Seed Topics Brand Product Issue Benefit Associated Needs Copyright © 2017 Radford Henderson RADFORDHENDERSON

Persona type of content consumer LABEL Representative Photo DESCRIPTION KEY INFLUENCERS Demographics Psychographics Life stage Peers Aspirational life style models Authority figures Media LOOKING FOR CONTENT NEEDS Product and service needs Solutions Type of content Topic categories CONNECT WITH ME HELP ME Channels Desires Representative Photo type of content consumer Copyright © 2017 Radford Henderson RADFORDHENDERSON

Journey Map + LABEL RADFORDHENDERSON NEED RECOGNITION SEARCH phase NEED RECOGNITION SEARCH EVALUATION PURCHASE Description of mindset, what they are doing influencers Who and what influences decisions at this phase tactics Helpful content and brand actions USE VALUE ASSESSMENT LOYALTY ADVOCACY + Copyright © 2017 Radford Henderson RADFORDHENDERSON

Competitive Analysis Content Types RADFORDHENDERSON Brand Comp A Positioning / Authority Content Types Social Channel Engagement / Endorsement Breaking down the issue / need Benefits Associated with Features Sourcing + Manufacturing Tutorials Tips Case Studies Reviews / Testimonials Social Proof Brand Comp A Comp B Comp C Comp D Comp E Copyright © 2017 Radford Henderson RADFORDHENDERSON

Channel Plan: Screen Capture Screen Capture RADFORDHENDERSON Examples from Social Scan INSIGHT Channel reach How channel is used by the target audience High engagement topics ROLE Phase(s) of consumer decision making process CONTENT Type (Education, Utility, Entertainment, Inspiration, Information) Topic categories Format FREQUENCY How often to publish to this channel Note: content publishing ratio should be 3:1 editorial to selling ENGAGEMENT How to foster discovery and interaction with customers and prospects Customer service OPTIMIZATION Optimizing for discovery in Search Getting the most value out of each piece of content KPIs KPI = Key Performance Indicator What you will be measuring and reporting on monthly Note: Tags and shares = endorsement and should be considered the most valuable forms of engagement Screen Capture Screen Capture Copyright © 2017 Radford Henderson RADFORDHENDERSON