Crafting A Content Plan

Crafting A Content Plan

Content planning extends far beyond writing content for your website. How do you come up with a content plan? Well, there was really no better way to illustrate this process than to come up with an example content plan of our own. Join Speak Creative's VPs for an off topic conversation about understanding your audience and planning your content. 

Crafting A Content Plan | Episode 7

David: Hello everyone and thank you for joining us. Once again, this is A Little Off Topic, one agency's water cooler chat on digital marketing, business, and all the things that get in the way, presented by Speak Creative. We are bringing you another very fun conversation this week. Our topic today covers something that's extremely important in every aspect of what we do at Speak, and that is content planning. My name is David Caffey. I'm Speak's Digital Marketing manager and the host of A Little Off Topic. I'm joined this week and every week by our VP leadership team, Kindra Svendsen is VP of Client Partnerships. The first of our duo of Matts is Matt Roberts, VP of Marketing and Sales. And finally with us again, is Matt Ervin, VP of Creative Service.

David: Content planning is not limited to just deciding the topics for pages on your website or just the text of a social media post. It also involves audience targeting, selecting marketing channels, and even goal setting and measuring success. There's really no better way to illustrate this process than to come up with an example content plan of our own. And since we're approaching the back to school season that's going to be completely different than anything we've seen before, today we are building a plan for an institute of higher learning. So welcome everyone to Speak University. We'll go step by step today through the content planning process, starting with creation of personas, picking the right channels for messaging, as well as generating creative ideas that can help your university stand out from the pack. Finally, we'll close our discussion by putting the finishing touches on Speaking University by selecting or at least attempting to select a mascot and a fight song. Lots of great info today. So let's get right to it. As always, we thank you for taking the time to listen to our show today, and I hope you enjoy today's episode of A Little Off Topic. 

David: Folks, the mics are hot. We are live to tape. As we're recording this, baseball is finally underway again, and we've got the Speak All-Star team on deck. We're ready to knock this one out of the park. Let's start off with Kindra. Hello! A warm welcome to you.

Kindra: Thank you. Thank you. 

David: Matt Ervin is back again. Matt, how are you? 

Ervin: Doing pretty good. Can't complain. 

David: And finally, Matt Roberts, we call him the 100% shot taker. Welcome back to you as well. 

Roberts: Thanks man. I thought we were going with a baseball metaphor, but maybe we're just sticking with that. 

David: It's adjacent to baseball. We'll call it that. So let's jump right in. Today's topic is content planning. Does somebody want to try to take a crack at explaining what content planning is to us?

Kindra: I will, since I was on the content train last time. I was such an advocate for it. So content planning in our world in digital marketing is the strategy behind what people are reading, taking in, and watching. It is the plan for what is on your website or on your social media pages and what its intention is. So planning that out is, believe it or not, quite the job. It keeps us busy because it's important.

David: So in what situations would content planning come into play? I'm assuming a new website or even just a campaign in general? 

Kindra: Honestly, content planning is ongoing. It never stops, because to have that living, breathing website that we talk about, you always need to be adding new content. So we do it when we have a brand new project and are trying to determine what content needs to go on a website for instance, or an app, then we have it within our digital marketing strategy sessions where we're creating new posts and new content for engagement, or understanding how to get people to take specific action, all goes back to content. Then anytime we have a marketing campaign or a video, certainly the content there is important too. So it really is just always happening.

David: So I feel for my benefit and probably folks listening that this conversation might benefit from us talking from a real world example of an industry that we would be familiar with at Speak and maybe our listeners would as well, that we could help illustrate what we're talking about. Can you guys think of an industry that is in a unique position right now that might benefit from some new or refreshed content planning? 

Ervin: The sports industry. 

Kindra: They've got it with the fake fans now. 

Roberts: Higher education feels a good fit. Lots of groups that we're working with are scrambling for the fall and worried about admissions.

