You must keep your mind on the objective, not on the obstacle.” --William Randolph Hearst
You must keep your mind on the objective, not on the obstacle.” --William Randolph Hearst
“ Of necessity, we made the discovery that it is easier to turn poets into business journalists than to turn bookkeepers into writers.” --Henry Luce
Uncover current & desired cust. Needs : As simple as surveys and simply browsing social feeds related to your business or as deep and complex as digital listening (Radian6, SM2, etc.) and comprehensive persona development. [Customer Insight Report] Articulate biz objectives and content’s role : Understand and articulate exactly what you’re trying to do: Sell more widgets…raise awareness that we make widgets…get people to share their stories about our widgets… [Project brief] Assess current content assets : Determine content hygiene [Content Audit] Find gaps : Find the market opportunities that will differentiate your offerings and map that against your current content and audience needs [Competitive Audit] [Gap analysis]
Ascertain repurposing potential: The previous planning phase should have provided an idea re: quantity/quality of current content. Considering the content framework you want to enact, which current content fits based on subject matter, editorial hygiene, device requirements, etc. Determine edit and creation priority : Based on what you know about your audience and the content you have, what should you tackle first? [co py Preparedness Doc] Assess content generation potentials (creation, 3 rd party, partnerships, etc): Given your resources, do you buy or build? This is like when magazines have “guest editors” or “featured contributors” –are there experts in your field who could write a blog series or host a webinar on your behalf? Might be cheaper than trying to create your own. [Regulated industries may need to be more careful – need more experienced or expert content producers, etc] Coordinate content across channels and devices: Think about how people want to access your content (and then look at your analytics): What channels are driving traffic? What devices are people using? If most of your audience is on an iPhone, let’s avoid Flash-heavy content… [ UI Specifications] Integrate social components and plan optimization efforts : Ideally, we’re creating content that gets people talking—make it easy for them to do that and to start conversations around your content with their personal networks. There are countless social media widgets, apps and plugins that make this an easy integration. And then don’t forget to monitor HOW your content is performing.
Identify sources : Who can help syndicate your content? What partnerships are ripe for your content efforts? Leverage YOUR channels : Fish where the fish are. Ensure that customers are finding your content on their channels Establish consistent feeds : Set up the technology properly so you can push out your content with ease. Look to your customers : Customer insight should guide initial syndication and their reaction should inform future efforts. Learn as much as you can from your current supporters. Be social : Social channels are great feedback generators. Listen first, but get involved if you can. Social syndication is among the easiest methods and frequently has high ROI.
Re-assess content at regular, appropriate intervals : Content will require different levels of up-keep: Some will be practically evergreen; other pieces of content will need frequent oversight/edits. [examples: natural disasters, government regulations, improved products, etc] [Content Calendar] Analyze metrics; apply to future efforts : Metrics are the best view of actual customer behavior. Mine this data for any lessons and tweak your output accordingly. Monitor social channels to close feedback loop : Customer feedback is a rich source of ideas and can provide an often-unexpected moment of delightful humility. Use this opportunity to show a human face while mining feedback to help your future efforts. Embrace iterative review : You will get the best content when you understand the on-going need. No newspaper reports the news and then stops – likewise your customer desire for content should only grow stronger over time. Support this desire and keep adjusting your methods to become their trusted resource.