This document discusses best practices for content marketing planning. It recommends understanding your audience by using personas and research, then brainstorming ideas. It outlines steps to take a strategic approach, including looking for editorial pillars, understanding content types, creating a 6-month content plan visualized through charts, and testing the content flow. The goal is to structure planning like other media and reverse engineer successful publications.
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On the Edge Live Birmingham 2012
1.
2. FIRSTLY A BIT ABOUT ME…
FORMER MAGAZINE EDITOR
TURNED AGENCY OWNER
ZAZZLE IS A CONTENT
MARKETING AGENCY
CORE COMPETENCIES IN
CONTENT MARKETING, SOCIAL
AND TECHNICAL SEARCH
3. FOR MOST DIGITAL MARKETING IS ‘SEO’
‘LINK BUILDING’
META STRATEGY
ON PAGE
‘OPTIMISATION’
@simonpenson
37. Simon Penson
Zazzle Media
@SIMONPENSON
WWW.ZAZZLEMEDIA.CO.UK
SIMON.PENSON@ZAZZLEMEDIA.CO.UK
DOWNLOAD IT > SLIDESHARE
READ IT > THE ZAZZLE BLOG
Notes de l'éditeur
SO WE KNOW NEED FLOW BUT HOW DO WE STRUCTURE IT?STARTS WITH THE BIG IDEAS…
GADGET GEEK > SEEN NO SUNLIGHT, BUYS SO HE CAN DISMANTLE AND REBUILD HIMSELF – BETTERGROWN UP GADGETEER > PROFEESSIONAL WITH SPARE CASH AND LIKES FINER THINGS BUT IS STILL GADGET BIASEDEARLY ADOPTER > HAS TO BE FIRST AND USES IT AS A STATUS SYMBOL
THE TROUGHS ARE REGULARS/ STILL IMPORTANTEXAMPLES MIGHT BE 10 WORD REVIEWS, QUICK TIPS ETC
CREATE YOUR MAGAZINE COVER > GREAT PROCESS FOR NAILING YOUR 3 PILLARS
SMART INSIGHTS MATRIX > ORGANISES CONTENT TYPE BY EFFECT IT HAS
OUR PLAN > WILL SHARE IT WITH ANYONE JUST EMAIL MEBRING IN STATE OF MIND AND EVENTSTHINK ABOUT YOUR BIG IDEAS REGULAR CONTENT BY WEEK
OUR PLAN > WILL SHARE IT WITH ANYONE JUST EMAIL MEBRING IN STATE OF MIND AND EVENTSTHINK ABOUT YOUR BIG IDEAS REGULAR CONTENT BY WEEK
HIGHCHARTS.COM > GREAT OPENSOURCE CHART SITE USED BY LOTS OF SEO SOFTWARE COMPANIES TO VISUALISE DATA IN EASY TO UNDERSTAND WAY.THE BIT THAT MAKES IT EASY IS THIS > THEIR BACK END CODE EDITOR. 2 MINS TO CREATE SOMETHING LIKE THIS…
THE ZAZZLE CONTENT FLOW VISUALISATION CHART.VISUALISES FLOW ACROSS OUR THREE MAIN CHANNELS – BLOG – SOCIAL – OFF PAGEY AXIS HOURS SPENT MARKETINGX = DATE – WEEKS, MONTHSLOOK FOR FLAT SPOTS SO YOU CAN EDIT THE CAMPAIGN TO ENSURE CONSISTENT DELIVERY.
WHEN IT COMES TO CONTENT IDEAS:REVERSE ENGINEER GREAT CONTENT – TOOLS HELPREVERSE ENGINEER MAGAZINE – TRY TO RECREATE THE ISSUE PLAN
THAT’S IT FROM ME. THANKS. CONTACT DETAILSTRANSCRIPT ON THE ZAZZLE BLOG AND SLIDESHAREANY QUESTIONS?