Brody Dorland - @brodydorland
Building Your
Internal Publishing
Department for
Content Marketing
& Social Success
Brody Do...
Brody Dorland - @brodydorland
Why are we overwhelmed?
• Consumers are in control
• We have to be everywhere they are (or a...
Brody Dorland - @brodydorland
Brody Dorland - @brodydorland
Brody Dorland - @brodydorland
#1 - Great Content
That entertains.
That inspires.
That helps people make decisions.
That pe...
Brody Dorland - @brodydorland
#2 - Consistency
Brody Dorland - @brodydorland
5 Areas of Change
1. Organizational/team structure
2. Discovery, ideation & planning process...
Brody Dorland - @brodydorland
#1. “Thinking” Like a Publisher Won’t
Cut It. Time to Look Like One.
Your organizational str...
Brody Dorland - @brodydorland
Brody Dorland - @brodydorland
Brody Dorland - @brodydorland
Develop a Vision for Your Ideal Team
Brody Dorland - @brodydorland
#2 – Don’t Shotgun.
Plan Like a Publisher.
Define and target your “reader” segments
Brody Dorland - @brodydorland
Target Audiences – “Personas”
Vanessa – Mom Derek – Dad
Gwen – Young / Independent
Brody Dorland - @brodydorland
Mom Persona
Vanessa’s world:
• She’s a busy, working mom of 2
• She’s always looking for low...
Brody Dorland - @brodydorland
#2 – Don’t Shotgun.
Plan Like a Publisher.
• Define and target your reader
segments
• Utiliz...
Brody Dorland - @brodydorland
Brody Dorland - @brodydorland
Where will you store ideas?
• Free, personal tools – ex: Evernote
• Shared repositories – ex...
Brody Dorland - @brodydorland
#2 – Don’t Shotgun.
Plan Like a Publisher.
• Define and target your reader
segments
• Create...
Brody Dorland - @brodydorland
Your Agenda
• Get the right people in the
room
• Set expectations with a
consistent agenda
•...
Brody Dorland - @brodydorland
#3 – Silos Are for Wheat,
Not Content
• Identify information silos in
your organization
• Wh...
Brody Dorland - @brodydorland
#4 – It’s Not a Plan Unless
it’s on Paper
• Formalize your new editorial structure and
workf...
Brody Dorland - @brodydorland
Brody Dorland - @brodydorland
#5 – Use Tools that Fit
• The wrong tools can make the whole thing harder
than it needs to b...
Brody Dorland - @brodydorland
• Great real-time search, research and curation tool: Leap.it
Brody Dorland - @brodydorland
• Fun headline generator to ward off writers block
Brody Dorland - @brodydorland
Thank You! Questions?
Brody Dorland
Digital Marketing Strategist, Speaker, Data Geek &
Co-Cr...
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Building Your Internal Publishing Department - Presentation for Missouri Association of CVBs 2014 Annual Conference

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With consumers now relying primarily on digital, social and mobile technologies to do just about everything, companies around the globe are coming to grips with the fact that digital communications is the new normal. In order to reach any audience, they need to have an engaging presence within the channels and platforms that their audiences are using. And since we can’t be everywhere at once, content becomes the primary asset that helps companies “bring home the bacon”. Due to this major shift, content marketing has quickly become the best way for companies to reach, inform and achieve their business objectives.

Content marketing holds so many similarities to traditional publishing, but most companies don’t know how to think, act or consistently deliver like a publisher. This session will help you learn how to:

• Transition your traditional marketing/communications department into a more publisher-like content production team
• Utilize proper tools and processes for “listening”, internal collaboration and planning
• Break down internal barriers of communication
• Formalize your content production workflow processes
• Form new habits and execute new procedures that will help you sustain a high-quality content production effort.

Along the way, we’ll discuss a few great tools that help companies adopt and build a sustainable publishing engine. Attendees will leave with a new org chart and a documented process for their new content marketing and social media publishing department.

Brody Bio:
Brody Dorland is a digital marketing strategist, data geek, speaker and co-creator of DivvyHQ.com, an editorial calendar application that helps organizations think, act and deliver like publishers. With more than a decade in the trenches of corporate marketing, advertising agencies and business ownership, Brody has emerged as one of country’s top digital marketing strategists. His unique ability to demystify the technologies, processes and best practices of digital marketing has propelled him onto the national stage with the National Speakers Association and National Seminars Group. Clients include Nokia, Intel, Adobe, The National Geographic Channel, Walmart, Staples and Major League Baseball.

