content planning workshop: confab intensive 2015

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


FB CS slide.

Add a FB slide

The Facebook content strategy team


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


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


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

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Next 2 minutes:

Meet the people at your table: 1.  Name

2.  Where you work & role 3.  Biggest obstacle you face in content planning


_Content Planning Overview (20 min)_Exercise (40 min)_Break (20 min)_Exercises (80 min)_Wrap Up & Discussion (10 min)

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Agenda.


CONTENT PLANNING OVERVIEW.


Traditional advertising/marketing is already planning for content

Digital Planners! Marketers! Media Buyers! Branded Content Creators!

Advertisers! Comms Managers!


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!


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


Job descriptions are starting to overlap

A CS job at RAPP: A Marketing job at Kroger:

*Job descriptions pulled from Linkedin


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


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?


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


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!


Today:�Create 3 deliverables in a content plan plan. !


_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: !


CONTENT PERSONAS Exercise 1


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!


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


Great for socializing; getting on same page

Post content personas:

•  During key meetings

•  Around the office

•  Senior stakeholder offices

•  Creatives’ desks


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


Introducing America’s newest bank:

Oink! Bank


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


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


BREAK for lunch slide

BREAK (20 min)


CONSUMER JOURNEYS Exercise 2


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


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


They can be linear

Credit: Graham D. Brown, 2014 http://www.grahamdbrown.com/the-customer-experience-journey-infographic/


Or show movement through a conversion

Credit: RAPP: https://www.pinterest.com/pin/146367056615417437/


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/


A good template for non-designed journeys


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)


CONTENT ECOSYSTEMS Exercise 3


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


They can be a map of properties with relationships

SITE

EARNED

PASSIVE

BANNERSTakeoversContextual

citicards.comciti.com

BANNERSRetargetingCompetitive

ORGANICSEARCH

PAIDSEARCH

PAIDSOCIAL

TV / RADIO

PRINT /OOH

EMAIL

DM

LANDING PAGE

PR

ACTIVE LEARN / SOLVE COMPARE APPLY ENGAGE / SPEND / ADVOCATE

CITIBANK

BLIPPAR

OFFER

VIDEO

GAMECITIBIKE


They can be high-level, emphasizing user action

Credit: John McCrory, HUGE


A good example for combining property & user action


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)


WRAP UP The end


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


What happens after the content plan?


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


Discussion:�How can/will you apply this to your job?


THANK YOU.