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The Content Creation Workflow:
How to Bring Your Strategy to Life
Presented by:
Grant Tilus
@granttilus
#MnSearch
Search S...
Who’s This Guy?
Grant Tilus
Associate Inbound Marketing Manager
Content Marketing Director
grant.tilus@collegiseducation.c...
Let’s Talk About Creating Content
Who Struggles with Creating Content?
Source: http://bit.ly/1e7xXlK
Everyone Knows Content is King
Because It’s What Consumers Want
• Nearly 90% of global online consumers want
brands to share content online
• 70% of cons...
And They Make It Sound So Easy
So You Give It a Try
But This Usually Happens
Because It’s Easier Said Than Done
21% of marketers struggle with producing enough content
Maybe It’s Time You Found a Solution
Let Me Introduce You To Trello
Why Trello?
• Trello is a collaboration tool that organizes
your projects into boards. In one glance it tells
you what's b...
The Trello Process and Workflow
Here’s How To Use It for Creating
Content
Create a Board
Identify the Steps in the Process
That Was The Easy Part
It’s Time to Start Thinking
Put Your Ideas into a Card
7 Key Elements Your Card Needs
Let’s Review Them!
#1: Target a Persona
• Gender
• Family Life
• Education
• Income
• Location
• Technology
• Hobbies
• Likes
• Influencers
•...
#2: Determine the Stage Sales in the
Funnel
• Discovery/Awareness
• Trigger/Interest
• Search
• Close/Buy
• Stay/Referral
#3: Find Your Keyword
#4: What Questions are You Trying to
Answer with this Content
• Keep in mind your
personas
• Remember your stage
in the sa...
#5: The Idea
• Provide the high-level details
of your idea
• Consider how this piece of
content is differentiated
• How do...
#6: Imagery
• Consider your creative process
- Provide direction for your creative team
• Does the content match the creat...
#7: Call to Action
• Remember your stage in
the sales funnel
• Create urgency
• Indicate a specific action
• Make it stand...
Put It All Together
Trello Features to Use
Move the Card Throughout the
Process
Trello Makes the Content Production
Process Efficient
But It’s Still Up to You to Do the Work
Don’t Be Like…
Make a Goal and Get Started
Thank You
Grant Tilus
- Associate Inbound Marketing Manager – Collegis Education
- Content Marketing Director - MnSearch
g...
The Content Creation Workflow: How to Bring Your Strategy to Life - Grant Tilus
The Content Creation Workflow: How to Bring Your Strategy to Life - Grant Tilus
The Content Creation Workflow: How to Bring Your Strategy to Life - Grant Tilus
The Content Creation Workflow: How to Bring Your Strategy to Life - Grant Tilus
The Content Creation Workflow: How to Bring Your Strategy to Life - Grant Tilus
The Content Creation Workflow: How to Bring Your Strategy to Life - Grant Tilus
The Content Creation Workflow: How to Bring Your Strategy to Life - Grant Tilus
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Transcript of "The Content Creation Workflow: How to Bring Your Strategy to Life - Grant Tilus"

  1. 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. 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. 3. Let’s Talk About Creating Content
  4. 4. Who Struggles with Creating Content? Source: http://bit.ly/1e7xXlK
  5. 5. Everyone Knows Content is King
  6. 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. 7. And They Make It Sound So Easy
  8. 8. So You Give It a Try
  9. 9. But This Usually Happens
  10. 10. Because It’s Easier Said Than Done 21% of marketers struggle with producing enough content
  11. 11. Maybe It’s Time You Found a Solution
  12. 12. Let Me Introduce You To Trello
  13. 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. 14. The Trello Process and Workflow Here’s How To Use It for Creating Content
  15. 15. Create a Board
  16. 16. Identify the Steps in the Process
  17. 17. That Was The Easy Part
  18. 18. It’s Time to Start Thinking
  19. 19. Put Your Ideas into a Card
  20. 20. 7 Key Elements Your Card Needs Let’s Review Them!
  21. 21. #1: Target a Persona • Gender • Family Life • Education • Income • Location • Technology • Hobbies • Likes • Influencers • Online Behaviors • Obstacles
  22. 22. #2: Determine the Stage Sales in the Funnel • Discovery/Awareness • Trigger/Interest • Search • Close/Buy • Stay/Referral
  23. 23. #3: Find Your Keyword
  24. 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. 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. 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. 27. #7: Call to Action • Remember your stage in the sales funnel • Create urgency • Indicate a specific action • Make it stand out
  28. 28. Put It All Together
  29. 29. Trello Features to Use
  30. 30. Move the Card Throughout the Process
  31. 31. Trello Makes the Content Production Process Efficient
  32. 32. But It’s Still Up to You to Do the Work
  33. 33. Don’t Be Like…
  34. 34. Make a Goal and Get Started
  35. 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
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