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Building Your Internal Publishing Department
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Building Your Internal Publishing Department

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We’re not sure who coined this thought (Jay Baer?), but all companies need to understand that they are operating two businesses these days…1) the business they are in, and 2) a publishing ...

We’re not sure who coined this thought (Jay Baer?), but all companies need to understand that they are operating two businesses these days…1) the business they are in, and 2) a publishing business. Content Marketing holds so many similarities to traditional publishing processes, but most companies don’t know how to think, act or consistently deliver like a publisher. This session, hosted by Brody Dorland and Jayme Thomason, will provide participants with a solid framework for building their own internal publishing department, and discuss some of the processes and tools used by today’s most successful content marketers.

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  • Questions:\n
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  • Successful, 4 things before pen to paper.\n\n
  • If you don’t already have a content strategy. You need one. And like today. So here’s my super-simplified, one-page, Content Strategy. Just answer these questions...\n\nThere you go. Simplest, content strategy on earth. Simple, but everything you need to get started.\n
  • If you don’t already have a content strategy. You need one. And like today. So here’s my super-simplified, one-page, Content Strategy. Just answer these questions...\n\nThere you go. Simplest, content strategy on earth. Simple, but everything you need to get started.\n
  • If you don’t already have a content strategy. You need one. And like today. So here’s my super-simplified, one-page, Content Strategy. Just answer these questions...\n\nThere you go. Simplest, content strategy on earth. Simple, but everything you need to get started.\n
  • If you don’t already have a content strategy. You need one. And like today. So here’s my super-simplified, one-page, Content Strategy. Just answer these questions...\n\nThere you go. Simplest, content strategy on earth. Simple, but everything you need to get started.\n
  • If you don’t already have a content strategy. You need one. And like today. So here’s my super-simplified, one-page, Content Strategy. Just answer these questions...\n\nThere you go. Simplest, content strategy on earth. Simple, but everything you need to get started.\n
  • Outcome of the “where” and the “how often”\n\nBlog Posts = 4x/week\neNews = 2x/month\nVideos = 2x/month\nWebinars = 1x/month\nPodcast = 1x/month\nPR/News Releases = 2x/month\nTwitter/FB/LI/G+ = Daily\n
  • Outcome of the “where” and the “how often”\n\nBlog Posts = 4x/week\neNews = 2x/month\nVideos = 2x/month\nWebinars = 1x/month\nPodcast = 1x/month\nPR/News Releases = 2x/month\nTwitter/FB/LI/G+ = Daily\n
  • Outcome of the “where” and the “how often”\n\nBlog Posts = 4x/week\neNews = 2x/month\nVideos = 2x/month\nWebinars = 1x/month\nPodcast = 1x/month\nPR/News Releases = 2x/month\nTwitter/FB/LI/G+ = Daily\n
  • Outcome of the “where” and the “how often”\n\nBlog Posts = 4x/week\neNews = 2x/month\nVideos = 2x/month\nWebinars = 1x/month\nPodcast = 1x/month\nPR/News Releases = 2x/month\nTwitter/FB/LI/G+ = Daily\n
  • Outcome of the “where” and the “how often”\n\nBlog Posts = 4x/week\neNews = 2x/month\nVideos = 2x/month\nWebinars = 1x/month\nPodcast = 1x/month\nPR/News Releases = 2x/month\nTwitter/FB/LI/G+ = Daily\n
  • Outcome of the “where” and the “how often”\n\nBlog Posts = 4x/week\neNews = 2x/month\nVideos = 2x/month\nWebinars = 1x/month\nPodcast = 1x/month\nPR/News Releases = 2x/month\nTwitter/FB/LI/G+ = Daily\n
  • Outcome of the “where” and the “how often”\n\nBlog Posts = 4x/week\neNews = 2x/month\nVideos = 2x/month\nWebinars = 1x/month\nPodcast = 1x/month\nPR/News Releases = 2x/month\nTwitter/FB/LI/G+ = Daily\n
  • CM mindset is only the 1st step in building a sustainable cm initiative.\nEmbrace pub concept to the point of changing structure, organize and hire depts. This isn’t going to happen overnight, but this is the goal.\nHow? Raise hands...Journalism degree.\n
  • Take back to J101. Overview of a publishing organization.\n
  • P/E: oversees all content. financial operations & health.\nME: Day to day op. Assignments, story ideas, deadlines.\nSE: Content for their sections (biz, sports, lifestyle), managing contrib.\nRep: Doers, pitch, dig facts, find angles, interview, produce content\nPE: Decide imagery\nPH: Capture essence in images\nCE: trained headlines, proof, grammar, facts\nGA: Layout\n\nWhat does this look like in your co?\n
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  • Now that you have your structure, you need to create your content workflow. Structures will vary from company to company, but here’s an example:\n\n\n
  • \nRegular planning/brainstorming meetings\nHold SMEs & Sales Reps accountable for contributing ideas\nAssign content projects with schedules/deadlines\nDevelop your production workflow\n
  • \nRegular planning/brainstorming meetings\nHold SMEs & Sales Reps accountable for contributing ideas\nAssign content projects with schedules/deadlines\nDevelop your production workflow\n
  • \nRegular planning/brainstorming meetings\nHold SMEs & Sales Reps accountable for contributing ideas\nAssign content projects with schedules/deadlines\nDevelop your production workflow\n
  • \nRegular planning/brainstorming meetings\nHold SMEs & Sales Reps accountable for contributing ideas\nAssign content projects with schedules/deadlines\nDevelop your production workflow\n
  • \nRegular planning/brainstorming meetings\nHold SMEs & Sales Reps accountable for contributing ideas\nAssign content projects with schedules/deadlines\nDevelop your production workflow\n
  • The right tools will help you keep your process on track. Make sure they help you sustain your CM efforts. Mult, team members, a lot of content, you’ll need help. Here’s what we use.\n
  • Quick conclusion: mindset is great, but step 1. Look & act like pub. by getting a c strategy, getting rid & building your new ed team, using an ed cal to estab workflow & using right tools help get it all done. Thank you!\n

