Digital Chameleon's Accelerate Brand Publishing course on content marketing For more information, please visit us at www.digitalchameleon.net

1. Accelerate Brand Publishing Module
Content Creation
Effective Tools & Techniques
Consumers as Super Creators
Learning How consumers consume content
Objectives has changed – a huge amount of
content is now on-demand via web-
Understand how to com- site, video, search, mobile apps,
mission or create the con- social media, traditional media and
tent that engages your brands. That content is also being
customers shared by consumers between them-
selves – just for fun, to spread infor-
Access to content creation
tools and techniques that mation or because they are seeking
publishers have been using peer validation – a customer writing
for years – and why they a review on a restaurant. And they
work! are forming communities around
their interests, and creating yet more
Get an understanding of content– the challenge for brands is
visual and multimedia con- for their content to be valued, trusted
tent and how to deliver it
and perceived to be as useful as
peer-to-peer online communication.
Google, Facebook, on mobile
As user, brand and social media apps, emails and so on.
generated content has grown, cus-
tomers have been exposed to an Amid all of this ‘noise’ and chang-
increasing amount of passive con- es in consumer content and be-
sumption of content – ads via haviour only engaging content will
Key Take Aways get traction.
Marketers can learn from
how publishing works, and
how journalists think
Brand Journalism: Pursuing the Story
Content marketing means
putting the reader before
Before you can start deciding
your brand so you can build
long term, meaningful rela- what content you need to
tionships create, let’s step back and
make sure you are focused
When it comes to content on a little change of thinking.
focus on quality over
quantity Content, as we have said, is
about the READER/
Content can be words, vid-
AUDIENCE/CUSTOMER,
eo, graphics, even
Powerpoint presentations not about the brand.
If you understand structure, Learning to THINK more like
you can commission and a journalist when you are
outsource confidently dealing with content will help
you produce more engaging
Seek and find the narrative, and quality content for your
then never let go of it!
reader.
Don’t think of content crea-
tion as a chore– think of it as Journalists think this way, to
an amazing story telling make sure they are putting
opportunity. the reader first and can grab their
attention quickly.
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2. Content Creation
Effective Tools &
Techniques
Building Blogger
Relationships
Reaching out to bloggers can quickly
build out your brand’s digital footprint.
When Huggies ran a piece of research
that showed 1 in 3 American mothers
struggled to keep their children in dia-
pers, the company wanted to promote
its ‘Every little Bottom’ campaign about
giving away 20 million nappies to poor-
er families over three months via
‘diaper banks’. be ambassadors for the campaign. All of the blog-
gers were clear about being paid, but also generat-
To do it, they found eight influential ed activity around the campaign in addition to blog-
mommie bloggers and asked them to ging.
What’s search got to do with it?
When you produce
or are reviewing a
piece of content
you have commis-
sioned ask your-
self these ques-
tions –
Is it transparent?
Is it a good angle?
Is it accurate?
Is the story told
well? While a lot of SEO is done by IT worth reminding ourselves who
and web experts in the back- these three readers are and what
ground or code, of your site, you they like.
Will your audience can have an effect on on-page
easily digest and SEO with a few simple tricks but,
once again, be mindful of who you
understand the in- are writing for.
formation?
When it comes to online, it is good
to remember that you don’t just
Would you read it have the customer you are target-
yourself? ing with your site i.e. Your online
reader. With search engines in-
creasingly indexing social net-
working pages, you also have
your ‘social reader’ and, to compli-
cate matters a little more, your
hidden reader – the spider. While
it is hard to please all of the peo-
ple, or spiders, all of the time, it’s
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3. Content Creation
What are you selling? Effective Tools &
Techniques
Remember, there is a big difference between
selling content, and selling an offer.
While this Grays Online subject line is appropri-
ate for their business, it is a straight sales pitch
and offer. However the Real Age newsletter and
subject line provides editorialised content
around health for readers who have already
expressed an interest in the subject.
Consequently, the headlines in the newsletter
itself all offer benefits to the reader...curb over-
eating...lower cholesterol...burn more calories.
Editorial Oversight
Whether you are working with internal or external content devel-
opers, you’ll want to put an overall structure of editorial guide-
lines in place to ensure the final content fits all the needs of your
brief. In traditional publishing, this is what an editor is responsible
for— not the actual creation of the content, but making sure it fits
in with the brand’s goals, positioning and schedules.
Reel Engaging Content
Every brand publisher can and should consider multimedia
content delivery. There are challenges but the opportunity
to capture high engagement through audio and video brand
content makes multimedia content generation a tempting
option.
Visual Storytelling
To hear from gurus like Tom Peters, selling the brand
story will overshadow all other aspects of traditional
marketing. It will make brand publishing the central
core function of all brand marketers.
Don’t ignore the legal
implications of re-using content
that is not your own! Page 3
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4. Term Definition
Content Creation
Black Hat SEO optimising a website or piece of content with tactics frowned upon by search&
Effective Tools en-
Techniques
gines such as ‘stuffing’ content with keyword or duplicating content
Creative commons method of expanding the range content available for others to build upon legally
and to share via the web
Digital storytelling use of new digital tools and platforms to tell stories e.g. video, graphics, text, im-
ages, music, audio
Headline or H1 the headline on a single piece of content, it is usually the title tag but can be
modified
Inverted triangle a visual device used in news writing by journalists to give news stories a way to
structure information
Keywords density the number of times your keyword/s appear on a single piece of content or web
page
Long tail keywords like keywords but can contain up to five words; they are used when the website
wants to refine search terms to the web page
Meme a concept that is spread by the internet, it can be a hyperlink, video, picture,
website, hashtag, or just a word or phrase
Open rates the percentage of recipients who actually open an e-mail newsletter
Subject line the line in an email which explains what the content of the email contains. It is
especially important for e-newsletter campaigns to attract attention and increase
open rates
Title Tag the title of a single web page, it must accurately convey the content of the page
as it appears in browsers, social media and is usually used as the headline, or
H1
Web spider also known as a bot, robot or crawler, spiders are programs used by searching
engines such as Google and Yahoo! to automatically search the web and down-
load HTML content so sites can be indexed for search
Webinar short for Web-based Seminar, a presentation, lecture, workshop or seminar that
is transmitted over the Web
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