The Content Creation Workflow: How to Bring Your Strategy to Life - Grant Tilus

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  • 1. The Content Creation Workflow: How to Bring Your Strategy to Life Presented by: Grant Tilus @granttilus #MnSearch Search Snippets #12: Content Strategy and Marketing February 26, 2014
  • 2. Who’s This Guy? Grant Tilus Associate Inbound Marketing Manager Content Marketing Director grant.tilus@collegiseducation.com tilusg@gmail.com plus.google.com/+GrantTilus @granttilus
  • 3. Let’s Talk About Creating Content
  • 4. Who Struggles with Creating Content? Source: http://bit.ly/1e7xXlK
  • 5. Everyone Knows Content is King
  • 6. Because It’s What Consumers Want • Nearly 90% of global online consumers want brands to share content online • 70% of consumers prefer getting to know a company via content marketing such as sponsored articles rather than ads Source: http://huff.to/1gTic9G
  • 7. And They Make It Sound So Easy
  • 8. So You Give It a Try
  • 9. But This Usually Happens
  • 10. Because It’s Easier Said Than Done 21% of marketers struggle with producing enough content
  • 11. Maybe It’s Time You Found a Solution
  • 12. Let Me Introduce You To Trello
  • 13. Why Trello? • Trello is a collaboration tool that organizes your projects into boards. In one glance it tells you what's being worked on, who's working on what, and where something is in a process. • It provides structure • It makes planning and production process simple. • It helps you stay organized
  • 14. The Trello Process and Workflow Here’s How To Use It for Creating Content
  • 15. Create a Board
  • 16. Identify the Steps in the Process
  • 17. That Was The Easy Part
  • 18. It’s Time to Start Thinking
  • 19. Put Your Ideas into a Card
  • 20. 7 Key Elements Your Card Needs Let’s Review Them!
  • 21. #1: Target a Persona • Gender • Family Life • Education • Income • Location • Technology • Hobbies • Likes • Influencers • Online Behaviors • Obstacles
  • 22. #2: Determine the Stage Sales in the Funnel • Discovery/Awareness • Trigger/Interest • Search • Close/Buy • Stay/Referral
  • 23. #3: Find Your Keyword
  • 24. #4: What Questions are You Trying to Answer with this Content • Keep in mind your personas • Remember your stage in the sales funnel • Consider creating a messaging map
  • 25. #5: The Idea • Provide the high-level details of your idea • Consider how this piece of content is differentiated • How does this speak to your persona? • Discuss it with your team. Be open to input.
  • 26. #6: Imagery • Consider your creative process - Provide direction for your creative team • Does the content match the creative? - Creative follows content not the other way around • Keep it legal - Try search.creativecommons.org
  • 27. #7: Call to Action • Remember your stage in the sales funnel • Create urgency • Indicate a specific action • Make it stand out
  • 28. Put It All Together
  • 29. Trello Features to Use
  • 30. Move the Card Throughout the Process
  • 31. Trello Makes the Content Production Process Efficient
  • 32. But It’s Still Up to You to Do the Work
  • 33. Don’t Be Like…
  • 34. Make a Goal and Get Started
  • 35. Thank You Grant Tilus - Associate Inbound Marketing Manager – Collegis Education - Content Marketing Director - MnSearch grant.tilus@collegiseducation.com tilusg@gmail.com @granttilus plus.google.com/+GrantTilus