Connected content planning: customers, communications, organisations

www.brilliantnoise.com | @la_pope

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Connected content planning

11th February 2016

Agenda- Connecting with the customer

- Connecting your communications

- Connecting your organisation

- Putting these ideas into practice

What I’m going to talk about…

© Brilliant Noise 2016

Dupain Charles CC BY ND 2.0

There are lots of dots to connect when it comes to content…


https://www.flickr.com/photos/charlidoudidou/6584608893/

Brilliant Noise: Fast change, lasting impact.


customers

brand

products

teams

channels

formatsmarkets

paid

search

social

legal

sales

measure-ment

a-j clicks CC BY ND 2.0

…so many, that it often feels easier not to connect them at all.


https://www.flickr.com/photos/aj-clicks/4073473463/in/photolist-7cXBK6-pGwWXB-dL2opE-cEZZio-6ZTFf4-2VMRf4-gLgKKf-48oSpa-6NTfAG-9C7UoU-8tBmfd-7pZeQg-fGaUL-9uZpk3-nmdj1w-6TqGT1-8eqP36-9C7N6W-eadZH7-4XNa48-n9uPvc-nnG3T4-5iUGdf-a7KNge-a7NEZq-9C7MXQ-5S7knS-n74MUP-785PJu-aDsaKE-9YbMrr-7PopGN-56w996-he8QD6-jer113-5sTvVy-9QpVjf-jefS4R-yPN2i-yPMYe-yPMVu-avxX5W-dHbE6n-4KrQy8-sVK1uB-nr2QgB-xixo4-9DRGqS-ooUyWs-9DDff5

Giulian Frisoni CC BY 2.0

But that won’t build an efficient, scaleable, and successful content programme.


https://www.flickr.com/photos/giulianfrisoni/20907826570/

Your customers are more connected than ever. And they expect your brand to be more connected too, with their needs, their habits and their experiences.


Brilliant Noise: Fast change, lasting impact.

How? Connected content planning


CUSTOMERS COMMUNICATIONS ORGANISATIONS




1. Connecting with customers

Rosmarie Voegtli, CC BY 2.0

Connect with your customer: move from messages to relationships


https://www.flickr.com/photos/rvoegtli/5478639617/

Connecting with the customer

Common purpose links customer and brand


Connecting with the customer

Common purpose: Yarra, agricultural chemical company.

“Farmers don’t buy fertiliser. They grow crops.”




2. Connecting your communications

Brewbooks CC BY SA 2.0

Connect your communications: provide the right content to the right user at the right time


https://www.flickr.com/photos/brewbooks/7780990192/

Models for connected content planning

Connecting your communications

The customer decision journey


Push and pull content


Push: Content that the brand ‘pushes’ out to the customer.

Pull: Content the user ‘pulls’ to them by searching for it, or seeking it out.

AUDIENCE & NEEDS

BRAND & PURPOSE

FORMAT

PUSH CHANNEL

PULL CHANNEL

IDEA�INFO



Campaign: Monthly or quarterly content with a short life-span, planned a long time in advance

Always-on: Content published on a daily basis to give a fresh, seasonal, or relevant perspective, planned reactively

Evergreen: Content that is always relevant to your audience, which is created once and has a long life-span

Campaign, always-on, evergreen



Heading 2 Customer decision

journey stage Push, pull Campaign, always-on, evergreen Channel

Consideration Push Campaign, always-on Above the line, Facebook, YouTube, Twitter, Instagram, PR

Evaluation Pull Evergreen Organic search and website, app, YouTube search

Buy Push and pull Campaign, always-on, evergreenAbove the line, Facebook, YouTube, Twitter, Instagram, email, organic search and website, app

Bond and enjoy Push and pull Always-on, evergreen Facebook, Twitter, YouTube, Instagram, email, website, app

Advocate Push and pull Campaign, always-on, evergreenFacebook, YouTube, Twitter, Instagram, email, website, third party sites


How do you use these models to plan connected content?

CEA + CC BY 2.0

Plan all your content as one connected whole


https://www.flickr.com/photos/centralasian/3988758442/in/photolist-75tqVh-2dcEeN-67ez7a-byVYjK-66LZwq-bUC9L5-etBG8-68fJ74-bxTMss-67uRSN-8AJVg-bUpUKn-d4Rx7-ddWm8V-88YYof-2d89Eg-puieT1-ao19br-8W35Xo-6EryDL-bVAR8A-aFqe3V-dYAUZJ-6rZhh6-6T2pZg-aWjPnz-68ubqY-6UVCQJ-dB91Ut-7SGo1D-aFhJjH-mHKbXT-6L3BZn-7K2WzD-dTZAW6-dBevb3-yHb7bj-7AUF3h-5QXXsY-cddsPU-74oaKo-pt18wC-4oLjd2-3Krudh-3dQy8Q-aewA1N-4onQL2-AoEk5C-dQua38-5jWxu4

A connected content planning method Ideal if you have lots of stakeholders and/or siloed teams working on content in insolation. It works for 5-30 participants.

