Contently's first in a series of content strategy webinars brought to you by Shane Snow, co-founder and CCO of Contently. Based on marketing principles from Shane's upcoming book, Smartcuts, and the latest research from the world of the Content Strategist.
3. Name of section 3
• Content Flywheel
• The Stack
• The Funnel
• Exploring “Create”
• Traditional Newsroom vs.
Contently Worklow
What’s
inside
Content
Strategy
201
Friday, July 25, 14
5. Name of section 5
• A self-feeding content
generation tool
• Three parts: Create, Engage,
Optimize
• The faster you crank, the
faster it goes
• Keep in mind “CEO” rules all
in content strategy
What is
the
Flywheel?
Friday, July 25, 14
8. Name of section 8
• Allows a brand to generate revenue
through content
• Create: Talent, Ideas, Planning,
Work flow, Compliance
• Engage: Publish to CMS, paid
distribution, Social Distribution,
Earned Media, Sharing Across
Organization
• Optimize: Tracking, Correlation to
ROI, Insights and recordings
The Stack
Breaks
Down the
CEO even
further
Friday, July 25, 14
12. Name of section 12
• Puts “accelerated constraints” on
the brainstorming process
• The audience that makes it through
the funnel is most likely to become
a purchaser
• 3 types of stories: values, company/
customer story, product story
• 3 temporal tracks: timely, seasonal,
evergreen
The Funnel
Streamlines
the idea
process
Friday, July 25, 14
13. Name of section 13
• The funnel gives you buckets to fill
• Pertinent to your brand depending
on where you are in the
engagement stage
• Introduce yourself through shared
values and work your way down the
funnel
The Funnel
Makes
Ideation
Easy.
Friday, July 25, 14
14. Who should I hire?
14
#SmartContent
Friday, July 25, 14
15. Name of section 15
• Publisher - responsible for money
• Editor in Chief - ROI, relationships
• Many Editors - divided by timeliness
and department
• Creative Storytellers - staff and
stringers, photo/video
• Further creative support - research,
copy editors, visuals, design
The typical
newsroom
in a news
outlet
Friday, July 25, 14
16. But this is outdated...
16
There is a way to do it smarter.
#SmartContent
Friday, July 25, 14
17. Name of section 17
• VP of Content - on the hook for ROI
• Editor in Chief - relationships and
engagement
• Freelancers, Email Editor, Media
Editor
• Lots of cute office dogs
Contently’s
Internal
Workflow
Friday, July 25, 14
18. Secret: Sales team
takes good content
created and uses it to
engage potential and
current clients.
18
Friday, July 25, 14
20. Name of section 20
• Sourcing talent internally and using
freelancers from network
• Ideas: come from matrix and
editorial constrained brainstorms
• Compliance: Contently Studio
• CMS: Wordpress
• Paid distribution: LinkedIn, Twitter
• Earned media: timely stories for
press to write about
• Email: MailChimp
• Sharing across org: Salesforce
How
Contently
Stacks Up
Friday, July 25, 14
21. Join us for two more
Content Strategy
Seminars!
21
#SmartContent
Friday, July 25, 14
22. July 28 @ 1pm
Superconnecting to Massive Audiences
22
August @ 1 pm
Leveraging Platforms for more Powerful
Content
#SmartContent
Friday, July 25, 14