Content Planning is Chaos Management.

Online content planning is an incredibly complicated challenge. We’ve developed a relatively easy way to deal with it – the Raidious Groundwork content planning process. We must plan for situations that literally cannot be planned for, because we no longer control the dialog about our brand. We must proactively anticipate known and unknown scenarios to capitalize on opportunity and manage risk for your brand. Our content planning process is a force multiplier for your existing marketing plans, and establishes guardrails that keep your brand on course in the digital world, with the flexibility to react to new situations in real time. Here is a high level overview of some of the key steps:

Discovery

It all works best when it works together. All our digital marketing efforts are research based, and  integrated  with all of your other communications planning. PR, Broadcast, Print, Promotions, Merchandising… we use your existing brand strategy and positioning to inform our approach, and to help you extend, activate and measure the impact of all of your efforts online.

Risk

We help you proactively protect the equity of your brand online. You’ve invested a lot of time, money and human capital in building your brand. Planning for the worst means we can respond in a quick, agile, methodical fashion – or better yet, prevent it from happening at all.

Business Case

Umm, yeah we know your competitors are all on Facebook. But – why are you doing this? What business objectives are you hoping to achieve? If you work for one of the many brands that sees success as a number of friends or followers, do not be alarmed. We can help you translate this into an actionable game plan that serves a real business objective.

Personae

Personae development is critical for content creation. We don’t create content for Women 25-54 or Affluent Men. We create content for real people with real hopes, fears, challenges and motivations. We learn about the hearts and minds of these people through your existing research, and some tools of our own, and create lifelike representations of your targets.

Distribution

This is the Platform piece of the puzzle. Not only do we determine which platforms we should be using, but we ensure that they are optimized, both from a technical perspective and for search. In this portion of the process, we also develop a multi-platform analytics approach. Governance is also addressed in this stage – who needs to approve what in what order prior to publishing?

Metadata

Metadata is data about data, and there is a lot of it in the digital world. Some you can see, some you can’t. This is an extremely important piece of the puzzle, wherein we develop categorization strategies for your content – Keyword dictionaries, category and tagging taxonomies, on page SEO metadata, and other tactics that help your consumers find and understand your content.

Topography

Raidious develops a subject matter topography – a visual map of content subjects relevant to your brand. We also determine subject priority and and publishing frequency, resources for media like images, video, charts and graphs, and develop a publishing calendar that is fully integrated with all of your other marketing activities.

Engagement

We identify relevant, pre-existing communities for your brand to engage in, determine content curation approaches for external resources, put together a monitoring strategy, and establish moderation guidelines. We also will identify influentials relevant to your brand, and establish a game plan to engage with them.