Digital strategy planning is getting harder. A proliferation of channels and increasingly fragmented audience creates a huge set of challenges for the modern marketer. But by stripping it back to content the world becomes a much more simple place to navigate successfully.

1. 1
Escape'Digital'Planning'Hell.
Let'BRAND'AS'PUBLISHER'solve'your'problems.

2. BRAND&AS&PUBLISHER
Right&now&digital&is&more&
complex&than&ever

3. But$that’s$because$we$are$
getting$it$wrong!
BRAND&AS&PUBLISHER

4. BRAND&AS&PUBLISHER
This%is%my%‘Jerry%
Maguire’%moment
Tom%Cruise

5. 5
Not$Tom$Cruise
Name:
Simon$Penson
Occupation:
Managing&Director,&
Zazzle&Media
Contact:
@simonpenson
Career:
Print&editor&turned&digital&
agency&founder
BRAND'AS'PUBLISHER

6. 6
BRAND'AS'PUBLISHER
0
300
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1200
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1800
A B C D E F G H I J K L M N
PAID%
SEARCH
SEO
DISPLAY
EMAIL
PAID
SOCIAL
ORGANIC%
SOCIAL
OUTREACH
PR
NATIVE
OOH
PRESS%
ADS
RADIO
TV
Acquisition%
focused
Awareness%
focused
AGENCY
Our$mission$is$to$simplify$this$fragmented$market$
by$centring$it$on$content.
BRAND
I%want%to%simplify%this…
AGENCY
AGENCY
AGENCYAGENCY

7. BRAND&AS&PUBLISHER
Stripping(it(back
Digital(marketing(
is(about(people,
and(the(only(way(
to(build(audience(
is(with(content.

8. BRAND&AS&PUBLISHER
To#understand#we#need#
to#go#back…

9. BRAND&AS&PUBLISHER
Look$at$the$evolution$
of$mass$media.

10. BRAND&AS&PUBLISHER
1945

11. BRAND&AS&PUBLISHER
The$same$is$happening$
right$now$online.

12. 12
BRAND(AS(PUBLISHER
Initial'
obsession'
with'
technology.
Content'
future.

13. BRAND&AS&PUBLISHER
The$answer?
Brand$as$Publisher

14. Defining'the'approach
BRAND&AS&PUBLISHER
“Think'like'a'publisher.'
Imagine'your'brand'owns'the'
biggest'selling'magazine'in'
your'industry.'What'does'
your'content'look'like?”

15. BRAND&AS&PUBLISHER
Content&sits&at&the&heart&of&every&
channel&plan&– Simples!
Content&
plan
Display&Ads
Landing&
page&content
Blog&
content
EmailTV
Radio

16. BRAND&AS&PUBLISHER
Its$four$functions$defined$by$data.
INSIGHTS
Content&designed&to&answer&
key&audience&questions&
Content&to&achieve&reach&and&
interest.

17. The$solution.
A$bespoke$approach$to$
creating$that$content$plan.
BRAND&AS&PUBLISHER

18. BRAND&AS&PUBLISHER
The$five$step$content$strategy$plan.
Step$1
Audience
Step$2
Editorial$
Mission
Step$3
Short$Form$
Content
Step$4
Hero$Content
Step$5
Content$Flow

19. 19
Section(1
Start(with(people.(Always.
BRAND(AS(PUBLISHER

20. 20
BRAND(AS(PUBLISHER
Marketing*is*about*people.
All*marketing*starts*and*ends*with*an*understanding*of*people.*We*use*our*own*tools*
and*combine*with*existing*data*to*paint*a*clear*picture*of*who*it*is*you*are*marketing*to.

21. 21
BRAND(AS(PUBLISHER
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Technology Fashion9&
Shopping
Food Sports Music Films Travel Property
Facebook
Add#insight#from#place#like#Facebook.

22. 22
BRAND'AS'PUBLISHER
Mix$in$more$data.
We$can$use$YouGov survey$data$to$help$further$our$understanding$of$your$audience…

23. 23
BRAND(AS(PUBLISHER
Comscore sets)the)agenda.

24. 24
BRAND(AS(PUBLISHER
David,'34 Amelia,'43 Corinna,'18
Works&in&sales
Frequent'traveller'to'
meetings
Married&with&children
Part&time&nurse
Weekends'away'organiser
Married&with&older&children
Student
Uses'trains'to'go'home'
and'see'friends
Needs&‘cheapest’
Add'a'human'face'to'the'data.

25. BRAND&AS&PUBLISHER
Top$tip.
“Align$each$persona$to$a$famous$person.”

26. Section(2
Create(your(Editorial(
Mission(Statement.
BRAND&AS&PUBLISHER

27. BRAND&AS&PUBLISHER
The$editorial$mission$statement.
What$does$it$do$and$how$does$it$work?
The$crystallisation$
of$your$content$values$
and$objectives.

