View
2.446
Download
0
Category
Preview:
DESCRIPTION
My 2012 Thinkvis presentation covered the content planning and strategy spectrum, sharing how we create ideas and structure those ideas using methodologies learned during my time as a magazine editor in the world of print media. It also talks about why content and content marketing is important and why it should be worth of investment as brands become publishers in their own right.
Citation preview
@simonpenson
SIMON PENSONMD, ZAZZLE MEDIA
BRANDS AS PUBLISHERS AND THE POWER OF GREAT IDEAS
THE WEB IS MATURING > FOLLOWING THE PATH OF PREVIOUS MEDIA
@simonpenson
@simonpenson
IT COMES BACK TO CONTENT!
IT’S NOT ABOUT THE PAPER ANYMORE!
The web is paper’s version of the print press…no one talks about it now.
@simonpenson
PAPERS DON’T SELL ON THE QUALITY OF THEIR PRESSES
THEY SELL ON STRENGTH OF BRANDED CONTENT
AUDIENCE CREATION
@simonpenson
ANSWER: AUDIENCE CREATION
BUT WHY GO TO THE EFFORT OF CREATING A ‘BRAND’?
@simonpenson
GOOGLE IS TRYING TO ‘HELP’ US ON THIS ‘BRAND’ JOURNEY
@simonpenson
PENGUIN IS ABOUT REWARDING RELEVANCE AND VALUE
‘HELP’ PART ONE > PENGUIN & PANDA
@simonpenson
‘HELP’ PART TWO > AUTHOR RANK
COMING TO A SERPS NEAR YOU…
@simonpenson
I’VE LEARN FROM THE BEST…
WE’VE ESTABLISHED THAT CONTENT IS THE FUTURE….HOW DO I MAKE IT?
@simonpenson
EXHIBIT NO1: ANGLING TIMES RECORD FISH – 13% SALES UPLIFT / WHOSE LINE IS IT ANYWAY
IDEAS ARE THE LIFEBLOOD…
THEY CAN SELL MORE ‘STUFF’
50 SHADES OF GREY
@simonpenson
THEY HAVE UNFORSEEN BENEFITS. PLAN FOR THEM
40 MILLION BOOKS SOLD / AUTHOR MAKING 1.5 MILLION A WEEK 20% INCREASE IN SALES OF FETISH GEAR – NIPPLE CLAMPS UP 400% TIE SALES UP 23% BABY BOOM!
@simonpenson
HOW CAN YOU MAKE IT WORK AND DESTROY THE COMPETITION?
WORDS, IMAGES, INFOGRAPHICS, VIDEO
CONTENT CAN BE… ‘TRADITIONAL’
@simonpenson
LIKE THIS….
CHEAP VIDEO CREATED A MONSTER
@simonpenson
THEOATMEAL = GREAT IDEAS
OR LIKE THIS….
@simonpenson
DATA VISUALISATION, INTERACTIVE INFOGRAPHICS & LINKBAIT CONCEPTS
OR MORE CUTTING EDGE…
LIKE THIS…
@simonpenson
AND YOU CAN GAMIFY IT TO MAKE IT STICKY
@simonpenson
LOTS OF WAYS OF GAMIFYING CONTENT
@simonpenson
AND IT DOESN’T HAVE TO BE SEARCH LED…
SEARCH BENEFITS ARE SECONDARY
@simonpenson
HOW TO STRUCTURE: THE PLANNING PROCESS
@simonpenson
STEP 1 > UNDERSTAND YOUR AUDIENCE
FOCUS GROUPS, KEYWORD & COMPETITOR RESEARCH, SURVEYS
@simonpenson
WHY USE PERSONASSTEP 2 > BREAK YOUR AUDIENCE DOWN
STEP 3 > EXAMPLE PERSONAS
PRO TIP > ALIGN TO FAMOUS CHARACTERS TO SHARE UNDERSTANDING
@simonpenson
GO ‘OUT THERE’ THEN REIGN IN
STEP 4 > BRAINSTORM IDEAS
STEP 5 > WHAT WOULD YOUR MAGAZINE COVER LOOK LIKE?
@simonpenson
CREATE YOUR PILLARS
CONTENT MATRIX
STEP 6 > UNDERSTAND CONTENT TYPE
BY SMARTINSIGHTS
@simonpenson
STEP 7 > CREATE THE 6 MONTH PLAN
PLAN, PLAN, PLAN
@simonpenson
STEP 7 > WHAT IT LOOKS LIKE
@simonpenson
PRO TIPS > PLANNING EXTRAS
SEOGADGET CONTENT IDEA GENERATOR – pulls everything together
REVERSE ENGINEER GREAT CONTENT…
SUBSCRIBE TO YOUR INDUSTRY MAGAZINE
GO FOR B2CUNDERSTAND HOW IT FLOWSREVERSE ENGINEER THE CONTENT PLAN
UNDERSTAND YOUR AUDIENCEFIND OUT WHO THEY ARE..DEFINE YOUR PERSONASTHINK OF IDEAS FOR EACH PERSONA
@simonpenson
PLAN TO DELIVER CONSISTENTLYSTUCTURE A PLAN…AND STICK TO ITUSE TOOLS TO HELP WITH NEW IDEASPLAN YOUR ‘FRONT COVER’ AND DELIVER YOUR KEY PILLARS CONSISTENTLY
BE READY FOR GOOGLE’S MOVE TO SEMANTIC WEB. CONTENT IS THE KEY TO DRIVING THIS.
TAKEAWAYS
AND WHY YOU SHOULD DO IT
Simon Penson Zazzle Media
@SIMONPENSON
WWW.ZAZZLEMEDIA.CO.UK
SIMON.PENSON@ZAZZLEMEDIA.CO.UK
DOWNLOAD IT > SLIDESHAREREAD IT > SEOMOZ
THANKS!
Recommended