Content Marketing holds so many similarities to traditional publishing, but most companies don’t know how to think, act or consistently deliver like a publisher. This session will help attendees learn how to integrate their content and social media strategies, break down internal barriers of communication and provide a solid framework for building their own internal publishing departments – from processes and workflow to team structure. We’ll also discuss some of the content and social publishing tools that help companies adopt and build a sustainable publishing engine. Attendees will leave with a new org chart and a documented process for their new content and social media publishing department.

2. Building Your
Internal Publishing
Department for
Content Marketing
& Social Success
Brody Dorland
DivvyHQ.com - @brodydorland

3. 5 Practical Ways to
Restructure Your
Organization for Success

4. #1. “Thinking” Like a Publisher Won’t
Cut It. Time to Look Like One.
• Your organizational
structure needs to
change
• Develop a vision for
your ideal team
• Restructure and hire
based on that (not
your reality)

7. #2 – Don’t Shotgun.
Plan Like a Publisher.
• Cover Your Beat
• Create a monitoring/listening dashboard (Ex:
Bottlenose.com - next slide)
• Where will you store ideas?
• Schedule regular planning meetings (news org
“war room,” pitching, customer stories)
• Create an agenda (template)

9. #3 – Silos Are for Wheat,
Not Content
• Identify information silos in
your organization
• What are these silos are costing
your organization?
• Bring “silo owners” to the
planning table
• Make them part of your new
editorial team/structure
• Create a new environment of
sharing

10. #4 – It’s Not a Plan Unless
it’s on Paper
• Formalize your new editorial structure and
workflow processes
• Start forming new habits
– Regular listening (tools and conversations)
– Planning meetings
– Scheduled time in your day for content production
• Be patient while your team adjusts

12. #5 – Use Tools that Fit
• The wrong tools can make the whole thing harder
than it needs to be
• The right tools can bring form, function and (dare we
say) fun to your workflow!
– Brainstorming, mind mapping, content prompts
– Idea storage
– Planning/scheduling
– Production workflow & collaboration
– Optimization
– Distribution
– Promotion
– Reporting & Analytics

13. Thank You!
Brody Dorland
DivvyHQ.com - @brodydorland