How to Create a North Star Editorial Toolkit
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The document outlines the creation of a north star editorial toolkit, emphasizing content strategy alignment with business goals, assessing external messaging, internal workflow, and technological delivery of content. It highlights the importance of understanding target audiences, brand identity, and a content lifecycle, while addressing challenges in maintaining engaging content for social media. Additionally, it elaborates on methods for guiding interactions between personas and the brand, including voice and tone guidelines.
How to Create a North Star Editorial Toolkit
- 1. Teach Me How: How to Create a North Star Editorial Toolkit Ahava Leibtag President Aha Media Group @ahavaL
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- 15. Content Strategy • Align content with business objectives • Support customers in accomplishing tasks Business Goals User Tasks 15
- 16. Content Strategy Has 3 Parts 1. External Messaging: Answer the 5 essential questions. 2. Internal Workflow: How do we create a repeatable, sustainable content lifecycle? 3. Technological Delivery of Content: How do we control the display and delivery of content? 16
- 17. #1: Editorial/Brand All organizations need to know: 1. To whom are you talking? 2. Who are you as a brand? 3. What are you trying to say? 4. How do you say it? 5. When and where do you say it? 17
- 18. #2: Workflow They also need to know: Internally, who is responsible for all the different phases of producing content? • Plan • Create • Publish • Distribute • Analyze • Govern 18
- 19. #3: Technical Display/Delivery of Content • XML • DITA • Metadata • Structured content • Adaptive content • Content modeling 19
- 22. Challenges: 1. Feeding the content beast with wellness stories and info- graphics 2. No strategy or direction to repurpose and recycle content they had already created 3. Content not engaging or resonating on social media channels (no traffic) 22
- 23. Geisinger’s Social Community Reach 5/1/2015 – 5/1/2016 Channel Growth Facebook 27% LinkedIn 33% Twitter 18% Instagram 2825% (started April 2015) All 30%
- 24. Facebook Increase in Engagement & Reach Total Likes Page Engagement Weekly Total Reach Apr-15 27,622 961 26,291 Apr-16 35,333 3,975 38,110 Increase 28% 314% 45%
- 26. Editorial/Brand All organizations need to know: 1. To whom are you talking? (Personas) 2. Who are you? (Brand pillars) 3. What are you trying to say? (Messaging) 4. How do you say it? (Voice and tone) 5. Where and when do you say it? (Editorial calendar/channel management) @ ahavaL #mpb2b
- 27. 5 Essential Questions 1. To whom are you speaking? 2. Who are you as a brand? 3. What are you trying to say? 4. How do you say it? 5. When and where do you say it? 27
- 28. Backstory: He has been working for the same law firm for 12 years and business is growing quickly. His administrator hired the previous two IT companies, but neither of them could keep up with the firm’s growing needs. Adam was also disappointed by their work ethic. He knows his firm needs outstanding outside help because they don’t have the resources to bring in an internal IT employee. Adam wants a company that will help anticipate the firm’s needs. He wants to hire a highly recommended company that is extremely reliable. Age: 38 Lives in: Bethesda, MD Education: Georgetown Law School, Penn Undergraduate Occupation: Patent Attorney in Washington, D.C. HH Income: 250K (+50K) Family: Wife, Julie, 34, Graphic Designer Daughter, Danielle, 11 Son, Michael, 8 Lifestyle/Personality: • Drives an Acura and wife drives a Honda CRV • Gym membership and plays tennis • Coaches Michael’s soccer team • Family travels twice a year to California • Shops at Brooks Brothers and J.Crew • Dines out often with clients Devices and Channels: iPhone, iPad, laptop and desktop News and Information: Reads the Wall Street Journal and world news online Tasks and Objectives: • What kind of IT support do you provide? • How much experience do you have with the legal industry? • Do you have after business hours and weekend technical support? How responsive are you during those times? • Is there an assigned primary technical consultant? • Will you recommend and purchase hardware and software products for my law firm? • What is your pricing structure? • Who are some of your clients? Can you provide customer recommendations? Adam J. Seeking IT services: “We need professional help with our IT.” 28
