It’s less than 40 days from Storming of Thunder Ridge, the charitable bicycling event I’m marketing. We’re now entering into an important period of time to engage our audience, get them talking about the event and register for it.
I shared that we’re asking bicycle shops and cycling clubs to share the event details with their customers and members via email, Facebook and event calendars.
We realize, however, that hearing about the event once or twice isn’t likely to win enough of our audience to reach our goals and objectives. And pinging them over and over again with “Come ride our ride” probably won’t help our cause either.
Instead, we’re creating content to educate riders, allay concerns, invite them to interact and, hopefully, compel them to register and spread the word. To do this, we’re thinking like publishers.
We’re developing guest-authored blog posts that discuss things such as insights from new riders who rode the event last year; tips from an endurance racer on budgeting energy to successfully finish the event; and a checklist from a mechanic to ensure the bike is ready for the big ride.
We’re also using the polling feature in Facebook to ask questions and stimulate further discussion such as which distance will they ride; what brand bike they ride; and their favorite energy snack.
Additionally, we are supporting other local and regional shop and club events by promoting them. Aside from building community and good karma, we believe we’re cross-pollinating. Meaning, some our audience may participate with them and some of their audience will participate in our event.
To do this, we need to be both organized yet nimble to respond to new and breaking opportunities. So not only are we thinking like publishers, we’re also acting like publishers by using an editorial calendar.
Admittedly, we’re not doing anything particularly elaborate. Just a simple Google Calendar to keep track of when we plan to post articles, surveys and other correspondence as well as items that are in-progress.
We find it’s effective in providing a global view of the communications campaign.
Tell me… How do you capture and develop ideas for content? Do you use a publishing calendar?
(Image: Seattle Municipal Archives)