How to develop a content marketing strategy for marketing and public relations. PRSA webinar conducted on March 12, 2015.

1. Presented to Absolute Software | May 29, 2009© Affect Strategies
How to Develop a Content Strategy
PRSA Webinar
Sandra Fathi
President, Affect
sfathi@affect.com
affect.com
techaffect.com
@sandrafathi
Slideshare.net/sfathi
© Affect
March 12, 2015

2. Sandra
Fathi
• President,
Affect
• PRSA-­‐NY
Board
Member
• Past
PRSA
Tri-­‐State
District
Chair
• Past
President,
PRSA
NY
Chapter
• Past
President,
PRSA
Technology
SecBon

3. Technology
Healthcare
Professional Services
Affect

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

5. Something
to
Talk
About
5

6. What Customers Want
• Who is your target audience?
• Where do they congregate?
• What are they searching for?
• Why are they visiting these sites?
• What do they talk about?
• What prompts a share, like or other action?
6

7. Helping
Others
Resources
EducaBng
the
Community
-­‐-­‐-­‐
Facebook
TwiLer
AddicBon
Forums
Blogs
7
-­‐-­‐-­‐
Personal
Professional
Research
What Customers Want
Addicts
Parents
Psychologists
Therapists
AddicBon
Specialists
Educators

8. Topic Mapping
8
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

9. Topic Mapping
9
Example:
Focus
Sample
Topics
Company
Product
Updates/IntroducBons
Customer
Case
Studies
Management/ExecuBve
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

10. Topic Mapping
10
Example:
Focus
Sample
Topics
Subjects
Company
Treatment
Programs
Clinical
Professionals
ExecuBve
Management
AddicBon
Alcohol
Drugs
ParenBng
RelaBonships
Co-­‐exisBng/Process
AddicBons
NOT
Marijuana
Diagnoses
Private
Persons
Market
Industry
Research
Regulatory
Environment
Legal
Issues*
News
High
Profile
AddicBon
Data
Proprietary
Research

11. Content Sources
Gathering Your Resources
• Internal
– You
– Employees
– Customers
– Systems/Data
• External
– 3rd Party Contracted/Partnership
– Public Domain
– News Media
11

12. 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
12

13. 13
Story Hijacking & Trend
Intervention

14. Story Hijacking & Trend
Intervention
14

15. Story Hijacking & Trend
Intervention
Break the News
15

16. 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
16

17. SubscripBon
Series
17

18. Customer
Generated
Content
18

19. Content Lures
19

20. Distribution & Format
Content in All It’s Glory
20

21. Maximizing
Your
Content
21

22. Content Calendar
• Map out the Year
– Company/Product News
– Major Events
– Seasons
– Holidays
– Themes
– Buying Cycles
– Reports
– Elections
– Etc.
22

23. Content Calendar
23
Q1
Q2
Q3
Q4
Tax
Season
Summer
Travel
Back
to
School
Holiday
Tip
Series
Tip
Series
Tip
Series
Tip
Series
Research
Report
Survey
Research
Report
Survey
Video
Series
Graph
Series
Video
Series
Graph
Series

24. Content
Calendar
24

25. 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
25

26. Recap
26
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

27. Presented to Absolute Software | May 29, 2009© Affect Strategies
How to Develop a Content Strategy
PRSA Webinar
Sandra Fathi
President, Affect
sfathi@affect.com
affect.com
techaffect.com
@sandrafathi
Slideshare.net/sfathi
© Affect
March 12, 2015