We have created a simple framework known as ‘the four P’s of content’. We deploy the thought process below, in varying degrees, for each campaign we are involved in. Plan • Research the kind of content our prospective audience find engaging • Decide what message needs to be distributed • Review the best forms of media to carry the message • Consider the resources required for production and hosting • Fine tune tracking, ROI levels and integration into current initiatives Produce • Create prompts such as briefs, scripts and bullet points • Choose a location which complements the recording if producing rich media • Review the content for desired output • Edit and render the content ready for distribution • Ensure all stakeholders are consulted for sign off Publish • Host the content in front of its target audience • Make sure the content is accessible via all necessary devices • Consider physical distribution of the content • Track engagement across all published locations Promote • Inform the audience of our creative content • Make it easy to share the content virally • Attach to existing communications • Make the content easy to find for prospects unfamiliar with our company