We sometimes get questions from our clients about the kinds of news, updates, and interesting facts they have that would make for great content. In the pursuit of getting the right words out, to the right people and channels, there can be some difficulty in choosing the best space and time for the information to have the greatest impact in their PR and marketing campaigns.
Before we start, I suggest coming up with a content map. The content map will be the road map for your content creation across a span of time, that should properly guide your efforts, manage the resources you have at hand, and hopefully be the start of an effective blueprint that can be used through your other campaigns.
1) Define the timeline for your campaign.
Personally, depending on the length of the project, the duration of the map differs. Having a distinct timeline can give you good feedback for the campaign run your are having, to be able to measure your progress according to your timeline gives you the information for a better post campaign follow up. Personally, depending on the duration of the campaign, the maps can be stretched out. I like to keep the content map to follow a 2-3 month cycle. Rule of thumb is that the tighter your timeline, the more focused the direction need to be.Which leads us to our next point.
2) Define the direction for your campaign.
With the duration set, it is time to decide on the benchmarks and goal of your campaign, keep them clear and in sight at all times. There will be distractions along the way, and there will be changes, if ever there is any doubt, just refer to the benchmarks and goals to guide you back on your way. Plotting out the content for each quarter to focus on a certain theme or direction is a good benchmark to follow. Weekly goals, and team updates along with a clear direction will let you know if what you’re doing and going for is effective.
3) Smile! You’re live!
Have your roles, and profiles for who you’re writing for setup and ready to go. Across the business, there will be topics that you cover that will require the perspectives and knowledge of different members of the team. Your resident tech expert should have the details of a new product launch, your CEO should have an address to the direction that the company wants to take, you get the idea. In cases where there are those who might be media shy, choose a face, and voice for the campaign who is comfortable for interviews besides your CEO.
4) Time your highs and lows.
You can’t keep up the hype forever, in your campaign schedule, pick up when you want to peak, and have in mind content to sustain the embers. Campaign highs can be defined by big reveals, that are set up by small lead ups. For example, leading up from a beta to full launch, or a newly awaited feature. For a 3 month timeline, I would suggest timing your highs at the beginning so as to garner attention, maintain that traction with pieces in between, and end off high again.
5) Stick to a schedule for regular postings.
Along with the duration for your campaign, have days where you will have updates and stick to them. With tracking and CRM software that is available, you can build and know your base of fans, and have a better idea the profiles of your customers.
6) Understand and accept the small shifts in target, and adjustments in approach that follow.
Once you have your thoughts, and pieces out in the open, be ready for the feedback that what you, and your team feel is fantastic is met with a lacklustre reception. Thus the weekly updates, sometimes what you want to share, and explain would need to be tweaked. There have been incidents where when going through a campaign, what we banked on as a “hot feature” and “must have” was sidelined for what we believed was a “nice to have”. Follow your gut, but listen to your readers and customers.
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The content map is essential to making sure everyone on the team is on board, and working towards a similar goal. If you’ve any questions, please do hit us up or start a discussion at the comments below.