Content Marketing faces major challenges ahead with increasing competition forcing brands to execute better. That's where brand as publisher comes in. It's content marketing for the next decade!

1. The Brand as
Publisher Masterplan.
Content marketing for the next decade
@simonpenson

2. About me.
Who is this guy…

3. Background.
Name:
Simon
Penson
Occupa1on:
MD,
Zazzle
Media
Career:
Print
editor
turned
digital
agency
founder
Contact:
@simonpenson

4. And Zazzle…

5. We are the largest digital
content marketing agency
in the UK!
The Zazzle arm of the Group has always been content-led in its
approach and has never pivoted.As a result we have more
experience than anyone. We are not learning it. We are it!

6. What we do.
“We use content to create and grow
targeted audiences of value through
search, social and influencer
channels.”

7. ‘So, what’s all this
‘Brand as Publisher’stuff?’
It just happens to be the future…

8. Your number
one goal.
To grow a targeted
audience of value
through all relevant
digital channels.

9. Definition.

10. Defining the
approach.
“Think like a
publisher.
Imagine your
brand owns the
biggest selling
magazine in
your industry.
What does your
content look
like? ”

11. But I sell socks?
What’s the point?

12. 1. Whilst you have some organic footprint in the
UK, your average rank is very low meaning you
won’t be getting any click share in a market
where there is HUGE audience for your product.
2. Competitors have been investing in the space
for several years so there is a catch up game to
play.
Look at the evolution
of mass media.

13. 13
The same is happening
right now online.

14. So, what’s next?

15. “We’ve had content marketing.
The next step is brand as
publisher.”
@simonpenson

16. Content Marketing to date.
Paid strategy
is not ‘always
on’
Other
content just
‘happens’
Distribution
designed to
attract
shares, links
and visits.
Not long
term.
A series of
campaigns
are created in
no particular
order
Content Ideas
Produced
The Brand as Publisher approach requires a three dimensional, integrated approach.
@simonpenson

17. Brand as Publisher.
Designed to
build long
term
audience
Everything
from social to
email and PR
is integrated
Off page is
more than
just campaign
content
Full mix of
strategic
content
produced
Central
Editorial Plan
The brand as publisher approach requires a three dimensional, integrated approach.
@simonpenson

18. Where to start?
Tackling the challenge.

19. General approach.
The overview approach is captured below. Content calendar sits at the heart of the
plan and it is shared through earned, owned and paid channels to maximize reach.
EARNED
Distribution
includes blogger
engagement & PR
PAID
Display, PPC,
Social, Native and
more.
OWNED
Content production
centres on the
blog, social & email
An audience-
centric editorial
calendar sits at
the heart.
@simonpenson

20. Focus on the objective
“To build a targeted audience of
value for the creation of long
term value.”
Tactical elements of the plan can focus on specific goals but the strategy MUST
Be based on long term value.
@simonpenson

21. Start with people?
Pillar one.

22. Marketing is about people.
All marketing starts and ends with an understanding of people. We use our own tools
and combine with existing data to paint a clear picture of who it is you are marketing to.

23. Understand them with
data.

24. Social data insight.
Age and gender split vs UK Facebook average.
0%
5%
10%
15%
20%
25%
30%
18-­‐24
25-­‐34
35-­‐44
45-­‐54
55-­‐64
65+
age
Female
Age
Demographics
0%
5%
10%
15%
20%
25%
30%
35%
18-­‐24
25-­‐34
35-­‐44
45-­‐54
55-­‐64
65+
age
Male
Age
Demographics
@simonpenson

25. Social data insight.
Interest sets vs UK Facebook average.
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Technology
Fashion
&
Shopping
Food
Sports
Music
Films
Travel
Property
Facebook

26. Audience insight profiler.
We can use YouGov survey data to help further our understanding f your audience…

27. What they do online.
This is a very digitally-active audience, especially when it comes to gathering
information. They’re also using digital extensively for entertainment activities.
0
5
10
15
20
25
30
35
40
45
Monthly
online
ac1vity
Audience % Audience %

28. Brand content role.
Your audience want content that improves their knowledge. Their second preference is
for entertaining content.
0
5
10
15
20
25
30
35
40
Be
part
of
rou1ne
Connect
you
with
people
Inspire
you
Entertain
you
Provide
personal
service
Help
organise
your
life
Improve
your
knowledge
Keep
you
informed
Make
you
influen1al
Provide
relevant
content
Provide
real
life
experiences
Talk
to
me
like
a
real
person
Provide
tailored
content
Audience
%
Audience
%

29. Personas.

30. Example personas.
Buyer behaviours and content targeting
JAMES
22 years old
Single
Works in sales at the other side
of the city, but has written his
car off
Needs to find the money from
somewhere to buy a new car,
but doesn’t like the interest
rates on car leases
Usually good at saving money
LUKE
29 years old
Married
Has racked up debt with a
number of different companies,
but wants to consolidate it all in
to one place and take some
control of his finances
Long term goal is to improve
credit rating so he can apply for
a mortgage
MEGAN
30 years old
Married
Just bought a house and has
found out she is pregnant again
Doesn’t want to move, so
planning to have an extension
built.
Has no savings to rely on, so
wants to take out a personal
loan from a brand she can trust
RESEARCH
EVALUATE
PURCHASE
ATTRACT
INTERACT
PURCHASE

31. Top tip.
Organise face-to-face meets with existing and
potential customers and ask them lots of
questions to cover WHO, WHAT, WHERE and
WHY.