28. BRAND&AS&PUBLISHER
Editorial)statement.
Your)audience)want)content)that)improves)their)knowledge.)Their)second)preference)
is)for)entertaining)content.
vv

29. BRAND&AS&PUBLISHER
Editorial)Pillars.

30. BRAND&AS&PUBLISHER
Next,&define&the&framework
What&content&do&you&need?

31. BRAND&AS&PUBLISHER
INSIGHTS
EMAIL
PR-&-INFLUENCERS
NATIVE
INFORMATIONAL-
SEARCH
PAID-SOCIAL-(MOFU)
PAID-SOCIAL-
(TOFU)
ORGANIC-SOCIAL
PR-&-INFLUENCERS
NATIVE
TV-ADS
RADIO-ADS
PRESS-ADS
PROGRAMMATIC
OOH
VOD-/-YOUTUBE
PAID-SOCIAL-(BOFU)
PROGRAMMATIC
COMMERCIAL-SEARCH
Using-our-top level model
@stickyeyes

32. BRAND&AS&PUBLISHER
At#the#right#time…
CONTENT MONTH#133 437 8312 13+
FUNCTIONAL 80% 60% 20% 0
INFORMATIONAL 20% 30% 50% 50%
ENGAGING 10% 30% 30%
INFLUENCER 20%

33. 33
BRAND'AS'PUBLISHER
Added$extra!
And$ensure$variation
with$‘Content$Flow.’

34. 34
BRAND(AS(PUBLISHER
Content&flow&is&this.
Major&industry&survey
BIG&CONTENT.
List&feature
SMALL&
CONTENT
Short&form&post
`

35. 35
BRAND(AS(PUBLISHER
Use$our$matrix$to$help.
The$Content$Matrix$helps$you$understand$the$strengths$and$weaknesses$of$content$types..
FREE$
DOWNLOAD

36. 36
BIG small

37. Section(3
Get(the(small(stuff(right.
BRAND&AS&PUBLISHER

38. BRAND&AS&PUBLISHER
Tap$into$Micro$Moments.
I$want$to$know.$I$want$to$do.$I$want$to$buy.$I$want$to$go.$Understand$each$and$
brainstorm$based$on$audience$insight.$

39. BRAND&AS&PUBLISHER
Structure'long'tail'planning.
By'categorising'what'people'are'searching'for'we'can'determine'what'kind'of'
content'should'be'included'on'the'page'– and'beyond.'
“Which&type&of&ticket&do&I&need&
to&travel&at&any&time?”
Technical'information
“Which&stations&go&direct&to&
Paris&in&Germany.”
Situational
“Which&train&is&best&to&avoid&
overcrowding?”
Use
“How&do&I&claim&delay&
compensation?”
Problem'solving
“Can&I&use&Apple&Pay&on&Eurostar?”
Tech/innovation
“Who&invented&the&train?”
History/general
Source'answerthepublic.com

40. And$create$
magazine$content.
Examples$$$
BRAND&AS&PUBLISHER
>"Interviews"with"key"industry"experts."""
>$List$features.$$$
>"Lightweight"data"vis"on"key"industry"trends"and"information."""
>$News$and$opinion.$$$
>"Features"and"’how"to’"content.

41. Section(4
And(the(big(stuff.
BRAND&AS&PUBLISHER

42. BRAND&AS&PUBLISHER
‘Hero’'or'‘Big'Bang’'
engaging'content is'
designed'to'create'
massive'reach'by'
leveraging'owned'
and'earned'
channels.

43. The$brainstorm$process.
PRE4MEET$RESEARCH
NEWS$AND
SEASONAL$IDEAS
UNIQUE$DATA$
OPPORTUNITY
FOI$REQUEST$
OPPORTUNITIES
HUMAN$STORIES?
WIDER$MARKETING$
PLAN4BASED$IDEAS
REINVENTING$
OLD$IDEAS$FROM
SWIPE$FILE
CRAZY$/$BIG$/
INNOVATIVE$IDEAS
PR$VALIDATION$
PROCESS
BRAND&AS&PUBLISHER

44. BRAND&AS&PUBLISHER
Cover&paid,&owned&and&earned.

45. 45
BRAND(AS(PUBLISHER
Create&a&campaign&plan
FREE&
DOWNLOAD
Our&campaign&planner&captures&every&element&to&ensure&we&leave&no&stone&unturned&
and&maximize&reach&and&impact.&Multiple&tabs&capture&every&detail.

46. BRAND&AS&PUBLISHER
The$result?

47. BRAND&AS&PUBLISHER
FREE
Download

48. 48
Claim&your&free&Brand&
as&Publisher&Toolkits.
Zazzlemedia.co.uk/brand<publisher<toolkit
Zazzlemedia.co.uk/resources/brand<as<publisher<ebook
BRAND(AS(PUBLISHER

49. Thank&you.
Keep&in&touch.&@simonpenson
BRAND&AS&PUBLISHER