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Paramore's Content Workbook | Southeast Tourism Society


Content strategy refers to the planning, development, and management of content—written or in other media. Here is Paramore's Content Workbook to get you started in creating your own content.

Content strategy refers to the planning, development, and management of content—written or in other media. Here is Paramore's Content Workbook to get you started in creating your own content.

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  • 1. Content Workbook Marketing College 2013 124 12th avenue south, suite 510 nashville, tn 37203 paramore.is
  • 2. Lets Do it. 1. Get Realistic If you’re in marketing you know that content calendars are a lot like New Years resolutions: hard to stick to. It’s important that before you commit you make sure your goal is not too big for you and your support group. 2. Make a List • Map out all the content your organization produces • The manager and/or creator of that content. • Then categorize the frequency at which that content is produced or becomes available: Daily, Weekly, Monthly, Quarterly, Annually 3. Your Content Calendar is Just a Spreadsheet Populate a spreadsheet with this information. 4. Get Uncomfortable Content creation is like running. The first time you do it, you might kind of suck. But you got out and did it, which is better than not doing it at all. The next time you do it, and each subsequent time after that, you’ll be better than before. 5. Fill in Those Content Holes Pick a content topic, assign it to the best person to create and manage that content. Assign them a frequency for when this content needs to be created. Then elaborate on that schedule the internal process for having that content proofed and approved before the assigned “live date” for that content Marketing College Content Workbook | Page 2
  • 3. Content Topic Ideas How-To If you know how to do something your readers would want to know about, it’s easy to transfer your knowledge to paper -- How does a family of four vacation affordably in your area? Top lists A tried and true content method, top lists are a mix between original content and aggregation. you aggregate the ideas, and write short blurbs about each -- What are the top 10 must to activities at your destination? Curation Recognizing remarkable content from others is important -- What travel writer has recently published an article about one of your destinations? What did they say? FAQ Think of the questions your visitors ask you every day, and turn that into a piece of content in which you answer the common question. You could also pose a question on a social network, at an event, or and then respond to them in aggregate in a blog post. -- Where is the best sunset in your community? Data Whether you have your own data or you stumble across interesting industry data in your reading, take one or many data points and compile them into a post. data makes very shareable content, and tends to say a lot in few words. -- What is the most visited destination in your community? Video Content Videos are excellent alternatives to how-to posts in which you talk through a concept like you would to anyone in-person, who could you interview? -- Would a charismatic chef at one of your popular restaurants talk through the restaurants menu? Marketing College Content Workbook | Page 3
  • 4. Content Type Content Manager Frequency Live Date Proofreader Approver Blogs Videos Photos Presentations Webinars Social Media Pages Travel Brochures Maps Other Marketing Materials Press Releases Articles White Papers Testimonials FAQ Marketing College Content Workbook | Page 4
  • 5. About Paramore | the digital agency History: How did we get here? Paramore | the digital agency is a full-service interactive agency in the Gulch district in Nashville, Tennessee. We create websites and online marketing campaigns that are simple, clear and focused on results. We’ve done a ton of work for organizations in the travel, entertainment and leisure attractions verticals, but then again, we’ve also helped sell a product called Panties for Peace and built a site called Fart Factory. Not for the same client, of course. That would be gross. Paramore was born in 2002 and is owned to this day by its prez, Hannah Paramore, a longtime veteran of the digital marketing industry, including CitySearch and AOL. There’s a handpicked staff of about 30 of Nashville’s sharpest web people, all of them as witty, driven and forward-thinking as Hannah. And humble. Did we say humble? Humble. Competitive Advantage: Why we think we’re better than them. We’re not just a web development firm. We’re not just an interactive media company. We are a full service digital agency. Paramore delivers a complete approach to online marketing that includes strategy & planning, digital and creative development and media management. We’re thought-leaders in web development and effective use of digital media of all kinds. And we keep it simple and clear for folks who work with us. We specialize in: • Website strategy, design and development • Media planning and buying • Media strategy • Media execution, management, optimization and reporting • Social, viral and mobile marketing • SEO • Mobile • Apps Here’s what really sets us apart: we love this stuff. Our people are passionate about the contributions they make to every client success story. Learn more at www.paramoredigital.com. Marketing College Content Workbook | Page 5
  • 6. Sources We get most, practically all, of our content from other sources. Here they are. • http://cdn2.hubspot.net/hub/53/file-26429033-pdf/how-hubspot-does-inbound-creating-a- content-machine.pdf • http://www.mediapost.com/publications/article/178011/how-to-create-a-content-calendar-you- can-stick-to.html?print#ixzz2b2m7Nk3E • http://offers.hubspot.com/blog-editorial-calendar Marketing College Content Workbook | Page 6