4. Identifying Targets<\/strong><\/h3>\nWho is the content targeted at?<\/p>\n
Are you trying to reach a specific group of people?<\/p>\n
Should it appeal to linkers or readers?<\/p>\n
Different cultural \u201cTribes\u201d have their own history, language, customs and icons. Identify your tribe and construct content to appeal to them.<\/p>\n
<\/p>\n
BUILDING THE CONTENT<\/strong><\/p>\n\u201cPsychological Hooks + Narrative Story + Unique Content = Great Link Bait\u201d<\/p><\/blockquote>\n
5. Theme<\/strong><\/h3>\nDecide which theme works best for you target audience; geek, news, celebrity, industry insider, brands, cute animals, etc.<\/p>\n
6. Hooks<\/strong><\/h3>\nThere are many different types of \u201cHooks\u201d that will trigger an emotional response, and grab people\u2019s attention. Use these psychological components to build your content.<\/p>\n
Combining different hooks within the same content gives additional impact:<\/p>\n
\n- News hooks<\/li>\n
- Resources<\/li>\n
- Humour<\/li>\n
- Attack<\/li>\n
- Sociality<\/li>\n
- \u201cStats Porn\u201d<\/li>\n
- Unique content<\/li>\n
- Controversy<\/li>\n
- Debate<\/li>\n
- Contrary<\/li>\n
- Ego<\/li>\n<\/ul>\n
7. Production Monitoring<\/strong><\/h3>\nWho is responsible for monitoring the process and identifying problems that may arise.<\/p>\n
Always be prepared to adapt the original idea.<\/p>\n
News research may uncover new opportunities that must be enacted on quickly. Who is going to do this and what power and authority do they have.<\/p>\n
8. Do You Have a Headline?<\/strong><\/h3>\nIf you do not already have the headline, get one as soon as the project allows, ideally you should start with one and adapt and hone as the project is worked on.<\/p>\n
You may already have an idea for a headline, but allow for change.<\/p>\n
<\/p>\n
Research headlines that already work.<\/span><\/p>\nBe observant…. advertising and tabloid newspapers can also be a source of inspiration.<\/p>\n
Make sure you have a headline process in place and the headline is checked with peers before it goes out.<\/p><\/blockquote>\n
9. Publishing<\/strong><\/h3>\nContent should have primacy over other ecommerce communication.<\/p>\n
Consider the web page your content will be published:<\/p>\n
\n- Minimal branding & advertising<\/li>\n
- Correct context<\/li>\n
- Template design<\/li>\n<\/ul>\n
Give primacy to the content, commercial signals intended to sell will get in the way of this. Over selling your product will turn off informational seekers and will have a negative effect on your brand.<\/p><\/blockquote>\n
10. Promotion and submissions<\/strong><\/h3>\nHow will you let your people know your content exists?<\/p>\n
What is your online network?<\/p>\n
Use email lists, social media submissions, but also understand the limits of individual systems.<\/p>\n
11. Measuring Results<\/strong><\/h3>\nHow did it perform?<\/p>\n
Which parts were successful?<\/p>\n
Which parts were unsuccessful?<\/p>\n
Analyse results against initial objectives.<\/p>\n
What other opportunities have been presented?<\/p>\n
Analyse technical results:<\/p>\n
\n- SEO<\/li>\n
- Online mentions<\/li>\n
- Social platforms<\/li>\n
- Links<\/li>\n
- Offline media<\/li>\n
- Industry specific conversation<\/li>\n
- Direct sales<\/li>\n
- Branding perception<\/li>\n<\/ul>\n
12. Conclusion and Assessment<\/strong><\/h3>\nWhat has been learnt?<\/p>\n
Have goals been achieved, if not why not.<\/p>\n
If the content has been successful, when can it be reused?<\/p>\n
Could the content be chopped up and reblogged or made into a slideshow, infographic\u2026 etc.<\/p>\n
<\/p>\n
<\/p>\n
The building of a content strategy plan is straightforward and is simple in that your aim is to create content that people want. But because there are so many detailed steps in the process, it can be complex. Every part is important and needs to function at a high level, if the process is followed and every step is taken, you cannot help but create some interesting and exciting content.<\/p>\n","protected":false},"excerpt":{"rendered":"
This is the headline I think works best for this article. I did start out with \u201cComing up with a content strategy that works\u201d, but it doesn\u2019t put emphasis on the problem and the problem is find a way to create a plan that is actionable. And when I say actionable I mean: Under budget […]<\/p>\n","protected":false},"author":9,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-8621","post","type-post","status-publish","format-standard","hentry","category-seo"],"_links":{"self":[{"href":"https:\/\/cognitiveseo.com\/blog\/wp-json\/wp\/v2\/posts\/8621","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cognitiveseo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cognitiveseo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cognitiveseo.com\/blog\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/cognitiveseo.com\/blog\/wp-json\/wp\/v2\/comments?post=8621"}],"version-history":[{"count":0,"href":"https:\/\/cognitiveseo.com\/blog\/wp-json\/wp\/v2\/posts\/8621\/revisions"}],"wp:attachment":[{"href":"https:\/\/cognitiveseo.com\/blog\/wp-json\/wp\/v2\/media?parent=8621"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cognitiveseo.com\/blog\/wp-json\/wp\/v2\/categories?post=8621"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cognitiveseo.com\/blog\/wp-json\/wp\/v2\/tags?post=8621"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}