Develop an Editorial Plan for New Content

Understanding your search and social media keywords, buyer personas and the assets you have to work with will help identify what new content you’ll need to create.

Adopting the perspective of a publisher, not just a marketer, will help resource allocation, planning and goals/measurement for content creation.

For example, rather than just sending out a press release and publishing a blog post with a new product announcement, a company might, based on search/social keyword research and an understanding of their buyer personas, decide to create a resource page for journalists that includes links to relevant resources, a standard press release, images, PowerPoint, video, past media coverage, executive interviews, audio snippets, demo and appropriate media relations contact info. It would be made easy to bookmark or share this resource page as well.

The assets being linked to from the resource page would be hosted either on the corporate site, optimized of course, or hosted on 3rd party media sharing sites such as Flicrk, YouTube, SlideShare, DocStoc, PRWeb and others.

This provides a richer experience as well as numerous options for interaction. It also offers multiple, potential entry points into the resource page via search, since the optimized digital assets can rank in search results on their own and link to the destination content on the corporate web site.