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THE ANATOMY OF 
5 m o d e l s t o i n s p i r e y o u r 
t e a m ’ s s t r u c t u r e
Where Does Content Come From? 
Our social feeds are full of new blog posts, curated links, 
and YouTube clips from not onl...
Where Does Content Come From? 
In this presentation you'll learn about the five common 
content production models employed...
Print may be dying, but newspapers’ hierarchical 
editorial model is alive and well.
The Traditional Newspaper Model 
MANAGING 
EDITOR 
MANAGING 
EDITOR 
PUBLISHER 
NEWS 
EDITOR 
STAFF 
REPORTER 
STAFF 
REPO...
The Traditional Newspaper Model 
MANAGING 
EDITOR 
MANAGING 
EDITOR 
NEWS 
EDITOR 
STAFF 
REPORTER 
STAFF 
REPORTER 
STAFF...
The Traditional Newspaper Model 
A newspaper’s “total coverage” approach to news is too 
resource-intensive for most compa...
The Traditional Newspaper Model 
The Traditional Newspaper Model is right for your 
organization if ... 
NEWS 
New content...
Most new media (read: online only) have borrowed their 
Most editorial online structure publications from magazine have bo...
New Media Content Model 
CONTRIBUTOR SOCIAL 
VIDEO 
PRODUCER 
PUBLISHER/ 
EDITOR 
MANAGING 
EDITOR 
4GUEST 
CONTRIBUTOR 
4...
VIDEO 
PRODUCER 
PUBLISHER/ 
EDITOR 
MANAGING 
EDITOR 
SOCIAL 
EDITOR 
4GUEST 
CONTRIBUTOR 
4FREELANCER 
FREELANCER5 
4SPE...
New Media Content Model 
What organizations are using this model? 
Here are two of many. 
Contently, a marketplace where b...
New Media Content Model 
The New Media Content Model is right for your 
organization if ... 
You have the full-time person...
Aggregation is another method of content “creation.” 
Rather than contributors pitching ideas and editors 
assigning stori...
The Aggregation Model 
NEWS 
AGGREGATOR 
SOCIAL 
AGGREGATOR 
PUBLISHED 
CONTENT 
^ 
PUBLISHED 
CONTENT 
^ 
BLOG POSTS 
AND...
The Aggregation Model 
NEWS 
AGGREGATOR 
SOCIAL 
AGGREGATOR 
PUBLISHED 
CONTENT 
^ 
PUBLISHED 
CONTENT 
^ 
BLOG POSTS 
AND...
The Aggregation Model 
Pure news-aggregates include Google News and The Drudge Report. 
These outlets drive traffic to the...
The Aggregation Model 
The Aggregation Model is right for your 
organization if ... 
You can identify content relevant to ...
Brands and SMBs often bring in creative agencies to create content 
on their behalf. This content may form the core of the...
The Agency Model 
FREELANCER 
^ 
DESIGNER 
^ 
STRATEGIST 
^ 
COPYWRITER 
^ 
CLIENT 
^ 
PROJECT 
MANAGER 
^
The Agency Model 
FREELANCER 
^ 
DESIGNER 
^ 
STRATEGIST 
^ 
COPYWRITER 
^ 
CLIENT 
^ 
PROJECT 
MANAGER 
^ 
The agency may...
The Agency Model 
Substitute "publisher" for client, "editor-in-chief" for account 
manager, "managing editor" for strateg...
The Agency Model 
The Agency Model is right for your 
organization if ... 
There’s no one in-house to provide higher-level...
Hiring a staff of journalists and creatives to create content might 
not be in the budget for many small or medium-sized b...
The Small Team Model 
HEAD OF 
TWITTER 
^ 
PRESIDENT 
OF VINE 
^ 
#1 YOUTUBE 
FAN 
^ 
BLOGGER 
^ 
CHIEF 
INSTAGRAM 
POSTER...
The Small Team Model 
HEAD OF 
TWITTER 
^ 
PRESIDENT 
OF VINE 
^ 
#1 YOUTUBE 
FAN 
^ 
Empower each and 
every employee to ...
The Small Team Model 
There are many SMBs successfully using this approach: 
The Dollar Shave Club spent $4,500 on a video...
The Small Team Model 
The Small Team Model is right for your 
organization if ... 
Contributing marketing content is consi...
Demand for digital content has driven old media to adopt practices 
from new media, new media outlets to operate more like...
Conclusion 
Several key factors will dictate your choice: 
FACTOR 1: BUSINESS MODEL 
If your business is newspaper or an 
...
Conclusion 
Several key factors will dictate your choice: 
FACTOR 2: CONTENT GOALS 
Why are you producing content? Is to 
...
Conclusion 
Several key factors will dictate your choice: 
FACTOR 3: RESOURCE REQUIREMENTS 
You can handle small-scale pro...
Want to learn more about 
how to turn your organization into a 
content-publishing-machine? 
Check out these free resource...
Want to learn more about 
how HubSpot’s content optimization 
system (COS) makes publishing, 
distribution & measurement e...
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The Aggregation Model
Pure news-aggregates include Google News and The Drudge Report.
These outlets drive traffic to the sites housing the original stories
they distribute. The Huffington Post and The Daily Beast have roots
in aggregation, though they also now include original content.
Corporations using aggregation include:
GE, T-Mobile, United, and Viacom
all work with RebelMouse, a
social-aggregation platform founded
by former HuffPo CTO Paul Berry that
allows brands to aggregate their
social content—blogs, Tweet,
Instagram photos—into frontpage
web content.

Publié dans : Marketing
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