"sticky content" ragan content marketing summit
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Presented to Absolute Software | May 29, 2009© Affect Strategies
Sticky ContentRagan Content Marketing Summit
Sandra FathiPresident, Affectsfathi@affect.comaffect.comtechaffect.com
@sandrafathi
Slideshare.net/sfathi
© Affect
December 4, 2013
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Sandra Fathi
• President, Affect– Public Relations and Social Media Firm– Serving B2B Technology, Healthcare and Professional
Services Clients
• Immediate Past-President, PRSA-NY• Past President, PRSA Technology Section• Sample Clients:
3
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
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Personal
Professional
Research
What Customers Want
• Who is your target audience? • Where do they congregate?• What do they talk about? • What prompts a share, like or other action?
Example:
Addicts
Parents
Psychologists
Therapists
Addiction Specialists
Educators
---
Addiction Forums
Blogs
Helping Others
Resources
Educating the
Community
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Topic Mapping
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
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Topic Mapping
Example:
Focus Sample Topics
Company Product Updates/IntroductionsCustomer Case StudiesManagement/Executive Changes
Market Industry NewsRegulatory EnvironmentGlobal Trade
News Ocean PiratesGreen/SustainabilityNatural Disasters (Impact on Global Trade)
Data Proprietary Data & Analysis:World Shipping Routes/Manufacturing/Industry Stats
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Topic Mapping
Example:
Focus Sample Topics Subjects
Company Treatment ProgramsClinical ProfessionalsExecutive Management
AddictionAlcoholDrugsParentingRelationshipsCo-existing/Process Addictions
NOTMarijuanaDiagnosesPrivate Persons
Market Industry ResearchRegulatory EnvironmentLegal Issues*
News High Profile Addiction
Data Proprietary Research
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Content Sources
Gathering Your Resources• Internal
– You– Employees– Customers– Systems/Data
• External– 3rd Party Contracted/Partnership– Public Domain– News Media
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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
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Story Hijacking & Trend Intervention
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Story Hijacking & Trend Intervention
Break the News
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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
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Distribution & Format
Content in All It’s Glory
Press ReleaseWhite PaperReportWebsiteBlog PostMarketing CollateralWebinarSlideshowSocial Media• Facebook• Twitter• Google+• YouTube• SlideShare• Etc.
TextImagesGraphicsVideoAudioPPTEtc.
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Content Lures
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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
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Content Calendar
• Map out the Year– Company/Product News
– Major Events
– Seasons
– Holidays
– Themes
– Buying Cycles
– Reports
– Elections
– Etc.
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Content Calendar
Q1 Q2 Q3 Q4Tax Season
Summer Travel
Back to School
Holiday
Tip Series Tip Series Tip Series Tip SeriesResearch Report
Survey Research Report
Survey
Video Series
GraphSeries
Video Series
Graph Series
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Recap
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
Presented to Absolute Software | May 29, 2009© Affect Strategies
Sandra FathiPresident, Affectsfathi@affect.comaffect.comtechaffect.com
@sandrafathi
Slideshare.net/sfathi
© Affect
Sticky ContentRagan Content Marketing Summit
December 4, 2013
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