The Content Process: From Post-Its to Promotion
•Download as PPTX, PDF•
3 likes•3,345 views
In this talk, I take you start to finish through the content process for a client of our agency.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to The Content Process: From Post-Its to Promotion
Similar to The Content Process: From Post-Its to Promotion (20)
More from Dana DiTomaso
More from Dana DiTomaso (11)
Recently uploaded
Recently uploaded (20)
The Content Process: From Post-Its to Promotion
- 1. THE CONTENT PROCESS: FROM POST-ITS TO PROMOTION DANA DITOMASO PARTNER, KICK POINT @DANADITOMASO #SEARCHFEST
- 3. Why a brand voice? @danaditomaso
- 4. 1. Voice consistency between individuals. @danaditomaso
- 5. 2. Build brand familiarity. @danaditomaso
- 6. 3. Make it interesting. @danaditomaso
- 8. Who will you be talking to? @danaditomaso
- 10. @danaditomaso
- 14. 1. Review goals & KPIs. @danaditomaso
- 16. 3. Discuss the basic content formula. I am a __________ Who wants to learn more about ____________ So I can __________ @danaditomaso
- 17. 4. Explain the 70/20/10 rule. @danaditomaso
- 19. Bring together as many people as possible. @danaditomaso
- 22. What are the most common questions you answer? @danaditomaso
- 23. What’s the craziest question you’ve ever been asked? @danaditomaso
- 24. Read out good & bad reviews @danaditomaso
- 26. Questions people have about other departments @danaditomaso
- 27. Organize by broad topic, persona, effort, and promotion @danaditomaso
- 28. @danaditomaso
- 29. Also give each a little of that BuzzFeed feeling. @danaditomaso
- 30. @danaditomaso
- 31. Make a schedule. (Quickly, before momentum is lost!) @danaditomaso
- 32. This goes into a schedule: Author Due Date Publish Date Topic/Title Content/Details Keyword(s) Target Persona Call to Action Promotion @danaditomaso
- 33. Make sure that someone else hasn’t already done it (well). @danaditomaso
- 34. Also really great for identifying local news sources on a story. @danaditomaso
- 35. Provide a “before it goes out” checklist. (This is great: http://blogs.salesforce.com/ca/2015/02/ blog-content.html) @danaditomaso
- 36. @danaditomaso
- 37. THANK YOU! DANA DITOMASO PARTNER, KICK POINT @DANADITOMASO #STATEOFSEARCH
Editor's Notes
- Post it time!
- You still have to do some review before you get to the post-its. Also buy doughnuts.
- This really sets the scene and reminds everyone why you’re there in the first place.
- We do personas first, so it might be a while between the time when the personas are written and we do the content brainstorming.
- This can give your audience a focus on content topics, especially as they relate to personas.
- 70% of your content is low effort, 20% is medium and 10% is high effort
- Sales, service, manufacturing, marketing, owners, accounting, as many departments as you can. You want a real cross-section of your company here.
- Now it’s really time for the post-it notes!
- (quickly, before momentum is lost)
- I enjoy this tool quite a lot to identify “don’t bother” and “we can do better”: https://ahrefs.com/content-explorer/
- Has a local news outlet already covered your topic? Find out here: https://ahrefs.com/content-explorer/
- By Erica McGillivray: http://blogs.salesforce.com/ca/2015/02/blog-content.html
- By Erica McGillivray: http://blogs.salesforce.com/ca/2015/02/blog-content.html