Planejamento de conteúdo político: por onde começar?

Marcelo Vitorino - Comunicação e Marketing Político

10 Feb 202205:58

Summary

TLDRThe transcript discusses strategies for content creation and political communication, emphasizing the use of tools like Google Trends and Google Suggest to identify popular topics and search terms. It highlights the importance of understanding the audience, maintaining consistency in messaging, and the significance of tone and language. The speaker also advises against relying on intuition alone and stresses the need for thorough research and understanding of public sentiment before crafting a communication strategy.

Takeaways

📈 Utilize Google Trends to identify popular topics by searching for names and terms, and even limit searches by state for targeted content.
🔍 Employ Google Suggest to find related search terms and questions people are asking, such as 'Who is Renan Bolsonaro?', to tailor content to audience interests.
🗣️ Focus on incorporating search radicals ('why', 'where', 'how', 'when', 'who') into blog titles to attract readers who are seeking answers to these common questions.
🔑 Conduct thorough research and understand the global context before writing about a topic to ensure relevance and accuracy.
🛠️ Use web tools like Google Trends and Google Suggest to define content topics and stay current with what is being discussed in the world.
📅 Maintain regularity in content publication, as sporadic posting is ineffective and will not create sustained engagement.
🎨 Pay attention to tone, aesthetics, language, and form to align with the preferences and expectations of the target audience.
💡 The most important step in content strategy is information gathering, which includes understanding the audience and the topic at hand.
📊 Information, argument, and public are the three essential elements to have a successful content strategy.
🚫 Avoid relying on intuition and guesswork for content planning; instead, base strategies on data and research.
🦸‍♂️ Be a 'superhero' in content creation by consistently getting it right through well-researched and targeted content, rather than random success.

Q & A

What is the main topic discussed in the transcript?
-The main topic discussed in the transcript is the strategy for creating content for a channel, using tools like Google Trends and Google Suggest to identify popular search terms and plan the publication schedule.
How does the speaker suggest determining the best topics for content?
-The speaker suggests using Google Trends to identify search trends and popular topics by inputting various terms and even limiting the search by state. This helps in understanding which topics were more searched and thus should be prioritized in content creation.
What is the purpose of using Google Suggest according to the speaker?
-Google Suggest is used to generate ideas for content based on related search terms. It provides suggestions on what people are likely to search for when they type in a particular name or topic, which can be useful in creating engaging content.
Why is it important to use 'radicals' in content creation?
-Using 'radicals', which are search terms that start with questions like 'why', 'where', 'how', 'when', and 'who', is important because they reflect the natural way people search for information. Incorporating these into content titles can improve the chances of the content being discovered by users.
What are some best practices for content creation mentioned in the transcript?
-Some best practices mentioned include researching good content before writing, using web tools like Google Trends and Google Suggest to define topics, maintaining regularity in publishing content, and paying attention to tone, aesthetics, language, and form.
What does the speaker emphasize about the importance of understanding the audience before creating content?
-The speaker emphasizes that understanding the audience is crucial before creating content because if you don't study the public, the rest of the strategy will be incorrect. Knowing the audience helps in tailoring the content to their interests and needs.
How does the speaker describe the process of planning content based on the information gathered?
-The speaker describes a process that starts with gathering information, defining arguments, and understanding the target audience. After this foundation is laid, one should consider the channels for distribution and timing of publication. The speaker also warns against relying solely on intuition and emphasizes the importance of a structured approach.
What is the speaker's view on politicians using social media platforms?
-The speaker seems to criticize the approach of politicians who rely on advice from non-experts, like relatives, without proper understanding of the platform's nature. The speaker points out the mismatch between the engagement levels of different types of content (like fashion or nails) and political content, suggesting that success in one area does not guarantee success in another.
What advice does the speaker give about the tone and self-presentation in content?
-The speaker advises against self-victimization and constant complaining in content, as it can be off-putting to the audience. Instead, they suggest maintaining a positive tone and avoiding the portrayal of oneself as a burdened hero.
How does the speaker structure the narrative of their own story in the transcript?
-The speaker structures their narrative in a three-act format, with a clear progression from one stage to the next. This structure is meant to show character evolution and maintain audience interest, as opposed to a flat, unchanging portrayal.

Outlines

00:00

📈 Content Strategy and Research Tools

This paragraph discusses the process of creating a content strategy for a channel, emphasizing the importance of defining the type of content, frequency of publications, and using tools like Google Trends to identify popular topics. It explains how to use Google Trends to track search trends for specific terms and how to use Google Suggest to find related search terms. The speaker highlights the significance of understanding the audience's search behavior and incorporating common search patterns into content titles. The paragraph also stresses the importance of researching before writing, using web tools for topic selection, maintaining consistency in content publication, and being mindful of tone, aesthetics, language, and form. The speaker concludes by emphasizing the necessity of information gathering, understanding the audience, and knowing the platform before creating content.

05:00

🗣️ Handling Public Discourse and Avoiding Victim Mentality

The second paragraph focuses on the challenges of public life and the pitfalls of adopting a victim mentality. It addresses the common complaints about the demands of public service, such as attending lengthy meetings and dealing with public criticism. The speaker advises against self-pity and emphasizes the importance of not letting the burden of public service define one's identity. The paragraph serves as a reminder for public figures to maintain a balanced perspective and to approach their roles with resilience and a constructive attitude.

