Uploaded bySimon Penson
On the Edge Live Birmingham 2012
This document discusses best practices for content marketing planning. It recommends understanding your audience by using personas and research, then brainstorming ideas. It outlines steps to take a strategic approach, including looking for editorial pillars, understanding content types, creating a 6-month content plan visualized through charts, and testing the content flow. The goal is to structure planning like other media and reverse engineer successful publications.
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On the Edge Live Birmingham 2012
- 2. FIRSTLY A BITABOUT ME… FORMER MAGAZINE EDITOR TURNED AGENCY OWNER ZAZZLE IS A CONTENT MARKETING AGENCY CORE COMPETENCIES IN CONTENT MARKETING, SOCIAL AND TECHNICAL SEARCH
- 3. FOR MOST DIGITALMARKETING IS ‘SEO’ ‘LINK BUILDING’ META STRATEGY ON PAGE ‘OPTIMISATION’ @simonpenson
- 4. IT’S NEVER BEENABOUT SEO! @simonpenson
- 5. DIGITAL IS LIKEEVERY OTHER MASS MEDIA PLATFORM CONTENT NOT TECHNOLOGY @simonpenson
- 7. BUT NOW THEYCAN… @simonpenson
- 8. WE SHOULD CELEBRATE @simonpenson
- 9.
- 10. SAY ‘HELLO’ TOSEMANTIC WEB LANDSCAPE GARDENER BIKINI SUN SALE 80 F SCREEN TESCO BBQ OFFERS @simonpenson
- 11. GOOGLE’S PROBLEM! @simonpenson
- 12. GOOGLE’S SOLUTION! PENGUIN @simonpenson
- 13. THEY’VE CUT OUTTHE CRAP SO WE CAN BE MARKETERS @simonpenson
- 14. DIGITIAL MARKETING ISNOW ABOUT DOING REAL COMPANY SHIT #RCS
- 15. BIG IDEA 1> DATA VISUALISATION
- 16. BIG IDEA 2> VIRAL CAMPAIGNS
- 17. BIG IDEA 3> WIN WIN WIN
- 18. THE PROBLEM ISIT’S NEW @simonpenson
- 19. THE SOLUTION >A GREAT PROCESS @simonpenson
- 20. HOW TO STRUCTURE: THEPLANNING PROCESS STRUCTURE A PLAN BRAINSTORM IDEAS DEFINE PERSONAS UNDERSTAND YOUR AUDIENCE @simonpenson
- 21. STEP 1 >UNDERSTAND YOUR AUDIENCE FOCUS GROUPS, KEYWORD & COMPETITOR RESEARCH, SURVEYS @simonpenson
- 22. STEP USE PERSONAS WHY2 > BREAK YOUR AUDIENCE DOWN SOCIAL KEYWORD FACEBOOK LISTENING EXPANDER ADVERTS + (Language & (Associations) KEYWORD Behaviour) TOOL (Demographic Size) @simonpenson
- 23. STEP 3 >EXAMPLE PERSONAS GADGET GROWN UP EARLY GEEK GADGETEER ADOPTER PRO TIP > ALIGN TO FAMOUS CHARACTERS TO SHARE UNDERSTANDING
- 24. STEP 4 >BRAINSTORM IDEAS GO ‘OUT THERE’ THEN REIGN IN @simonpenson
- 25. STEP 7 >CONTENT FLOW
- 26. CONTENT NEEDS PEAKSAND TROUGHS
- 27. STEP 5 >LOOK AROUND FOR HELP CREATE EDITORIAL PILLARS @simonpenson
- 28. STEP 6 >UNDERSTAND CONTENT TYPE CONTENT MATRIX BY SMARTINSIGHTS
- 29. STEP 7 >CREATE THE 6 MONTH PLAN PLAN, PLAN, PLAN @simonpenson
- 30. STEP 7 >WHAT IT LOOKS LIKE @simonpenson
- 32. PRO TIP ONE> TEST HOW IT FLOWS @simonpenson
- 33. VISUALISE FLOW ACROSSEACH CHANNEL HIGHCHARTS.COM STACKED AREA CHART
- 34. YOUR FLOW ACROSSEACH CHANNEL Y X CREATION TIME / DATE = FLOW
- 35. PRO TIP 2> REVERSE ENGINEER MAGAZINES @simonpenson
- 36. FLATPLAN IT >WITH YOUR CONTENT
- 37. Simon Penson Zazzle Media @SIMONPENSON WWW.ZAZZLEMEDIA.CO.UK SIMON.PENSON@ZAZZLEMEDIA.CO.UK DOWNLOAD IT > SLIDESHARE READ IT > THE ZAZZLE BLOG
Editor's Notes
- #7 SO WE KNOW NEED FLOW BUT HOW DO WE STRUCTURE IT?STARTS WITH THE BIG IDEAS…
- #24 GADGET GEEK > SEEN NO SUNLIGHT, BUYS SO HE CAN DISMANTLE AND REBUILD HIMSELF – BETTERGROWN UP GADGETEER > PROFEESSIONAL WITH SPARE CASH AND LIKES FINER THINGS BUT IS STILL GADGET BIASEDEARLY ADOPTER > HAS TO BE FIRST AND USES IT AS A STATUS SYMBOL
- #27 THE TROUGHS ARE REGULARS/ STILL IMPORTANTEXAMPLES MIGHT BE 10 WORD REVIEWS, QUICK TIPS ETC
- #28 CREATE YOUR MAGAZINE COVER > GREAT PROCESS FOR NAILING YOUR 3 PILLARS
- #29 SMART INSIGHTS MATRIX > ORGANISES CONTENT TYPE BY EFFECT IT HAS
- #30 OUR PLAN > WILL SHARE IT WITH ANYONE JUST EMAIL MEBRING IN STATE OF MIND AND EVENTSTHINK ABOUT YOUR BIG IDEAS REGULAR CONTENT BY WEEK
- #31 OUR PLAN > WILL SHARE IT WITH ANYONE JUST EMAIL MEBRING IN STATE OF MIND AND EVENTSTHINK ABOUT YOUR BIG IDEAS REGULAR CONTENT BY WEEK
- #34 HIGHCHARTS.COM > GREAT OPENSOURCE CHART SITE USED BY LOTS OF SEO SOFTWARE COMPANIES TO VISUALISE DATA IN EASY TO UNDERSTAND WAY.THE BIT THAT MAKES IT EASY IS THIS > THEIR BACK END CODE EDITOR. 2 MINS TO CREATE SOMETHING LIKE THIS…
- #35 THE ZAZZLE CONTENT FLOW VISUALISATION CHART.VISUALISES FLOW ACROSS OUR THREE MAIN CHANNELS – BLOG – SOCIAL – OFF PAGEY AXIS HOURS SPENT MARKETINGX = DATE – WEEKS, MONTHSLOOK FOR FLAT SPOTS SO YOU CAN EDIT THE CAMPAIGN TO ENSURE CONSISTENT DELIVERY.
- #36 WHEN IT COMES TO CONTENT IDEAS:REVERSE ENGINEER GREAT CONTENT – TOOLS HELPREVERSE ENGINEER MAGAZINE – TRY TO RECREATE THE ISSUE PLAN
- #38 THAT’S IT FROM ME. THANKS. CONTACT DETAILSTRANSCRIPT ON THE ZAZZLE BLOG AND SLIDESHAREANY QUESTIONS?