How to Create a Strategic Content Plan to Build Your Brand and Dominate Your Competition
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My 2012 Thinkvis presentation covered the content planning and strategy spectrum, sharing how we create ideas and structure those ideas using methodologies learned during my time as a magazine editor in the world of print media. It also talks about why content and content marketing is important and why it should be worth of investment as brands become publishers in their own right.
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How to Create a Strategic Content Plan to Build Your Brand and Dominate Your Competition
- 1. BRANDS AS PUBLISHERS AND THE POWER OF GREAT IDEAS SIMON PENSON MD, ZAZZLE MEDIA @simonpenson
- 2. THE WEB IS MATURING > FOLLOWING THE PATH OF PREVIOUS MEDIA @simonpenson
- 3. IT’S NOT ABOUT THE PAPER ANYMORE! IT COMES BACK TO CONTENT! @simonpenson
- 4. PAPERS DON’T SELL ON THE QUALITY OF THEIR PRESSES The web is paper’s version of the print press…no one talks about it now. THEY SELL ON STRENGTH OF BRANDED CONTENT @simonpenson
- 5. BUT WHY GO TO THE EFFORT OF CREATING A ‘BRAND’? AUDIENCE CREATION ANSWER: AUDIENCE CREATION @simonpenson
- 6. GOOGLE IS TRYING TO ‘HELP’ US ON THIS ‘BRAND’ JOURNEY @simonpenson
- 7. ‘HELP’ PART ONE> PENGUIN & PANDA PENGUIN IS ABOUT REWARDING RELEVANCE AND VALUE @simonpenson
- 8. ‘HELP’ PART TWO >AUTHOR RANK COMING TO A SERPS NEAR YOU… @simonpenson
- 9. WE’VE ESTABLISHED THAT CONTENT IS THE FUTURE….HOW DO I MAKE IT? I’VE LEARN FROM THE BEST… @simonpenson
- 10. IDEAS ARE THE LIFEBLOOD… EXHIBIT NO1: ANGLING TIMES RECORD FISH – 13% SALES UPLIFT / WHOSE LINE IS IT ANYWAY THEY CAN SELL MORE ‘STUFF’ @simonpenson
- 11. 50 SHADES OF GREY THEY HAVE UNFORSEEN BENEFITS. PLAN FOR THEM 40 MILLION BOOKS SOLD / AUTHOR MAKING 1.5 MILLION A WEEK 20% INCREASE IN SALES OF FETISH GEAR – NIPPLE CLAMPS UP 400% TIE SALES UP 23% BABY BOOM! @simonpenson
- 12. HOW CAN YOU MAKE IT WORK AND DESTROY THE COMPETITION? @simonpenson
- 13. CONTENT CAN BE… ‘TRADITIONAL’ WORDS, IMAGES, INFOGRAPHICS, VIDEO
- 14. LIKE THIS…. CHEAP VIDEO CREATED A MONSTER @simonpenson
- 15. OR LIKE THIS…. THEOATMEAL = GREAT IDEAS @simonpenson
- 16. OR MORE CUTTING EDGE… DATA VISUALISATION, INTERACTIVE INFOGRAPHICS & LINKBAIT CONCEPTS @simonpenson
- 17. LIKE THIS…
- 18. AND YOU CAN GAMIFY IT TO MAKE IT STICKY @simonpenson
- 19. LOTS OF WAYS OF GAMIFYING CONTENT ACHIEVEMENT LEVELS PROGRESS COUNTDOWN LEADERBOARDS @simonpenson
- 20. AND IT DOESN’T HAVE TO BE SEARCH LED… SEARCH BENEFITS ARE SECONDARY @simonpenson
- 21. HOW TO STRUCTURE: THE PLANNING PROCESS STRUCTURE A PLAN BRAINSTORM IDEAS DEFINE PERSONAS UNDERSTAND YOUR AUDIENCE @simonpenson