David: I would agree with that as well. Like you guys said, admissions are in a different place than they have been previously and there are also in person classes and virtual classes. It's a whole new world there. that would be a great one to start with. So, let's say we're talking about Speak University here. Let's say that we're facing a lot of the same problems as other institutions are, so how would we start content planning for our imaginary Speak university?

Ervin: The first thing we need to do is name me the provost. I don't know what that is, but it sounds like a title I would like.

David: I would be the bursar cause I'd like to have the credit card.

Roberts: Oh, that's good. I want to be the registrar because that just always sounds fun. Kindra, do you have any?

Kindra: So much pressure. I'd stick to residence hall director for minimum responsibility. 

David: Do you even get paid for that? 

Kindra: Free room and board.

Ervin: I paid $2,000 a semester to live in the dorm with no air conditioning my sophomore year in Mississippi, yes. Probably should have left that out.

David: So let's also assume Speak University does have air conditioning as well, just one more footnote on that. 

Kindra: So when we're talking about how content would help a university, the first thing to understand is who that audience is. It's likely not the same demographic as the provost or the bursar or the dean. that understanding who the audience is and what they're looking for is important. You have two audiences with higher education. You have the students themselves, who are high schoolers at this point. Then you have their parents. Then maybe you have a third audience, which is older adult students/non traditional students. So understanding what value they're seeking — each of those audiences is seeking — can drive that direction. But that the parents who are contributing financially or helping their kids validate their school choices are probably just as important as reaching those high schoolers.

Roberts: What would you say to a university who says they want to get more students in or increase the quality of applicants, and all this intake stuff, but we also want to create better engagement around our alumni with that as an audience. 

Kindra: David, you could probably help answer this because we worked with a lot of higher education institutions. They're completely different messages, truly. Admissions is always the key because admissions is the one that is bringing in, hopefully, four years of money. So in those instances, I would say that the message really has to be appealing and set a future. Whereas with alumni, the message itself would be more focused on giving back and helping other people have that same experience. We've dealt with that messaging quite a bit. Those are probably two key audiences we target a lot through ads. 

David: I would say so. I mean, in reality, when you add those personas, it's just another one on the list. But a lot of times, the way I've seen it tackled is that the alumni content is even commonly hosted on another domain or sub domain. It's an entirely different website sometimes, just because it really is two entirely different marketing programs going on. Student recruitment and enrollments can almost boil that down to traditional SEO, targeting, keyword research, that sort of thing. Whereas going after alumni might be a little bit more open-ended. It might be more content driven, because nobody's searching for how to give more money to their college. So, you can consider it another persona in my opinion. But a lot of times what we see is it's almost two separate, completely different paths to reaching that audience.

Kindra: Yeah and if you're looking at intentions, you've got the prospective students who are looking for a better future or looking to further their future. With your alumni, you're looking for that emotional connection to nostalgia and giving back to the place that helped you with that future. So the intentions for messaging are completely different. 

Ervin: My college roommate worked in institutional advancement, which was his job while he was in college for some time. One of the things that they focused on a lot was that they were not only going to help the future generation of students, but as one gives more money to this college, then they can build our program and give his degree more clout. So now that you have a degree from Mississippi College, where I've matriculated. 

Kindra: With no air conditioning. 

Ervin: It was only in one dorm and it was only my sophomore year. 

Roberts: Just the one year I didn't have air conditioning! 

Ervin: Yeah, just to put, make that clear. The dorm was called Ratliff, "rat" in the name is very important. But, now that we've added these programs and done all these things, we can say what a great institution this is to help further the value of what you paid for many, many, many years ago. 

Roberts: Yeah. They're playing the long con there, that's good. No, but that goes into a lot of the alumni communication that I get from the University of Alabama business school. It is very much prestige driven and trying to not only create a sense of nostalgia and give a reason to give back, but it really is driving on this idea that you're attached to this place in some way. So, coming in and making a donation or helping them advance what we're doing adds to the prestige of where you graduated. So that's a valid point as well. That's good. I didn't mean to pull us away from how to get prospective students and families. But I do know that's certainly a conversation that I hear a lot in sales conversations is that they want to attract new students, but then we also have these other audiences that we want to serve well. So, alumni is one and then obviously, current students and just helping them get to the right place is another that I want to make sure we don't forget as we dive deeper into content planning. 

