Contently's first in a series of content strategy webinars brought to you by Shane Snow, co-founder and CCO of Contently. Based on marketing principles from Shane's upcoming book, Smartcuts, and the latest research from the world of the Content Strategist.

1. 1
Friday, July 25, 14

2. 2
Orchestrating a Smarter
Content Machine
#SmartContent
Friday, July 25, 14

3. Name of section 3
• Content Flywheel
• The Stack
• The Funnel
• Exploring “Create”
• Traditional Newsroom vs.
Contently Worklow
What’s
inside
Content
Strategy
201
Friday, July 25, 14

4. The Flywheel
4
#SmartContent
Friday, July 25, 14

5. Name of section 5
• A self-feeding content
generation tool
• Three parts: Create, Engage,
Optimize
• The faster you crank, the
faster it goes
• Keep in mind “CEO” rules all
in content strategy
What is
the
Flywheel?
Friday, July 25, 14

6. 6
#SmartContent
Friday, July 25, 14

7. The Stack
7
#SmartContent
Friday, July 25, 14

8. Name of section 8
• Allows a brand to generate revenue
through content
• Create: Talent, Ideas, Planning,
Work flow, Compliance
• Engage: Publish to CMS, paid
distribution, Social Distribution,
Earned Media, Sharing Across
Organization
• Optimize: Tracking, Correlation to
ROI, Insights and recordings
The Stack
Breaks
Down the
CEO even
further
Friday, July 25, 14

9. 9
#SmartContent
Friday, July 25, 14

10. 10
#SmartContent
Friday, July 25, 14

11. The Content Funnel
11
#SmartContent
Friday, July 25, 14

12. Name of section 12
• Puts “accelerated constraints” on
the brainstorming process
• The audience that makes it through
the funnel is most likely to become
a purchaser
• 3 types of stories: values, company/
customer story, product story
• 3 temporal tracks: timely, seasonal,
evergreen
The Funnel
Streamlines
the idea
process
Friday, July 25, 14

13. Name of section 13
• The funnel gives you buckets to fill
• Pertinent to your brand depending
on where you are in the
engagement stage
• Introduce yourself through shared
values and work your way down the
funnel
The Funnel
Makes
Ideation
Easy.
Friday, July 25, 14

14. Who should I hire?
14
#SmartContent
Friday, July 25, 14

15. Name of section 15
• Publisher - responsible for money
• Editor in Chief - ROI, relationships
• Many Editors - divided by timeliness
and department
• Creative Storytellers - staff and
stringers, photo/video
• Further creative support - research,
copy editors, visuals, design
The typical
newsroom
in a news
outlet
Friday, July 25, 14

16. But this is outdated...
16
There is a way to do it smarter.
#SmartContent
Friday, July 25, 14

17. Name of section 17
• VP of Content - on the hook for ROI
• Editor in Chief - relationships and
engagement
• Freelancers, Email Editor, Media
Editor
• Lots of cute office dogs
Contently’s
Internal
Workflow
Friday, July 25, 14

18. Secret: Sales team
takes good content
created and uses it to
engage potential and
current clients.
18
Friday, July 25, 14

19. How does Contently
build its Stack?
19
Friday, July 25, 14

20. Name of section 20
• Sourcing talent internally and using
freelancers from network
• Ideas: come from matrix and
editorial constrained brainstorms
• Compliance: Contently Studio
• CMS: Wordpress
• Paid distribution: LinkedIn, Twitter
• Earned media: timely stories for
press to write about
• Email: MailChimp
• Sharing across org: Salesforce
How
Contently
Stacks Up
Friday, July 25, 14

21. Join us for two more
Content Strategy
Seminars!
21
#SmartContent
Friday, July 25, 14

22. July 28 @ 1pm
Superconnecting to Massive Audiences
22
August @ 1 pm
Leveraging Platforms for more Powerful
Content
#SmartContent
Friday, July 25, 14