- 22. STEP 1 > UNDERSTAND YOUR AUDIENCE FOCUS GROUPS, KEYWORD & COMPETITOR RESEARCH, SURVEYS @simonpenson
- 23. STEP USE PERSONAS WHY 2 > BREAK YOUR AUDIENCE DOWN SOCIAL KEYWORD FACEBOOK LISTENING EXPANDER ADVERTS + (Language & (Associations) KEYWORD Behaviour) TOOL (Demographic Size) @simonpenson
- 24. STEP 3 > EXAMPLE PERSONAS GADGET GROWN UP EARLY GEEK GADGETEER ADOPTER PRO TIP > ALIGN TO FAMOUS CHARACTERS TO SHARE UNDERSTANDING
- 25. STEP 4 > BRAINSTORM IDEAS GO ‘OUT THERE’ THEN REIGN IN @simonpenson
- 26. STEP 5 > WHAT WOULD YOUR MAGAZINE COVER LOOK LIKE? CREATE YOUR PILLARS @simonpenson
- 27. STEP 6 > UNDERSTAND CONTENT TYPE CONTENT MATRIX BY SMARTINSIGHTS
- 28. STEP 7 > CREATE THE 6 MONTH PLAN PLAN, PLAN, PLAN @simonpenson
- 29. STEP 7 > WHAT IT LOOKS LIKE @simonpenson
- 30. PRO TIPS > PLANNING EXTRAS REVERSE ENGINEER GREAT CONTENT… SEOGADGET CONTENT IDEA GENERATOR – pulls everything together SUBSCRIBE TO YOUR INDUSTRY MAGAZINE GO FOR B2C UNDERSTAND HOW IT FLOWS REVERSE ENGINEER THE CONTENT PLAN @simonpenson
- 31. TAKEAWAYS UNDERSTAND YOUR AUDIENCE FIND OUT WHO THEY ARE.. DEFINE YOUR PERSONAS THINK OF IDEAS FOR EACH PERSONA PLAN TO DELIVER CONSISTENTLY STUCTURE A PLAN…AND STICK TO IT USE TOOLS TO HELP WITH NEW IDEAS PLAN YOUR ‘FRONT COVER’ AND DELIVER YOUR KEY PILLARS CONSISTENTLY AND WHY YOU SHOULD DO IT BE READY FOR GOOGLE’S MOVE TO SEMANTIC WEB. CONTENT IS THE KEY TO DRIVING THIS. @simonpenson
- 32. THANKS! Simon Penson Zazzle Media @SIMONPENSON WWW.ZAZZLEMEDIA.CO.UK SIMON.PENSON@ZAZZLEMEDIA.CO.UK DOWNLOAD IT >SLIDESHARE READ IT >SEOMOZ
Editor's Notes
- HERE TODAY TO TALK ABOUT HOW ONGOING CHANGES ARE PUTTING CONTENT AT THE FORE ONCE AGAIN AND HOW YOU CAN ORGANISE YOURSELF TO PROSPERAND I WANT TOI START WITH A VIDEO THAT HIGHLIGHTS WHAT I’M TALKING ABOUT
- WE DON’T TALK ABOUT THE PAPER OR MARVEL AT HOW WELL ITS MADEITS ABOUT CONTENTWELL OK BAD EXAMPLE..
- WE DON’T TALK ABOUT THE PAPER OR MARVEL AT HOW WELL ITS MADEITS ABOUT CONTENTWELL OK BAD EXAMPLE..
- PAPERS DON’T SELL ON QUALITY OF THEIR PAPER BUT THEIR CONTENT AND PRODUCTS AND SERVICES ON THE WEB WILL BE SAME
- THE FUTURE MEANS CONTENT LED WITH THE AIM BEING AUDIENCE CREATION
- THE FUTURE MEANS CONTENT LED WITH THE AIM BEING AUDIENCE CREATION
- IT’S ABOUT REVELANCE AND QUEST FOR SEMANTIC SEARCH AS NEW MODEL TO FIGHT SIRI > ON THE BRINK OF A ‘NEW THING’ AS SEARCH MOVES FROM A DOCUMENT RETRIEVAL PROCESS – MATCHING KEYWORDS TO DOCS- TO ONE ABOUT UNDERSTANDING USER INTENT AND LINKS BETWEEN THINGS.
- REL+AUTHOR = COLLECTING DATA AT AUTHOR LEVEL. PART OF THE MOVE TO SEMANTIC SEARCHENABLE GOOGLE TO BETTER UNDERSTAND SOCIAL PREFERENCES AND STANDING.
- I LUCKY ENOUGH TO WORK WITH AMAZING CREATIVES AND STRATEGISTS AND THE ONE THING I LEARNED WAS THAT….
- IDEAS ARE THE LIFEBLOOD – EXHIBIT ONE ANGLING TIMES.
