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Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Cross-channel Content Planning Workshop. Erin Scime Confab Intensive PDX August 31, 2015.
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 2
About me
Platform content strategy Strategic planning Product content strategy
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
FB CS slide.
Add a FB slide
The Facebook content strategy team
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Most of us in this room are content strategists working in non-profits and tech
1. Content Strategist (52%)2. Marketer (18%)3. Copywriter (15%)4. Other (8%)5. Project Manager (5%)6. UX Designer (2%)
1. Non-profit / Gov / Educ. (34%) 2. Tech Company (18%)3. Agency (16%)4. Other (14%)5. Financial Company (9%)6. Self-employed (7%)7. Media Company (2%)
Top industries Top titles
*Surveymonkey participant survey
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
We all do some content planning in our jobs
36% spend around 25%
33% spend over 75%
27% spend around 50%
4% spend less than 10%
0% spend no time
*Surveymonkey participant survey
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
We are all here to make the most of our day
Learn what content planning is
See content planning deliverables
Hear experiences of others
Get tactics for how to integrate into my organization
1.
2.
3.
4.
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Next 2 minutes:
Meet the people at your table: 1. Name
2. Where you work & role 3. Biggest obstacle you face in content planning
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
_Content Planning Overview (20 min)_Exercise (40 min)_Break (20 min)_Exercises (80 min)_Wrap Up & Discussion (10 min)
9
Agenda.
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
CONTENT PLANNING OVERVIEW.
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Traditional advertising/marketing is already planning for content
Digital Planners! Marketers! Media Buyers! Branded Content Creators!
Advertisers! Comms Managers!
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
They talk about it via 3 tactics
Buying relationship
Deepening relationship
Building relationship
• Display • Native advertising • TV / print / radio • SEM • Out of home
• Website(s) • Mobile sites • Apps • Email • Retail
• Social • Influencers/bloggers • Forums • SEO
PAID!
OWNED!
EARNED!
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
We are now at a cross-roads. Content strategy & marketing are converging
Content Strategy Marketing/Advertising (historically campaign oriented) (historically platform oriented)
How do we work together?!
Media buying, content marketing, branded content, social marketing, PR /
communications
Editorial strategy, copywriting, interactive content, CMSs
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Job descriptions are starting to overlap
A CS job at RAPP: A Marketing job at Kroger:
*Job descriptions pulled from Linkedin
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
No choice: advertising, marketing & content strategy all need to work together
Advertising! Marketing! Design! Content Plan!
The persuasive message
Broadcasting the persuasive message
(owned & paid)
Designing the container & context for reception of
the message
Plan for what, where, why, how,
when
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Our mantra:�The right content, �to the right consumer, �at right time & place, across all channels
Audience Behaviors
Data
ToneFormat
ChannelDevice
Evergreen Always-on
Context What data do we have?
What are their needs?
Where are they in their journey?
Content How does it look & feel?
What content types resonate?
Container Where is it distributed?
What format is native to that channel/device?
Cadence How often is it refreshed?
How always-on is it?
How are we optimizing it?
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Content Strategist!• Editorial strategy • Metadata/CMS • Content production
Digital Planner!• Campaign planning • Brand messaging • Market positioning
Experience Designer!• User research • Experience planning
Content planners must wear many hats, all focused around content
Media Buyer!• Channel buys • Budgets • Target volumes
Marketer!• Market research • Audience engagement • Brand health
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Ideal content planning process
Market researchSocial listening
Analytics insightsUser research
Search analysis
Brand health
Content auditing
Content Plan!• Content opportunities (market) • Business goals we will meet • Who the audience is • What content to create/partnerships • Where (channels) • How we will speak to audience • When live/cadence • Measurement plan • Content production plan
Audit & Observe Strategy Operationalize Optimize
Publish & React!• Content creation • Influencer activation • Content optimization • Active amplification
Use tools to identify opportunity areas
Devise the game plan
Implement game plan
Use tools to gauge performance
Monitor & Assess !• Testing • Observe • Revise original plan
More of: • Social listening • Search analysis • Site & campaign
traffic analysis • Brand health
Content Strategist!Analytics!
Media!Marketing!
Search!
Content Strategist!Creators! Content Strategist!
Analytics!
Content Strategist!Analytics!
Media!Marketing!
Search!
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Today:�Create 3 deliverables in a content plan plan. !
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
_Exercise 1: Content Personas (40 min)_Break (20 min)_Exercise 2: Consumer Journey (40 min)_Exercise 3: Content Ecosystem (40 min)_Wrap Up & Discussion (10 min)
20
Remainder of our time: !
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
CONTENT PERSONAS Exercise 1
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Content personas turn marketing data into a relatable, human-like form
Content personas answer: ü Who (the target is) ü Where (preferred channels & sites) ü What (key messages they need) ü How (tone to message them)
Content Personas
Marketing priorities!
Analytics & insights!
Market research: !Demo/psychographics!
User research!
Social listening!