Ervin: You also wanted to talk about the fact that you went to the University of Alabama, especially after I mentioned that I went to Mississippi College. 

Roberts: To be fair, I went to Mississippi College for my freshman year, but then I heard there was no air conditioning sophomore year, so I transferred.

Ervin: In the decade between when I went to college, and you went to college, they actually did put air conditioning in that building.

Roberts: I'm not sure. I wasn't there my sophomore year, so I can't state whether they do or don't have air conditioning,

Kindra: Can we get a current student to verify? Can we put the call out on social media? We need to know. Is Ratliff still standing? 

Ervin: It's still standing. Well, as of two years ago, it was. I saw it. 

David: Yes. Please check out the show notes for information on how you can provide us more information on that. And arguably, also on the alumni side, the biggest tool for outreach to alumni is sports and that being completely up in the air as well. 

David: Mississippi College, the fightin' something.

Ervin: Choctaws, and officially endorsed by the Mississippi Band of Choctaw Indians.

David: So, well, there you go. Can't say enough good things about Mississippi College, but with the way sports are going down right now, that's another thing up in the air too. So, as we talk about content planning for our imaginary university on both sides, things have been shaken up to the point where you might need a completely revisited strategy.

Roberts: Sorry, I'm changing my official position at Speak U from registrar to hockey coach. 

Kindra: Oh, is that cause you miss 100% of the shots you don't take?

Roberts: Because you know what? You miss a hundred percent of the shots you don't take. I'm leading that team to glory. Okay, sorry, go ahead.

David: You can go skate on the ice there or the Colosseum. I don't even know where the ice is. I guess it's going to be on you to figure out where the ice is, but we'll figure it out. So once we find our ice, we'll also need to start our content planning. Where do we start off? I mean, it seems we have a pretty big task ahead of us. What's the first item on the to do list here? 

Kindra: I was going to say, especially because sports aren't really a draw right now, I mean, content is important. You do have to hook them in somehow and get their attention. Let's just focus on prospective students. There is a huge hurdle to cross over with just on-campus visits and seeing the dorms for yourself before you fill out the admission form. That's all a challenge right now that colleges are facing. So that understanding and listing out the challenges of what is normal and what is not needs to happen. We've already identified who the audiences are and the unique challenges that come with that, but really understanding what they are looking for since I can't offer what I normally do is a big one. Admissions is the first hurdle, because once you've gotten them to apply, then it's more about the actual hard facts of the school and if their major is offered and that sort of thing, but you do have to create interest in the college. So we've seen some really cool things that have worked throughout the years with that, but it all comes down to getting them to fill out that application. Some colleges are using the common application. That's a new, big thing that a lot of students can fill out one application for several colleges. That's a big deal right now, because just when you're searching for a job and you're having to fill out all of those applications, that can seem really tedious. So the common application is a big one, that just helps remove a barrier because likely they've already filled it out to some capacity. Different promotions work really well to give them an idea of what campus life is like. We've seen a couple virtual tours. We've seen some free swag go out. All of that taken into consideration can still reach those students, even though we can't just invite them on campus. 

Roberts: So I have a question related to the actual execution or tactics of something that. So let's just say, we're going to swag out our Speak university applicants, we got swag floating all over this place. Where are we finding these potential applicants online? How are we getting their attention? What's the strategy there and how do we surface visibility for students who are looking at a handful of other schools and don't know anything about our renowned programs? 

