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

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MnSearch, The Minnesota Search Engine Marketing Association

Education

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

Who Struggles with Creating Content?
Source: http://bit.ly/1e7xXlK

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

Because It’s Easier Said Than Done
21% of marketers struggle with producing enough content

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

The Trello Process and Workflow
Here’s How To Use It for Creating
Content

7 Key Elements Your Card Needs
Let’s Review Them!

#1: Target a Persona
• Gender
• Family Life
• Education
• Income
• Location
• Technology
• Hobbies
• Likes
• Influencers
• Online Behaviors
• Obstacles

#2: Determine the Stage Sales in the
Funnel
• Discovery/Awareness
• Trigger/Interest
• Search
• Close/Buy
• Stay/Referral

#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

#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.

#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

#7: Call to Action
• Remember your stage in
the sales funnel
• Create urgency
• Indicate a specific action
• Make it stand out

Trello Makes the Content Production
Process Efficient

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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