how to build a content creation engine
Post on 17-Oct-2014
1.260 views
DESCRIPTION
A 6 step process on how to create a content creation engine for an organisation - Research, plan, create & extract, schedule, execute & engage, measure. It will give the viewer a few hints and tips generally about the keys to creating content as well as a process to follow.TRANSCRIPT
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Bob BarkerSept 2011
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Who I am – a Marketing VP
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Co-author
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The 4 Wonders of modern marketingCreated by the Internet
SearchEnabling you to
be found
• SEO & PPC• Almost a perfect market mechanism
SocialEnabling you to
join the conversation
• Social Platforms• SMO• Social Media Monitoring• 1:1 interactivity with customers
Site Enabling you to market yourself
• Blog• Website • Facebook fan (BRAND) page• Everyone can be a publisher, have a voice
SendEnabling you to keep in touch
• Your Database• Email Auto responder• Your Data Asset, your equity in relationships, competition proof
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Still mastering online social, good at offline social
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Publisher with deadlines
Shop with Shelfs to fill
Hungry Salesforce
Hold the front pageFor 3 weeks
No stock For 3 weeks
No leadsFor 3 weeks
Why do you need a content engine?Without one it stops the business, its not an option
Your NewsYour News Your websiteYour website Your SalesYour Sales
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WARNING TO PRODUCT MANAGERS AND BUSINESS
UNIT OWNERS: If your is content is not well
represented on the content hub (the website) your product
therefore doesn’t exist and we aren’t going to sell it
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Content is the new currency of marketing
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SayNews &
Spokespeople
SearchSEO
Site
Clicks
Customer Initiated Engagement - Inbound
The Bob BarkerMarketing Orchestration Model
(all S’s to remind everyone social is important in everything!)
Content
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SayNews &
Spokespeople
SearchSEO
Site SocialPlatforms
See/SpeakAt events
Clicks Conversations
Customer Initiated Engagement - Inbound
Social Engagement
StarsBloggers
Broad budget categories
The Bob BarkerMarketing Orchestration Model
(all S’s to remind everyone social is important in everything!)
Content
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SayNews &
Spokespeople
SearchSEO
Site SocialPlatforms
Send Campaigns
See/SpeakAt events
Stroke/Trigger
Campaigns
Clicks Conversations Campaigns
Sales & Automated Engagement - Outbound
Customer Initiated Engagement - Inbound
Social Engagement
StarsBloggers
SalesTelesales
Broad budget categories
The Bob BarkerMarketing Orchestration Model
(all S’s to remind everyone social is important in everything!)
Content
“70% of the buying process is now complete by the time a prospect is ready to engage with sales” SiriusDecisions B2B
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Content is King
Marketing is Queen
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Content is not king, helping your audience (people) is king
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Content Creation Machine – Step 1 Research
SayWhat’s hot?
SocialWhat’s trending?
SearchWhat’s clicking
SiteWhat’s viewed?
SendTo people now
StuffWhat’s there
already?
SalesValue prop
Content Audit and
Review
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Types of content
• White papers• Blog posts• Brochures• Case studies• Emails that worked• Website content• Sales guides• Education Material
• Presentations• Video interviews• Webinars• Press releases• Stuff posted on the
intranet• Podcasts• Reference Guides
Most people wont have read your content
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Marketing Holy grail: understand what your
customers want and are looking for
Marketers have never had it so good
Social Media
Monitoring:Instant Market
Research
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73%Use search as their first port of call when looking for information
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Volume of conversations
Wha
t are
th
ey
talk
ing
abou
t?
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Compare with competitors
Do we need to increase
our activity?
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Sentiment and Tone
Is it content they are
negative about?
What content
could they share?
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Demographics
Build c
onte
nt
for d
iffer
ent
grou
ps
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Web Domains
Bette
r ha
ve a
st
rate
gy
for
Yout
ube
cont
ent
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The communities that advocate your products
Have
conte
nt
read
y for
thes
e ch
annels
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Word and Author Tag Clouds
Do people want
Content detail?
Do people want
Content detail?