Mindmap

Keywords

💡Content Strategy

Content Strategy refers to the planning and management of the creation, publication, and governance of content. In the context of the video, it involves deciding what content will be on each channel and how often it will be published. This strategy is crucial for engaging audiences and ensuring that the messaging aligns with the goals of the communication plan.

💡Google Trends

Google Trends is a tool that allows users to see the popularity of search queries in Google Search over time and across regions. It helps in identifying trending topics and understanding what people are interested in. In the video, it is suggested as a method to define the best topics for content creation by checking search trends for various terms like 'Dória,' 'Lula,' and 'Bolsonaro.'

💡Google Suggest

Google Suggest is an autocomplete feature by Google that offers search predictions as you type in the search box. It helps users discover relevant and popular search terms related to what they are typing. In the video, it is mentioned as a tool to understand what people are searching for in relation to a certain topic, such as 'Jair Bolsonaro,' and to generate content ideas based on these suggestions.

💡Keyword Research

Keyword research is the process of identifying and analyzing search terms that people enter into search engines when looking for products, services, or information related to a specific topic. In the video, the speaker emphasizes the importance of using Google Trends and Google Suggest for keyword research to determine which terms to focus on in content creation and to align with what the audience is actively searching for.

💡Regularity

Regularity in content publication refers to maintaining a consistent schedule for posting new content. The video script mentions the importance of regularity in content strategy, comparing it to not throwing a parallelepiped into the sea, implying that irregular content posting will not have a lasting impact and will be ineffective in engaging the audience.

💡Tone, Aesthetics, Language, and Form

These elements are critical in content creation as they influence how the message is perceived and engaged with by the audience. Tone refers to the attitude or emotion behind the content, aesthetics pertain to the visual appeal, language is the choice of words and style of communication, and form refers to the structure and layout of the content. The video emphasizes the need to pay attention to these aspects to ensure that the content resonates with the audience and aligns with the intended message.

💡Qualitative Research (Qualitative)

Qualitative research, or 'quali' as referred to in the video, involves understanding people's attitudes, opinions, and behaviors. It is a crucial step in developing a content strategy as it helps to understand the target audience's needs and preferences. The video highlights that without conducting qualitative research and understanding the audience, the rest of the content strategy will be flawed.

💡Argumentation

Argumentation in the context of the video refers to the set of points or reasons that will be used to persuade or inform the audience. It is a critical component of content creation, as it helps to articulate the message and engage the audience with compelling arguments. The video emphasizes the importance of knowing the arguments one will use and tailoring them to the audience's understanding and interests.

💡Public

In the context of the video, 'public' refers to the audience or the group of people who will receive and engage with the content. Understanding the public is essential for creating relevant and engaging content. The video stresses that knowing the public one is addressing is as important as having information and arguments, as it helps in tailoring the content to resonate with the audience's interests and needs.

💡Channels

Channels refer to the various platforms or mediums through which content is disseminated. In the video, it is mentioned that after gathering information and defining arguments, the next step is to decide on the channels through which the content will be distributed. This decision is crucial for reaching the target audience effectively and ensuring that the content strategy is implemented across the appropriate platforms.

💡Timing

Timing in the context of the video refers to the moment when content is published or shared. The speaker emphasizes the importance of not relying on intuition but on strategic planning based on research and data. Timing is crucial for ensuring that content reaches the audience when they are most likely to engage with it, and for maintaining relevance and impact in the constantly evolving information landscape.

💡Victimization

Victimization is the act of presenting oneself as a victim, which the video advises against in the context of political communication. It is important for political figures not to portray themselves as victims but rather focus on solutions and positive messaging. The video uses the example of a politician complaining about the burdens of office, which can come across as victimization and may not resonate well with the audience.

Highlights

Creating a content policy for the channel, defining what each channel will have and how many publications.

Using Google Trends to identify the best topics by searching for names like Dória, Lula, Bolsonaro and limiting by state.

Employing Google Suggest to find related search terms and understand what people are interested in, such as Jair Bolsonaro's age, Instagram, Wikipedia, etc.

The importance of using radicals in titles, such as 'Why', 'Where', 'How', 'When', 'Who', to match how people search on Google.

The necessity of researching good content before writing about a topic to understand the current discourse.

Utilizing web tools like Google Trends and Google Suggest to define the topic and maintain regularity in content publication.

Paying attention to tone, aesthetics, language, and form when publishing content.

The critical step of information gathering, understanding the audience, and having a well-researched strategy.

The three essential elements for communication: information, argument, and audience.

The importance of not relying on intuition but on well-planned strategies based on research and data.

The analogy of not being a superhero in politics, focusing on making accurate decisions rather than just trying to please everyone.

Avoiding the mistake of basing strategies on anecdotal advice from acquaintances, emphasizing the need for professional planning.

The comparison between the engagement in fashion and politics on social media, highlighting the importance of understanding the platform's nature.

The danger of self-victimization in political communication and the importance of a positive and proactive stance.

The structure of a good narrative, like a story with a beginning, middle, and end, to keep the audience engaged and interested.

The importance of not just being reactive but being proactive and strategic in political communication.