Case study every company is a publisher-nowak
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This document discusses how every company is now a publisher that must create engaging content. It emphasizes that success comes from high-quality, relevant content delivered across experiences. It outlines a 10-step process for companies to become digital media companies, including establishing an editorial vision with a clear voice and unique contributors, and scaling content across channels while ensuring quality over quantity.
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Case study every company is a publisher-nowak
- 2. @jeffnowak Chief Content Officer/Founder Rocket Man Digital
- 3. My Beat. Director of Content General Mills
- 4. WARNING This is not a commercial
- 5. It’s not Brand Journalism. It’s about brands made better with... 5
- 6. Engaging Content 6
- 7. It’s not about celebrity chefs. It’s about CONTENT from… 7
- 8. Divas 8
- 9. It’s not about luck. It’s about CONTENT that’s… 9
- 10. Magic (data-driven) 10
- 11. It’s not about pitch men. It’s about CONTENT from… 11
- 12. Heroes People Love 12
- 13. It’s a story, That starts like this…
- 14. Once upon a time, in a Golden Valley 14
- 15. more than 50 years ago 1959 15
- 16. Radio TV 16
- 17. 17
- 18. 2011 11th Ed. 85 videos 400 online recipes 18
- 19. 19
- 20. 20
- 21. 21
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- 23. 23
- 24. 24
- 25. 25
- 26. King 26
- 27. Magic Digital 27 Editorial Vision Pyramid • Video Content • Equity Renewal Strategy • Brand Content • Curated Content • CMS • Content Distribution New Capabilities • Analytics • Blogger Relations • Social and Mobile • Distribution Scale • Content Library Foundational • Content Capabilities Capabilities • Partners & Relationships
- 28. 28 Capabilities Scale Vision & Strategy Content Marketing WAVE
- 29. 29
- 30. 30
- 31. 31
- 32. 32
- 33. 33
- 34. 34 STEPS TO A DIGITAL MEDIA COMPANY
- 36. 36 We will win with relevant, high- quality content and the experiences ! through which that content is delivered.
- 37. 37 We will win with relevant, high- quality content and the experiences through which that content is delivered.
- 38. 38
- 39. Editorial VISION
- 40. Bolder content with a clear purpose of attracting and engaging audiences to experience our brands 40
- 41. Talk-‐ worthy Clear Unique POV Voices Ideas Editorial VISION 41
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- 45. 45
- 46. 46
- 47. 47
- 48. 48
- 49. Unique VOICE
- 50. 50
- 51. DifferenHated PlaIorm Voices 51
- 52. 52
- 53. 53
- 54. Contributors
- 55. 55 Expert
- 56. 56 Blogger New
- 57. Member
- 58. Measure
- 59. MEASURE
- 61. Execution
- 62. Beyond The Recipe landing page articles dude food video infographics
- 63. Production & Editorial Calendars 63
- 65. DAILY CONTENT TEST January2011 - 5 articles/week - 5 Blogger network - 3 month test 65
- 66. DAILY CONTENT GAME CHANGER AUGUST 2011 - Drives most content - 25 Blogger contributors - 600 published pieces 66
- 68. 68 #BETTY911 Holiday Social Showdown Winner
- 69. 69
- 70. LEGAL Compliance
- 71. 71
- 72. 72
- 74. HOLIDAY COOKIE HEADQUARTERS" 24 days of Inspiration 74
- 76. Where Do Corporate Publishers Need Your Help?
- 77. 1) Strategy 2) Voice 3) Execution 4) Process 5)Measurement
- 78. 10-STEPS TO A MEDIA COMPANY 1) Content Vision 6) Execute 2) Editorial Vision 7) Test, Learn, Scale 3) Voice 8) Think Multi-channel 4) Contributors 9) Reliance on 5) Measure Compliance 10) Quality vs. Quantity
- 79. Corp. Publishing: Kick-A$$ Content Awards
- 80. THANK YOU!