1. A Marketer’s Guide to
Thinking and Acting
Like a Publisher
Presented by:
DJ Francis
Derek Phillips
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2. No blog posts in Not very newsworthy
months…or years newsletters
A tweetless A Stale
Twitter feed website
An abandoned A dead email list
Facebook page
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3. It’s daunting, isn’t it?
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4. Why Does Content Matter?
“If your content speaks well it grows a relationship
between your company and your customers or
users. Then, in the context of that relationship, your content can
persuade.”
“Colleen Jones, Author of Clout”
“When you do Inbound Marketing, you only approach people
Yet, everyone who self-qualify themselves. They demonstrate an
interest in your content, so they are likely to be
is talking about interested in your product.”
content marketing “Rick Burnes, Hubspot”
“Instead of pitching your products or services, you
are delivering information that makes your buyer
more intelligent. The essence of this content
strategy is the belief that if we, as businesses,
deliver consistent, ongoing valuable
information to buyers, they ultimately reward
us with their business and loyalty.”
“Joe Pulizzi, Junta42.com”
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5. Why Does Content Matter?
When done right, Brand Consumer
content promotes
Thus benefiting
• Prolonged and deeper engagement with
your audience
• Added value to the customer Business
• You as more than a product or service
provider but a trusted resource
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6. Time to think like a publisher
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7. How Do Publishers Think?
All content is created by real people. If that content
is transparent in terms of source and agenda, then it’s
real. Whether or not it’s ‘journalism’ is not really
important.”
“Rex Hammock, CEO of Hammock Inc.”
MyBusiness | Digital Edition | 2008
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8. How Do Publishers Think?
“Red Bull has created compelling content from
hundreds of sports and culture events and athlete
projects for nearly 25 years. From the beginning, we
filmed, photographed and provided high quality stories
for broadcast, print and digital media partners ... Red
Bull is fulfilling its brand promise through content –
this is what we've been about for over two decades.”
“Red Bulletin associate publisher, Raymond Roke”
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9. Why Think Like A Publisher?
Understand what makes
content great…for your audience,
in your industry, and for your
business.
In order to benefit from
content, you need to • Plan: Create a planning process for content
to meet business objectives.
think like a publisher
• Source: Coordinate, create and manage
content to stay relevant, timely and valuable.
• Govern: Evaluate previous iterations;
optimize for maximum effectiveness.
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10. It starts with great content
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11. The six elements of great content
1) Useful
2) Reliable
3) Portable
4) Personable,
5) Unique
6) Expert
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12. What Makes Content Great?
Useful content Personable content
Provides the information the user Possesses brand voice with a twist.
needs to complete a task. Enthralling. Memorable. Never boring.
Reliable content Unique content
Becomes part of the user s routine; Gives exclusive information to engage
consistent, dependable, familiar. and delight rabid audiences.
Portable content Expert content
Goes wherever the user goes, in whatever Leverages internal assets to produce
format is most convenient for them. content trusted by consumers.
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13. Publishing isn’t
the same anymore.
With content consumable in any setting, in any
location, on any device, anywhere in the world,
many new opportunities are available.
Harness the power of digital for all it’s worth…and
also make sure you’re creating what people
actually want.
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14. All the more reason
for a content strategy
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15. How Content Strategy
Relates To Publishing
Content strategy But, what is content
Is the way you manage all of these elements. strategy?
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16. How Content Strategy Relates To Publishing
A popular question…
There has been a lot of talk lately.
Google now
returns more
than 1.5M results
on any given day.
Google Results
for “content strategy”
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17. How Content Strategy
Relates To Publishing
Content Strategy the process of planning for the
creation, aggregation, delivery and governance of
useful, usable and desirable content in an experience
that drives a deliberate result.
How Content Strategy
This is what publishing is: delivering
Relates To Publishing content people want …for a profit.
We call it a process because it is a continuing practice,
ensuring fresh, relevant content and thus user engagement.
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18. The Three Phases
of Digital Publishing
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19. Three Phases of Digital Publishing
The publishing part of
this process can be
broken down into three
main phases.
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20. Three Phases of Digital
Publishing
Content strategy begins
with a plan to guide your
content efforts.
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21. Phase 1
Use key insights and industry
best practices to mitigate risk
and evaluate assets.
• Customer needs
• Business objectives
• Content assets
• Marketplace gaps
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22. Phase 1
Other Key Considerations
• Are there additional channels to be considered?
• How does the audience want to experience this
content? (Device, location, time, etc.)
• Am I tracking the correct criteria?
• What content creates a fatal discrepancy with
the current brand or objectives?
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23. Phase 1: Example
Groupon
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24. Phase 1: EXTRA CREDIT
What processes exist to
+1 support any content plans?
How long can current
+1 resources support the
current scope?
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25. Three Phases of Digital
Publishing
Content strategy follows
with a means to source
the content you require.
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26. Phase 2
Use planning insights to craft or
otherwise provide quality,
targeted content.
• Repurposing potential
• Edit priority
• Content generation
• Content channels/devices
• Social and optimization
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27. Phase 2
Other Key Considerations
• Is messaging consistent and appropriate
across channels?
• How will edits optimize your SERP rankings?
• How will customer commentary add to the content
experience and be incorporated elsewhere?
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28. Phase 2
Syndication
Disseminating content to
devices, sites & mediums
• Identify sources
• Leverage YOUR channels
• Establish consistent feeds
• Look to your customers
• Be social
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29. Phase 2
Direct dissemination
Distributes content through channels under your
brand auspices.
Syndication
Smartphones Ipad Print
Two things to consider
Indirect dissemination
Distributes content through channels managed by
others.
Your brand expert’s Brand videos Articles displayed
commentary shared on on partner
featured in others’ YouTube websites
educational content
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30. Phase 2: Example
The Motley Fool
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31. Phase 2: EXTRA CREDIT
What approval process
is necessary? +1
How will customer
responses be handled? +1
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32. Three Phases of Digital
Publishing
Smart content strategy
necessitates governance
for long-term traction.
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33. Phase 3
Maintain high level of content
excellence to appeal to current
and future customers
• Maintenance intervals
• Metrics
• Social feedback
• Iterative review
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34. Phase 3
Other Key Considerations
• What’s worked, what hasn’t and why?
• How has the industry, marketplace, product
or customer changed since starting this effort?
• Is expansion appropriate?
• What emerging channels should play a role
in future efforts?
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35. Phase 3: Example
Center for Disease Control
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36. Phase 3: EXTRA CREDIT
How can you prove
+1 content’s value to internal
stakeholders?
How can you operationalize
+1 your content and findings?
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37. Strategic Relevant
What are the benefits of content strategy?
Efficient Consistent
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38. © 2011 Critical Mass, Inc. All Rights Reserved
?
Follow the conversation: #CMCS
Questions?
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39. 2 hubs, 5 full-service offices and 9 digital
publishing experts / content strategists.
How can we help? Experience with large/small brands
and large/small projects
Derek Phillips DJ Francis
Content Director Content Director
Inspired by Natural Born World Shakers Inspired by Buck Mulligan and mulligans.
p 503 206 6276 p 312 660 6350
402 – 11 Ave SE 225 North Michigan Avenue
Calgary, AB, Canada, T2G 0Y4 Suite 2050, Chicago, IL, USA 60601
f 403 262 7185 f 312 288 2501
criticalmass.com criticalmass.com
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