On the Edge Live Birmingham 2012
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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 BIT ABOUT 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 DIGITAL MARKETING IS ‘SEO’ ‘LINK BUILDING’ META STRATEGY ON PAGE ‘OPTIMISATION’ @simonpenson
- 4. IT’S NEVER BEEN ABOUT SEO! @simonpenson
- 5. DIGITAL IS LIKE EVERY OTHER MASS MEDIA PLATFORM CONTENT NOT TECHNOLOGY @simonpenson
- 7. BUT NOW THEY CAN… @simonpenson
- 8. WE SHOULD CELEBRATE @simonpenson
- 9. @simonpenson
- 10. SAY ‘HELLO’ TO SEMANTIC 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 OUT THE CRAP SO WE CAN BE MARKETERS @simonpenson
- 14. DIGITIAL MARKETING IS NOW 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 IS IT’S NEW @simonpenson
- 19. THE SOLUTION > A GREAT PROCESS @simonpenson
- 20. HOW TO STRUCTURE: THE PLANNING 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 WHY 2 > 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 PEAKS AND 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 ACROSS EACH CHANNEL HIGHCHARTS.COM STACKED AREA CHART
- 34. YOUR FLOW ACROSS EACH 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
Notas do Editor
- SO WE KNOW NEED FLOW BUT HOW DO WE STRUCTURE IT?STARTS WITH THE BIG IDEAS…
- 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
- THE TROUGHS ARE REGULARS/ STILL IMPORTANTEXAMPLES MIGHT BE 10 WORD REVIEWS, QUICK TIPS ETC
- CREATE YOUR MAGAZINE COVER > GREAT PROCESS FOR NAILING YOUR 3 PILLARS
- SMART INSIGHTS MATRIX > ORGANISES CONTENT TYPE BY EFFECT IT HAS
- OUR PLAN > WILL SHARE IT WITH ANYONE JUST EMAIL MEBRING IN STATE OF MIND AND EVENTSTHINK ABOUT YOUR BIG IDEAS REGULAR CONTENT BY WEEK
- OUR PLAN > WILL SHARE IT WITH ANYONE JUST EMAIL MEBRING IN STATE OF MIND AND EVENTSTHINK ABOUT YOUR BIG IDEAS REGULAR CONTENT BY WEEK
- 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…
- 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.
- WHEN IT COMES TO CONTENT IDEAS:REVERSE ENGINEER GREAT CONTENT – TOOLS HELPREVERSE ENGINEER MAGAZINE – TRY TO RECREATE THE ISSUE PLAN
- THAT’S IT FROM ME. THANKS. CONTACT DETAILSTRANSCRIPT ON THE ZAZZLE BLOG AND SLIDESHAREANY QUESTIONS?