Workshop presentation including overview of content planning and 3 exercises on content personas, consumer journeys and content ecosystems. Presented on August 31, 2015 at Confab Intensive, 2015 in Portland, OR.

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

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

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

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

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

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

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

8. Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
Next 2 minutes:
Meet the people at your table:
1. Name
2. Where you work & role
3. Biggest obstacle you face in content planning

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

27. Erin Scime, Content Planning Workshop: Confab Intensive, August 31, 2015
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.
Oink! Bank

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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