32. Editorial mission.
Setting the rules for content.

33. The crystallisation of your
content values and
objectives
The editorial mission statement.
What does it do and how does it work?

34. Example statement
Your audience want content that improves their knowledge. Their second preference is
for entertaining content.

35. Content flow.
Creating the right editorial plan.

36. Content flow.
Top 20 list
feature
Competition to
win XXX.
Short form post
We look at how well blog content ‘flows’ and
to do this we use our own tool. While this
only tests the last few pieces as an
example, it is clear we can improve how the
content ‘fits together’.
The idea is to create ‘flow’ that looks like a
healthy heart beat – troughs and peaks
nicely paced.

37. Introducing
The Content
Flow Matrix.
Aframework to help you design
your editorial calendar and get
variation right.
FREE DOWNLOAD

38. Example content flow.
Good content strategy requires variation to win. We plan calendars to ensure this is
delivered across all key relevant content types. Example below of a month.
CONTENT THEME WEEK 1 WEEK 2 WEEK 3 WEEK 4
LIST FEATURES
DOWNLOADABLE GUIDES
INFOGRAPHICS
MONEY SAVING 'HOW TO'
TOOLS AND TEMPLATES
SURVEYS/DATA LED CONTENT
HUMAN INTEREST
SIMPLE GUIDES

39. Claim your FREE Brand as
Publisher Toolkit…
zazzlemedia.co.uk/resources

40. When to create.
Once we understand where the opportunities are we then need to understand when to
create this content to ensure you have maximum visibility around key seasonal trends.
Google Trends and SocialAnalytics help here.

41. Flatplanning.
Designing the ‘flow’

42. Reverse engineering mags
This is how you plan ‘flow’ for a magazine. The process helps digital strategy.
MAIN NEWS
STORY
1 2
7 8
13 14
3 4
9 10
15 16
5 6
11 12
17 18
DOUBLE PAGE
SPREAD
3’S A TREND
ADWHY WE LOVE
( REGULAR )
FIRST DRIVE
( REGULAR )
LONG FORM
FEATURE CONTENT
LONG FORM
FEATURE CONTENT
LONG FORM
FEATURE CONTENT
NEWS NEWS PRODUCTS
LIST FEATURE
AD
AD
Q&A
( REGULAR )
FREE DOWNLOAD

43. Front cover insight.
Getting your key pillars right.

44. Cover Structure
Decide what your ‘Pillar Themes’ are
and rinse and repeat!
FREE DOWNLOAD

45. The Zazzle Mag!
What our ‘magazine’ may look like…
FREE DOWNLOAD

46. Claim your FREE Brand as
Publisher Toolkit…
zazzlemedia.co.uk/resources

47. Capturing the long tail.
Getting the small stuff right.

48. LSIGraph.comSEMRush
Keyword
Studio
Answer the
Public
Useful tools to define opportunity
Research will provide the answers to the questions your audience are asking
and to which you need to provide an answer!
@simonpenson

49. Tapping
into Micro
Moments.
I want to know. I want to do. I
want to buy. I want to go.
Understand each and
brainstorm based on audience
insight.

50. Big bang campaigns.
Amplifying reach with Hero content.

51. Sense check your ideas to
maximize success.
QUESTIONS IDEA QUALIFICATION
What’s the hook? Pre-pitch the idea.
Supporting content? Ensure there is demand.
Why this idea, now? Agree an exclusive angle
Were is the audience? Create many exclusives.

52. We consider everything…
We analyse every option to ensure we leave no stone unturned to maximise your
content distribution
@simonpenson

53. Campaign planning overview.
Our creative comms team works in harmony to design integrated campaign
plans for all off page content to maximize reach and resonance.
Digital PR
reaches the
biggest sites.
The social team
works on paid
and earned
strategy
Blogger
specialists work
with niche
influencers
The Creative
Comms Plan
Paid specialists
create the
biddable media
plan

54. Example Campaign Plan.
Our campaign planner captures every element to ensure we leave no stone
unturned and maximize reach and impact. Multiple tabs capture every detail.
FREE DOWNLOAD

55. Team structure.
The right people and skills to deliver.

56. Small business.
@simonpenson

57. Medium business

58. Large business.

59. Claim your FREE Brand as
Publisher Toolkit…
zazzlemedia.co.uk/brand-publisher-toolkit

60. Read about it here…
moz.com/blog/brand-as-publisher/

61. Free 15 Day Trial of the
SEMrush Guru Plan
($150 Value)
bit.ly/SEMZAZZLE

62. Thank you.
Keep in touch. @simonpenson