Jon Wuebben - Content Planning & Production Strategies Workshop at HUG 2017

CONTENT PLANNING & PRODUCTIONStrategies Workshop

Jon Wuebben,CEO

Core audience target: Type of person you can help most with your content

What will be delivered to the audience: Types of info provided through your content

Desired outcome for the audience: Things your audience can do after consuming your content

CONTENT MKTG MISSION STATEMENT

| ContentLaunch.com @JonWuebben

Whether it’s a delicious recipe, an inspiring décor idea or a refreshing approach to organizing, we strive to help you [Moms] create a home that’s truly your own. Everything we do here is designed to empower and inspire you to make your home even better, and most importantly, a place you love to be.

CONTENT MKTG MISSION STATEMENT


What relevant keywords are trending right now?

What do people want to know about this subject?

What research is available for this?

How can our designers make this content pop?

What online influencers would want to publish this?

What actions can our targeted audiences take when they see this content?

ALL IMPORTANT QUESTIONS


What do you want your customer to feel when coming into contact with your brand?

What do you stand for, what’s your tone of voice?

Map strengths/weaknesses of competitors...then compare to yours

Align strengths/opportunities to your brand values

Map what you want to ‘own’ from a content strategy perspective

CAPTURE YOUR BRAND ESSENCE


Start with the WHY

How do we find the story we were meant to tell through our content?

How do we ensure we’ve focused our content on meeting our audience’s needs, as well as our own?

How do we translate our story into enough content to support our mission?

TELLING YOUR STORY


Who is our content meant to reach?

How can we provide value to them, beyond our products and services?

How can we use our content to support them through their buyer’s journey?

UNDERSTAND YOUR TARGET MARKET


WHO is the persona? What traits characterize her?

WHAT roles does she play? What does her typical day look like?

WHERE is there a gap in her needs/wants (beyond our products/services)?

WHEN does she need to close this gap (i.e., where is she in the purchase funnel)?

WHY would she care about us, as a company (aside from our product)?

CREATE BUYER PERSONAS


What Words Are Potential Customers Using to Search for You?

Measure Demand & Competition

Keyword Discovery & WordTracker

Google AdWords Keyword Planner

Align Keywords with Customer Buying Cycle

Long Tail Keyword Phrases

PERFORM KEYWORD RESEARCH


Google Trends & Google Insights

Twitter Search

Top industry blogs & association blogs

Competitive blogs

Your internal team

Your customers

BRAINSTORM TOPIC IDEAS


Editorial calendar: to help you plan topics, keep track of content assets, schedule publication across media channels.

Publishing guidelines: outlines preferred editorial style details, tone/voice & other rules

Channel plan: Governs how, when & where you publish content.

CREATE YOUR CONTENT PLAN


• Date the piece of content will be published

• Author of the content

• Topic or headline of the content piece

EDITORIAL CALENDAR


• Current status of the content

• Owner of the content

Governs how, when & on what specific platforms you will publish content & rules of engagement for interacting on those channels.

• Your website/blog

• Mobile

• Guest blogging on others’ sites/publications

• Social media (Facebook, Twitter, LinkedIn, Instagram, etc.)

• Podcasts

• Video

• Webinars

• Live events

CHANNEL PLAN


SEGMENT CONTENT TYPES & FLOW


Team resources needed to produce high quality content on a consistent basis?

What core materials/processes should we implement for content creation/management?

The Team: Determine who will be involved in content creation & specific tasks for each team member

Workflow: Establish what tasks need to be completed to bring a content idea to fruition, how to keep the process organized

Tactical Plan: What topics to cover? How often to publish, on which channels? How to measure your progress?

GET THE CONTENT DONE


MY NEW BOOK…


We are both producer AND consumer

We comment, we share, we promote

Motivated to seek challenges & discover new perspectives

Enabled by Web 2.0

Open source revolution (Linux, Wikipedia)

Prosumers = new market segment

THE PROSUMER

| FutureMarketingBook.com @JonWuebben

Value of the experience lasts

PEOPLE WILL BUY EXPERIENCES

@JonWuebben| FutureMarketingBook.com

Doing things makes people happier than having things

Anticipation of an experience vs. anticipation of a purchase

“-inging” experiences by adding value to goods by adding services to the things we buy

Holographic experiences

Bass Pro Shops, REI, Pike Place Fish Market

• Engagement

• Experiences

• Personalization

• Passion

FROM THE “4 P’S” TO…


Each component focuses on the relationship you have with your prosumer customers

MARKETING IN 2021


From Brands Platforms

From Mass Media Memes & Movements

From Brand Messages Multi-Sensory Experiences

Storytelling and Audience Connection Through Virtual Reality

From a Pricing/Benefits Concern “Show Me the Genuine Passion for What You’re Pitching”

MARKETING IN 2021


From Strategic Planning Based Around Products/Services Adaptive Strategy based around Customers

From Uninformed Guessing Real World, Data-Driven Simulations

From Web 2.0 Fully Realized Semantic Web

Human Thinking Cognitive Enhancement

From the Mass Market Niche Explosion

MARKETING IN 2030


“Computers Everywhere” or a “Ubiquitous Internet” in the air around us

Augmented, Immersive Experiences

Artificial Marketing Intelligence

Widespread Internet of Things

THANK YOU!

909.437.7015Phone

[email protected]

Jon Wuebben:

FutureMarketingBook.comContentLaunch.com

Jon Wuebben - Content Planning & Production Strategies Workshop at HUG 2017

Marketing

Transcript of Jon Wuebben - Content Planning & Production Strategies Workshop at HUG 2017