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Mkt 389 content management



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  • 2. CONTENT MANAGEMENT • Editorial calendars • Content creation as a process • Content types • Content assets/audits • Content channel planning
  • 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. 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. 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. 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. PLAYERS CCO‟s Managing Editors Content Creators Content Producers “Listeners” Can wear many hats…
  • 8. ETHICS What are the ethical considerations related to content creation and production for the purposes of marketing?
  • 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. 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. 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)