A business I recently started with my wife, The Light of Dog, centers around an upcoming dog training book that will be released February 1, 2011. Its a content-focused business with not just this book, but additional ones in the future along with shorter e-books, online training (already launched) and DVD’s.
The primary marketing vehicle is online, where we will need to consistently post new content to interest people into engaging with us. To that end, we’ve created a content strategy with the help of a digital marketing and PR book pro.
Here’s a master list from which we will post content:
- Excerpts from the book(s) that get posted to blogs and microblogs;
- New content that compliments the content not in the book;
- We’ll run series of posts covering the big issues that people have with their dogs, pulled from our experiences in doing the dog training (which is run as a separate company);
- Case studies on dogs we are hired to train, their problem, how we solved it and any follow-up;
- Monthly Q&A podcast where questions will be answered from people;
- Interviews of other trainers and dog-industry pros;
- Screencast of live events;
- Dog industry news;
- Links to other content that we read;
- Book reviews;
- Product reviews;
- Commenting and participating on other dog-related blogs and online discussions;
- Surveys of our followers/audience and report back to them the survey results.
The content types include, text, audio and video. We plan to do a lot of video and have a big library of it already that has been filmed over the last 8 years from the dog training business. Much of it has not been used and is good content.
Our main channels will include our website’s blog, Google+, Twitter, Facebook and Youtube. We’ll also be using other sites to increase our content’s footprint, such as Digg and Stumbleupon, and posting product and book reviews on external sites, such as Amazon.
There are lots of other things we have also compiled, including a master editorial content list from which to draw our content ideas, specific guidelines for how often we post and how to organize specific posts, and a big list of bloggers and community sites from which to engage with.
I welcome any ideas, comments and suggestions you have to help improve our content strategy.