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Building Your Internal Publishing Department - Presentation for Missouri Association of CVBs 2014 Annual Conference

  1. 1. Brody Dorland - @brodydorland Building Your Internal Publishing Department for Content Marketing & Social Success Brody Dorland DivvyHQ.com - @brodydorland
  2. 2. Brody Dorland - @brodydorland Why are we overwhelmed? • Consumers are in control • We have to be everywhere they are (or at least try) • We’re fighting a losing battle for attention • So…What’s working?
  3. 3. Brody Dorland - @brodydorland
  4. 4. Brody Dorland - @brodydorland
  5. 5. Brody Dorland - @brodydorland #1 - Great Content That entertains. That inspires. That helps people make decisions. That people want to share. That tells a good story.
  6. 6. Brody Dorland - @brodydorland #2 - Consistency
  7. 7. Brody Dorland - @brodydorland 5 Areas of Change 1. Organizational/team structure 2. Discovery, ideation & planning processes 3. Silos don’t work in this new world 4. Formalize your workflow, form new habits around it 5. Equip your team with the right tools
  8. 8. Brody Dorland - @brodydorland #1. “Thinking” Like a Publisher Won’t Cut It. Time to Look Like One. Your organizational structure might need to change…
  9. 9. Brody Dorland - @brodydorland
  10. 10. Brody Dorland - @brodydorland
  11. 11. Brody Dorland - @brodydorland Develop a Vision for Your Ideal Team
  12. 12. Brody Dorland - @brodydorland #2 – Don’t Shotgun. Plan Like a Publisher. Define and target your “reader” segments
  13. 13. Brody Dorland - @brodydorland Target Audiences – “Personas” Vanessa – Mom Derek – Dad Gwen – Young / Independent
  14. 14. Brody Dorland - @brodydorland Mom Persona Vanessa’s world: • She’s a busy, working mom of 2 • She’s always looking for low-cost (or free) activities for her kids • Safety is a big concern for her • Activities/parks that are within walking distance or close to public transportation are ideal Research Methods: • Google • Peer recommendations / WOM • Activities guides • Flyers • Specific websites / blogs Vanessa – Mom w/ 2 Kids Media Consumption: • Heavy mobile user • TV • Internet (surfing/shopping) • Facebook, Twitter & Instagram • Women’s Magazines
  15. 15. Brody Dorland - @brodydorland #2 – Don’t Shotgun. Plan Like a Publisher. • Define and target your reader segments • Utilize a monitoring/listening dashboard (Ex: Bottlenose.com - next slide)
  16. 16. Brody Dorland - @brodydorland
  17. 17. Brody Dorland - @brodydorland Where will you store ideas? • Free, personal tools – ex: Evernote • Shared repositories – ex: Google Spreadsheet • More robust options…
  18. 18. Brody Dorland - @brodydorland #2 – Don’t Shotgun. Plan Like a Publisher. • Define and target your reader segments • Create a monitoring/listening dashboard (Ex: Bottlenose.com - next slide) • Where will you store ideas? • Schedule regular planning meetings (news org “war room,” pitching, customer stories) • Create an agenda (template)
  19. 19. Brody Dorland - @brodydorland Your Agenda • Get the right people in the room • Set expectations with a consistent agenda • What does each team member need to bring to the planning table • Hold them accountable • Want an agenda template? • http://bit.ly/planningtemplate
  20. 20. Brody Dorland - @brodydorland #3 – Silos Are for Wheat, Not Content • Identify information silos in your organization • What are these silos costing your organization? • Bring “silo owners” to the planning table • Make them part of your new editorial team/structure • Create a new environment of sharing
  21. 21. Brody Dorland - @brodydorland #4 – It’s Not a Plan Unless it’s on Paper • Formalize your new editorial structure and workflow processes • Start forming new habits – Regular listening (tools and conversations) – Planning meetings – Scheduled time in your day for content production • Be patient while your team adjusts
  22. 22. Brody Dorland - @brodydorland
  23. 23. Brody Dorland - @brodydorland #5 – Use Tools that Fit • The wrong tools can make the whole thing harder than it needs to be • The right tools can bring form, function and (dare we say) fun to your workflow! – Brainstorming, mind mapping, content prompts – Idea storage – Editorial Planning/scheduling – Production workflow & collaboration – Optimization – Distribution – Promotion – Reporting & Analytics
  24. 24. Brody Dorland - @brodydorland • Great real-time search, research and curation tool: Leap.it
  25. 25. Brody Dorland - @brodydorland • Fun headline generator to ward off writers block
  26. 26. Brody Dorland - @brodydorland Thank You! Questions? Brody Dorland Digital Marketing Strategist, Speaker, Data Geek & Co-Creator of DivvyHQ, a cloud-based editorial calendar application for high-volume content teams. Email: brody@divvyhq.com Web/Blog: DivvyHQ.com/blog Twitter: @brodydorland

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