Kindra: Yeah, we've tackled that before. So the first place is just lists. Colleges have access to all sorts of lists of high school juniors/seniors. Either from their ACT/SAT scores or geo-location, so they can target the whole state that they're located in definitely helps. Anytime we have any of those lists, that's a great thing to start from. From there we build lookalike audiences. So if we know from their previous admissions data that they have 5 or 6 cities they get a lot of applicants from, we'll run targeted ads, and that's through search, social, video ads, Instagram, you name it. We are targeting them with maybe that swag hook. So there's a lot of things that you can do to target them, but that's typically how we're doing it, just in building the audiences by targeting where they are socially. Anything else we're doing, David that I'm not thinking of? 

David: Well, I'm thinking if we back up a little bit, when we're talking about content planning, obviously we're not talking about just writing a hundred pages of content, we're talking about multimedia and multichannel targeting. You can make the argument that "swag hook" is a form of multimedia planning. So, how do we start breaking that down by each channel? And how do we make sure that those are all working together and make sure that the social content we're putting out aligns with the website content and everything in between? 

Kindra: Yeah, that's a good question. So before we really skip ahead to this user journey we're going down, we have to create those personas. This is universal for any industry, but when we are talking about who our audiences are we do build those personas and really explore what it is that's important to those people. So, maybe a cause marketing where we make a charitable donation is something that is really attractive to that specific audience. So we'll plug that into our strategy because we've built out this persona of who that audience is, such as what they like and what they're looking for, and can make the decisions from there. So that is a process that we go through pretty regularly. We can take a lot of time and really dig deep to form those, or we can do it just generally and with smaller budgets to find that commonality and that red thread between all of our audiences. Really understanding who they are and what value they perceive is the first step there. 

David: And I do think when you're talking about breaking things up by channel, it's not necessarily all going to be the same messaging for every channel. The example I could think of is that if I'm doing SEO for an institution of higher learning, the content I might be putting out to attract searchers or people looking for specific information is just getting down to the nitty gritty of how much does it costs to go there or what students have to do to get in. Alot of times people are looking for breaking down barriers to entry. A lot of common searches are "schools that don't require SAT" and that sort of thing. So, whereas I might be getting down on the SEO side of that direct stuff, on social, we might be targeting more of the testimonials student life video. Whereas, we could span all the way down to just a FAQ of basic information. So you're planning all that stuff out, it's not necessarily going to be the same message everywhere, but it does need to tie together somehow somewhere.

Kindra: Well and when we do that persona marketing, we are digging into analytics just that. So, let's say there's a nursing program at Speak University, people coming to that definitely have different intent than the people ending up on the student life page. So, are those people interested in very specific programs, intuition, or extracurriculars that the school has? All of that goes into that planning of that persona so we really do understand who they are. 

Roberts: That's a great point because it goes right along with what I was going to chime in with a second ago that can get pretty sophisticated around how somebody gets to the nursing page is a great example. If somebody gets into the nursing program section of the website, we can do some pretty sophisticated messaging to retarget them as they just explore the web over the next several weeks, pointing them back to meaningful messages that we know have an impact. We've got a great nursing program, we might, depending on the persona research that we do, we might talk about the success rate of nurses getting placed in top hospitals, or the ability to get scholarships specifically for nursing students. But, as prospective students begin to engage with the website, we can use that engagement to actually begin to spin off very specific messages to each audience that might be a part of the broad audience of prospective students. I think that's pretty great. One thing that strikes me as something that I hear a lot in the sales process is getting students to actually finish the application. It's just a time consuming thing. So one of the things that I know we discussed in the past is creating specific marketing and drip email campaigns just to either remind people to finish their application or even incentivize people to finish their application. Is that something that we've run up against as far as tactics that we've pulled together for clients?

Kindra: Yeah, definitely. I would say that there's a couple of ways to look at it. One is cause marketing or incentivization to finish the application. If you apply before this deadline, you get a couple hundred dollars off or free swag or whatever it might be. The other thing is just getting to gauge their interest before they're ready to apply. So the first time someone comes to your university website, they're likely not going to apply. They're not going to look at it once, click the button and fill everything out. So what we've done that's been really helpful, and David can attest to this too, is asking for a virtual tour or for more information and getting their information so that our admissions counselors can actually follow up and create that relationship. But it's a lower barrier. It's something that they can get some on demand content or some kind of information by giving us their email and their name or phone number that doesn't feel as serious as filling out a long application.