Connected content planning method

1. Gather your research

2. Brief participants

3. Map your insights

4. Brainswarm for ideas

5. Re!ne the ideas together

6. Assign responsibilities

7. Don’t forget the process and insight



Do the right research

User insight

- What do they need?

- How do they feel?

- Where will they be?

- When will they need it?

Content insight

- Performance of previous content e.g.

- reach

- engagement

- attention

- shares

- sales.

Brand insight

- Purpose

- Values

- Priorities

- Events

- Products

- O"ers



Connected content planning workshops














4. Individual brain-swarming using the common purpose model






William Warby CC BY 2.0

Brainswarming: create content ideas alone, then come together to discuss and refine them


https://www.flickr.com/photos/wwarby/1584818205/in/photolist-3q3BeP-rvbwDe-327RJz-8XRaw-EnVAj-y4GLLt-m2SWHp-6emiPh-6PEDtg-3q3A3r-j4hDiB-8vLe5R-a8FNCm-efeDGS-8tF8gk-788J7P-5njkCa-timBnh-acf5vY-oTTCdN-4aeKM6-4wbTuc-675iL-wsFgnS-JgK33-5NWPdY-5YJ8LP-ajg4hX-9gYg5H-7dANop-82414M-7gHYtF-gLkQUA-6h3cdR-6i4bRT-5pCzRz-myciy-2y4nGA-9csy2R-27jUJ-NbfLX-8uF4zg-5bnYnv-53SiBL-6VC8Fu-edYLd2-bkwaC3-kB6H5D-9h2oaL-3q88DE


Example content planner

Working title User insight Brand connection Push, pull? Campaign, always-on, evergreen? Channel




3. Connecting your organisation

Steve Bates CC BY 2.0

Connect your organisation: build culture and operations that support great content


https://www.flickr.com/photos/stevenbates/16972742136/in/photolist-rRPJV7-pMqFGo-BCvRvp-p7s9Jf-8CfgsF-kysUZL-rHoKx2-pMnLaf-7bGcsV-pMqFeQ-6NMwrz-5D5X7B-ouPB14-dq2QF6-AV2Squ-aVkjNM-5SF1tw-q2EGHA-7mebe9-4XidKg-mYjypS-peShe8-kbFG3a-5AJSdZ-68hHGa-7Pi2oz-69ojGH-4WCqJK-9q4MKQ-tzdHyt-8MvEM8-ofaVLE-awiq7d-4Fe9a8-6TcQbF-7h4Qjb-hshfka-7A6c8v-dzwavS-A9iW79-4TJP5U-9mx7Cq-uSzTV-oCR7mp-cFnciG-2qpfzP-aVkjNt-q4ArQv-q4ArH6-pMnLnE

It’s about principles, processes, platforms…

…and, above all, people.

Silos get in the way of great content: find a ways to break them, or work across them


Connecting your organisation

Siloed content organisation

Team

Research and planning

Production

Measurement

Team


Production

Measurement

Team


Production

Measurement

Team


Production

Measurement



Insight, research and theme

Team Team Team Team

Collective planning

Planning Planning Planning Planning

Production Production Production Production

Measurement

Publication Publication Publication Publication

Connected content organisation


Technology creates connections

- Content marketing platforms and social relationship platforms can help connect an organisation.

- Shared content themes

- Collective content planning and calendars

- Upholding standards

- Automating and standardising work#ows

- Supporting real-time measurement and optimisation



Technology creates connections



Title

0

350

700

1050

1400

With social relationship platform Without social relationship platform

Average shares

Average likes

Average comments

With social relationship platform Without social relationship platform



Bringing it all together

Case study: American Express


- A pilot scheme for connected content planning in two key markets.

- Increased customer engagement by 200%

- Improved content e$ciency by 500%.


Nicholas Raymond CC BY 2.0

1. Connect with your customer: move from messages to relationships

2. Connect your communications: provide the right content to the right user at the right time

3. Connect your organisation: build culture and operations that support great content


https://www.flickr.com/photos/82955120@N05/13734221225/in/photolist-mVDttF-5BmbPs-qmmjoG-oYHV3A-a4pbtE-zKD7Xz-pujrmX-uEzsLa-8iFETP-e1LKVj-dbepMo-pfWP4y-8CVkk1-7kujxX-j9xnQf-9XP7Th-C9kG8v-o1EPkw-qErZyr-7nGwWa-aWWMYa-ecQbRq-p9cMCX-e1EPSV-amnySs-xUVyD1-fkai3a-ddimg2-ejp26C-e8ebyj-9BM7uJ-7KunAd-nYJn7k-xQegbo-cRdHMU-4s7yQq-voecXh-zcHipU-5sALt3-divUvQ-vG3brh-ece545-ewuhj9-tje3a1-amjLhx-4GZC2Q-8QSjvk-oyDasv-bt6m8w-4kdQEf

Thank you

www.brilliantnoise.com | @la_pope

[email protected]


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Connected content planning: customers, communications, organisations

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