Jayme Thomason, CEO of DivvyHQ presented at the 2nd Annual Content Marketing Retreat. In this presentation she gives tips on how to create a better editorial planning process within your organization.
2. How to succeed in
content marketing:
•
Get a content strategy. And fast.
• Give your marketing department the boot.
•
Adopt a process that creates sustainability.
•
Use the right tools.
divvyhq.com Plan. Divvy. Conquer.
5. The simplest content
strategy on earth.
•
Who is your audience?
• What are you going to say (that matters)?
divvyhq.com Plan. Divvy. Conquer.
6. The simplest content
strategy on earth.
•
Who is your audience?
• What are you going to say (that matters)?
•
Where will you say it?
divvyhq.com Plan. Divvy. Conquer.
7. The simplest content
strategy on earth.
•
Who is your audience?
• What are you going to say (that matters)?
•
Where will you say it?
•
How Often?
divvyhq.com Plan. Divvy. Conquer.
8. The simplest content
strategy on earth.
•
Who is your audience?
• What are you going to say (that matters)?
•
Where will you say it?
•
How Often?
•
Is it working?
divvyhq.com Plan. Divvy. Conquer.
9. How to succeed in
content marketing:
•
Get a content strategy. And fast.
• Give your marketing department the boot.
•
Adopt a process that creates sustainability.
•
Use the right tools.
divvyhq.com Plan. Divvy. Conquer.
11. 1. Newspaper Org. Chart
Publisher / Editor
Managing Editor
Sec. Ed Sec. Ed Sec. Ed Sec. Ed
Content Producers/ Photo Editors Copy Editor Graphic Artist
Reporters
Photo Editors
divvyhq.com Plan. Divvy. Conquer.
12. 2. Corporation
CCO or Consultant
Content Owners/SME
Editor
Video Proofing Video Photographer Graphics
divvyhq.com Plan. Divvy. Conquer.
13. 2. Corporation
CCO or Consultant
a.k.a. Dept. Heads
Content Owners/SME
Editor
Video Proofing Video Photographer Graphics
divvyhq.com Plan. Divvy. Conquer.
14. 2. Corporation
CCO or Consultant
a.k.a. Dept. Heads
Content Owners/SME
Marcomm Mgr.
PR Mgr.
MKTG/PR Coord.
Editor
Video Proofing Video
Writer Photographer Graphics
divvyhq.com Plan. Divvy. Conquer.
15. 3. Small Biz
Editor
(Outsource or Internal)
Content Owners/SMEs
Creative/Writing
(Outsource or Internal)
divvyhq.com Plan. Divvy. Conquer.
16. 3. Small Biz a.k.a.
CEO / Owner
Editor
(Outsource or Internal)
Content Owners/SMEs
Creative/Writing
(Outsource or Internal)
divvyhq.com Plan. Divvy. Conquer.
17. 3. Small Biz a.k.a.
CEO / Owner
Editor
(Outsource or Internal)
a.k.a. Dept. Heads
Content Owners/SMEs
Creative/Writing
(Outsource or Internal)
divvyhq.com Plan. Divvy. Conquer.
18. 4. Agency
Agency Head
Senior Editor or Acct. Exec.
Client SMEs
Editor
Creative / Editorial Team
divvyhq.com Plan. Divvy. Conquer.
19. How to succeed in
content marketing:
•
Get a content strategy. And fast.
• Give your marketing department the boot.
•
Adopt a process that creates sustainability.
•
Use the right tools.
divvyhq.com Plan. Divvy. Conquer.
24. How to succeed in
content marketing:
•
Get a content strategy. And fast.
• Give your marketing department the boot.
•
Adopt a process that creates sustainability.
•
Use the right tools.
divvyhq.com Plan. Divvy. Conquer.
25. Your Content Marketing Toolbox
Divvyhq
spreadsheet-free editorial calendar application. divvyhq.com
Inbound Writer
optimize every piece of content for maximum effectiveness. inboundwriter.com
Hootsuite
manage multiple social media accounts for quick publishing. hootsuite.com
Wordpress
powerful blogging platform and CMS. wordpress.org
Mail Chimp
best, most user-friendly email tool out there. mailchimp.com
divvyhq.com Plan. Divvy. Conquer.