David: Applying to college is a big life moment type thing. So when you're filling out an application, there's some weight to it. But on the surface level and the analytics, you could just apply the same thinking of an e-commerce checkout or any other transaction that happens on a website. We can track the analytics and apply a lot of the same thought and theory to it, and hopefully produce the same results. So, obviously it's a bigger decision cycle than a lot of things, but the data available to us and the ways we can target that and that sort of thing is very similar.

Roberts: Well, and that's a fantastic perspective because when I'm talking with some folks, there's just not that connection that this is a transactional process, and so we can apply some best practices from this type of behavior to really get people across the finish line. There's not that connection to realizing that this is an eCommerce transactional type behavior, so let's put together a plan for moving people over the finish line. It just feels a little bit a mystery to them of how do we get people across the finish line? It's a bigger decision than what you're going to buy at Amazon, but we can apply some similar ideas.

Kindra: Yeah, so looking at websites or social, we want the ability for someone to be able to apply right then if they're ready. We want that CTA to be visible all the time. We have to know that sometimes that CTA is going to be ignored and that's okay. So, when someone lands on the website for the first time, we want them to take in the culture and the feeling of the school and understand if they're interested. We don't want to slap them with here's the admission fee, here's tuition, and here are your course requirements. We want them to understand who the school is and what the school is about. Then, we want them to seek information on their program or areas of interest. Then from there, we can get much more into the question of whether or not they're ready to apply. So just understanding that that sales funnel still applies at a place like a university.

Roberts: Yeah and it's not moving directly from the top of the funnel all the way to someone directly applying. Everybody understands that, but it's a gentle conversion through several phases before you get them to the point where they are ready to apply to hit that button. And then they're pretty fully convinced at that point, which is great. 

David: So one theme we always seem to get back to when we talk about content is finding that balance between the stuff I do, of getting keyword research and being very data driven and technical, trying to fit in with the competition and provide the same information, but there's also the taking creative chances and trying to stand out in that way. We're going to need to do that for Speak University. Have you guys, day to day, seen any examples of a university or college, trying to find some ways to put content together that's unique, especially related to COVID-19 and not being able to be there in person? Any examples stand out to you guys?

Kindra: I have a friend whose son graduated this year. He is looking at all sorts of schools. Or was, he's committed now, but he got a package in the mail that was something along the lines of "Hey, we know you can't be on campus to take a tour, but we want to bring the tour to you.” And they had printed up cardboard VR headsets that were their branding, their links, all of their marketing pieces, and then a link to the virtual tour. So, you're online with the virtual tour, but you can put it in this branded headset. I just thought that was really cool because it reached them right where they were, of course people are going to look at it and put it together because it's kitschy, but it's also fun. And that was a really innovative way of reaching people who can't come on campus. Yeah. So I thought that was a really great idea. 

Ervin: Did it work? Did he go there? 

Kindra: I don't know. I'll have to go back and look and see if that's where he committed. I mean, I would've.

Roberts: Sign me up. 

Kindra: Virtual tour of their residence hall. Let's see it. 

Roberts: I can't feel the air conditioning though.

Kindra: It's true. So yeah, that that was really effective. I think that we're also talking about how current traditional students are gen Z’ers, and so [this leads into] the cause marketing thing that I've touched on before. Just showing what they're doing to impact the environment and just letting them know that they can be a part of this big change has been really cool — to see how colleges have responded to protests, and COVID and just humanity things. I think that has been a good pivot for them. Not that they weren't doing it before, but that gen Z really has latched onto that.

