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Developing a Cross-Channel Content Plan

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Cross-channel Content Planning Workshop. Erin Scime Confab Intensive PDX August 31, 2015. Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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About me Platform content strategy Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 Strategic planning Product content strategy 2  


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FB CS slide. Add  a  FB  slide   The Facebook content strategy team Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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Most of us in this room are content strategists working in non-profits and tech Top titles Top industries 1. Content Strategist (52%) 1. Non-profit / Gov / Educ. (34%) 2. Marketer (18%) 2. Tech Company (18%) 3. Copywriter (15%) 3. Agency (16%) 4. Other (8%) 4. Other (14%) 5. Project Manager (5%) 5. Financial Company (9%) 6. UX Designer (2%) 6. Self-employed (7%) 7. Media Company (2%) Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 *Surveymonkey participant survey


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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 Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 *Surveymonkey participant survey


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We are all here to make the most of our day 1. Learn what content planning is 2. See content planning deliverables 3. Hear experiences of others 4. Get tactics for how to integrate into my organization Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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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 Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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Agenda. _Content Planning Overview (20 min) _Exercise (40 min) _Break (20 min) _Exercises (80 min) _Wrap Up & Discussion (10 min) Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 9  


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CONTENT PLANNING OVERVIEW. Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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Traditional advertising/marketing is already planning for content Digital Planners! Marketers! Media Buyers! Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 Advertisers! Branded Content Creators! Comms Managers!


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They talk about it via 3 tactics Deepening relationship OWNED! •  •  •  •  •  PAID! •  •  •  •  •  Display Native advertising TV / print / radio SEM Out of home Buying relationship Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 Website(s) Mobile sites Apps Email Retail EARNED! •  •  •  •  Social Influencers/bloggers Forums SEO Building relationship


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We are now at a cross-roads. Content strategy & marketing are converging Marketing/Advertising Content Strategy (historically campaign oriented) (historically platform oriented) Media buying, content marketing, branded content, social marketing, PR / communications Editorial strategy, copywriting, interactive content, CMSs How do we work together?! Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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Job descriptions are starting to overlap A CS job at RAPP: Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 A Marketing job at Kroger: *Job descriptions pulled from Linkedin


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No choice: advertising, marketing & content strategy all need to work together Advertising! The persuasive message Marketing! Broadcasting the persuasive message (owned & paid) Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 Design! Designing the container & context for reception of the message Content Plan! Plan for what, where, why, how, when


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Audience Behaviors Data Our mantra: The right content, to the right consumer, at right time & place, across all channels Tone Format Channel Device Evergreen Always-on Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 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?


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Content planners must wear many hats, all focused around content Content Strategist! •  Editorial strategy •  Metadata/CMS •  Content production Media Buyer! •  Channel buys •  Budgets •  Target volumes Digital Planner! •  Campaign planning •  Brand messaging •  Market positioning Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 Marketer! •  Market research •  Audience engagement •  Brand health Experience Designer! •  User research •  Experience planning


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Ideal content planning process Audit & Observe Strategy Operationalize Optimize Use tools to identify opportunity areas Devise the game plan Implement game plan Use tools to gauge performance Brand health Market research Social listening Analytics insights User research Search analysis Content auditing Content Strategist! Analytics! Media! Marketing! Search! 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 Content Strategist! Analytics! Media! Marketing! Search! Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 Publish & React! •  •  •  •  Content creation Influencer activation Content optimization Active amplification Monitor & Assess ! •  •  •  Testing Observe Revise original plan More of: •  Social listening •  Search analysis •  Site & campaign traffic analysis •  Brand health Content Strategist! Creators! Content Strategist! Analytics!


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Today: Create 3 deliverables in a content plan plan. ! Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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Remainder of our time:! _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) Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 20  


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Exercise 1 CONTENT PERSONAS Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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Content personas turn marketing data into a relatable, human-like form Analytics & insights! Market research: ! Demo/psychographics! User research! Marketing priorities! Social listening! Content Personas 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) Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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Turn data into “life-like” targets 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 Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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Great for socializing; getting on same page Post content personas: •  During key meetings •  Around the office •  Senior stakeholder offices •  Creatives’ desks Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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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 “WHAT”! Key messages they need What messages they will respond to •  Market research •  User research •  Social listening The “WHERE” ! Consumer behavior, preferred channels Which channels they prefer, how they interact with the product currently •  Market research •  Analytics •  Search analysis The “HOW” ! How they want to be spoken to The tone & voice •  Campaign plan •  Existing brand guidelines Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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Introducing America’s newest bank: Oink! Bank Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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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. Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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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 Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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BREAK for lunch slide BREAK (20 min) Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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Exercise 2 CONSUMER JOURNEYS Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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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 Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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The basis of any consumer journey: Awareness Consumer becomes aware of product/service as a viable option Consideration Consumer recognizes product/service as a viable option Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 Decision Consumer makes decision & takes desired action: signs-up, provides email, makes purchase Usage Consumer engages with product/service


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They can be linear Credit: Graham D. Brown, 2014 Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 http://www.grahamdbrown.com/the-customer-experience-journey-infographic/


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Or show movement through a conversion Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 Credit: RAPP: https://www.pinterest.com/pin/146367056615417437/


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They can map property to journey in a simple way Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 Credit: Mis Apis Por Tus Cookies, 2013 http://www.misapisportuscookies.com/2013/06/customer-journey-map-clientes/


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A good template for non-designed journeys Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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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) Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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Exercise 3 CONTENT ECOSYSTEMS Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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Content ecosystems help you plot and plan for consumer touch points across channels Paid Owned Channel A Channel B Channel A Main property Channel C Channel D Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 Channel B ü  Plan and view how and where CTAs will point ü  Plan and view channel codependence across owned & paid Channel C Channel D ü  Collaborate with media teams to sync paid & owned messaging


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They can be a map of properties with relationships OFFER CITI BANK CITI BIKE BLIPPAR GAME ORGANIC SEARCH PRINT / OOH VIDEO PR DM PAID SOCIAL EARNED SITE TV / RADIO BANNERS Retargeting Competitive EMAIL LANDING PAGE BANNERS PAID SEARCH PASSIVE ACTIVE LEARN / SOLVE COMPARE Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 Takeovers Contextual citicards.com citi.com APPLY ENGAGE / SPEND / ADVOCATE


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They can be high-level, emphasizing user action Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 Credit: John McCrory, HUGE


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A good example for combining property & user action Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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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) Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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The end WRAP UP Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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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 Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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What happens after the content plan? Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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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 Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015 Running by Kevin Laity; Noun Project


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Discussion: How can/will you apply this to your job? Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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THANK YOU. Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015


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