Building Your Internal Publishing Department Building Your Internal Publishing Department Presentation Transcript

  • Building Your Internal Publishing DepartmentPresented by Brody Dorland, Chief Strategistand Jayme Thomason, CEO
  • We believe in shotguncontrol divvyhq.com Plan. Divvy. Conquer.
  • We believe in shotguncontrol• Useless, promotional content divvyhq.com Plan. Divvy. Conquer.
  • We believe in shotguncontrol• Useless, promotional content• No consistency (or worse, quantity over quality) divvyhq.com Plan. Divvy. Conquer.
  • We believe in shotguncontrol• Useless, promotional content• No consistency (or worse, quantity over quality)• Writer’s block divvyhq.com Plan. Divvy. Conquer.
  • We believe in shotguncontrol• Useless, promotional content• No consistency (or worse, quantity over quality)• Writer’s block• Missed deadlines and missed opportunities divvyhq.com Plan. Divvy. Conquer.
  • We believe in shotguncontrol• Useless, promotional content• No consistency (or worse, quantity over quality)• Writer’s block• Missed deadlines and missed opportunities• Poorly managed resources divvyhq.com Plan. Divvy. Conquer.
  • We believe in shotguncontrol• Useless, promotional content• No consistency (or worse, quantity over quality)• Writer’s block• Missed deadlines and missed opportunities• Poorly managed resources• No measurement divvyhq.com Plan. Divvy. Conquer.
  • We believe in shotguncontrol• Useless, promotional content• No consistency (or worse, quantity over quality)• Writer’s block• Missed deadlines and missed opportunities• Poorly managed resources• No measurement• Painful, bastardized tools divvyhq.com Plan. Divvy. Conquer.
  • Building Your InternalPublishing Department• Get a content strategy. And fast.• From marketing dept. to editorial team.• Adopt a process that creates sustainability.• Use the right tools. divvyhq.com Plan. Divvy. Conquer.
  • The simplest contentstrategy on earth. divvyhq.com Plan. Divvy. Conquer.
  • The simplest contentstrategy on earth.• Who is your audience? divvyhq.com Plan. Divvy. Conquer.
  • The simplest contentstrategy on earth.• Who is your audience?• What are you going to say (that matters)? divvyhq.com Plan. Divvy. Conquer.
  • The simplest contentstrategy on earth.• Who is your audience?• What are you going to say (that matters)?• Where will you say it? (vehicles, channels) divvyhq.com Plan. Divvy. Conquer.
  • The simplest contentstrategy on earth.• Who is your audience?• What are you going to say (that matters)?• Where will you say it? (vehicles, channels)• How Often? divvyhq.com Plan. Divvy. Conquer.
  • The simplest contentstrategy on earth.• Who is your audience?• What are you going to say (that matters)?• Where will you say it? (vehicles, channels)• How Often?• Is it working? divvyhq.com Plan. Divvy. Conquer.
  • Sample Editorial Plan divvyhq.com Plan. Divvy. Conquer.
  • Sample Editorial Plan • Blog Posts = 4 times per week divvyhq.com Plan. Divvy. Conquer.
  • Sample Editorial Plan • Blog Posts = 4 times per week • eNews = 2 times per month divvyhq.com Plan. Divvy. Conquer.
  • Sample Editorial Plan • Blog Posts = 4 times per week • eNews = 2 times per month • Video = 2 times per month divvyhq.com Plan. Divvy. Conquer.
  • Sample Editorial Plan • Blog Posts = 4 times per week • eNews = 2 times per month • Video = 2 times per month • Webinars = 1 time per month divvyhq.com Plan. Divvy. Conquer.
  • Sample Editorial Plan • Blog Posts = 4 times per week • eNews = 2 times per month • Video = 2 times per month • Webinars = 1 time per month • Podcast = 1 time per month divvyhq.com Plan. Divvy. Conquer.
