4. 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
6. -‐-‐-‐
Personal
Professional
Research
What Customers Want
• Who is your target audience?
• Where do they congregate?
• What do they talk about?
• What prompts a share, like or other action?
Example:
6
Addicts
Parents
Psychologists
Therapists
Addic>on
Specialists
Educators
-‐-‐-‐
Facebook
TwiIer
Addic>on
Forums
Blogs
Helping
Others
Resources
Educa>ng
the
Community
7. Topic Mapping
7
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
PiUalls
• Areas
with
Lack
of
Authority
or
Credibility
8. Topic Mapping
8
Example:
Focus
Sample
Topics
Company
Product
Updates/Introduc>ons
Customer
Case
Studies
Management/Execu>ve
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
9. Topic Mapping
9
Example:
Focus
Sample
Topics
Subjects
Company
Treatment
Programs
Clinical
Professionals
Execu>ve
Management
Addic>on
Alcohol
Drugs
Paren>ng
Rela>onships
Co-‐exis>ng/Process
Addic>ons
NOT
Marijuana
Diagnoses
Private
Persons
Market
Industry
Research
Regulatory
Environment
Legal
Issues*
News
High
Profile
Addic>on
Data
Proprietary
Research
10. Content Sources
Gathering Your Resources
• Internal
– You
– Employees
– Customers
– Systems/Data
• External
– 3rd Party Contracted/Partnership
– Public Domain
– News Media
10
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
11
18. 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
18
21. Content Calendar
• Map out the Year
– Company/Product News
– Major Events
– Seasons
– Holidays
– Themes
– Buying Cycles
– Reports
– Elections
– Etc.
21
22. Content Calendar
22
Q1
Q2
Q3
Q4
Tax
Summer
Back
to
Season
Travel
School
Holiday
Tip
Series
Tip
Series
Tip
Series
Tip
Series
Research
Survey
Research
Survey
Report
Report
Video
Series
Graph
Series
Video
Series
Graph
Series
24. Recap
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
24
