How to build your brand's content strategy: think audiences, editorial line and ojectives first, the rest will follow!

1. HOW TO BUILD YOUR
CONTENT STRATEGY

2. 1 - EDITORIAL LINE

3. A brand/channel’s raison d’être
(e.g. I’m going to followThe Onion because
I know I’ll get absurd, satirical humour)
A choice
(One editorial line)
An eternal calling card
(Would you engrave it on your
company’s door? Good)
AN EDITORIAL LINE IS…
A value proposition
(Which are designed to sell,
not to inform/entertain)
One size fits all
(You can’t please everyone)
An annual theme
(Do you want to be followed for a year?
Or forever?)
AN EDITORIAL LINE IS NOT…

4. • Your OBJECTIVE (e.g. become a thought leader for your clients & prospects)
• Your THEMES (e.g. sustainability, economy, cooking…)
• Your ACCESSIBILITY level (e.g. B2C, expert, etc.)
• Your TONE (e.g. factual, funny, controversial, etc.)
• … UNIQUE (…like noone else’s!)
e.g.The Onion’s editorial line could be:
Become a reference for satirical humour that turns the banal into the absurd, with a
jarringly straight tone & obscure references to mainstream news
AN EDITORIAL LINE IS…

5. 2 - PERSONAE

6. A real person
(Elena is an acquisition executive always
on the lookout for hot new IP: she is an
‘Early Stage Project Scout’)
A PERSONA IS… A PERSONA IS NOT…
‘Just’ a sales
target/segment
(e.g. producer)

7. PERSONA
Content Creative Minds
Early Stage Project Scout (& Shifter)
Buyer (& Shifter)
Seller
Shifter
Sentinel
MIPTV (TV INDUSTRY TRADESHOW) EXAMPLES
SEGMENT
Producer
Buyer
Buyer
Seller
Buyer shifting to seller
Expert/consultant/media

8. NOW, SEE WHAT CONTENT YOU HAVE PER PERSONA...
…AT EACH STAGE OF THE MARKETING FUNNEL.
& INVEST/CURATE ACCORDINGLY

9. CONTENT PRODUCED IN THIS WAY…
4 BLOGPOSTS FOR “Content Creative Minds” 6 BLOGPOSTS FOR “Buyer (& Shifter)”
R E S U LT : + 1 4 0 % b l o g p o s t v i e w s v s p r e v i o u s c a m p a i g n
2 5 3 6 v i e w s f o r M I P T V 2 0 2 0 v s 1 0 5 8 f o r M I P C O M 2 0 1 9 , t h a n k s t o n e w c o n t e n t s t r a t e g y & S E O b r i e f s

10. 3 – OBJECTIVES > KPIS

11. Thought leadership?
Brand awareness?
Engagement?
Lead generation?
Acquisition?
Retention?
HOW DO I CHOOSE MY KPIS? VIA MY OBJECTIVE
REACH (impressions, views)
REACH + brand mentions
ENGAGEMENTS (likes, shares, comments, participations)
Leads (% of new leads generated)
Revenue (transactions, subscriptions)
Churn (do clients register next time?)
T R A C K
T R A C K
T R A C K
T R A C K
T R A C K
T R A C K

12. Thought leadership?
Brand awareness?
Engagement?
Lead generation?
Acquisition?
Retention?
WHAT CONTENT TYPES PER OBJECTIVE?
Blogposts/itvs (e.g. by industry influencers)
Blogposts/testimonials (e.g. by journalists, clients)
Podcasts, competitions
Webinars, white papers
Success stories (not really industry content)
T H I N K
T H I N K
T H I N K
T H I N K
T H I N K
T H I N K

13. 4 – REPORTING

14. WHAT DOES ‘GOOD’ LOOK LIKE?
OBJECTIVE KPI ‘GOOD’ SCORE
AWARENESS
Social media impressions 1,000 per post
Blogpost views 300 per post (B2B)
ENGAGEMENT
Social fanbase 10,000
New leads generated 50
Newsletter subscribers 1000
Social engagement rate 1-2%
CONVERSION
Social traffic to showsite 5%
Revenue from blogs €250k/year
PARTICIPATION Subscriber revenues €2 million

15. HOW DO I REPORT? KEEP IT SIMPLE!
How are we doing overall? Which topics are performing best?
< How is our split between value-
added (industry) & brand (show)
content?
Monthly reporting is
a good frequency to
aim for…

16. 5 - PLANNING

17. HOW TO PROMOTE A…
Blogpost
Webinar
/Podcast
White paper
1 infographic-style video*, pushed 3 times on Twitter,
once on Facebook, LinkedIn & Instagram
*TIP: lumen5.com is a great tool for making animated videos of your bloposts & other content.Affordable, & effective!
Encourage followers to save the date, e.g. with
LinkedIn Events (right), or other date-focused posts
‘Shatter’ data points into seperate pushes, and
promote over several months

18. GOT CONTENT? NOW PLAN IT OUT
Thought leadership
+Brand awareness
Engagement
Lead generation
1 blogpost/week
1 competition,
1-2 months
2-3 white papers
/webinars
ALSOTHINK ABOUT PROMOTION: a white paper requires more promo (e.g. paid) than a blogpost
JANUARY FEBRUARY MARCH APRIL MAY JUNE

19. THINK ABOUT ACCESSIBILITY & LIFESPAN. FOR E.G.:
Month 1: webinar just for
existing clients
> RETENTION
Month 2: webinar
available vs. email address
> LEADGEN
Month 3: webinar publicly
available
> AWARENESS
ALSOTHINK ABOUT MIX & MATCH: make some content publicly available, then leadgen form gives access to all content

20. TRY EPISODIC EDITORIAL, E.G. MONTHLY THEMES
The editorial calendar of online event &
content platform MIPIM Connect shows
how monthly themes (Investment,
Sustainability, Innovation) were used not
only for episodic editorial, but also to tie
together the offer’s private/client-only (blue
lines) and public content channels (green
lines). Client-only content like webinars will
also be made publicly available at a later
date.
JULY:INNOVATION
JUNE:SUSTAINABILITY
MAY:INVESTMENT

21. CONCLUSION: THINK ABOUT
1. EDITORIAL LINE What will you be remembered for?
2. PERSONAE Whom are you making content for?
3. OBJECTIVES What KPIs are right for audience+you?
4. REPORTING Make your content efforts understood!
5. PLANNING Organise your content over time