every company’s a publisher: general mills case study
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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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