Roberts: One other thing that occurred to me was that I recently saw that University of Alabama... Roll Tide. If you follow college sports at all, you're probably pretty familiar, especially with football and basketball, with the idea of recruiting and all the effort that goes into recruiting athletes. Every year, there's a few different days where athletes who have been recruited by these schools will sign their national letters of intent. It's called "signing day" and the universities' athletic departments tend to make a real big deal of that and post the signing ceremonies. It's kind of a fanfare type of type of thing. Everybody gets super excited about the new athletes that are going to be a part of the team. Alabama traditionally, especially in football has been a good recruiter and is kind of known for that.

Ervin: You don't say, huh. 

Kindra: Is that true? 

Roberts: So I'm leading up to this idea that, here recently they've started posting on Instagram with pictures of college seniors who are going into the business program or the nursing program. They're essentially replicating the signing day enthusiasm around talented college seniors, who have nothing to do with athletics. But, I just thought that was a nice little nod to the idea that, especially Alabama, because they are seen as a sports school, that they could pivot that into something that's a bit of a broader appeal to the university itself.

Kindra: We work with a college in Arkansas, Lyon ollege, and something that's really unique that they do is they actually have a pet friendly dorm where you can bring your dog to school. That is not something that most schools. It is brand new, but it's something different. So they look at any opportunity to promote that. My gosh, they did a point of view from the dog video that was just amazing and people loved it because it was different. So, any time you can capture what you're doing that is cool is great content, whether you're putting that online, Facebook, Instagram, or have a content page on it, it just really works. 

Roberts: A lot of colleges can get stuck in the mindset that they're staffed a lot of times by alumni who have been at the school. They know how the school is different and how it's set apart, but they're not always understanding that for a lot of college seniors, you're just having to make distinctions between schools that look and seem very similar. There's a lot of sameness. I'm not trying to say that all schools are the same, but there can be a little bit of blindness to asking would be different about going to the schools that they would enjoy? So something like that with Lyon, realizing that something gets you a 2% more students is worth doing. To have the whole pet friendly dorm approach, and then also do a good job of marketing it is really cool. I like that. 

David: We can have an aquarium-friendly dorm. You can bring your fish, or maybe you're a terrarium-friendly dorm with snakes and reptiles, that sort of thing. 

Roberts: Oh, fantastic. Now there are these community aquariums and terrariums or does everybody get their own? 

David: I would say everybody gets their own, you know. Based on tuition, they're already paying enough.

Kindra: As the residence hall director, I reserve the right to kick any reptile out of the dorms.

David: I knew I should have taken that job first. 

Roberts: Oh, that was a good call. That was a power move right there, Kindra. 

Kindra: Thank you. 

David: We've almost got our Speak University down, but let's take a little break for a second. If I'm not in higher education, are there any differences in content planning? Is there anything that stands out, or would you say that on the foundational level, is it almost the same for everybody or is there anything that stands out that's different? 

Kindra: It's a lot of the same. The differences I would say are just your impact. So as a university, do you have a huge audience or are you a local college that people in your state have heard of and maybe no one else? That's certainly different, just understanding your audience and how far reaching your audience needs to be. But you have to know who they are. You have to know what they find value in, and you have to keep creating content. It doesn't stop. There's never really a finish line. So yeah, I'm team all the same. 

Roberts: Yeah. The foundational layer is that the strategy is the same, right? We've got to identify our audiences and understand the personas that make up each of those audiences. We've got to build and understand what our conversion funnel looks for each of those audiences. What's the ultimate step that we're hoping for them to take and then back up into asking what the layers of engagement are that we can create leading up to that final conversion. Certainly, if you're running in a pediatric office, the tactics and audiences are completely different, but that foundational layer of research, analysis, and planning looks very similar. Is that right, Kindra? I mean, that seems to be what you're saying.

Kindra: Yep. 

David: I would agree as well. So we have a few more questions to ask, and then we'll finally have Speak University buttoned up. First I need to know, what is our mascot and our fight song?

Ervin: What's that One Direction song you sing so often, Matt? That could be our fight song.

