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

2. 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

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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

16. 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

17. 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