This document discusses the art and craft of creating effective content. It outlines a multi-step process for content planning, creation, publication, and promotion. The key steps are: 1. Detailed planning with themes aligned to business objectives, realistic timelines and resources. 2. Creating unique, interesting content that tells a story and adds value for readers. Defining editing and approval processes. 3. Publishing content across multiple channels through a promotion plan involving sharing, hashtags, and trending to reach audiences. 4. Analyzing metrics and insights to inform continuous improvement of the process and ensure content is achieving its objectives. The document emphasizes practicing the craft of content creation through daily work,

1. The Art and Craft of “Content”
BY
Nischala Murthy Kaushik
Marketer | Digital Artisan | Content Crafter
On Twitter @ nimu9
Blog @ https://nischalamurthy.wordpress.com/
Created on : June-2015

2. My content journey…
Blogs
Read
25+ K
Blogs
Published
2.5+ K Infographics
Created
100+
And
MORE
Tweets
Published
12.5+ KTweets
Read
50+ K
Experimental | Evolving | Exciting | Enriching…..

3. How I published 321 blogs in 321
days?
• Keep a log of blog topics ; Ideas
can come anytime / anywhere
• Think content anytime /
anywhere
• Scribble thoughts when they
occur
• Write when you get the chance
• When creative juices flow, …
write
• Proofread – Edit – Proofread
• Discipline Matters ; Set aside
some time to write regularly
• Have an editorial calendar
• Publish at right time, right place
• Set and measure targets, goals
• 60:20:20 rule – Content Creation
: Promotion : Engagement
• Try something new regularly –
Infographics, Videos, Interviews,
Series, Guest blog, Curate,
eBook, Events, Comment, Blog
about something you don’t know

4. What is content?
E-mail
Notes
Website / Landing page
Presentations
Videos / Infomercials
Blogs
Whitepaper
Flyers
Infographics
Corporate Communication
Tweets
Case Studies / Testimonials
eBook
Books
Survey
Research Reports
Interviews / Q&A
Press Release (PR)
Status Updates (FaceBook, LinkedIn, Google+)
Audio content / Podcasts
There has been a shift in the way we create, consume and share content

5. The Content Universe
Exploding with too much content +
Dis-intermediation of the content life cycle
Content Creation – Science, Art and Craft
Content Conversion – Contextual
Content Promotion – Personalized, Data-driven
How do you get your content to a READER and get them to READ?

6. What makes a difference?
Knowing who is your “READER” [Reader persona]1
The big “WHY?” of content [Objectives] 2
The “HOW” of Content Creation [Plan, Crafting, Curation]3
The “HOW MUCH” of Content Promotion
[When? How? What? Where?]
4
The “HOW” of Content Monitoring [What? When?]5

7. Content Creation
PLAN
TITLE
TEAM
VISUAL
STORY
Objectives | Process | Tools | Governance

8. Content Creation
• PLANNING
– Annual, Quarter-wise plans in
place
– Theme-based
– Mix of content formats
– Scalable
– Team / Resources / Tools
• CONTENT TITLE
– 3: 30: 3 rule
– Make reader want to read
– 20 – 30 titles / use others for
promotion
• CRAFTING CONTENT
– KIS [Keep it Simple]
– Start is key
– Tell a story
– Readability
– Visuals
– Recall Value
• Learn Something
• Feel an emotion [3X growth rate]
• Make them think
– Conclusion
• Call To Action [CTA]
– Easy to Discover
Create – Publish – Share – Analyze | The Cycle continues….

9. The Power of CONTENT
Content
DREAMS
Content
EMOTION
Content
SELL
And
MORE
Content
LEARN
Content
THINK
Make a Difference | Harbinger of Change

10. What matters?
Believe in
CONTENT
Invest in
CONTENT
Make
CONTENT
work for you

11. The Art and Craft of Content
• Genuine Love for Content – Reading / Writing
• Practice – Practice – Practice {10,000 hour rule of
Malcolm Gladwell} ; The only way to get better at
something is to do more of it – Create content everyday
• “Curiosity / Learning” and “Sharing” – Core to your
DNA, Insatiable quest
• Tools, Tricks, Technology
• Find “your” method to the madness. De-construct the
content life cycle process to your context
• Content is evolving ; Be in-tune with latest and greatest

12. Content is KING,
Social Media is the QUEEN,
Together they rule the ONLINE WORLD
So here are your options
Be the KING
Befriend the QUEEN
Or let them rule your WORLD!

13. Summary
PLANNING
CREATE /
PRODUCE
PUBLISH
PROMOTION
ANALYTICS
• In line with marketing / business objectives
• Themes aligned to your offerings / solutions
• Detailed plan ; realistic and aligned to team / resources
• Unique / Novel / Interesting / Wow / Never done before
• Tell a story
• Define the process workflow (editing, approvals)
• Length | Format | Topic – Original / Licensed content
• Re-purpose content
• Curated Content
• Multi channel promotion plan
• Share more than once; Time-zone based?
• Keywords / Hashtags / Tagging / Trending content
• Metrics and Measurement Framework
• Tools
• Reporting
• Insights back into Planning

14. Content is anything that adds value to the reader's life.
BY Avinash Kaushik, Google
Content marketing is the only marketing we have left.
BY Seth Godin
Content marketing is all about telling a compelling story.
BY Joe Pulizzi, Content Marketing Institute
Content builds communities, communities nurture relationships
and relationships change behaviors & ultimately, lives
BY Amrynnie

15. ions?Quest