Contently's Orchestrating a Smarter Content Machine with Shane Snow
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Contently's Orchestrating a Smarter Content Machine with Shane Snow

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Contently's first in a series of content strategy webinars brought to you by Shane Snow, co-founder and CCO of Contently. Based on marketing principles from Shane's upcoming book, Smartcuts, and the latest research from the world of the Content Strategist.

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Contently's Orchestrating a Smarter Content Machine with Shane Snow Contently's Orchestrating a Smarter Content Machine with Shane Snow Presentation Transcript

  • 1 Friday, July 25, 14
  • 2 Orchestrating a Smarter Content Machine #SmartContent Friday, July 25, 14
  • Name of section 3 • Content Flywheel • The Stack • The Funnel • Exploring “Create” • Traditional Newsroom vs. Contently Worklow What’s inside Content Strategy 201 Friday, July 25, 14
  • The Flywheel 4 #SmartContent Friday, July 25, 14
  • Name of section 5 • A self-feeding content generation tool • Three parts: Create, Engage, Optimize • The faster you crank, the faster it goes • Keep in mind “CEO” rules all in content strategy What is the Flywheel? Friday, July 25, 14
  • 6 #SmartContent Friday, July 25, 14
  • The Stack 7 #SmartContent Friday, July 25, 14
  • Name of section 8 • Allows a brand to generate revenue through content • Create: Talent, Ideas, Planning, Work flow, Compliance • Engage: Publish to CMS, paid distribution, Social Distribution, Earned Media, Sharing Across Organization • Optimize: Tracking, Correlation to ROI, Insights and recordings The Stack Breaks Down the CEO even further Friday, July 25, 14
  • 9 #SmartContent Friday, July 25, 14
  • 10 #SmartContent Friday, July 25, 14
  • The Content Funnel 11 #SmartContent Friday, July 25, 14
  • Name of section 12 • Puts “accelerated constraints” on the brainstorming process • The audience that makes it through the funnel is most likely to become a purchaser • 3 types of stories: values, company/ customer story, product story • 3 temporal tracks: timely, seasonal, evergreen The Funnel Streamlines the idea process Friday, July 25, 14
  • Name of section 13 • The funnel gives you buckets to fill • Pertinent to your brand depending on where you are in the engagement stage • Introduce yourself through shared values and work your way down the funnel The Funnel Makes Ideation Easy. Friday, July 25, 14
  • Who should I hire? 14 #SmartContent Friday, July 25, 14
  • Name of section 15 • Publisher - responsible for money • Editor in Chief - ROI, relationships • Many Editors - divided by timeliness and department • Creative Storytellers - staff and stringers, photo/video • Further creative support - research, copy editors, visuals, design The typical newsroom in a news outlet Friday, July 25, 14
  • But this is outdated... 16 There is a way to do it smarter. #SmartContent Friday, July 25, 14
  • Name of section 17 • VP of Content - on the hook for ROI • Editor in Chief - relationships and engagement • Freelancers, Email Editor, Media Editor • Lots of cute office dogs Contently’s Internal Workflow Friday, July 25, 14
  • Secret: Sales team takes good content created and uses it to engage potential and current clients. 18 Friday, July 25, 14
  • How does Contently build its Stack? 19 Friday, July 25, 14
  • Name of section 20 • Sourcing talent internally and using freelancers from network • Ideas: come from matrix and editorial constrained brainstorms • Compliance: Contently Studio • CMS: Wordpress • Paid distribution: LinkedIn, Twitter • Earned media: timely stories for press to write about • Email: MailChimp • Sharing across org: Salesforce How Contently Stacks Up Friday, July 25, 14
  • Join us for two more Content Strategy Seminars! 21 #SmartContent Friday, July 25, 14
  • July 28 @ 1pm Superconnecting to Massive Audiences 22 August @ 1 pm Leveraging Platforms for more Powerful Content #SmartContent Friday, July 25, 14