every company’s a publisher: general mills case study

EVERY COMPANY’S A PUBLISHER

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STREET CRED

@jeffnowak• Chief Content Officer/Founder,

Rocket Man Digital

• Director of Content, General Mills

• Editor-in-Chief, Reader’s Digest Home and Garden

#ICC2013

Rocket Man DigitalWinter Headquarters

Lotus LakeChanhassen, MNTemp: 12°F Ice: 18”

WINTER ICE-HOUSE HEADQUARTERS

• #Optimize• #ICC2013

• @jeffnowak

GENERAL MILLS Content Marketing for 50 years

1ST EDITION: 1959 11th EDITION: 2011

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CONTENT MARKETING

• Capabilities• Scale• Vision & Strategy

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MEDia CoMPANY

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STEPS TO A MEDIA COMPANY

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10-STEPS TO A MEDIA COMPANY

1) Content Vision

2) Editorial Vision

3) Voice

4) Contributors

5) Measure

6) Execute

7) Test, Learn, Scale

8) Think Multi-channel

9) Reliance on Compliance

10) Quality vs. Quantity

CONTENT VISION

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CONTENT VISION

We will win with relevant, high-quality content and the experiences through which that content is delivered.

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EDITORIAL VISION

Talk-worthyIdeas

Clear POV

Unique Voices

Bolder content with a clear purpose of attracting and

engaging audiences to experience our brands

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VOICE

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Differentiated Platform Voices

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CONTRIBUTORS

EXPERT

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New

BLOGGER

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MEMBER

MEASURE

MEASURE

comScore PROOF IN CONCEPT

EXECUTION

CONTENT BEYOND THE RECIPE

infographics

dude food

video

articles

landing page

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PRODUCTION & EDITORIAL CALENDARS

TEST, LEARNSCALE

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JANUARY 2011- 5 articles/week- 5 Blogger network- 3 month test

DAILY CONTENT TEST

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AUGUST 2011- Drives most

content

- 25 Blogger contributors

- 600 published pieces

DAILY CONTENT GAME CHANGER

MULTI-CHANNEL

#BETTY911Holiday Social Showdown Winner

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LEGALCOMPLIANCE

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QUALITY VS.QUANTITY

HOLIDAY COOKIE HEADQUARTERS

24 days of Inspiration

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WHERE TO CORPORATEPUBLISHERS NEED HELP?

1) Strategy 2) Voice3) Execution4) Process5) Measurement

• #Optimize• #ICC2013

• @jeffnowak

COMING SOON…

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