How to build a content creation engine
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How to build a content creation engine

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A 6 step process on how to create a content creation engine for an organisation - Research, plan, create & extract, schedule, execute & engage, measure. It will give the viewer a few hints and tips ...

A 6 step process on how to create a content creation engine for an organisation - Research, plan, create & extract, schedule, execute & engage, measure. It will give the viewer a few hints and tips generally about the keys to creating content as well as a process to follow.

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How to build a content creation engine How to build a content creation engine Presentation Transcript

  • Bob Barker Sept 2011
  • Who I am – a Marketing VP
  • Co-author
  • The 4 Wonders of modern marketing Created by the Internet Search Enabling you to be found
    • SEO & PPC
    • Almost a perfect market mechanism
    Social Enabling you to join the conversation
    • Social Platforms
    • SMO
    • Social Media Monitoring
    • 1:1 interactivity with customers
    Site Enabling you to market yourself
    • Blog
    • Website
    • Facebook fan (BRAND) page
    • Everyone can be a publisher, have a voice
    Send Enabling you to keep in touch
    • Your Database
    • Email Auto responder
    • Your Data Asset, your equity in relationships, competition proof
  • Still mastering online social, good at offline social
  •  
  • Why do you need a content engine? Without one it stops the business, its not an option Your News Your website Your Sales Publisher with deadlines Shop with Shelfs to fill Hungry Salesforce Hold the front page For 3 weeks No stock For 3 weeks No leads For 3 weeks
  • WARNING TO PRODUCT MANAGERS AND BUSINESS UNIT OWNERS: If your is content is not well represented on the content hub (the website) your product therefore doesn ’ t exist and we aren ’ t going to sell it
  • Content is the new currency of marketing
  • The Bob Barker Marketing Orchestration Model (all S ’ s to remind everyone social is important in everything!) Say News & Spokespeople Search SEO Site Clicks Customer Initiated Engagement - Inbound Content
  • The Bob Barker Marketing Orchestration Model (all S ’ s to remind everyone social is important in everything!) Say News & Spokespeople Search SEO Site Social Platforms See/Speak At events Clicks Conversations Customer Initiated Engagement - Inbound Social Engagement Stars Bloggers Broad budget categories Content
  • The Bob Barker Marketing Orchestration Model (all S ’ s to remind everyone social is important in everything!) Say News & Spokespeople Search SEO Site Social Platforms Send Campaigns See/Speak At events Stroke/ Trigger Campaigns Clicks Conversations Campaigns Sales & Automated Engagement - Outbound Customer Initiated Engagement - Inbound Social Engagement Stars Bloggers Sales Telesales Broad budget categories Content “ 70% of the buying process is now complete by the time a prospect is ready to engage with sales” SiriusDecisions B2B
  • Content is King Marketing is Queen
  • Content is not king, helping your audience (people) is king
  • Content Creation Machine – Step 1 Research Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Send To people now Stuff What ’ s there already? Sales Value prop Content Audit and Review
  • Types of content
    • White papers
    • Blog posts
    • Brochures
    • Case studies
    • Emails that worked
    • Website content
    • Sales guides
    • Education Material
    • Presentations
    • Video interviews
    • Webinars
    • Press releases
    • Stuff posted on the intranet
    • Podcasts
    • Reference Guides
    Most people wont have read your content
  • Marketers have never had it so good Marketing Holy grail: understand what your customers want and are looking for Social Media Monitoring: Instant Market Research
  • 73% Use search as their first port of call when looking for information
  • Volume of conversations What are they talking about?
  • Compare with competitors Do we need to increase our activity?
  • Sentiment and Tone Is it content they are negative about? What content could they share?
  • Demographics Build content for different groups
  • Web Domains Better have a strategy for Youtube content
  • The communities that advocate your products Have content ready for these channels
  • Word and Author Tag Clouds Do people want Content detail?
  • Understand the geographic spread of conversations Content in different languages?
  • Content Creation Machine – Step 2 Plan
    • Needs assessment and planning
    • Meeting
    • Objectives
    • Themes
    • Budget
    • Resource
    Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Send To people now Stuff What ’ s there already? Sales Value prop Cross Marketing Content Team Content Audit and Review Content Requirments
  • Identified hot or trending or sales focused topics for the Quarter
    • Inflation
    • New product
    • X factor Winner
  • The biggest risk to successful marketing comes from boring campaigns and wrong messages (83%), resulting from poor customer knowledge ‘ Gambling with marketing ’ survey
  • Content Creation 101 Why people engage with content Authority, Coolness, Social Proof, Pain , Pain and Urgency, Free, Fun, Rarity, Time Pressure
  • Content Creation 102 Freemium Video Based Education based Information Products Current Emotion/ News Why people engage with content Authority, Coolness, Social Proof, Pain , Pain and Urgency, Free, Fun, Rarity, Time Pressure Video, Graphical (Slides, animation), Written Multiple Strategies Available
  • But who any one time who is the market? In the Market Not in the Market 3% Source: Chet Holmes 91% 6% Might be
  • Freemium Strategy
  • Information Based Marketing How to...
    • Write some great desirable, pain solving information, or
    • Interview someone then write up
    • Look at competitors and reverse engineer their claims – get an expert to answer how you would achieve XYZ
  • Education Based Marketing
    • Changing the buying criteria
      • From: Buy my stuff its great – competing on Shouting loudest & me,me,me
      • From: Buy my stuff its 50% off – competing on price
