Clarifying Unique Value Product Categories Service Categories Differentiating Features Functional Benefits Emotional Benefits Topics of Authority Brand Assets Copyright © 2017 Radford Henderson RADFORDHENDERSON

Identifying Core Target Audience Segments Demographics Psychographics Role Needs Goals Key Motivators Segment A Segment B Segment C Segment D Segment E Copyright © 2017 Radford Henderson RADFORDHENDERSON

Content Analysis Top Performing Insight Bottom Website Content Blog Posts Email Content Social Content UGC and Reviews Most Flattering Comments Most Disparaging Comments Copyright © 2017 Radford Henderson RADFORDHENDERSON

Target Audience Profiles Category Trends Media Habits Commerce Trends Needs Goals Aspirations Influencers Segment A Segment B Segment C Segment D Segment E Copyright © 2017 Radford Henderson RADFORDHENDERSON

By Product or Service Skin Care Product Issue Benefit Activity moisturizer dry skin healthy skin morning routine face mask blackheads clear skin at home facial bubble bath bathe baby soothe baby bath time mascara beautiful eyes makeup tutorial Copyright © 2017 Radford Henderson RADFORDHENDERSON

By Customer Role Employee (User) Implementer Purchasing CEO How to execute role How to master role Reducing costs Increasing revenue Case Studies Best Practices / Benchmarks Industry Trends / Innovation Aspiration Employee (User) Implementer Purchasing CEO Copyright © 2017 Radford Henderson RADFORDHENDERSON

By Activity or Phase Wedding Planning Proposal Engagement Bridal Shower Bachelor Party Bachelorette Getting Planning Help Making Plans Honeymoon Post Wedding Bride / Groom How to propose Proposal ideas Engagement announcement Unique engagement rings Diamond clarity Engagement Party Best wedding websites Wedding themes Wedding music Wedding cakes Wedding flowers Top honeymoon destinations Honeymoon ideas Wedding photo albums Wedding thank you wording Attendees / Guests Bridal shower ideas Bridal shower gift ideas Bachelor party ideas Bachelorette party ideas Mother of the bride dresses Maid of honor duties Best man speeches Wedding gifts Copyright © 2017 Radford Henderson RADFORDHENDERSON

By Buying Cycle RADFORDHENDERSON Business Planning Sourcing Buying Roll Out Planning Implementation Evaluation Segment A Segment B Segment C Segment D Segment E Copyright © 2017 Radford Henderson RADFORDHENDERSON

By Seasonal Events RADFORDHENDERSON New Years Resolutions Valentines Day Spring Vacations Mother’s Day Dads & Grads Summer Back to School Fall Halloween Holiday Segment A Segment B Segment C Segment D Segment E Copyright © 2017 Radford Henderson RADFORDHENDERSON

Topic Research Exercise Chose 3 topics from your Content Need Model to research Record findings from KWFinder.com Check for related high value topics and record findings Determine if each topic presents an opportunity for the brand or not Topic Searches / Month SEO Difficulty Seasonality Current Authorities Opportunity 1. High Demand Ability to Rank Social Only? 2. 3. Related Topics of Note 4. 5. Copyright © 2017 Radford Henderson RADFORDHENDERSON

Social Scan Exercise Chose 3 topics to scan for Choose 3 channels to focus on Conduct a Social Scan noting channel relevancy and key insights 1. 2. 3. YouTube Facebook Instagram LinkedIn Pinterest Twitter Reddit 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

Content Strategy How the unique value of the brand will be brought to life through content in a differentiated way that resonates with the target customer and compels them to take action. Key Content Initiatives (List only those that apply, with a brief description and core topics) Product & Service Info How you will differentiate your offering Education What you will help your customers understand Advice How you will guide them towards achieving higher level goals Company Information How you will demonstrate your values and establish credibility Access The behind the scenes and/or exclusive content you will provide Tutorials What you will teach your customers to do Peak Experiences Exclusive, out-of-the- ordinary opportunities Community Foster a sense of belonging, connecting them to their tribe, inviting them to contribute Utility How you will make your customer’s lives easier or help them achieve a task Inspiration Triggering positive feelings, and the urge to achieve 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