I’m about to give you the best piece of advice anyone is going to give you. It is going to totally simplify your life. And here it is: My advice to you if you want to be a successful content marketer is get rid of your Marketing Department.\n\nA few disclaimers: fumble words, go way off topic - cartoons, Nascar pee, accidentally flip you off. You’ve been warned.\n\nOne more thing you should know about me, total content nerd. Writing, Journalism, copywriting, totally obsessed with clients use content to build relationships. That’s what we’re going to talk about. Specifically, content planning and production process.\n
Successful, 4 things before pen to paper.\n
If you don’t already have a content strategy. You need one. And like today. So here’s my super-simplified, one-page, Content Strategy. Just answer these questions...\n\nThere you go. Simplest, content strategy on earth. Simple, but everything you need to get started.\n
If you don’t already have a content strategy. You need one. And like today. So here’s my super-simplified, one-page, Content Strategy. Just answer these questions...\n\nThere you go. Simplest, content strategy on earth. Simple, but everything you need to get started.\n
If you don’t already have a content strategy. You need one. And like today. So here’s my super-simplified, one-page, Content Strategy. Just answer these questions...\n\nThere you go. Simplest, content strategy on earth. Simple, but everything you need to get started.\n
If you don’t already have a content strategy. You need one. And like today. So here’s my super-simplified, one-page, Content Strategy. Just answer these questions...\n\nThere you go. Simplest, content strategy on earth. Simple, but everything you need to get started.\n
If you don’t already have a content strategy. You need one. And like today. So here’s my super-simplified, one-page, Content Strategy. Just answer these questions...\n\nThere you go. Simplest, content strategy on earth. Simple, but everything you need to get started.\n
Explain my opening statement. I didn’t mean firing people...well, maybe. But dev. CM mindset is only the 1st step in building a sustainable cm initiative.\nEmbrace pub concept to the point of changing structure, organize and hire depts.\nHow? Raise hands...Journalism degree.\n
Take back to J101. Overview of a publishing organization.\n
P/E: oversees all content. financial operations & health.\nME: Day to day op. Assignments, story ideas, deadlines.\nSE: Content for their sections (biz, sports, lifestyle), managing contrib.\nRep: Doers, pitch, dig facts, find angles, interview, produce content\nPE: Decide imagery\nPH: Capture essence in images\nCE: trained headlines, proof, grammar, facts\nGA: Layout\n\nWhat does this look like in your co?\n
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Now that you have your structure, you need to create your content workflow. Structures will vary from company to company, but here’s an example:\n\nBrainstorming meeting\nPlan and assign content, put everything in your editorial calendar application\nSchedule weekly meetings\nAssign items from Parking Lot\nMove into production\n
Now that you have your structure, you need to create your content workflow. Structures will vary from company to company, but here’s an example:\n\nBrainstorming meeting\nPlan and assign content, put everything in your editorial calendar application\nSchedule weekly meetings\nAssign items from Parking Lot\nMove into production\n
Now that you have your structure, you need to create your content workflow. Structures will vary from company to company, but here’s an example:\n\nBrainstorming meeting\nPlan and assign content, put everything in your editorial calendar application\nSchedule weekly meetings\nAssign items from Parking Lot\nMove into production\n
Now that you have your structure, you need to create your content workflow. Structures will vary from company to company, but here’s an example:\n\nBrainstorming meeting\nPlan and assign content, put everything in your editorial calendar application\nSchedule weekly meetings\nAssign items from Parking Lot\nMove into production\n
Writer\nEditor\nManaging Editor/Client\nCopyediting, graphics, imagery\nFinal approval & Publish\nPromote content\n\nI know what you’re going to say, “Jayme, surely not every content item...we’ll never get anything published!”\nOK, so maybe not every piece...\nArgue, process is highly effective, creates sustainable effort, reason newspapers are daily, hell or high water. It works.\n
The right tools will help you keep your process on track. Make sure they help you sustain your CM efforts. Mult, team members, a lot of content, you’ll need help. Here’s what we use.\n
We used to use Excel spreadsheets to keep our editorial calendars. But as everyone in this room knows, spreadsheets are a big pain in the rear. Spreadsheets were made to keep track of money, not content production schedules. That’s why we built DivvyHQ. It’s a simple, more efficient way to manage content planning & production.\n\n\n
Quick conclusion: mindset is great, but step 1. Look & act like pub. by getting a c strategy, getting rid & building your new ed team, using an ed cal to estab workflow & using right tools help get it all done. Thank you!\n