      • To: The 5 biggest mistakes people make when buying Content Management Systems – appealing to people ’ s curiosity
      • To: Learn how a well managed CMS integated with SEO will doubles your web traffic – Educate people
    • Needs research to back it up
    • Appeals to people also not in the buying zone
    • If you teach people – guess who they will buy from once they have finished reading or watching?
  • Rise of the use of Video
  • Themes for the Quarter
    • Our 10 step guide to combat inflation
    • How our new product can double your revenue overnight
    • Our competition to win and evening out with winner of X factor
  • Content Creation Machine – Step 3 Create and Extract Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Send To people now Stuff What ’ s there already?
    • Needs assessment and planning
    • Meeting
    • Objectives
    • Themes
    • Budget
    • Resource
    Sales Value prop Cross Marketing Content Team Content Audit and Review Content Needs Management Allocate Budget Research Plan Create & Extract Knowledge extraction & creation Written Repurpose Video Graphical
  • Written
    • Subject Matter Experts in-house
    • Your PR company
    • Commission external writers
      • Online systems like Guru.com
      • Or our tested stable of writers who get us
    • Commission reports
    • Find internal writers
  • Video
  • Infographic’s – get creative
  • Think viral and social…
  • Think Customers are the new channel
  • And ask people to contribute on blogs...
  • Find and empower your Social Media Rock Stars
  • What about your CEO? Job requirements for CEO ’ s will include blogging
  • Finding a passion
  • The internet forces you to define yourself Social Identity the new Silicon valley battle ground Reputation Influence Credibility Activity Relationships Realness
  • WARNING TO PEOPLE IN CORPORATES: You may not have had time to notice or take part in what is happening in the social world, its not your fault you are too busy, but its all happening out there…
  • Content Creation Machine – Step 4 Schedule Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Send To people now Stuff What ’ s there already?
    • Go to market plan for the Quarter
    • Timing
    • Owners
    • Coord-nation
    • Needs assessment and planning
    • Meeting
    • Objectives
    • Themes
    • Budget
    • Resource
    Sales Value prop Cross Marketing Content Team Content Audit and Review Content Needs Management Allocate Budget Present GTM & Approve Research Plan Create & Extract Schedule C1 C2 C3 Knowledge extraction & creation Written Repurpose Video Graphical
  • PR Edcals – Editorial Calendars It must be newsworthy
  • Blogger Edcals Where do they find the time?
  • Make it easy – for contributors
  • Break it up
  • Content GTM plan for the Quarter PR News Story Blogs Video Web Content Email @ @ @ @ @ @ @ @ @ Direct mail Ongoing Conversations Social Content October November December
  • Coordinate for impact/adoption around your theme PR News Story Blogs Video Web Content Email @ @ @ @ @ @ @ @ @ Direct mail Ongoing Conversations Social Content October November December
  • Editor in Chief You are a publisher now… On brand Quality Raw editorial Co-ordination
  • Content Creation Machine – Step 5 Execute and Engage Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Send To people now Stuff What ’ s there already? PR/News Lead the conversation Deploy on social channels Create the conversation Keyword SEO/PPC Create the connection Website deployment Engage the customers Campaign Deployment Target & Nurturing
    • Go to market plan for the Quarter
    • Timing
    • Owners
    • Coord-nation
    • Needs assessment and planning
    • Meeting
    • Objectives
    • Themes
    • Budget
    • Resource
    Sales Deployment Briefing/kits/collateral Sales Value prop Cross Marketing Content Team Content Audit and Review Content Needs Management Allocate Budget Present GTM & Approve Communicate Execute Research Plan Create & Extract Schedule Execute & Engage C1 C2 C3 Knowledge extraction & creation Written Repurpose Video Graphical
  • Deployment process – Social Media Repurposing content opens new points of distribution and has a compounding effect on reach Start a discussion Chop into episodic blog posts Deploy as formal release Repackage as presentation Add voice for video Tweet key takeaways
  • Asset deployment by SM channel
  • website Corp blog Corp Video Twitter Slide Share Facebook LinkedIn YouTube Ybc/VIP Player RSS Feeds Customer Community Build a holistic view of your content
  • Using content for the Customer Journey Email Marketing/onsite marketing
    • How would the conversation go with a customer online – website, email or both
    • Automation systems to engage, score, qualify and pass to sales
    • Webinars – 55% of marketers use webinars as part of their nurturing strategy
    • Write to people as a friend, include share buttons
    • When people are engaged they don ’ t mind email
    1 2 3 4 5
  • Content Creation Machine – Step 6 Measure Say What ’ s hot? Social What ’ s trending? Search What ’ s clicking Site What ’ s viewed? Send To people now Stuff What ’ s there already? PR/News Lead the conversation Deploy on social channels Create the conversation Keyword SEO/PPC Create the connection Website deployment Engage the customers Campaign Deployment Target & Nurturing
    • Go to market plan for the Quarter
    • Timing
    • Owners
    • Coord-nation
    • Needs assessment and planning
    • Meeting
    • Objectives
    • Themes
    • Budget
    • Resource
    Sales Deployment Briefing/kits/collateral Sales Value prop Cross Marketing Content Team Content Audit and Review Content Needs Management Allocate Budget Present GTM & Approve Communicate Execute Research Plan Create & Extract Schedule Execute & Engage C1 C2 C3 Knowledge extraction & creation Salesforce.com and Lead tracking Measure Review Written Repurpose Video Graphical
  • Measure
    • Success equals
      • Brand awareness, Social Buzz, leads, revenue generated
    • Measurement systems
      • CRM system
      • Marketing Automation System
      • Web Analytics
      • Social Media Monitoring/PR Coverage
  • Questions? Bob_Barker [email_address] +44 7768 936916