constant content: creating an editorial plan that's relevant, timely & integrated

Constant Content:

Creating an Editorial Plan that’s Relevant, Timely & Integrated

Patty Radford Henderson | MIMA Summit | September 28, 2010

What is the goal?

The constant delivery of fresh content that is engaging, builds relationships and

ultimately drives sales.

What is an editorial plan?

- Target Audience - Content to be Published - Format - Channels of Delivery - Timing - Sources

An Editorial Plan Defines

Where do you start?

Typically marketers start with the content

they have.

WebsiteProduct Catalog

About Us

Product features and benefits

And with what they want to tell their prospects

and customers.

I think what they want to

know is...

Brand X does this so we should...

We need to explain...

It’s notabout you.

Reverse engineer your editorial plan.

#1. Gain Insight

Segment Your Audience

• Existing Customers• Active Prospects (personal contact info)• Fans, Friends, Followers• Targets

• Existing Customers- Segment A- Segment B

• Active Prospects- Segment A- Segment B

• Fans, Friends, Followers- Segment A- Segment B

• Targets- Segment A- Segment B

Segment Your Segments

Keyword Research

92%

Your Top Organic Keyword List

vs. Keyword Research

Example: TakeMeFishing.org

Top Organic Keywords

example: TakeMeFishing.org

1 How to Fish

2 Fishing Techniques

3 Fishing

4 Fishing Bait

5 How to Fishing

6 Fishing How To

7 Fishing Tips

8 Places to Fish

9 Cleaning Fish

10 Create a Fish

1 Fishing 823,000

2 Fishing Gear 201,000

3 Fishing Reels 110,000

4 Fly Fishing 110,000

5 Fishing Lures 90,500

6 Fishing Boats 74,000

7 Fishing Games 74,000

8 Bass Fishing 74,000

9 Fishing Tackle 60,500

10 Fishing Rods 60,500

11 Fishing Boat 49,500

12 Largemouth Bass Fishing 44,000

13 Fishing Poles 40,500

14 Fish Recipes 33,100

15 Flounder 33,100

Keyword Research:Fishing Category

example: TakeMeFishing.org

highest monthly searches

How To Fish 14,800

Keyword Themed Calendar

Example: TakeMeFishing.org

Example: Dance Studio

Keyword Themed Calendar

Social Media Audit

Social Landscape Analysisexample: TakeMeFishing.org

Flickr has over 16,000 groups related to fishing—more than Facebook. The top 30 groups have over 20,000 members

YouTube has over 6,000 fishing channels, with an estimated 75,000-200,000 total subscribers. Over 158,000 playlists with millions of views, and a total of more than 480,000 fishing videos

Social Landscape Analysisexample: TakeMeFishing.org

Social Landscape Analysisexample: TakeMeFishing.org

Sharing the Experience

Social Media Activity by Month

Member Base, Social Profilingexample: TakeMeFishing.org

Insight: Participation in social media for avid anglers drops dramatically during fishing season.

#2. Plan

NEED RECOGNITION

SEARCH

EVALUATION

PURCHASE

VALUE ASSESSMENT

Model the Path to Purchase

Understand the Decision Making

Process

AWARENESS

CONSIDERATION

TRIAL

PURCHASE

ADVOCACY

Define Your Marketing Objectives

Model the Path to Purchase

SELL THE CATEGORY

DIFFERENTIATE

OFFER AN EXPERIENCE

CALL TOACTION

FOSTER WORD OF MOUTH REFERRAL

Determine Your

Messaging Strategy

Model the Path to Purchase

SELL THE CATEGORY

DIFFERENTIATE

OFFER AN EXPERIENCE

CALL TOACTION

FOSTER WORD OF MOUTH REFERRAL

Model the Path to Purchase

Xeach

audience segment

Content Planmust align with

- Business Objectives

- Marketing Strategy

must convey

- Brand Positioning

- Brand Personality

- Unique Selling Proposition (USP)

Relevancy

Content Plan

Influence

Content Plan

inputs

Keyword Research• Most searched keywords• The most relevant sites ranking on the top of those Search

Engine Results Pages (SERPs)

Social Media Audit• Type of conversations that dominate• Topics driving the most engagement• Questions that are being asked• Information they are naturally sharing

Integrated Marketing Efforts• Existing analytics, content and assets• Customer feedback, market research• Current marketing and communications plan

Content Plan

It’s not a matched set of luggage.- Chris Wexler

SELL THE CATEGORY

DIFFERENTIATE

OFFER AN EXPERIENCE

CALL TOACTION

Product SampleReviews, Testimonials

Information, EntertainmentApplication/Utility

FOSTER WORD OF MOUTH REFERRAL

Content Plan

Opt in to Ongoing Relation, Promotion

Sense of Urgency

Tell a Friend, Share Write a Review

USP, Product Benefits, Features

Category Benefits

Channel Plan

Website Blog Email SMS Facebook Twitter YouTube Flickr Etc.

Role

Daily

Weekly

Monthly

Quarterly

Type of Content

Channel Plan

Email is the Holy Grail.

Image from Monty Python’s Spamalot: http://www.montypythonsspamalot.com/downloads.php

Editorial CalendarJan Feb Mar Apr

Theme

Seasonality

Holidays

Events

Product Launches

Site/App Enhancements

Promotions

Advertising

PR / Events

Search

Website

Apps

Facebook

Twitter

YouTube

Email

SMS

Etc.

Specific Content

#3. Execute

Example:Brand Created

Content

Sample Editorial Calendar: Juut Salonspa

Fall TrendWindow Posters

Email

Website

Trend Stories

Segmented Direct Mail

Q&A Event

Example:Brand + User Collaborative

Content

Content Creation Machine

Example:Curated Social

Content

Relevant +

Influential

Think like a publisher.

Create your own media channel.

Socialize Your Content.

Where do you begin?

Get your house in order before you invite people over.

http://www.linkedin.com/in/pradfordhenderson | @prhenderson

Thank you.