- 29. Motivations • Find an IT company that will be a good fit for his firm Primary Questions • What kind of IT support do you provide? • How much experience do you have with the legal industry? • Do you have after business hours and weekend technical support? How responsive are you during those times? Secondary Questions • Is there an assigned primary technical consultant? • Will you recommend and purchase hardware and software products for my lawfirm? • What is your pricing structure? • Who are some of your clients? Can you provide customer recommendations? Actions • Call with questions • Schedule a meeting Possible Encounters: • Search online • Referrals Possible Content: • Services • Portfolio • Support Hours Possible Content: • Products • Pricing • Customer Testimonials Possible Modes of Engagement Adam J. Seeking IT services: “We need professional help with our IT.” 29
- 30. Motivations • Find an IT company that will be a good fit for his firm Primary Questions • What kind of IT support do you provide? • How much experience do you have with the legal industry? • Do you have after business hours and weekend technical support? How responsive are you during those times? Secondary Questions • Is there an assigned primary technical consultant? • Will you recommend and purchase hardware and software products for my lawfirm? • What is your pricing structure? • Who are some of your clients? Can you provide customer recommendations? Actions • Call with questions • Schedule a meeting Possible Encounters: • Search online • Referrals Possible Pages: • Services • Portfolio • Support Hours Possible Pages: • Products • Pricing • Customer Testimonials Possible Modes of Engagement Adam J. Seeking IT services: “We need professional help with our IT.” 30
- 31. Jessica Barbara Julie Helen Sally Age 27 65 56 45 70 Geography Brooklyn, N.Y. Detroit, Mich., and Palm Beach, Fla. Los Angeles, Calif. Nashville, Tenn. Pittsburgh, Penn. Education M.A. MBA J.D. B.S. B.A. Work Charter school teacher Retired professional Attorney (not currently working) CIO (corporate) Recently retired schoolteacher HH Income $100k $250k $200k $500k $75,000 Marital Status Engaged to a woman Divorced Married Married Recently widowed Family 0 children 2 grown children Grown children 2 children 3 grown children Race White White White White White Persona Matrix
- 32. Judy, Jen & Taylor @ ahavaL #mpb2b
- 33. “Jen's kids have had a few cases of strep this past year so she's reading up on natural strep throat treatments.” “Judy's husband has gout so she tries to learn all she can about it.” @ ahavaL #mpb2b
- 34. 5 Essential Questions 1. To whom are you speaking? 2. Who are you as a brand? 3. What are you trying to say? 4. How do you say it? 5. When and where do you say it? 34
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- 40. Identity Pillars Current Identity Pillars Future Identity Pillars
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- 42. Identity Pillars Current Identity Pillars Future Identity Pillars CHEAP
- 43. Identity Pillars Current Identity Pillars Future Identity Pillars CHEAP AFFORDABLE
- 44. Current Pillars Future Pillars Old/outdated Influential Activist Activist Community service Community empowerment Grassroots Network 44
- 45. 5 Essential Questions 1. To whom are you speaking? 2. Who are you as a brand? 3. What are you trying to say? 4. How do you say it? 5. When and where do you say it? 45
- 46. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging CHEAP
- 47. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging CHEAP AFFORDABLE
- 48. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging CHEAP AFFORDABLE You can find the products you want, at the prices you are looking for.
