The impending birth of a royal sprog is actually a pretty neat exercise on how to plan content around an impending event – the cornerstone of many a content strategy.
Perhaps your firm is speaking at a big national show or you are launching a product; the key to your content strategy is to plan ahead and explore as many different factors as possible, while constantly keeping things relatable.
Kate and Wills’ baby has received so much press coverage that I almost feel bad adding to the pile with this blog – but it’s all in the name of content marketing so I’ll press on. Newspapers and magazines all over the world know Ms Middleton’s due date and will have planned from the moment she announced her pregnancy (and probably before) what sort of coverage to aim for in the months leading up to the birth and beyond.
Therein lies the rub: they are not just reporting what is in the public interest, they have pre-conceived ideas about what they will be able to cover. How will her appearance change? Will any medical information be leaked? What will they call the child? All of these topics lend themselves not only to news articles, but to related features or information pieces – How do mums feel during their pregnancy? What are parents’ biggest fears for their unborn child? What’s the best clothing to wear in the final weeks of pregnancy?
The big day
These news pieces, feature-type blogs and columns are all ramping things up and keeping people interested in the event at hand – the birth of a baby. The newspapers are not reporting every day ‘Kate Middleton is due to have a baby’ and yet she is in some papers (one rhyming with ‘bailydexpress’, for example) almost every day, using engaging angles to make people care more about the birth.
By having a date and event in the calendar, newspapers can plan for a certain amount of content to be based around Kate’s motherhood, while continuing to report everything else as normal. When the big day arrives, more people will be interested as the salient details of the pregnancy have been shared every step of the way. It will probably even prompt Google searches to find out more information…
What about your royal baby?
So how – in the name of our future Queen – can you plan your content for your own ‘royal baby’? Let’s use the example of a conference coming up later in the year:
1. Explore the issues at hand – will there be speakers you can profile or key topics you can create a dummies guide to? Are there any ground-breaking or controversial issues being covered?
2. Don’t devote all of your content to the conference – avoid overkill – but ensure there is a steady trickle of articles, features and/or press releases that engages people with the topics at hand. A rolling three- or six-month editorial calendar can help you do this.
3. Remember to relate the issues to your readers – how might [insert conference idea here] affect their life or business?
4. Think about the sorts of questions people will ask/Google in the days before the conference and after they have attended the event. Provide the answers.
So let’s raise a glass to a new royal on the way – stop looking so glum, all you anti-monarchists – and take a positive lesson from the ridiculous media coverage the unborn infant has received.
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