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?