Michelle Lowery's SEJ Summit Presentation discussing content creation and strategy at SEJ Summit Dallas 2015, sponsored by Searchmetrics.
Summary:
Michelle will walks us through what it takes to pull off an effective content strategy, from cultivating a rockstar content team to building content models and governance that will empower your brand's voice and reach.
2. Free 30-Day Trial
Instant data. Tweak
strategies.
Benchmark
competitors.
“We’ve started using it
in our social division.
Now Searchmetrics is more valuable than ever before.”
Sebastian Wenzel, Webanalyticsbook
Use with m
ultiple team
s
13. #SEJSummit
#Searchmetrics
WHO IS YOUR CONTENT FOR?
•People who:
•like to read news about Europe
•enjoy documentaries about nature
•follow a gluten-free diet
•are new to retirement planning
15. #SEJSummit
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BASIC CONTENT MODEL TO BRING TRAFFIC TO YOUR
BLOG
Blog Post
Facebook Update
Tweet
Google Plus Update
LinkedIn Update
Post on External
Site
Quote Image on
Pinterest
16. #SEJSummit
#Searchmetrics
BASIC CONTENT MODEL TO BRING TRAFFIC TO YOUR
SERVICES
Services Page
Facebook Update
Tweet
Google Plus Update
LinkedIn Update
Guest Post on
External Site
Blog Post
19. #SEJSummit
#Searchmetrics
•What kind of
content do you
need?
•What message
does it need to
convey?
•How is content
prioritized and
organized?
•How is content
formatted and
displayed?
•What processes
and tools are
required?
•What human
resources are
required?
•How are key
decisions about
content and content
strategy made?
•How are changes
initiated and
communicated?
Graphic created by Kristina Halvorson and Melissa Rach
24. #SEJSummit
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THE RISE OF THE BRAND
NEWSROOM
•During Super Bowl XLVII, Oreo had
•brand representatives
•marketing agency creatives
•marketing agency strategists
•and the brand legal team
•all in a “war room” together.
31. #SEJSummit
#Searchmetrics
RISE OF THE BRAND NEWSROOM
Source:
http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the-
plug/
• Director of Digital Communications and Social Media
• Editor
• Social Media Editor
• Social Media Coordinator
• Production Manager
• Archivist
• Graphic Designers
• Analysts
• Video crew
• Freelance Writers
• Freelance Photographers
The Coca-Cola Journey Team is Comprised of:
32. #SEJSummit
#Searchmetrics
RISE OF THE BRAND NEWSROOM
•Coca-Cola Journey is referred to as a
“digital magazine”
•Launched in late 2012
•In 2013, Journey published 1,200 articles
and attracted 13.1 million visitors
•Visits averaged 4:40 minutes per article
Source:
http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the-
plug/
33. #SEJSummit
#Searchmetrics
RISE OF THE BRAND NEWSROOM
•In March 2014, Coca-Cola hosted an
international brand publishing summit,
JourneyOn
•Coca-Cola Journey international editors
attended for training and networking
Source:
http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the-
plug/
34. “You need editors, not brand managers,
who will push the envelope to make the
thing go forward.
“So one easy way to do that is to set
people up…and give them really
significant metrics—not about pageviews,
but about mattering.
“And give them the resources…to go do
work that matters.” – Seth Godin
Source:
http://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/
#SEJSummit
#Searchmetrics
35. #SEJSummit
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Edits content for:
WHAT DOES AN EDITOR DO?
• Spelling & Grammar
• Syntax
• Flow
• Factual Accuracy
• Style, Voice, & Tone
• Copyright Adherence
• Quality of Writing
• Quality of Sources
• Credibility of Sources
• Timeliness/Evergreen
• Editorialization
Vocabulary
Length
Goals
Plagiarism
Reading Level
36. #SEJSummit
#Searchmetrics
Edits content for:
WHAT DOES AN EDITOR DO?
• Keyword Use
• Google Updates
• HTML Formatting
• Meta Tags
• Links
• Functionality
• How they open
• Where they lead
Anchor Text
Duplicate Content
Publication Location
Publication Audience
Source Credibility
Current Trends/Events
Calls to Action
Psychological Factors
37. #SEJSummit
#Searchmetrics
Manages:
WHAT DOES AN EDITOR DO?
• Brand Voice
• Marketing Goals
• Market Targeting
• Market Reach
• Audience Response
• Continuity
• Consistency
Brand History
Competitor Activity
Social Activity
Social Response
Legal Concerns
Brand Partnerships
User Generated Content