The Content Process: From Post-Its to Promotion

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Dana DiTomaso

In this talk, I take you start to finish through the content process for a client of our agency.

Marketing

THE CONTENT PROCESS:
FROM POST-ITS TO
PROMOTION
DANA DITOMASO
PARTNER, KICK POINT
@DANADITOMASO
#SEARCHFEST

1. Voice consistency
between individuals.
@danaditomaso

Who will you be talking to?
@danaditomaso

3. Discuss the basic
content formula.
I am a __________
Who wants to learn more
about ____________
So I can __________
@danaditomaso

4. Explain the
70/20/10 rule.
@danaditomaso

Bring together as many
people as possible.
@danaditomaso

What are the most common
questions you answer?
@danaditomaso

What’s the craziest
question you’ve ever
been asked?
@danaditomaso

Read out good &
bad reviews
@danaditomaso

Things you don’t
understand
@danaditomaso

Questions people
have about other
departments
@danaditomaso

Organize by broad topic,
persona, effort, and
promotion
@danaditomaso

Also give each a little of
that BuzzFeed feeling.
@danaditomaso

Make a schedule.
(Quickly, before
momentum is lost!)
@danaditomaso

This goes into a schedule:
Author
Due Date
Publish Date
Topic/Title
Content/Details
Keyword(s)
Target Persona
Call to Action
Promotion @danaditomaso

Make sure that someone
else hasn’t already done it
(well).
@danaditomaso

Also really great for
identifying local news
sources on a story.
@danaditomaso

Provide a “before it
goes out” checklist.
(This is great:
http://blogs.salesforce.com/ca/2015/02/
blog-content.html)
@danaditomaso

THANK YOU!
DANA DITOMASO
PARTNER, KICK POINT
@DANADITOMASO
#STATEOFSEARCH

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The Content Process: From Post-Its to Promotion

1. THE CONTENT PROCESS: FROM POST-ITS TO PROMOTION DANA DITOMASO PARTNER, KICK POINT @DANADITOMASO #SEARCHFEST

2. Start with how. @danaditomaso

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

7. @danaditomaso

8. Who will you be talking to? @danaditomaso

9. Build personas. @danaditomaso

10. @danaditomaso

11. Then, brainstorm. @danaditomaso

12.

13. Not so fast! @danaditomaso

14. 1. Review goals & KPIs. @danaditomaso

15. 2. Review personas. @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

18.

19. Bring together as many people as possible. @danaditomaso

20.

21. Stuck? @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

25. Things you don’t understand @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

The Content Process: From Post-Its to Promotion

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Editor's Notes