLITE• Camp Counselor• Service/teaching/learning

Content Themes

Dunrovin Brand Messages• Meeting place for adult groups –

near the city, away from distractions

• Natural beauty – rustic, quiet, restful, peaceful

• Place for inner city youth to develop confidence and life skills

• Place for youth to develop leadership and influence skills

• Place for spiritual growth and renewal

Content Types

Blog Posts• News• Interviews• Lists – 10 things you should know …• Q & A – How do I sign up …• How to – prepare for a retreat• Definition – what is servant

leadership• Opinion/why – why it’s important to

learn leadership• Retrospective

Content Types

Facebook Posts• FAQs• Dunrovin trivia• Short answer questions• Polls• Fill in the blank• Quotes/scripture• Pictures• Video• Blog posts• 3rd Party content

Content Publishing

Editorial Calendar• Blue = Facebook post• Red = Blog post• Yellow = Video assignment• Green = holidays

• “Assigned to” initials in main title

• Description details main idea/theme and target audience

• Additional info on content whereabouts

Content Guidelines

Facebook Posts• Tone = friendly, helpful,

informative, welcoming• Frequency = 1-3 updates/week• Text posts – ideal length 80-120

characters• Response to comments –

within 60 minutes-24 hours• See strategy document for

more details

Content Guidelines

Blog Posts • Tone = helpful, motivational, conversational, earnest

• Write to an audience of one (first person voice)

• Length = 500-700 words• Reader optimized – white space,

bullets, subheads• Short sentences – max 14 words• Opening – intro topic quickly• Think links• Editing priorities – reader

optimization/search optimization/ consistent voice

• See strategy document for details

Content Matrix

Topic Audience Objective Theme TypeProject name • Target

• Characteristics• Marketing• Communication

Content theme • Channel• Format

Development Checklist

Resources

Readability guides for online copy

Writing strong headlines

Writing openers that grab attention

Storytelling form that moves blog readers

Google Drive Folders JGOdigital.com

Social Media/FB ImagesPhotosVideosThemes – capture ideas

Blogging

Social MediaMake your story stand out on social media

Secrets to Facebook engagement

10 starter tips for posting like a pro

Brand themes simplify your content marketing

Content Marketing Strategy for Blog & Social Media

Dunrovin Retreat CenterDunrovin.org

JGO Digital

jgodigital.com

john@jgodigital.com

Integrated Marketing & Content Strategies for growing your business

John Gregory Olson is principal

of JGO Digital, a marketing

strategy firm that helps

businesses grow customers and

sales. Services include Marketing

Strategy, Content Development,

Blogging, Social Media and print

Marketing Communications.