Published on February 27, 2014
The Content Creation Workflow: How to Bring Your Strategy to Life Presented by: Grant Tilus @granttilus #MnSearch Search Snippets #12: Content Strategy and Marketing February 26, 2014
Who’s This Guy? Grant Tilus Associate Inbound Marketing Manager Content Marketing Director firstname.lastname@example.org email@example.com plus.google.com/+GrantTilus @granttilus
Let’s Talk About Creating Content
Who Struggles with Creating Content? Source: http://bit.ly/1e7xXlK
Everyone Knows Content is King
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
And They Make It Sound So Easy
So You Give It a Try
But This Usually Happens
Because It’s Easier Said Than Done 21% of marketers struggle with producing enough content
Maybe It’s Time You Found a Solution
Let Me Introduce You To Trello
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
Here’s How To Use It for Creating Content The Trello Process and Workflow
Create a Board
Identify the Steps in the Process
That Was The Easy Part
It’s Time to Start Thinking
Put Your Ideas into a Card
7 Key Elements Your Card Needs Let’s Review Them!
#1: Target a Persona • • • • • • • • • • • Gender Family Life Education Income Location Technology Hobbies Likes Influencers Online Behaviors Obstacles
#2: Determine the Stage Sales in the Funnel • • • • • Discovery/Awareness Trigger/Interest Search Close/Buy Stay/Referral
#3: Find Your Keyword
#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
#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.
#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
#7: Call to Action • Remember your stage in the sales funnel • Create urgency • Indicate a specific action • Make it stand out
Put It All Together
Trello Features to Use
Move the Card Throughout the Process
Trello Makes the Content Production Process Efficient
But It’s Still Up to You to Do the Work
Don’t Be Like…
Make a Goal and Get Started
Thank You Grant Tilus - Associate Inbound Marketing Manager – Collegis Education - Content Marketing Director - MnSearch firstname.lastname@example.org email@example.com @granttilus plus.google.com/+GrantTilus
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