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Understand the geographic spread of conversations
Content in
different
languages?
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Needs assessment
and planningMeeting
• Objectives•Themes•Budget
• Resource
Content Creation Machine – Step 2 Plan
SayWhat’s hot?
SocialWhat’s trending?
SearchWhat’s clicking
SiteWhat’s viewed?
SendTo people now
StuffWhat’s there
already?
SalesValue prop
Cross Marketing Content Team
Content Audit and
Review
ContentRequirments
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Identified hot or trending or sales focused topics for the Quarter
1. Inflation2. New product 3. X factor Winner
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The biggest risk to successful marketing comes from boring
campaigns and wrong messages (83%), resulting from poor
customer knowledge‘Gambling with marketing’ survey
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Content Creation 101
Why people engage with contentAuthority, Coolness, Social Proof, Pain, Pain and Urgency, Free, Fun, Rarity, Time Pressure
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Content Creation 102
Freemium VideoBased
Educationbased
InformationProducts
CurrentEmotion/
News
Why people engage with contentAuthority, Coolness, Social Proof, Pain, Pain and Urgency, Free, Fun, Rarity, Time Pressure
Video, Graphical (Slides, animation), Written
Multiple Strategies Available
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In the Market
Not in the Market
3%
But who any one time who is the market?
Source: Chet Holmes
91%
6%Might be
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Freemium Strategy
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Information Based Marketing How to...
• Write some great desirable, pain solving information, or
• Interview someone then write up
• Look at competitors and reverse engineer their claims – get an expert to answer how you would achieve XYZ
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Education Based Marketing
• Changing the buying criteria– From: Buy my stuff its great – competing on Shouting loudest &
me,me,me– From: Buy my stuff its 50% off – competing on price– To: The 5 biggest mistakes people make when buying Content
Management Systems – appealing to people’s curiosity– To: Learn how a well managed CMS integated with SEO will
doubles your web traffic – Educate people
• Needs research to back it up• Appeals to people also not in the buying zone• If you teach people – guess who they will buy from once
they have finished reading or watching?
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Rise of the use of Video
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Themes for the Quarter
1. Our 10 step guide to combat inflation
2. How our new product can double your revenue overnight
3. Our competition to win and evening out with winner of X factor
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Content Creation Machine – Step 3 Create and Extract
SayWhat’s hot?
SocialWhat’s trending?
SearchWhat’s clicking
SiteWhat’s viewed?
SendTo people now
StuffWhat’s there
already?
Written
Repurpose
Video
Graphical
Needs assessment
and planningMeeting
• Objectives•Themes•Budget
• Resource
SalesValue prop
Cross Marketing Content Team
Content Audit and
Review
ContentNeeds
ManagementAllocateBudget
Research Plan Create & Extract
Know
ledg
e ex
trac
tion
& c
reati
on
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Written
• Subject Matter Experts in-house• Your PR company• Commission external writers
– Online systems like Guru.com– Or our tested stable of writers who get us
• Commission reports• Find internal writers
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Video
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Infographic’s – get creative
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Think viral and social…
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ThinkCustomers are the new channel
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And ask people to contribute on blogs...
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Find and empower your Social Media Rock Stars
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What about your CEO?
Job requirements for CEO’s will include blogging
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Finding a passion
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The internet forces you to define yourself Social Identity the new Silicon valley battle ground
Reputation Influence
Credibility
Activity Relationships
Realness
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WARNING TO PEOPLE IN CORPORATES:
You may not have had time to notice or take part in what is
happening in the social world, its not your fault you are too
busy, but its all happening out there…
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Content Creation Machine – Step 4 Schedule
SayWhat’s hot?
SocialWhat’s trending?
SearchWhat’s clicking
SiteWhat’s viewed?
SendTo people now
StuffWhat’s there
already?
