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Contently's Orchestrating a Smarter Content Machine with Shane Snow

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Contently's first in a series of content strategy webinars brought to you by Shane Snow, co-founder and CCO of Contently. Based on marketing principles from Shane's upcoming book, Smartcuts, and the latest research from the world of the Content Strategist.

Contently's Orchestrating a Smarter Content Machine with Shane Snow

  1. 1. 1 Friday, July 25, 14
  2. 2. 2 Orchestrating a Smarter Content Machine #SmartContent Friday, July 25, 14
  3. 3. Name of section 3 • Content Flywheel • The Stack • The Funnel • Exploring “Create” • Traditional Newsroom vs. Contently Worklow What’s inside Content Strategy 201 Friday, July 25, 14
  4. 4. The Flywheel 4 #SmartContent Friday, July 25, 14
  5. 5. Name of section 5 • A self-feeding content generation tool • Three parts: Create, Engage, Optimize • The faster you crank, the faster it goes • Keep in mind “CEO” rules all in content strategy What is the Flywheel? Friday, July 25, 14
  6. 6. 6 #SmartContent Friday, July 25, 14
  7. 7. The Stack 7 #SmartContent Friday, July 25, 14
  8. 8. Name of section 8 • Allows a brand to generate revenue through content • Create: Talent, Ideas, Planning, Work flow, Compliance • Engage: Publish to CMS, paid distribution, Social Distribution, Earned Media, Sharing Across Organization • Optimize: Tracking, Correlation to ROI, Insights and recordings The Stack Breaks Down the CEO even further Friday, July 25, 14
  9. 9. 9 #SmartContent Friday, July 25, 14
  10. 10. 10 #SmartContent Friday, July 25, 14
  11. 11. The Content Funnel 11 #SmartContent Friday, July 25, 14
  12. 12. Name of section 12 • Puts “accelerated constraints” on the brainstorming process • The audience that makes it through the funnel is most likely to become a purchaser • 3 types of stories: values, company/ customer story, product story • 3 temporal tracks: timely, seasonal, evergreen The Funnel Streamlines the idea process Friday, July 25, 14
  13. 13. Name of section 13 • The funnel gives you buckets to fill • Pertinent to your brand depending on where you are in the engagement stage • Introduce yourself through shared values and work your way down the funnel The Funnel Makes Ideation Easy. Friday, July 25, 14
  14. 14. Who should I hire? 14 #SmartContent Friday, July 25, 14
  15. 15. Name of section 15 • Publisher - responsible for money • Editor in Chief - ROI, relationships • Many Editors - divided by timeliness and department • Creative Storytellers - staff and stringers, photo/video • Further creative support - research, copy editors, visuals, design The typical newsroom in a news outlet Friday, July 25, 14
  16. 16. But this is outdated... 16 There is a way to do it smarter. #SmartContent Friday, July 25, 14
  17. 17. Name of section 17 • VP of Content - on the hook for ROI • Editor in Chief - relationships and engagement • Freelancers, Email Editor, Media Editor • Lots of cute office dogs Contently’s Internal Workflow Friday, July 25, 14
  18. 18. Secret: Sales team takes good content created and uses it to engage potential and current clients. 18 Friday, July 25, 14
  19. 19. How does Contently build its Stack? 19 Friday, July 25, 14
  20. 20. Name of section 20 • Sourcing talent internally and using freelancers from network • Ideas: come from matrix and editorial constrained brainstorms • Compliance: Contently Studio • CMS: Wordpress • Paid distribution: LinkedIn, Twitter • Earned media: timely stories for press to write about • Email: MailChimp • Sharing across org: Salesforce How Contently Stacks Up Friday, July 25, 14
  21. 21. Join us for two more Content Strategy Seminars! 21 #SmartContent Friday, July 25, 14
  22. 22. July 28 @ 1pm Superconnecting to Massive Audiences 22 August @ 1 pm Leveraging Platforms for more Powerful Content #SmartContent Friday, July 25, 14

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