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Content personas ensure everyone is planning for the same targets: - Get stakeholder buy-in - Refer to during design - On-board creators - Give to advertisers to align targets
Tip! the output can be a poster
Turn data into “life-like” targets
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Great for socializing; getting on same page
Post content personas:
• During key meetings
• Around the office
• Senior stakeholder offices
• Creatives’ desks
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Content persona checklist:
What you need to answer What it gives you Where to get it
The “WHO”!Identify target via consumer demographics & brand preferences
Stats to develop their “personality” • Market research (qual., quant., MRIs)
• Customer databases (CRM)
The “HOW” !How they want to be spoken to
The tone & voice • Campaign plan • Existing brand guidelines
The “WHERE” !Consumer behavior, preferred channels
Which channels they prefer, how they interact with the product currently
• Market research • Analytics • Search analysis
The “WHAT”!Key messages they need
What messages they will respond to • Market research • User research • Social listening
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Introducing America’s newest bank:
Oink! Bank
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Oink! Bank is an emerging banking leader, placing a heavy emphasis on digital banking. It is primarily an urban, west coast bank, with a few retail branches in major cities. The brand is popular with Millennials, who are receptive to performing banking tasks online. Oink! Bank is unveiling a new product called “Oink! Pay!”, which allows customers to make a purchase on merchant websites directly via their Oink! Bank account. The bank is hoping to gain market share from Pay Pal. *Oink! Bank is not a real bank.
Oink! Bank
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Exercise 1
Get into groups. Work together to fill out the worksheet that will be the base for your personas. Fill in your worksheet: 1. The “WHO” (already prefilled) 2. The “WHAT” (key message & priority content) 3. The “WHERE” (channels) 4. The “HOW” (tone)
15 minutes = worksheet 15 minutes = discuss
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
BREAK for lunch slide
BREAK (20 min)
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
CONSUMER JOURNEYS Exercise 2
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Consumer journeys help you map consumer touch points along their natural journey
ü Align all channel messaging along a single customer path
ü Gain a birds-eye view of all your messaging at once
ü Prioritize messaging easier ü Better assign budget efforts across
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
The basis of any consumer journey:
Awareness Consideration Decision Usage
Consumer becomes aware of product/service as a viable option
Consumer recognizes product/service as a viable option
Consumer makes decision & takes desired action: signs-up, provides email, makes purchase
Consumer engages with product/service
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
They can be linear
Credit: Graham D. Brown, 2014 http://www.grahamdbrown.com/the-customer-experience-journey-infographic/
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Or show movement through a conversion
Credit: RAPP: https://www.pinterest.com/pin/146367056615417437/
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
They can map property to journey in a simple way
Credit: Mis Apis Por Tus Cookies, 2013 http://www.misapisportuscookies.com/2013/06/customer-journey-map-clientes/
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
A good template for non-designed journeys
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Exercise 2
Get into groups. Work together to path out a customer journey. 1. Use the provided template to list out all possible channels & touch points to
meet your target. Prioritize list (10 min)
2. Use the provided template to map prioritized channels & touch points to each stage of the journey (15 min)
3. Discuss (10 min)
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
CONTENT ECOSYSTEMS Exercise 3
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Content ecosystems help you plot and plan for consumer touch points across channels
ü Plan and view how and where CTAs will point
ü Plan and view channel co-
dependence across owned & paid
ü Collaborate with media teams to sync paid & owned messaging
Main property
OwnedPaid
Channel A
Channel B
Channel C
Channel D
Channel A
Channel B
Channel C
Channel D
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
They can be a map of properties with relationships
SITE
EARNED
PASSIVE
BANNERSTakeoversContextual
citicards.comciti.com
BANNERSRetargetingCompetitive
ORGANICSEARCH
PAIDSEARCH
PAIDSOCIAL
TV / RADIO
PRINT /OOH
DM
LANDING PAGE
PR
ACTIVE LEARN / SOLVE COMPARE APPLY ENGAGE / SPEND / ADVOCATE
CITIBANK
BLIPPAR
OFFER
VIDEO
GAMECITIBIKE
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
They can be high-level, emphasizing user action
Credit: John McCrory, HUGE
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
A good example for combining property & user action
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Exercise 3
Get into groups. Use the example ecosystem to plot your Oink! Pay! ecosystem. 1. Using Post-its and flip charts, work together to draw ecosystem for Oink! Pay!
based on your preliminary channel prioritization during Exercise 2. (10 min.)
2. Add the role and CTA (call-to-action) for each channel touch point (15 min)
3. Look at others, discuss (5 min)
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
WRAP UP The end
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Summary of what we learned
• Content planning is no longer a “nice to have” option. It is part of anyone’s job who touches content.
• Content personas help you flesh out the personality of your targets: who they are, what they respond to, what content they need, what channels to intercept them on
• Consumer journeys allow you to map channel touch points to maximize your messaging
• Content ecosystems give you a map of channels & actions you want your consumers to take after you message them
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
What happens after the content plan?
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
How you can set this up in your organization
Build relationships !Identify stakeholders, likeminded
collaborators & advocates
Think small bites!Quick wins & demonstrate
value to do more later
Patience for the long run!Expect long-term commitment;
not a 6 month project
Love by Jason D. Rowley ; Noun Project
Cookie by Rashida Luqman Kheriwala; Noun Project
Running by Kevin Laity; Noun Project
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Discussion:�How can/will you apply this to your job?
Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
THANK YOU.