Marketers guide to digital publishing

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A Marketer’s Guide to Thinking and Acting Like a Publisher

Presented by: DJ Francis Derek Phillips


No blog posts in months…or years

A tweetless Twitter feed

An abandoned Facebook page

Not very newsworthy newsletters

A Stale website

A dead email list


It’s daunting, isn’t it?


Why Does Content Matter?

“Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.” “Joe Pulizzi, Junta42.com”

“If your content speaks well it grows a relationship between your company and your customers or users. Then, in the context of that relationship, your content can persuade.” “Colleen Jones, Author of Clout”

“When you do Inbound Marketing, you only approach people who self-qualify themselves. They demonstrate an interest in your content, so they are likely to be interested in your product.” “Rick Burnes, Hubspot”

Yet, everyone is talking about content marketing


Why Does Content Matter?

•  Prolonged and deeper engagement with your audience

•  Added value to the customer •  You as more than a product or service

provider but a trusted resource

When done right, content promotes

Thus benefiting

Brand Consumer

Business


Time to think like a publisher


How Do Publishers Think?

All content is created by real people. If that content is transparent in terms of source and agenda, then it’s real. Whether or not it’s ‘journalism’ is not really important.” “Rex Hammock, CEO of Hammock Inc.”

MyBusiness | Digital Edition | 2008


“Red Bull has created compelling content from hundreds of sports and culture events and athlete projects for nearly 25 years. From the beginning, we filmed, photographed and provided high quality stories for broadcast, print and digital media partners ... Red Bull is fulfilling its brand promise through content – this is what we've been about for over two decades.” “Red Bulletin associate publisher, Raymond Roke”

How Do Publishers Think?


Why Think Like A Publisher?

In order to benefit from content, you need to think like a publisher

•  Plan: Create a planning process for content to meet business objectives.

•  Source: Coordinate, create and manage content to stay relevant, timely and valuable.

•  Govern: Evaluate previous iterations; optimize for maximum effectiveness.

Understand what makes content great…for your audience, in your industry, and for your business.


It starts with great content


The six elements of great content 1)  Useful 2)  Reliable 3)  Portable 4)  Personable, 5)  Unique 6)  Expert


What Makes Content Great?

Personable content Possesses brand voice with a twist. Enthralling. Memorable. Never boring.

Expert content Leverages internal assets to produce content trusted by consumers.

Unique content Gives exclusive information to engage and delight rabid audiences.

Useful content Provides the information the user

needs to complete a task.

Reliable content Becomes part of the user’s routine;

consistent, dependable, familiar.

Portable content Goes wherever the user goes, in whatever

format is most convenient for them.


With content consumable in any setting, in any location, on any device, anywhere in the world, many new opportunities are available.

Publishing isn’t the same anymore.

Harness the power of digital for all it’s worth…and also make sure you’re creating what people actually want.


All the more reason for a content strategy


Content strategy Is the way you manage all of these elements.

How Content Strategy Relates To Publishing

But, what is content strategy?


Google now returns more than 1.5M results on any given day.


There has been a lot of talk lately.

A popular question…

Google Results for “content strategy”



Content Strategy the process of planning for the creation, aggregation, delivery and governance of useful, usable and desirable content in an experience that drives a deliberate result.

We call it a process because it is a continuing practice, ensuring fresh, relevant content and thus user engagement.

This is what publishing is: delivering content people want …for a profit.



The Three Phases of Digital Publishing


Three Phases of Digital Publishing

The publishing part of this process can be broken down into three main phases.



Content strategy begins with a plan to guide your content efforts.


Phase 1

Use key insights and industry best practices to mitigate risk and evaluate assets.

• Customer needs • Business objectives • Content assets • Marketplace gaps


Other Key Considerations

• Are there additional channels to be considered? • How does the audience want to experience this content? (Device, location, time, etc.) • Am I tracking the correct criteria? • What content creates a fatal discrepancy with the current brand or objectives?

Phase 1


Phase 1: Example

Groupon


Phase 1: EXTRA CREDIT

What processes exist to support any content plans?

How long can current resources support the current scope?

+1

+1



Content strategy follows with a means to source the content you require.


Phase 2

Use planning insights to craft or otherwise provide quality, targeted content.

• Repurposing potential • Edit priority

• Content generation

• Content channels/devices

• Social and optimization


Phase 2


• Is messaging consistent and appropriate across channels?

• How will edits optimize your SERP rankings?

• How will customer commentary add to the content

experience and be incorporated elsewhere?


Phase 2

Syndication Disseminating content to devices, sites & mediums •  Identify sources •  Leverage YOUR channels •  Establish consistent feeds •  Look to your customers •  Be social


Phase 2

Syndication Two things to consider

Direct dissemination Distributes content through channels under your brand auspices.

Print Ipad Smartphones

Indirect dissemination Distributes content through channels managed by others.

Brand videos shared on YouTube

Articles displayed on partner websites

Your brand expert’s commentary

featured in others’ educational content


Phase 2: Example

The Motley Fool



What approval process is necessary?

How will customer responses be handled? +1

+1



Smart content strategy necessitates governance for long-term traction.


Phase 3

Maintain high level of content excellence to appeal to current and future customers

• Maintenance intervals • Metrics

• Social feedback

• Iterative review


Phase 3


• What’s worked, what hasn’t and why? • How has the industry, marketplace, product

or customer changed since starting this effort?

• Is expansion appropriate?

• What emerging channels should play a role

in future efforts?


Phase 3: Example

Center for Disease Control



How can you prove content’s value to internal stakeholders?

How can you operationalize your content and findings?

+1

+1


What are the benefits of content strategy?

Strategic Relevant

Efficient Consistent


Questions?

?


Derek Phillips Content Director

Inspired by Natural Born World Shakers

p 503 206 6276

402 – 11 Ave SE Calgary, AB, Canada, T2G 0Y4

f 403 262 7185

criticalmass.com

DJ Francis Content Director

Inspired by Buck Mulligan and mulligans.

p 312 660 6350

225 North Michigan Avenue Suite 2050, Chicago, IL, USA 60601

f 312 288 2501

criticalmass.com

2 hubs, 5 full-service offices and 9 digital publishing experts / content strategists. Experience with large/small brands and large/small projects

How can we help?

Marketers guide to digital publishing

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