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The Content Process: From Post-Its to Promotion

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In this talk, I take you start to finish through the content process for a client of our agency.

Published in: Marketing

The Content Process: From Post-Its to Promotion

  1. 1. THE CONTENT PROCESS: FROM POST-ITS TO PROMOTION DANA DITOMASO PARTNER, KICK POINT @DANADITOMASO #SEARCHFEST
  2. 2. Start with how. @danaditomaso
  3. 3. Why a brand voice? @danaditomaso
  4. 4. 1. Voice consistency between individuals. @danaditomaso
  5. 5. 2. Build brand familiarity. @danaditomaso
  6. 6. 3. Make it interesting. @danaditomaso
  7. 7. @danaditomaso
  8. 8. Who will you be talking to? @danaditomaso
  9. 9. Build personas. @danaditomaso
  10. 10. @danaditomaso
  11. 11. Then, brainstorm. @danaditomaso
  12. 12. Not so fast! @danaditomaso
  13. 13. 1. Review goals & KPIs. @danaditomaso
  14. 14. 2. Review personas. @danaditomaso
  15. 15. 3. Discuss the basic content formula. I am a __________ Who wants to learn more about ____________ So I can __________ @danaditomaso
  16. 16. 4. Explain the 70/20/10 rule. @danaditomaso
  17. 17. Bring together as many people as possible. @danaditomaso
  18. 18. Stuck? @danaditomaso
  19. 19. What are the most common questions you answer? @danaditomaso
  20. 20. What’s the craziest question you’ve ever been asked? @danaditomaso
  21. 21. Read out good & bad reviews @danaditomaso
  22. 22. Things you don’t understand @danaditomaso
  23. 23. Questions people have about other departments @danaditomaso
  24. 24. Organize by broad topic, persona, effort, and promotion @danaditomaso
  25. 25. @danaditomaso
  26. 26. Also give each a little of that BuzzFeed feeling. @danaditomaso
  27. 27. @danaditomaso
  28. 28. Make a schedule. (Quickly, before momentum is lost!) @danaditomaso
  29. 29. This goes into a schedule: Author Due Date Publish Date Topic/Title Content/Details Keyword(s) Target Persona Call to Action Promotion @danaditomaso
  30. 30. Make sure that someone else hasn’t already done it (well). @danaditomaso
  31. 31. Also really great for identifying local news sources on a story. @danaditomaso
  32. 32. Provide a “before it goes out” checklist. (This is great: http://blogs.salesforce.com/ca/2015/02/ blog-content.html) @danaditomaso
  33. 33. @danaditomaso
  34. 34. THANK YOU! DANA DITOMASO PARTNER, KICK POINT @DANADITOMASO #STATEOFSEARCH

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