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  • 1. A Marketer’s Guide toThinking and ActingLike a PublisherPresented by:DJ FrancisDerek Phillips © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 1
  • 2. No blog posts in Not very newsworthymonths…or years newslettersA tweetless A StaleTwitter feed websiteAn abandoned A dead email listFacebook page © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 2
  • 3. It’s daunting, isn’t it?© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 3
  • 4. Why Does Content Matter? “If your content speaks well it grows a relationship between your company and your customers or users. Then, in the context of that relationship, your content can persuade.” “Colleen Jones, Author of Clout” “When you do Inbound Marketing, you only approach peopleYet, everyone who self-qualify themselves. They demonstrate an interest in your content, so they are likely to beis talking about interested in your product.”content marketing “Rick Burnes, Hubspot” “Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.” “Joe Pulizzi, Junta42.com” © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 4
  • 5. Why Does Content Matter?When done right, Brand Consumercontent promotes Thus benefiting•  Prolonged and deeper engagement with your audience•  Added value to the customer Business•  You as more than a product or service provider but a trusted resource © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 5
  • 6. Time to think like a publisher© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 6
  • 7. How Do Publishers Think?All content is created by real people. If that contentis transparent in terms of source and agenda, then it’sreal. Whether or not it’s ‘journalism’ is not reallyimportant.”“Rex Hammock, CEO of Hammock Inc.” MyBusiness | Digital Edition | 2008 © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 7
  • 8. How Do Publishers Think?“Red Bull has created compelling content fromhundreds of sports and culture events and athleteprojects for nearly 25 years. From the beginning, wefilmed, photographed and provided high quality storiesfor broadcast, print and digital media partners ... RedBull is fulfilling its brand promise through content –this is what weve been about for over two decades.”“Red Bulletin associate publisher, Raymond Roke” © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 8
  • 9. Why Think Like A Publisher? Understand what makes content great…for your audience, in your industry, and for your business.In order to benefit fromcontent, you need to •  Plan: Create a planning process for content to meet business objectives.think like a publisher •  Source: Coordinate, create and manage content to stay relevant, timely and valuable. •  Govern: Evaluate previous iterations; optimize for maximum effectiveness. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 9
  • 10. It starts with great content© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 10
  • 11. The six elements of great content 1)  Useful 2)  Reliable 3)  Portable 4)  Personable, 5)  Unique 6)  Expert© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 11
  • 12. What Makes Content Great? Useful content Personable content Provides the information the user Possesses brand voice with a twist. needs to complete a task. Enthralling. Memorable. Never boring. Reliable content Unique content Becomes part of the user s routine; Gives exclusive information to engage consistent, dependable, familiar. and delight rabid audiences. Portable content Expert content Goes wherever the user goes, in whatever Leverages internal assets to produce format is most convenient for them. content trusted by consumers. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 12
  • 13. Publishing isn’tthe same anymore.With content consumable in any setting, in anylocation, on any device, anywhere in the world,many new opportunities are available.Harness the power of digital for all it’s worth…andalso make sure you’re creating what peopleactually want. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 13
  • 14. All the more reason for a content strategy© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 14
  • 15. How Content StrategyRelates To PublishingContent strategy But, what is contentIs the way you manage all of these elements. strategy? © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 15
  • 16. How Content Strategy Relates To Publishing A popular question… There has been a lot of talk lately. Google now returns more than 1.5M results on any given day.Google Resultsfor “content strategy” © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 16
  • 17. How Content StrategyRelates To Publishing Content Strategy the process of planning for the creation, aggregation, delivery and governance of useful, usable and desirable content in an experience that drives a deliberate result.How Content Strategy This is what publishing is: deliveringRelates To Publishing content people want …for a profit. We call it a process because it is a continuing practice, ensuring fresh, relevant content and thus user engagement. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 17
  • 18. The Three Phases of Digital Publishing© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 18
  • 19. Three Phases of Digital PublishingThe publishing part ofthis process can bebroken down into threemain phases. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 19
  • 20. Three Phases of DigitalPublishingContent strategy beginswith a plan to guide yourcontent efforts. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 20
  • 21. Phase 1 Use key insights and industry best practices to mitigate risk and evaluate assets. • Customer needs • Business objectives • Content assets • Marketplace gaps © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 21
  • 22. Phase 1 Other Key Considerations • Are there additional channels to be considered? • How does the audience want to experience this content? (Device, location, time, etc.) • Am I tracking the correct criteria? • What content creates a fatal discrepancy with the current brand or objectives? © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 22
  • 23. Phase 1: Example Groupon© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 23
  • 24. Phase 1: EXTRA CREDIT What processes exist to +1 support any content plans? How long can current +1 resources support the current scope? © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 24
  • 25. Three Phases of DigitalPublishingContent strategy followswith a means to sourcethe content you require. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 25
  • 26. Phase 2 Use planning insights to craft or otherwise provide quality, targeted content. • Repurposing potential • Edit priority • Content generation • Content channels/devices • Social and optimization © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 26
  • 27. Phase 2 Other Key Considerations • Is messaging consistent and appropriate across channels? • How will edits optimize your SERP rankings? • How will customer commentary add to the content experience and be incorporated elsewhere? © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 27
  • 28. Phase 2 Syndication Disseminating content to devices, sites & mediums •  Identify sources •  Leverage YOUR channels •  Establish consistent feeds •  Look to your customers •  Be social © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 28
  • 29. Phase 2 Direct dissemination Distributes content through channels under your brand auspices.Syndication Smartphones Ipad PrintTwo things to consider Indirect dissemination Distributes content through channels managed by others. Your brand expert’s Brand videos Articles displayed commentary shared on on partner featured in others’ YouTube websites educational content © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 29
  • 30. Phase 2: Example The Motley Fool© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 30
  • 31. Phase 2: EXTRA CREDIT What approval process is necessary? +1 How will customer responses be handled? +1 © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 31
  • 32. Three Phases of DigitalPublishingSmart content strategynecessitates governancefor long-term traction. © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 32
  • 33. Phase 3 Maintain high level of content excellence to appeal to current and future customers • Maintenance intervals • Metrics • Social feedback • Iterative review © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 33
  • 34. Phase 3 Other Key Considerations • What’s worked, what hasn’t and why? • How has the industry, marketplace, product or customer changed since starting this effort? • Is expansion appropriate? • What emerging channels should play a role in future efforts? © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 34
  • 35. Phase 3: Example Center for Disease Control© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 35
  • 36. Phase 3: EXTRA CREDIT How can you prove +1 content’s value to internal stakeholders? How can you operationalize +1 your content and findings? © 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 36
  • 37. Strategic Relevant What are the benefits of content strategy? Efficient Consistent© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 37
  • 38. © 2011 Critical Mass, Inc. All Rights Reserved ? Follow the conversation: #CMCS Questions? 38
  • 39. 2 hubs, 5 full-service offices and 9 digital publishing experts / content strategists.How can we help? Experience with large/small brands and large/small projects Derek Phillips DJ Francis Content Director Content Director Inspired by Natural Born World Shakers Inspired by Buck Mulligan and mulligans. p 503 206 6276 p 312 660 6350 402 – 11 Ave SE 225 North Michigan Avenue Calgary, AB, Canada, T2G 0Y4 Suite 2050, Chicago, IL, USA 60601 f 403 262 7185 f 312 288 2501 criticalmass.com criticalmass.com© 2011 Critical Mass, Inc. All Rights Reserved Follow the conversation: #CMCS 39