the content creation workflow: how to bring your strategy to life
TRANSCRIPT
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The Content Creation Workflow: How to Bring Your Strategy to Life
Presented by: Grant Tilus @granttilus
#MnSearch
Search Snippets #12:Content Strategy
and MarketingFebruary 26, 2014
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Who’s This Guy?
Grant TilusAssociate Inbound Marketing Manager
Content Marketing Director
[email protected]@gmail.com
plus.google.com/+GrantTilus @granttilus
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Let’s Talk About Creating Content
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Who Struggles with Creating Content?
Source: http://bit.ly/1e7xXlK
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Everyone Knows Content is King
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Because It’s What Consumers Want
• Nearly 90% of global online consumers want brands to share content online
• 70% of consumers prefer getting to know a company via content marketing such as sponsored articles rather than ads
Source: http://huff.to/1gTic9G
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And They Make It Sound So Easy
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So You Give It a Try
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But This Usually Happens
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Because It’s Easier Said Than Done
21% of marketers struggle with producing enough content
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Maybe It’s Time You Found a Solution
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Let Me Introduce You To Trello
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Why Trello?
• Trello is a collaboration tool that organizes your projects into boards. In one glance it tells you what's being worked on, who's working on what, and where something is in a process.
• It provides structure• It makes planning and production process
simple.• It helps you stay organized
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The Trello Process and Workflow
Here’s How To Use It for Creating Content
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Create a Board
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Identify the Steps in the Process
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That Was The Easy Part
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It’s Time to Start Thinking
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Put Your Ideas into a Card
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7 Key Elements Your Card Needs
Let’s Review Them!
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#1: Target a Persona
• Gender• Family Life• Education• Income• Location• Technology• Hobbies• Likes• Influencers• Online Behaviors• Obstacles
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#2: Determine the Stage Sales in the Funnel
• Discovery/Awareness• Trigger/Interest• Search• Close/Buy• Stay/Referral
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#3: Find Your Keyword
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#4: What Questions are You Trying to Answer with this Content
• Keep in mind your personas
• Remember your stage in the sales funnel
• Consider creating a messaging map
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#5: The Idea
• Provide the high-level details of your idea
• Consider how this piece of content is differentiated
• How does this speak to your persona?
• Discuss it with your team. Be open to input.
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#6: Imagery
• Consider your creative process- Provide direction for your creative team
• Does the content match the creative?- Creative follows content not the other way around
• Keep it legal- Try search.creativecommons.org
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#7: Call to Action
• Remember your stage in the sales funnel
• Create urgency
• Indicate a specific action
• Make it stand out
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Put It All Together
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Trello Features to Use
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Move the Card Throughout the Process
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Trello Makes the Content Production Process Efficient
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But It’s Still Up to You to Do the Work
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Don’t Be Like…
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Make a Goal and Get Started
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Thank You
Grant Tilus- Associate Inbound Marketing Manager – Collegis Education
- Content Marketing Director - MnSearch
[email protected]@gmail.com
@granttilus
plus.google.com/+GrantTilus