My 2012 Thinkvis presentation covered the content planning and strategy spectrum, sharing how we create ideas and structure those ideas using methodologies learned during my time as a magazine editor in the world of print media. It also talks about why content and content marketing is important and why it should be worth of investment as brands become publishers in their own right.
Developer Data Modeling Mistakes: From Postgres to NoSQL
How to Create a Strategic Content Plan to Build Your Brand and Dominate Your Competition
1. BRANDS AS PUBLISHERS AND
THE POWER OF GREAT IDEAS
SIMON PENSON
MD, ZAZZLE MEDIA
@simonpenson
2. THE WEB IS MATURING > FOLLOWING
THE PATH OF PREVIOUS MEDIA
@simonpenson
3. IT’S NOT ABOUT THE PAPER ANYMORE!
IT COMES BACK TO CONTENT!
@simonpenson
4. PAPERS DON’T SELL ON THE
QUALITY OF THEIR PRESSES
The web is paper’s version of the print press…no one talks
about it now.
THEY SELL ON STRENGTH
OF BRANDED CONTENT
@simonpenson
5. BUT WHY GO TO THE EFFORT OF
CREATING A ‘BRAND’?
AUDIENCE CREATION
ANSWER: AUDIENCE CREATION
@simonpenson
6. GOOGLE IS TRYING TO ‘HELP’ US
ON THIS ‘BRAND’ JOURNEY
@simonpenson
7. ‘HELP’ PART ONE> PENGUIN & PANDA
PENGUIN IS ABOUT REWARDING
RELEVANCE AND VALUE
@simonpenson
8. ‘HELP’ PART TWO >AUTHOR RANK
COMING TO A SERPS NEAR YOU…
@simonpenson
9. WE’VE ESTABLISHED THAT CONTENT IS
THE FUTURE….HOW DO I MAKE IT?
I’VE LEARN FROM THE BEST…
@simonpenson
10. IDEAS ARE THE LIFEBLOOD…
EXHIBIT NO1: ANGLING TIMES RECORD FISH – 13% SALES UPLIFT / WHOSE
LINE IS IT ANYWAY
THEY CAN SELL MORE ‘STUFF’
@simonpenson
11. 50 SHADES OF GREY
THEY HAVE UNFORSEEN BENEFITS.
PLAN FOR THEM
40 MILLION BOOKS SOLD / AUTHOR MAKING 1.5 MILLION A WEEK
20% INCREASE IN SALES OF FETISH GEAR – NIPPLE CLAMPS UP 400%
TIE SALES UP 23%
BABY BOOM!
@simonpenson
12. HOW CAN YOU MAKE IT WORK AND
DESTROY THE COMPETITION?
@simonpenson
13. CONTENT CAN BE… ‘TRADITIONAL’
WORDS, IMAGES, INFOGRAPHICS, VIDEO
14. LIKE THIS….
CHEAP VIDEO CREATED A MONSTER
@simonpenson
30. PRO TIPS > PLANNING EXTRAS
REVERSE ENGINEER GREAT CONTENT…
SEOGADGET CONTENT IDEA
GENERATOR – pulls everything
together
SUBSCRIBE TO YOUR INDUSTRY MAGAZINE
GO FOR B2C
UNDERSTAND HOW IT FLOWS
REVERSE ENGINEER THE CONTENT
PLAN
@simonpenson
31. TAKEAWAYS
UNDERSTAND YOUR AUDIENCE
FIND OUT WHO THEY ARE..
DEFINE YOUR PERSONAS
THINK OF IDEAS FOR EACH PERSONA
PLAN TO DELIVER CONSISTENTLY
STUCTURE A PLAN…AND STICK TO IT
USE TOOLS TO HELP WITH NEW IDEAS
PLAN YOUR ‘FRONT COVER’ AND DELIVER
YOUR KEY PILLARS CONSISTENTLY
AND WHY YOU SHOULD DO IT
BE READY FOR GOOGLE’S MOVE TO SEMANTIC
WEB. CONTENT IS THE KEY TO DRIVING THIS.
@simonpenson
32. THANKS!
Simon Penson
Zazzle Media
@SIMONPENSON
WWW.ZAZZLEMEDIA.CO.UK
SIMON.PENSON@ZAZZLEMEDIA.CO.UK
DOWNLOAD IT >SLIDESHARE
READ IT >SEOMOZ
Hinweis der Redaktion
HERE TODAY TO TALK ABOUT HOW ONGOING CHANGES ARE PUTTING CONTENT AT THE FORE ONCE AGAIN AND HOW YOU CAN ORGANISE YOURSELF TO PROSPERAND I WANT TOI START WITH A VIDEO THAT HIGHLIGHTS WHAT I’M TALKING ABOUT
WE DON’T TALK ABOUT THE PAPER OR MARVEL AT HOW WELL ITS MADEITS ABOUT CONTENTWELL OK BAD EXAMPLE..