Written
Repurpose
Video
Graphical
Go to market plan
for the Quarter• Timing• Owners•Coord-nation
Needs assessment
and planningMeeting
• Objectives•Themes•Budget
• Resource
SalesValue prop
Cross Marketing Content Team
Content Audit and
Review
ContentNeeds
ManagementAllocateBudget
Present GTM& Approve
Research Plan Create & Extract Schedule
C1
C2
C3Know
ledg
e ex
trac
tion
& c
reati
on
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PR Edcals – Editorial Calendars
It must
be newsworth
y
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Blogger Edcals
Where do they f
ind
the time?
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Make it easy – for contributors
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Break it up
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Content GTM plan for the Quarter
PR News Story
Blogs
Video
Web Content
Email @@ @@ @@ @@ @@ @@ @@ @@ @@
Direct mail
Ongoing ConversationsOngoing ConversationsSocial Content
October November December
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Coordinate for impact/adoption around your theme
PR News Story
Blogs
Video
Web Content
Email @@ @@ @@ @@ @@ @@ @@ @@ @@
Direct mail
Ongoing ConversationsOngoing ConversationsSocial Content
October November December
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Editor in ChiefYou are a publisher now…
On brandQuality
Raw editorialCo-ordination
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Content Creation Machine – Step 5 Execute and Engage
SayWhat’s hot?
SocialWhat’s trending?
SearchWhat’s clicking
SiteWhat’s viewed?
SendTo people now
StuffWhat’s there
already?
PR/NewsLead the conversation
Deploy on social channels
Create the conversation
Keyword SEO/PPCCreate the connection
Website deploymentEngage the customers
Campaign DeploymentTarget & Nurturing
Written
Repurpose
Video
Graphical
Go to market plan
for the Quarter• Timing• Owners•Coord-nation
Needs assessment
and planningMeeting
• Objectives•Themes•Budget
• Resource
Sales DeploymentBriefing/kits/collateral
SalesValue prop
Cross Marketing Content Team
Content Audit and
Review
ContentNeeds
ManagementAllocateBudget
Present GTM& Approve
CommunicateExecute
Research Plan Create & Extract ScheduleExecute
& Engage
C1
C2
C3Know
ledg
e ex
trac
tion
& c
reati
on
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Deployment process – Social Media
Repurposing content opens new points of distribution and has a
compounding effect on reach
Start a discussion
Chop into episodic blog posts
Deploy as formal release
Repackage as presentation
Add voice for video
Tweet key takeaways
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Asset deployment by SM channel
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website
Corp blog
CorpVideo
Slide Share
YouTube
Ybc/VIP Player
RSSFeeds
CustomerCommunity
Build a holistic view of your content
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Using content for the Customer
Journey Email Marketing/onsite marketing
• How would the conversation go with a customer online – website, email or both
• Automation systems to engage, score, qualify and pass to sales
• Webinars – 55% of marketers use webinars as part of their nurturing strategy
• Write to people as a friend, include share buttons• When people are engaged they don’t mind email
1 2 3 4 5
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Content Creation Machine – Step 6 Measure
SayWhat’s hot?
SocialWhat’s trending?
SearchWhat’s clicking
SiteWhat’s viewed?
SendTo people now
StuffWhat’s there
already?
PR/NewsLead the conversation
Deploy on social channels
Create the conversation
Keyword SEO/PPCCreate the connection
Website deploymentEngage the customers
Campaign DeploymentTarget & Nurturing
Written
Repurpose
Video
Graphical
Go to market plan
for the Quarter• Timing• Owners•Coord-nation
Needs assessment
and planningMeeting
• Objectives•Themes•Budget
• Resource
Sales DeploymentBriefing/kits/collateral
SalesValue prop
Cross Marketing Content Team
Content Audit and
Review
ContentNeeds
ManagementAllocateBudget
Present GTM& Approve
CommunicateExecute
Research Plan Create & Extract ScheduleExecute
& Engage
C1
C2
C3Know
ledg
e ex
trac
tion
& c
reati
on
Sale
sfor
ce.c
om a
nd L
ead
trac
king
Measure
Review
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Measure
• Success equals– Brand awareness, Social Buzz, leads, revenue
generated
• Measurement systems– CRM system– Marketing Automation System– Web Analytics– Social Media Monitoring/PR Coverage