Content Audit | No Limit

Now that you have selected a PR firm, you are on your way to beginning the development stages of your content. You know what’s out there. You know where you have to go. You have a strategy in place. Now it’s time for you to create both your controlled internally and controlled externally content.

Internally controlled content is what you write and what you post. For instance, for the franchisors I work with, I recommend the installation of a blog site. Using a provider like Google increases your brand’s SEO. When a potential franchisee searches for information on you, or your brand, you want them to find the most educational and positive messaging possible. Well, when you have a blog site, it creates a good start for content.

When writing a blog – or having your PR firm help you write it – make sure you provide your readers with valuable information. A blog just about you and your life might be interesting to a few people – but you want a blog that appeals to the masses. You want potential franchisees to search for you or your brand and to be able to read what’s going on with the brand; what’s the brand about; where the brand is going; and perhaps some helpful information about the industry your brand supports.

For instance, if you wrote a blog about discovery days and how to close more deals through the discovery process – not only are you helping educate the potential franchisee, but also the franchise industry on your ideas and innovations. This makes you a credible source. It turns you, the franchisor, into the media. Wow, what a novel idea.

Create a blog. It’s a good second step for internal content, with the content on your Web site being the first step. And speaking of Web sites, make sure you have a good one. Invest the time and money to make it fantastic. It’s going to be your first impression in most cases. Think about it: When out in public, as a CEO/executive, do you want a potential franchisee to see you in the sharp suit or a sleeveless shirt and short shorts? Duh. CREATE A BEAUTIFUL SITE.

As for external brand content – that’s up to your PR firm. If you do a great job educating them about your brand and the industry you represent, then they should do a great job being your ambassador of external content. External content helps validate your brand as a third party source (journalists) provides testimonials (articles, tv segments, radio clips) for your brand. Mix this in with a great Web site, a blog, and perhaps some advertising, and you are on your way to growing your brand through the power of content. Of course, don’t overlook the need to have smooth operations, systems, staff, etc. Those are more important than the content. The content comes, assuming you have all of your systems in order, as the support system for growth.

More next Thursday.

If you have followed the last two “Content Management Thursdays”, then you are ready for step three in the process. If you haven’t read them, go back and read (free eBook, everyone).

Step three in the process is specifically targeted for you managing your public relations/communications firm – content development. Content development is a very important process in your content management – in fact, it is what will make or break your brand’s success in the mainstream media.

For this process, hire a PR firm. “But, Nick, I cannot afford a PR firm. Their retainers are too expensive,” you say. “Well, you have options. And, frankly, you can’t afford not to have one,” I say. Not every PR firm charges $8k – $10k. Some charge much less. Sure, there is some luxury to retaining a big PR firm, but the benefits of a smaller one are actually quite large – more personalized attention; more bang for the buck; more placements; more controlled content; you’re a big fish in a small sea. You get the picture.

With a PR firm in place, you are now ready to have them start developing your content. In today’s world, that should include a blog site, and perhaps some social media/networking opportunities – progressive/proactive sales opportunity (more on that later). Additionally, traditional content development methods are vital, such as press releases (templates for new franchisees and DMA development, along with a national press release in various forms, trade and mainstream), photos, press kits, etc. While it is important to have an opinion and a dream of what content is important, listen to your PR firm, as they are the experts. You tell them your story, and then let them, well, wag the dog a little (sarcastic, of course), or determine what part of your story in newsworthy. Remember, they are your communication guru, let them run with your show.

Also, connect your PR firm with your marketing firm or in-house ambassador. This is also vital to the success of your development campaign. No franchise wants to have inconsistencies, as consistency is the beauty of franchising. Don’t let your marketing department develop material that isn’t cohesive with your PR firm.

Spend about a month on this process. Craft it. Tweak it. Ensure your messaging is as perfect as the moment can present. You don’t want to backtrack this process. Move the brand forward.

More next Thursday.