"sticky content" ragan content marketing summit

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Presented to Absolute Software | May 29, 2009 © Affect Strategies Sticky Content Ragan Content Marketing Summit Sandra Fathi President, Affect [email protected] affect.com techaffect.com @sandrafathi Slideshare.net/sfathi © Affect December 4, 2013

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How to ensure that your tweets are not obsolete immediately after you post - Ensure that your content has the maximum ROI and staying power. Presented at Ragan Content Summit in NYC on December 4, 2013

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Page 1: "Sticky Content" Ragan Content Marketing Summit

Presented to Absolute Software | May 29, 2009© Affect Strategies

Sticky ContentRagan Content Marketing Summit

Sandra FathiPresident, [email protected]

@sandrafathi

Slideshare.net/sfathi

© Affect

December 4, 2013

Page 2: "Sticky Content" Ragan Content Marketing Summit

2

Sandra Fathi

• President, Affect– Public Relations and Social Media Firm– Serving B2B Technology, Healthcare and Professional

Services Clients

• Immediate Past-President, PRSA-NY• Past President, PRSA Technology Section• Sample Clients:

Page 3: "Sticky Content" Ragan Content Marketing Summit

3

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

Page 4: "Sticky Content" Ragan Content Marketing Summit

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---

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:

Addicts

Parents

Psychologists

Therapists

Addiction Specialists

Educators

---

Facebook

Twitter

Addiction Forums

Blogs

Helping Others

Resources

Educating the

Community

Page 5: "Sticky Content" Ragan Content Marketing Summit

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Topic Mapping

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

Page 6: "Sticky Content" Ragan Content Marketing Summit

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Topic Mapping

Example:

Focus Sample Topics

Company Product Updates/IntroductionsCustomer Case StudiesManagement/Executive Changes

Market Industry NewsRegulatory EnvironmentGlobal Trade

News Ocean PiratesGreen/SustainabilityNatural Disasters (Impact on Global Trade)

Data Proprietary Data & Analysis:World Shipping Routes/Manufacturing/Industry Stats

Page 7: "Sticky Content" Ragan Content Marketing Summit

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Topic Mapping

Example:

Focus Sample Topics Subjects

Company Treatment ProgramsClinical ProfessionalsExecutive Management

AddictionAlcoholDrugsParentingRelationshipsCo-existing/Process Addictions

NOTMarijuanaDiagnosesPrivate Persons

Market Industry ResearchRegulatory EnvironmentLegal Issues*

News High Profile Addiction

Data Proprietary Research

Page 8: "Sticky Content" Ragan Content Marketing Summit

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Content Sources

Gathering Your Resources• Internal

– You– Employees– Customers– Systems/Data

• External– 3rd Party Contracted/Partnership– Public Domain– News Media

Page 9: "Sticky Content" Ragan Content Marketing Summit

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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

Page 10: "Sticky Content" Ragan Content Marketing Summit

10

Story Hijacking & Trend Intervention

Page 11: "Sticky Content" Ragan Content Marketing Summit

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Story Hijacking & Trend Intervention

Break the News

Page 12: "Sticky Content" Ragan Content Marketing Summit

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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

Page 13: "Sticky Content" Ragan Content Marketing Summit

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Distribution & Format

Content in All It’s Glory

Press ReleaseWhite PaperReportWebsiteBlog PostMarketing CollateralWebinarSlideshowSocial Media• Facebook• Twitter• Google+• YouTube• SlideShare• Etc.

TextImagesGraphicsVideoAudioPPTEtc.

Page 14: "Sticky Content" Ragan Content Marketing Summit

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Content Lures

Page 15: "Sticky Content" Ragan Content Marketing Summit

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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

Page 16: "Sticky Content" Ragan Content Marketing Summit

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Content Calendar

• Map out the Year– Company/Product News

– Major Events

– Seasons

– Holidays

– Themes

– Buying Cycles

– Reports

– Elections

– Etc.

Page 17: "Sticky Content" Ragan Content Marketing Summit

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Content Calendar

Q1 Q2 Q3 Q4Tax Season

Summer Travel

Back to School

Holiday

Tip Series Tip Series Tip Series Tip SeriesResearch Report

Survey Research Report

Survey

Video Series

GraphSeries

Video Series

Graph Series

Page 18: "Sticky Content" Ragan Content Marketing Summit

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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

Page 19: "Sticky Content" Ragan Content Marketing Summit

Presented to Absolute Software | May 29, 2009© Affect Strategies

Sandra FathiPresident, [email protected]

@sandrafathi

Slideshare.net/sfathi

© Affect

Sticky ContentRagan Content Marketing Summit

December 4, 2013