1. MKT 389
MANAGING CONTENT

2. CONTENT MANAGEMENT
• Editorial calendars
• Content creation as a process
• Content types
• Content assets/audits
• Content channel planning

3. HOW DOES ALL OF THIS
GET ORGANIZED?
Content platforms are
predominantly follow a hub and
spoke model. Why?
What does it mean to not build
first on „rented land‟ when
looking at content marketing?
Do you agree?

4. CONTENT CHANNEL
PLANNING
Important aspect of content marketing generally and social
media content marketing in particular…
Must consider each channel in light of:
1. The persona
2. Content goals
3. Primary content type (visual, written etc)
4. Structure/story board over time
5. Tone
6. Integration with other channels
7. Desired action
8. Editorial planning (back to that pesky editorial calendar!)

5. EDITORIAL/CONTENT
CALENDARS
A closer look…
Three components:
1.
Maps content to audiences and engagement cycles
2.
Organizes content strategy into actionable steps (tactics)
3.
Guides editorial style (big picture thinking)
Why use one?
What are the benefits?
What should be captures?

6. CONTENT CREATION
PROCESS
What is content based
upon? (Strategy?
Research? Both?)
Who builds it?
Who reviews what is done?
Who posts?
Who manages the overall
message?
Accountability?
Teams? Individuals?

7. PLAYERS
CCO‟s
Managing Editors
Content Creators
Content Producers
“Listeners”
Can wear many hats…

8. ETHICS
What are the ethical
considerations related to
content creation and
production for the purposes
of marketing?

9. CONTENT TYPES
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Blogs
E-Newsletters
White papers
Article
E-book
Case study
Testimonials
Webinars
Video
Online/Social media press
release
• Print
• Public speaking events
• Branded content (social
media cites, web pages
etc)
• Online games
• Apps
• Infographics
• Online surveys
• Discussions forums
• ????

10. CONTENT ASSETS & AUDITING
• Evolve over time
• Some are important at one stage and become obsolete at
another. Why?
• First step of managing content is understanding what‟s
out there and keeping track. Why is this important?
• Do an quick content audit for Zappos.
• Constant content review, analysis, tracking and measuring
are critical…

11. CONTENT ANALYSIS
Evaluate for the following:
1. Useful and Relevant (to the audience/customer)
2. Clear and accurate (well written, correct, current)
3. Influential (Can/does it provoke engagement?)
4. Findable/discoverable (SEO)?
5. Branded consistently
6. Maps to business priorities
7. Maintained!
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Also consider „functional‟ analysis (does content „work? Are
links dead? Are pages using old HTML/flash and not loading?
Etc)