With consumers now relying primarily on digital, social and mobile technologies to do just about everything, companies around the globe are coming to grips with the fact that digital communications is the new normal. In order to reach any audience, they need to have an engaging presence within the channels and platforms that their audiences are using. And since we can’t be everywhere at once, content becomes the primary asset that helps companies “bring home the bacon”. Due to this major shift, content marketing has quickly become the best way for companies to reach, inform and achieve their business objectives. Content marketing holds so many similarities to traditional publishing, but most companies don’t know how to think, act or consistently deliver like a publisher. This session will help you learn how to: • Transition your traditional marketing/communications department into a more publisher-like content production team • Utilize proper tools and processes for “listening”, internal collaboration and planning • Break down internal barriers of communication • Formalize your content production workflow processes • Form new habits and execute new procedures that will help you sustain a high-quality content production effort. Along the way, we’ll discuss a few great tools that help companies adopt and build a sustainable publishing engine. Attendees will leave with a new org chart and a documented process for their new content marketing and social media publishing department. Brody Bio: Brody Dorland is a digital marketing strategist, data geek, speaker and co-creator of DivvyHQ.com, an editorial calendar application that helps organizations think, act and deliver like publishers. With more than a decade in the trenches of corporate marketing, advertising agencies and business ownership, Brody has emerged as one of country’s top digital marketing strategists. His unique ability to demystify the technologies, processes and best practices of digital marketing has propelled him onto the national stage with the National Speakers Association and National Seminars Group. Clients include Nokia, Intel, Adobe, The National Geographic Channel, Walmart, Staples and Major League Baseball.

1. Brody Dorland - @brodydorland
Building Your
Internal Publishing
Department for
Content Marketing
& Social Success
Brody Dorland
DivvyHQ.com - @brodydorland

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Why are we overwhelmed?
• Consumers are in control
• We have to be everywhere they are (or at
least try)
• We’re fighting a losing battle for attention
• So…What’s working?

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#1 - Great Content
That entertains.
That inspires.
That helps people make decisions.
That people want to share.
That tells a good story.

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#2 - Consistency

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5 Areas of Change
1. Organizational/team structure
2. Discovery, ideation & planning processes
3. Silos don’t work in this new world
4. Formalize your workflow, form new habits
around it
5. Equip your team with the right tools

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#1. “Thinking” Like a Publisher Won’t
Cut It. Time to Look Like One.
Your organizational structure might
need to change…

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Develop a Vision for Your Ideal Team

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#2 – Don’t Shotgun.
Plan Like a Publisher.
Define and target your “reader” segments

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Target Audiences – “Personas”
Vanessa – Mom Derek – Dad
Gwen – Young / Independent

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Mom Persona
Vanessa’s world:
• She’s a busy, working mom of 2
• She’s always looking for low-cost (or
free) activities for her kids
• Safety is a big concern for her
• Activities/parks that are within
walking distance or close to public
transportation are ideal
Research Methods:
• Google
• Peer recommendations / WOM
• Activities guides
• Flyers
• Specific websites / blogs
Vanessa – Mom w/ 2 Kids
Media Consumption:
• Heavy mobile user
• TV
• Internet (surfing/shopping)
• Facebook, Twitter & Instagram
• Women’s Magazines

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#2 – Don’t Shotgun.
Plan Like a Publisher.
• Define and target your reader
segments
• Utilize a monitoring/listening dashboard (Ex:
Bottlenose.com - next slide)

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Where will you store ideas?
• Free, personal tools – ex: Evernote
• Shared repositories – ex: Google Spreadsheet
• More robust options…

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#2 – Don’t Shotgun.
Plan Like a Publisher.
• Define and target your reader
segments
• Create a monitoring/listening dashboard (Ex:
Bottlenose.com - next slide)
• Where will you store ideas?
• Schedule regular planning meetings (news org
“war room,” pitching, customer stories)
• Create an agenda (template)

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Your Agenda
• Get the right people in the
room
• Set expectations with a
consistent agenda
• What does each team
member need to bring to the
planning table
• Hold them accountable
• Want an agenda template?
• http://bit.ly/planningtemplate

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#3 – Silos Are for Wheat,
Not Content
• Identify information silos in
your organization
• What are these silos costing
your organization?
• Bring “silo owners” to the
planning table
• Make them part of your new
editorial team/structure
• Create a new environment of
sharing

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#4 – It’s Not a Plan Unless
it’s on Paper
• Formalize your new editorial structure and
workflow processes
• Start forming new habits
– Regular listening (tools and conversations)
– Planning meetings
– Scheduled time in your day for content production
• Be patient while your team adjusts

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23. Brody Dorland - @brodydorland
#5 – Use Tools that Fit
• The wrong tools can make the whole thing harder
than it needs to be
• The right tools can bring form, function and (dare we
say) fun to your workflow!
– Brainstorming, mind mapping, content prompts
– Idea storage
– Editorial Planning/scheduling
– Production workflow & collaboration
– Optimization
– Distribution
– Promotion
– Reporting & Analytics

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• Great real-time search, research and curation tool: Leap.it

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• Fun headline generator to ward off writers block

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Thank You! Questions?
Brody Dorland
Digital Marketing Strategist, Speaker, Data Geek &
Co-Creator of DivvyHQ, a cloud-based editorial calendar
application for high-volume content teams.
Email: brody@divvyhq.com
Web/Blog: DivvyHQ.com/blog
Twitter: @brodydorland