- 49. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging CHEAP AFFORDABLE You can find the products you want, at the prices you are looking for. • Our prices are consistently 20% lower than other retail chains. • Robust coupon program
- 51. 5 Essential Questions 1. To whom are you speaking? 2. Who are you as a brand? 3. What are you trying to say? 4. How do you say it? 5. When and where do you say it? 51
- 52. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient
- 53. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient
- 54. Voice and Tone We are: sophisticated innovative academic friendly fun important smart different funny hipster sarcastic sympathetic empathetic awesome helpful convenient @ ahavaL #mpb2b
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- 65. Voice and Tone Guidelines • Engaging • Inclusive • Savvy • Influential 65
- 66. InclusiveInfluential Savvy Voice and Tone Matrix Engaging
- 67. InclusiveInfluential Savvy Voice + Tone, by Persona Engaging Jessica Julie Barbara Helen Sally
- 68. Voice and Tone (4) We aren’t … Problematic example (taken from site content) We are … On-brand example (written by AMG) Notes Rushed or impatient What if you bring me the wrong item, or if I’m not happy with my order? You can return any wrong or unacceptable item directly to the person delivering your order either at delivery or the pickup location. If you discover a problem after you receive your order, you can call our customer care team at X. You can also return items to any store. Just take your receipt so they know you are our customer. Soothing What if you bring me the wrong item, or if I’m not happy with my order? Our #1 goal is that you’re thrilled with every order from us. If you discover a problem after you receive an order, you have 3 options: 1. You can return any wrong or unacceptable item directly to the person delivering your order (either at delivery or the pickup location) 2. Call our customer care team at X. 3. Return items to any store, even if they don’t offer pickup at that location. Just take your receipt so they know you are our customer. Groceries are an intimate product that truly affect the customer at the moment of purchase. First acknowledge their right to complain. Then break down that they have choices in terms of how to manage their returns. Then provide detail so there are no lingering questions. Our goal is to be empathetic while we solve their problems. 68
- 69. 5 Essential Questions 1. To whom are you speaking? 2. Who are you as a brand? 3. What are you trying to say? 4. How do you say it? 5. When and where do you say it? 69
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- 73. Content has 3 parts. 73
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- 75. Content Formats • Written articles • Podcasts • Videos • Photographs • Infographics • Slide Shows • Whitepapers • Polls/Survey data
- 76. vs. 76
- 77. Content Delivery Tools • Websites • Blogs • Newsletters • iTunes • YouTube • Facebook • Twitter • Slideshare
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- 82. Backstory: xx Age: XX Lives in: XX Education: XX Occupation: XX HH Income: XX Family: XX Lifestyle/Personality: • XX Devices: XX News and Information: XX Tasks and Objectives: • XX
- 83. Motivations • XX Primary Questions • XX Secondary Questions • XX Actions • XX Possible Encounters: • XX Possible Pages: • XX Possible Pages: • XX Possible Modes of Engagement
- 84. Identity Pillars Current Identity Pillars Future Identity Pillars
- 85. Messaging Architecture Current Content Pillars Future Content Pillars Articulation Statement Messaging
- 86. We are… We are not… Good example Notes
- 87. Question Questions to Ask/Things to Do Answers To whom are we speaking? Are the personas appropriate for this project? Who are we as a brand? • Please define the brand in the context of this particular project. What are we saying? • What are 3 strategic takeaways we want people to know? How are we saying it? Please define voice and tone. When and where do we say it? Will this content be used for social media copy? What are 2 clear calls to action? Content is a conversation.
- 88. Who said? “Getting an audience is hard. Sustaining an audience is hard. It demands a consistency of thought, of purpose, and of action over a long period of time.” @ ahavaL #mpb2b
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- 90. Questions? Ahava Leibtag Aha Media Group, LLC ahava@ahamediagroup.com @ahavaL @ ahavaleibtag @ ahavaL #mpb2b THANK YOU! 90
- 91. Ask me anything at the Post-Presentation Huddle!
Editor's Notes
- #33: Judy is 65. Married to John. Retired. Has a good pension. Lives in Virginia. Has two grown children and 5 grandchildren. She LOVES Facebook and uses it on her desktop computer. Has an iPhone that she is still learning how to use. Walmart shoppers. Big savers. Willing to travel for better healthcare. John has gout. Judy has an auto-immune disorder. Trying to eat healthier – doctor said she and her husband need to follow a heart-healthy diet. Jen is 36. Married to Mark. 3 Children under the age of 8. Lives in Cleveland. Lives on her iphone. Facebook and Pinterest junkie. Gets more email than she’s able to read. Aspires to be the “super” mom and have it all. Works in marketing. She cooks her family’s meals and is always trying to find ways to get her kids to eat healthier. Takes of her children and husband before spending time for herself or worrying about her own health. Taylor is 27. She works for an SEO agency in California. Fitness freak. Obsessed with health recipes. A little bit of a foodie. Single. Focused on staying healthy.