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

2. 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

3. 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

4. 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

8. 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