Content Crusaders: Building a League of Content Creators @fajrmuhammad

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You have your content strategy and your client's buy-in. Now how do you assemble a team of kick ass content creators to take the strategy and save the world with amazing content? This deck was presented at the iAcquire Content Meetup: Human After All on 7/24/2013

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Content Crusaders: Building a League of Content Creators @fajrmuhammad

  1. 1. FAJR MUHAMMAD / @FAJRMUHAMMAD
  2. 2. WHEN I WAS YOUNGER I WANTED TWO THINGS: TO BE A WRITER & TO HAVE SUPER POWERS
  3. 3. BECOMING A CONTENT MARKETER, I GUESS I FULFILLED BOTH DREAMS; CREATING AMAZING CONTENT AND UTILIZING MY SUPER POWERS TO DO SO. Content Forces Unite!
  4. 4. WHEN WE TALK ABOUT CONTENT MARKETING, WE’RE TALKING ABOUT HUMANIZING DATA TO MAKE REAL WORLD CONNECTIONS THROUGH CONTENT.
  5. 5. WE’RE CHARGED WITH THE SUPERHUMAN TASK OF CREATING CONTENT THAT NOT ONLY ENTERTAINS/INFORMS CUSTOMERS BUT ALSO MAKES THEM DO STUFF!!! LIKE SIGN UP & BUY THINGS.
  6. 6. AND LET’S FACE IT… UNDERNEATH ALL OF OUR SUPERHUMAN-NESS
  7. 7. WE’RE HUMAN! & THAT’S OUR SUPERPOWER…
  8. 8. BUT BEFORE WE CAN CREATE SUPER CONTENT…. WE HAVE TO ASSEMBLE A KICK ASS TEAM TO CREATE IT!
  9. 9. NO
  10. 10. YES!
  11. 11. EVOLVE EMPOWER THE CONTENT CRUSADER’S CREED Establish CONTENT CRUSADER’S CREED
  12. 12. Before You Go To Comic Con
  13. 13. Someone who loves content, loves creating it, loves consuming it, loves managing it. EVERY GREAT TEAM HAS A LEADER! PRO TIP: IF THIS PERSON DOESN’T EXIST, BECOME THEM! THIS IS THE FASTEST WAY TO FIND A LEADER! APPOINT A LEADER: CHIEF CONTENT OFFICER
  14. 14. Agencies Internal Teams Ambassadors Freelancers Content Creator Matrix
  15. 15. • WHO ARE THE CONTENT CREATORS WITHIN YOUR ORGANIZATION? • ROPE IN THE DESIGNERS, UX, IA & OTHER PERTINENT TEAMS • IDENTIFY THE STAKEHOLDERS FANTASTIC FOUR: YOUR INTERNAL CREATORS
  16. 16. • AGENCIES LIKE IACQUIRE, BRAFTON, COPYPRESS CREATE CUSTOM CONTENT & ARE EXPERTS AT CONTENT STRATEGY • THEY HAVE THE TOOLS TO CREATE CONTENT AT SCALE & PROMOTE IT • YOU WANT THESE GUYS ON YOUR TEAM! X-MEN: YOUR AGENCY PARTNERS
  17. 17. • Freelancers are everywhere and pack extra muscle at efficient costs • Use services like: – Skyword – Elance – Behance THE HULK: FREELANCERS
  18. 18. What sites are sending you traffic & who is linking to you? Make them an offer they can’t refuse Who is avenging your brand online? Seek them out. Stalk your twitter mentions & analytics THE AVENGERS: BRAND AMBASSADORS
  19. 19. CONTENT CREATORS QUESTIONNAIRE Qualify content creators by establishing a Content Creator Questionnaire. View one here http://rfish.us/15yW62i
  20. 20. Every Superhero Has The Right Tools
  21. 21. SHARE THE CONTENT STRATEGY Holy Smokes Batman! What’s our Content Strategy??? Chill Robin, we got KPIs!
  22. 22. Before any content is created outline the process: • Who is reviewing ? • What are the turnaround times? • How should content be submitted? • What are the editorial guidelines? Who maintains them? Identify the Chain of Command Bottlenecks like approvals are kryptonite to a Content Crusaders soul!
  23. 23. Host an ideation session. Tools like Bottlenose let you parse the social web for relevant topics and what’s popular in the social space! IDEATE
  24. 24. ORGANIZE Create collaborative editorial calendars with Trello.com. Assign content, add notes, upload documents and photos
  25. 25. COLLABORATE Use a collaborative content management system like Kapost. Map content ideas to personas, templates and authors --- kapost.com
  26. 26. TAKE IT TO THE NEXT LEVEL
  27. 27. SHARE WINS Share wins with a Google analytics infographic from Visual.ly
  28. 28. Incentivize & Make Them The Stars! There’s no “I” in team, but each crusader deserves the spotlight. Highlight creators with G+ author profile in the SERPs, feature them on internal blogs, reward them handsomely!
  29. 29. To The Content Cave!
  30. 30. DOWNLOAD THIS DECK: FIGHT THE GOOD CONTENT FIGHT!

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