1. 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

2. Who’s This Guy?
Grant Tilus
Associate Inbound Marketing Manager
Content Marketing Director
grant.tilus@collegiseducation.com
tilusg@gmail.com
plus.google.com/+GrantTilus @granttilus

3. Let’s Talk About Creating Content

4. Who Struggles with Creating Content?
Source: http://bit.ly/1e7xXlK

5. Everyone Knows Content is King

6. 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

7. And They Make It Sound So Easy

8. So You Give It a Try

9. But This Usually Happens

10. Because It’s Easier Said Than Done
21% of marketers struggle with producing enough content

11. Maybe It’s Time You Found a Solution

12. Let Me Introduce You To Trello

13. 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

14. The Trello Process and Workflow
Here’s How To Use It for Creating
Content

15. Create a Board

16. Identify the Steps in the Process

17. That Was The Easy Part

18. It’s Time to Start Thinking

19. Put Your Ideas into a Card

20. 7 Key Elements Your Card Needs
Let’s Review Them!

21. #1: Target a Persona
• Gender
• Family Life
• Education
• Income
• Location
• Technology
• Hobbies
• Likes
• Influencers
• Online Behaviors
• Obstacles

23. #2: Determine the Stage Sales in the
Funnel
• Discovery/Awareness
• Trigger/Interest
• Search
• Close/Buy
• Stay/Referral

25. #3: Find Your Keyword

27. #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

29. #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.

31. #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

33. #7: Call to Action
• Remember your stage in
the sales funnel
• Create urgency
• Indicate a specific action
• Make it stand out

35. Put It All Together

36. Trello Features to Use

37. Move the Card Throughout the
Process

38. Trello Makes the Content Production
Process Efficient

39. But It’s Still Up to You to Do the Work

40. Don’t Be Like…

41. Make a Goal and Get Started

42. Thank You
Grant Tilus
- Associate Inbound Marketing Manager – Collegis Education
- Content Marketing Director - MnSearch
grant.tilus@collegiseducation.com
tilusg@gmail.com
@granttilus
plus.google.com/+GrantTilus