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

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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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