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It’s time to change your marketing model. Most brands run on advertising-driven, campaign-based, one-way, mass communication efforts focused on affecting brand awareness and positioning. This approach no longer works. You need integration and to be in constant communication with your prospects, members and customers. But how? Patty will share the essentials to creating and executing a consumer-centric editorial plan with relevant content at the core. She’ll provide guidance on developing an integrated plan that attracts, engages and nurtures through all channels: website, email marketing, search, social, online advertising, mobile. She’ll even throw in offline channels for kicks!
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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
YouTube
SMS
Etc.
Specific Content
#3. Execute
Example:Brand Created
Content
Sample Editorial Calendar: Juut Salonspa
Fall TrendWindow Posters
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.
