how to develop a content strategy
TRANSCRIPT
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Presented to Absolute Software | May 29, 2009 © Affect Strategies
How to Develop a Content Strategy
PRSA Webinar
Sandra Fathi
President, Affect
affect.com
techaffect.com
@sandrafathi
Slideshare.net/sfathi
© Affect
March 12, 2015
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Sandra Fathi
• President, Affect • PRSA-‐NY Board Member • Past PRSA Tri-‐State District Chair • Past President, PRSA NY Chapter • Past President, PRSA Technology
SecBon
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Technology Healthcare
Professional Services
Affect
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Agenda
All About the Content:
• Deciphering What Customers Want
• Determining What Your Brand Can & Should Be Talking About
• Creating a Content Calendar/Flight Plan
• Developing Content with Maximum ROI
• Riding the News Wave: Story Hijacking & Trend Intervention
• Training Your Audience to Come Back for More: Content Lures
• Generating Actions with Your Content
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Something to Talk About
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What Customers Want
• Who is your target audience?
• Where do they congregate?
• What are they searching for?
• Why are they visiting these sites?
• What do they talk about?
• What prompts a share, like or other action?
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Helping Others
Resources
EducaBng the Community
-‐-‐-‐
TwiLer
AddicBon Forums
Blogs
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-‐-‐-‐
Personal
Professional
Research
What Customers Want
Addicts
Parents
Psychologists
Therapists
AddicBon
Specialists
Educators
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Topic Mapping
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Sample Areas of Credibility
• Company
• Products/Services
• Employees
• Customers
• Market
• Research
– Source It
– Aggregate It
– Own It
– Create It
What Your Brand Can & Should Be Talking About
What Your Brand Should NOT Be Talking About
• Irrelevant Content
• Legal Pitfalls
• Areas with Lack of Authority or Credibility
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Topic Mapping
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Example:
Focus Sample Topics
Company Product Updates/IntroducBons Customer Case Studies Management/ExecuBve Changes
Market Industry News Regulatory Environment Global Trade
News Ocean Pirates Green/Sustainability Natural Disasters (Impact on Global Trade)
Data Proprietary Data & Analysis: World Shipping Routes/Manufacturing/Industry Stats
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Topic Mapping
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Example:
Focus Sample Topics Subjects
Company Treatment Programs Clinical Professionals ExecuBve Management
AddicBon Alcohol Drugs ParenBng RelaBonships Co-‐exisBng/Process AddicBons NOT Marijuana Diagnoses Private Persons
Market Industry Research Regulatory Environment Legal Issues*
News High Profile AddicBon
Data Proprietary Research
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Content Sources
Gathering Your Resources
• Internal
– You
– Employees
– Customers
– Systems/Data
• External
– 3rd Party Contracted/Partnership
– Public Domain
– News Media
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Riding The News Wave
Story Hijacking
• Breaking News Now
• Immediate Opportunity to Comment
• Next Day: “What Does This Mean to Me” Analysis
• Next Week: “What Does This Mean to the Industry” Analysis
• Next Month/Year: Lessons Learned, Prevention, Education
Trend Intervention
• Long-term Trending News Topic
• Seasonally Recurring News Topic
• Media & Audience Demand Ongoing
• Regular Columns/Features/Publications in Planning 12
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Story Hijacking & Trend Intervention
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Story Hijacking & Trend Intervention
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Story Hijacking & Trend Intervention
Break the News
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Content Lures
Keeping Audiences Coming Back for More:
Creating Recurring Value
• Educational/Tips Series
• Regular Features
• Weekly/Monthly Spotlights
• Quarterly/Biannual/Annual Reports
Source: TechAffect.com
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SubscripBon Series
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Customer Generated Content
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Content Lures
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Distribution & Format
Content in All It’s Glory
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Maximizing Your Content
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Content Calendar
• Map out the Year
– Company/Product News
– Major Events
– Seasons
– Holidays
– Themes
– Buying Cycles
– Reports
– Elections
– Etc.
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Content Calendar
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Q1 Q2 Q3 Q4
Tax Season
Summer Travel
Back to School
Holiday
Tip Series Tip Series Tip Series Tip Series
Research Report
Survey Research Report
Survey
Video Series
Graph Series
Video Series
Graph Series
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Content Calendar
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Generating Actions
• Research what resonates
• Establishment
• Anti-Establishment
• Make it easy to take action
– Provide Flexible Formats
– Bite/Right-Sized Information
– Eliminate Restrictions
• Make the Sharer the Hero
• Ask
• Reciprocate
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Recap
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All About the Content:
• Deciphering What Customers Want
• Determining What Your Brand Can & Should Be Talking About
• Creating a Content Calendar/Flight Plan
• Developing Content with Maximum ROI
• Riding the News Wave: Story Hijacking & Trend Intervention
• Training Your Audience to Come Back for More: Content Lures
• Generating Actions with Your Content
![Page 27: How to Develop a Content Strategy](https://reader031.vdocuments.us/reader031/viewer/2022013105/55a604701a28abf60b8b4631/html5/thumbnails/27.jpg)
Presented to Absolute Software | May 29, 2009 © Affect Strategies
How to Develop a Content Strategy
PRSA Webinar
Sandra Fathi
President, Affect
affect.com
techaffect.com
@sandrafathi
Slideshare.net/sfathi
© Affect
March 12, 2015