  • Sample Editorial Plan • Blog Posts = 4 times per week • eNews = 2 times per month • Video = 2 times per month • Webinars = 1 time per month • Podcast = 1 time per month • PR/News Releases = 2 times per month divvyhq.com Plan. Divvy. Conquer.
  • Sample Editorial Plan • Blog Posts = 4 times per week • eNews = 2 times per month • Video = 2 times per month • Webinars = 1 time per month • Podcast = 1 time per month • PR/News Releases = 2 times per month • Twitter/FB/LI/G+ = Daily divvyhq.com Plan. Divvy. Conquer.
  • How to succeed incontent marketing:• Get a content strategy. And fast.• From marketing dept. to editorial team.• Adopt a process that creates sustainability.• Use the right tools. divvyhq.com Plan. Divvy. Conquer.
  • Welcome toJournalism 101Editorial Organizational Chart divvyhq.com Plan. Divvy. Conquer.
  • 1. Newspaper Org. Chart Publisher / Editor Managing Editor Sec. Ed Sec. Ed Sec. Ed Sec. Ed Content Producers/ Photo Editors Copy Editor Graphic Artist Reporters Photo Editors Photographer divvyhq.com Plan. Divvy. Conquer.
  • 2. Corporation CCO or Consultant Content Owners/SME Editor Video Proofing Video Photographer Graphics divvyhq.com Plan. Divvy. Conquer.
  • 2. Corporation CCO or Consultant a.k.a. Dept. Heads Content Owners/SME Editor Video Proofing Video Photographer Graphics divvyhq.com Plan. Divvy. Conquer.
  • 2. Corporation CCO or Consultant a.k.a. Dept. Heads Content Owners/SME Marcomm Mgr. PR Mgr. MKTG/PR Coord. Editor Video Proofing Video Writer Photographer Graphics divvyhq.com Plan. Divvy. Conquer.
  • 3. Small Biz Editor (Outsource or Internal) Content Owners/SMEs Creative/Writing (Outsource or Internal) divvyhq.com Plan. Divvy. Conquer.
  • 3. Small Biz a.k.a. CEO / Owner Editor (Outsource or Internal) Content Owners/SMEs Creative/Writing (Outsource or Internal) divvyhq.com Plan. Divvy. Conquer.
  • 3. Small Biz a.k.a. CEO / Owner Editor (Outsource or Internal) a.k.a. Dept. Heads Content Owners/SMEs Creative/Writing (Outsource or Internal) divvyhq.com Plan. Divvy. Conquer.
  • 4. Agency Agency Head Senior Editor or Acct. Exec. Client SMEs Editor Creative / Editorial Team divvyhq.com Plan. Divvy. Conquer.
  • How to succeed incontent marketing:• Get a content strategy. And fast.• From marketing dept. to editorial team.• Adopt a process that creates sustainability.• Use the right tools. divvyhq.com Plan. Divvy. Conquer.
  • Develop Your Process divvyhq.com Plan. Divvy. Conquer.
  • Develop Your Process• Regular brainstorming meetings divvyhq.com Plan. Divvy. Conquer.
  • Develop Your Process• Regular brainstorming meetings• SMEs & Sales should be part of this process divvyhq.com Plan. Divvy. Conquer.
  • Develop Your Process• Regular brainstorming meetings• SMEs & Sales should be part of this process• Assign content projects with schedules/deadlines divvyhq.com Plan. Divvy. Conquer.
  • Develop Your Process• Regular brainstorming meetings• SMEs & Sales should be part of this process• Assign content projects with schedules/deadlines• Develop your production workflow divvyhq.com Plan. Divvy. Conquer.
  • Sample Workflow divvyhq.com Plan. Divvy. Conquer.
  • How to succeed incontent marketing:• Get a content strategy. And fast.• From marketing dept. to editorial team.• Adopt a process that creates sustainability.• Use the right tools. divvyhq.com Plan. Divvy. Conquer.
  • Contact Us jayme@divvyhq.com, brody@divvyhq.com @divvyhq on Twitter linkedin.com/jaymethomason facebook.com/divvyhq divvyhq.com Plan. Divvy. Conquer.