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transcript
Presented to Absolute Software | May 29, 2009 © Affect Strategies
How to Develop a Content Strategy
PRSA Webinar
Sandra Fathi
President, Affect
sfathi@affect.com
affect.com
techaffect.com
@sandrafathi
Slideshare.net/sfathi
© Affect
March 12, 2015
Sandra Fathi
• President, Affect • PRSA-‐NY Board Member • Past PRSA Tri-‐State District Chair • Past President, PRSA NY Chapter • Past President, PRSA Technology
SecBon
Technology Healthcare
Professional Services
Affect
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
4
Something to Talk About
5
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?
6
Helping Others
Resources
EducaBng the Community
-‐-‐-‐
TwiLer
AddicBon Forums
Blogs
7
-‐-‐-‐
Personal
Professional
Research
What Customers Want
Addicts
Parents
Psychologists
Therapists
AddicBon
Specialists
Educators
Topic Mapping
8
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
Topic Mapping
9
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
Topic Mapping
10
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
Content Sources
Gathering Your Resources
• Internal
– You
– Employees
– Customers
– Systems/Data
• External
– 3rd Party Contracted/Partnership
– Public Domain
– News Media
11
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
13
Story Hijacking & Trend Intervention
Story Hijacking & Trend Intervention
14
Story Hijacking & Trend Intervention
Break the News
15
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
16
SubscripBon Series
17
Customer Generated Content
18
Content Lures
19
Distribution & Format
Content in All It’s Glory
20
Maximizing Your Content
21
Content Calendar
• Map out the Year
– Company/Product News
– Major Events
– Seasons
– Holidays
– Themes
– Buying Cycles
– Reports
– Elections
– Etc.
22
Content Calendar
23
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
Content Calendar
24
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
25
Recap
26
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
Presented to Absolute Software | May 29, 2009 © Affect Strategies
How to Develop a Content Strategy
PRSA Webinar
Sandra Fathi
President, Affect
sfathi@affect.com
affect.com
techaffect.com
@sandrafathi
Slideshare.net/sfathi
© Affect
March 12, 2015