- AND GREAT CONTENT CAN HAVE A LOT OF HIDDEN BENEFITS. PLAN FOR WHAT MIGHT HAPPEN SO YOU CAN TAKE ADVANTAGE.
- IDEAS ARE THE LIFEBLOOD – EXHIBIT ONE ANGLING TIMES.
- CONTENT CAN BE TRADITIONAL – AND IMPORTANT CORE OF ANY GREAT CONTENT STRATEGY
- DOLLAR SHAVE CLUB GREAT EXAMPLE > SIMPLE VIDEO AMAZING RESPONSE.
- OATMEAL IS A GREAT EXAMPLE OF TRADITIONAL CONTENT DONE AMAZINGLY WELL.
- DATA VISUALISATION, INTERACTIVE INFOS FUTUREFACEBOOK INTERN MAPPED CONNECTIONS GEOGRAPHICALLY
- ALL INDUSTRIES CAN DO THIS >GE CREATED HISTORY OF THE WORLD USING THEIR ANNUAL REPORTS
- AND IF YOU CAN GAMIFY IT YOU’LL BE A GOD!GROWING IN IMPORTANCE50% WILL EMPLOY GAMIFICATION BY 201570% OF GLOBAL 2000 COMPANIES WILL HAVE ONE GAMIFIED APP BY 2014$2.8 BILLION SPEND ANNUALLY BY 2015
- ACHIEVE – IF YOU ACHIEVE SOMETHING POINTSLEVELS – BREAK IT INTO LEVELSPROGRESS – SHOW BAR LIKE LINKEDINCOUNTDOWN – TIME LIMITLEADERBOARDS – COMPETITIVE ELEMENT
- DOESN’T HAVE TO BE SEARCH LED NOW > SOCIAL MIGHT BE BEST PLACE FOR ITTHINK ABOUT WHERE YOUR PRIMARY PLATFORM MAY BE
- IDEAS ARE GREAT BUT STRUCTURE IS KEY TO MAKING IT HAPPEN
- SURVEY SURVEY SURVEY THEN DISTILL AND DO FOCUS GROUPS
- SOCIAL MENTION 4 MENTIONS, KNOWEM, FBSEARCH.US FOR FACEBOOK,KLOUT FOR INFLUENCE, SPROUTSOCIAL
- GADGET GEEK > SEEN NO SUNLIGHT, BUYS SO HE CAN DISMANTLE AND REBUILD HIMSELF – BETTERGROWN UP GADGETEER > PROFEESSIONAL WITH SPARE CASH AND LIKES FINER THINGS BUT IS STILL GADGET BIASEDEARLY ADOPTER > HAS TO BE FIRST AND USES IT AS A STATUS SYMBOL
- GO MAD! LET THE IDEAS FLOW. ANYTHING GOESCARDBOARD ON A CAR SO YOU CAN DRIVE SAFELY INTO A HURRICANCEA TWO HEADED BEER BOTTLE AS IT WILL HAVE SHELF STANDOUTDO WHAT NATURE DOES > MOTHER NATURE DID IT WITH THE NARWHAL!!!! A 3 TONUNDERWATER SLUG WITH A UNICORN’S HORN.
- CREATE YOUR MAGAZINE COVER > GREAT PROCESS FOR NAILING YOUR 3 PILLARS
- SMART INSIGHTS MATRIX > ORGANISES CONTENT TYPE BY EFFECT IT HAS
- OUR PLAN > WILL SHARE IT WITH ANYONE JUST EMAIL MEBRING IN STATE OF MIND AND EVENTSTHINK ABOUT YOUR BIG IDEAS REGULAR CONTENT BY WEEK
- OUR PLAN > WILL SHARE IT WITH ANYONE JUST EMAIL MEBRING IN STATE OF MIND AND EVENTSTHINK ABOUT YOUR BIG IDEAS REGULAR CONTENT BY WEEK
- WHEN IT COMES TO CONTENT IDEAS:REVERSE ENGINEER GREAT CONTENT – TOOLS HELPREVERSE ENGINEER MAGAZINE – TRY TO RECREATE THE ISSUE PLAN
- TO SUM UPSTRUCTURE YOUR WORK AND USE THE CONTINUUMREWORK IF NECESSARY
- THANKYOU – MY NAME IS SIMON PENSON, MD ZAZZLE. IF YOU WANT TO CATCH THE DECK AGAIN SLIDESHARE AND SEW – TWEET LINKS LATER.