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MKT 389
MANAGING CONTENT
CONTENT MANAGEMENT
• Editorial calendars
• Content creation as a process
• Content types
• Content assets/audits
• Content...
HOW DOES ALL OF THIS
GET ORGANIZED?
Content platforms are
predominantly follow a hub and
spoke model. Why?

What does it m...
CONTENT CHANNEL
PLANNING
Important aspect of content marketing generally and social
media content marketing in particular…...
EDITORIAL/CONTENT
CALENDARS
A closer look…
Three components:
1.

Maps content to audiences and engagement cycles

2.

Orga...
CONTENT CREATION
PROCESS
What is content based
upon? (Strategy?
Research? Both?)
Who builds it?
Who reviews what is done?
...
PLAYERS
CCO‟s

Managing Editors
Content Creators
Content Producers
“Listeners”
Can wear many hats…
ETHICS
What are the ethical
considerations related to
content creation and
production for the purposes
of marketing?
CONTENT TYPES
•
•
•
•
•
•
•
•
•
•

Blogs
E-Newsletters
White papers
Article
E-book
Case study
Testimonials
Webinars
Video
...
CONTENT ASSETS & AUDITING
• Evolve over time

• Some are important at one stage and become obsolete at
another. Why?
• Fir...
CONTENT ANALYSIS
Evaluate for the following:

1. Useful and Relevant (to the audience/customer)
2. Clear and accurate (wel...
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Transcript of "Mkt 389 content management"

  1. 1. MKT 389 MANAGING CONTENT
  2. 2. CONTENT MANAGEMENT • Editorial calendars • Content creation as a process • Content types • Content assets/audits • Content channel planning
  3. 3. HOW DOES ALL OF THIS GET ORGANIZED? Content platforms are predominantly follow a hub and spoke model. Why? What does it mean to not build first on „rented land‟ when looking at content marketing? Do you agree?
  4. 4. CONTENT CHANNEL PLANNING Important aspect of content marketing generally and social media content marketing in particular… Must consider each channel in light of: 1. The persona 2. Content goals 3. Primary content type (visual, written etc) 4. Structure/story board over time 5. Tone 6. Integration with other channels 7. Desired action 8. Editorial planning (back to that pesky editorial calendar!)
  5. 5. EDITORIAL/CONTENT CALENDARS A closer look… Three components: 1. Maps content to audiences and engagement cycles 2. Organizes content strategy into actionable steps (tactics) 3. Guides editorial style (big picture thinking) Why use one? What are the benefits? What should be captures?
  6. 6. CONTENT CREATION PROCESS What is content based upon? (Strategy? Research? Both?) Who builds it? Who reviews what is done? Who posts? Who manages the overall message? Accountability? Teams? Individuals?
  7. 7. PLAYERS CCO‟s Managing Editors Content Creators Content Producers “Listeners” Can wear many hats…
  8. 8. ETHICS What are the ethical considerations related to content creation and production for the purposes of marketing?
  9. 9. CONTENT TYPES • • • • • • • • • • Blogs E-Newsletters White papers Article E-book Case study Testimonials Webinars Video Online/Social media press release • Print • Public speaking events • Branded content (social media cites, web pages etc) • Online games • Apps • Infographics • Online surveys • Discussions forums • ????
  10. 10. CONTENT ASSETS & AUDITING • Evolve over time • Some are important at one stage and become obsolete at another. Why? • First step of managing content is understanding what‟s out there and keeping track. Why is this important? • Do an quick content audit for Zappos. • Constant content review, analysis, tracking and measuring are critical…
  11. 11. CONTENT ANALYSIS Evaluate for the following: 1. Useful and Relevant (to the audience/customer) 2. Clear and accurate (well written, correct, current) 3. Influential (Can/does it provoke engagement?) 4. Findable/discoverable (SEO)? 5. Branded consistently 6. Maps to business priorities 7. Maintained! • Also consider „functional‟ analysis (does content „work? Are links dead? Are pages using old HTML/flash and not loading? Etc)
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