WE DON’T TALK ABOUT THE PAPER OR MARVEL AT HOW WELL ITS MADEITS ABOUT CONTENTWELL OK BAD EXAMPLE..
PAPERS DON’T SELL ON QUALITY OF THEIR PAPER BUT THEIR CONTENT AND PRODUCTS AND SERVICES ON THE WEB WILL BE SAME
THE FUTURE MEANS CONTENT LED WITH THE AIM BEING AUDIENCE CREATION
THE FUTURE MEANS CONTENT LED WITH THE AIM BEING AUDIENCE CREATION
IT’S ABOUT REVELANCE AND QUEST FOR SEMANTIC SEARCH AS NEW MODEL TO FIGHT SIRI > ON THE BRINK OF A ‘NEW THING’ AS SEARCH MOVES FROM A DOCUMENT RETRIEVAL PROCESS – MATCHING KEYWORDS TO DOCS- TO ONE ABOUT UNDERSTANDING USER INTENT AND LINKS BETWEEN THINGS.
REL+AUTHOR = COLLECTING DATA AT AUTHOR LEVEL. PART OF THE MOVE TO SEMANTIC SEARCHENABLE GOOGLE TO BETTER UNDERSTAND SOCIAL PREFERENCES AND STANDING.
I LUCKY ENOUGH TO WORK WITH AMAZING CREATIVES AND STRATEGISTS AND THE ONE THING I LEARNED WAS THAT….
IDEAS ARE THE LIFEBLOOD – EXHIBIT ONE ANGLING TIMES.
AND GREAT CONTENT CAN HAVE A LOT OF HIDDEN BENEFITS. PLAN FOR WHAT MIGHT HAPPEN SO YOU CAN TAKE ADVANTAGE.
IDEAS ARE THE LIFEBLOOD – EXHIBIT ONE ANGLING TIMES.
CONTENT CAN BE TRADITIONAL – AND IMPORTANT CORE OF ANY GREAT CONTENT STRATEGY
DOLLAR SHAVE CLUB GREAT EXAMPLE > SIMPLE VIDEO AMAZING RESPONSE.
OATMEAL IS A GREAT EXAMPLE OF TRADITIONAL CONTENT DONE AMAZINGLY WELL.
DATA VISUALISATION, INTERACTIVE INFOS FUTUREFACEBOOK INTERN MAPPED CONNECTIONS GEOGRAPHICALLY
ALL INDUSTRIES CAN DO THIS >GE CREATED HISTORY OF THE WORLD USING THEIR ANNUAL REPORTS
AND IF YOU CAN GAMIFY IT YOU’LL BE A GOD!GROWING IN IMPORTANCE50% WILL EMPLOY GAMIFICATION BY 201570% OF GLOBAL 2000 COMPANIES WILL HAVE ONE GAMIFIED APP BY 2014$2.8 BILLION SPEND ANNUALLY BY 2015
ACHIEVE – IF YOU ACHIEVE SOMETHING POINTSLEVELS – BREAK IT INTO LEVELSPROGRESS – SHOW BAR LIKE LINKEDINCOUNTDOWN – TIME LIMITLEADERBOARDS – COMPETITIVE ELEMENT
DOESN’T HAVE TO BE SEARCH LED NOW > SOCIAL MIGHT BE BEST PLACE FOR ITTHINK ABOUT WHERE YOUR PRIMARY PLATFORM MAY BE
IDEAS ARE GREAT BUT STRUCTURE IS KEY TO MAKING IT HAPPEN
SURVEY SURVEY SURVEY THEN DISTILL AND DO FOCUS GROUPS
SOCIAL MENTION 4 MENTIONS, KNOWEM, FBSEARCH.US FOR FACEBOOK,KLOUT FOR INFLUENCE, SPROUTSOCIAL
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
GO MAD! LET THE IDEAS FLOW. ANYTHING GOESCARDBOARD ON A CAR SO YOU CAN DRIVE SAFELY INTO A HURRICANCEA TWO HEADED BEER BOTTLE AS IT WILL HAVE SHELF STANDOUTDO WHAT NATURE DOES > MOTHER NATURE DID IT WITH THE NARWHAL!!!! A 3 TONUNDERWATER SLUG WITH A UNICORN’S HORN.
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
WHEN IT COMES TO CONTENT IDEAS:REVERSE ENGINEER GREAT CONTENT – TOOLS HELPREVERSE ENGINEER MAGAZINE – TRY TO RECREATE THE ISSUE PLAN
TO SUM UPSTRUCTURE YOUR WORK AND USE THE CONTINUUMREWORK IF NECESSARY
THANKYOU – MY NAME IS SIMON PENSON, MD ZAZZLE. IF YOU WANT TO CATCH THE DECK AGAIN SLIDESHARE AND SEW – TWEET LINKS LATER.