David: I mean, either way, Matt Roberts is the one singing the fight song. Maybe that John Mayer song that plays on the office playlist every 30 minutes, that's a candidate.

Roberts: No, no, no. We'll keep thinking on the fight song. 

Ervin: If it was up to Jenna, the fight song would be "Fighter" by Christina Aguilera. She absolutely loves that song. 

David: I approve that. 

Kindra: Throwback. 

Roberts: I could sing that. 

Kindra: My only requirement for a fight song is that it sneaks a cuss word in there, because those are my favorite. Like, flim flam, hot damn. 

David: You sure about that one, though? 

Kindra: No, not that that was right, but that it includes that. I like a good woopsy right in the fight song. 

Roberts: You graduated from where, Kindra? 

Kindra: University of West Florida in Pensacola.

Roberts: Okay. Alright. Do you remember your fight song?

Kindra: Well, we didn't have a football team when I was there. 

Roberts: But surely you have a fight song, right? 

Kindra: I didn't go to any sports I don't think. They weren't much of a thing there. I also lived away from campus. But, my freshman year, I did attend Missouri Western State University and I can still sing that fight song, and it also said half "as" great, but everyone said half "ass" great, so got it.

Ervin: I couldn't tell you what our fight song was. No clue. 

David: I have the University of Memphis one ingrained in my head, but that's because I had gone to games since I was four years old, so I had an advantage there. I had a head start.

Kindra: I'm not even going to ask Matt Roberts if he can sing the Alabama fight song. 

Roberts: Oh, I totally can. Heck yeah. Yay Alabama. 

David: I had a friend burn me a CD, this is a long time ago, obviously, because I just said "burned me a CD", but for some reason he put the Alabama fight song on there. 

Roberts: I was about to say, so this was the mid-nineties?

Kindra: Was "Fighter" by Christina Aguilera also on there? 

David: I don't think that was out yet at that point, but he put the Alabama fight song on the CD and I would always play it. Now it's just burned in there. It's not coming out. 

Roberts: So we haven't settled either of these, Kindra wants a cuss word in our fight song and we don't have a mascot. David, surely you've got some great ideas for the mascot. 

David: Well, if it was up to me, it would be the Speak fighting spreadsheets, but that's stupid.

Ervin: Well, that's pretty good. I like having "fighting" in the name. 

Roberts: Oh my gosh, we could have "Clippy" as our mascot! Anybody remember that? 

David: Is that a trademark, probably? They probably abandoned that. 

Roberts: I mean, it's a paperclip. We can be an off brand "Clippy." 

David: I mean, we could put a smiley face on any office supply you want, like one of those Clippy things or a big staple.

Kindra: Is the admission fee free? Because we're not going to convert otherwise guys. 

Roberts: As the registrar/hockey coach, I say, no. 

Ervin: You could do like some places that just pay people to go to school here, I think we may have to do that. 

Roberts: We're going to need a lot of federal funding is what we're saying.

David: We can just disrupt the entire industry and charge $14.99 a month. I think we're onto something here. 

David: Well that's it for today. I hope you guys enjoyed it. I think our mascot and fight song for Speak University is still up in the air. I guess we'll start going through supplies around the office to find our own Clippy. But unfortunately, I don't think we'll ever agree on a song. But maybe one day.

David: If you're interested in learning more about the content planning process, we have a ton of content that touches on the various facets of content strategy on our blog. Head over to to check out the latest and greatest there. If you'd like to embark on your own content planning journey with Speak, be sure to reach out. You'll find our contact info on as well. As always, if you have questions or feedback for today's episode, we'd love to hear from you. Speak is on Facebook, Twitter, Instagram, LinkedIn, whichever social media platform you prefer. We are there. If you enjoyed the show, I'd ask you to please subscribe and leave a review on your podcast platform of choice. From myself, our panel today, and all of us to Speak, thank you once again for getting a little off topic with us. 

Want more A Little Off Topic? Listen to last week’s episode on Websites That Win Business.

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Posted by A Little Off Topic at 07:00