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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.
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SIMON PENSONMD, ZAZZLE MEDIA
BRANDS AS PUBLISHERS AND THE POWER OF GREAT IDEAS
THE WEB IS MATURING > FOLLOWING THE PATH OF PREVIOUS MEDIA
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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.
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PAPERS DON’T SELL ON THE QUALITY OF THEIR PRESSES
THEY SELL ON STRENGTH OF BRANDED CONTENT
AUDIENCE CREATION
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ANSWER: AUDIENCE CREATION
BUT WHY GO TO THE EFFORT OF CREATING A ‘BRAND’?
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GOOGLE IS TRYING TO ‘HELP’ US ON THIS ‘BRAND’ JOURNEY
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PENGUIN IS ABOUT REWARDING RELEVANCE AND VALUE
‘HELP’ PART ONE > PENGUIN & PANDA
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‘HELP’ PART TWO > AUTHOR RANK
COMING TO A SERPS NEAR YOU…
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I’VE LEARN FROM THE BEST…
WE’VE ESTABLISHED THAT CONTENT IS THE FUTURE….HOW DO I MAKE IT?
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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
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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!
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HOW CAN YOU MAKE IT WORK AND DESTROY THE COMPETITION?
WORDS, IMAGES, INFOGRAPHICS, VIDEO
CONTENT CAN BE… ‘TRADITIONAL’
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LIKE THIS….
CHEAP VIDEO CREATED A MONSTER
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THEOATMEAL = GREAT IDEAS
OR LIKE THIS….
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DATA VISUALISATION, INTERACTIVE INFOGRAPHICS & LINKBAIT CONCEPTS
OR MORE CUTTING EDGE…
LIKE THIS…
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AND YOU CAN GAMIFY IT TO MAKE IT STICKY
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LOTS OF WAYS OF GAMIFYING CONTENT
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AND IT DOESN’T HAVE TO BE SEARCH LED…
SEARCH BENEFITS ARE SECONDARY
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HOW TO STRUCTURE: THE PLANNING PROCESS
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STEP 1 > UNDERSTAND YOUR AUDIENCE
FOCUS GROUPS, KEYWORD & COMPETITOR RESEARCH, SURVEYS
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WHY USE PERSONASSTEP 2 > BREAK YOUR AUDIENCE DOWN
STEP 3 > EXAMPLE PERSONAS
PRO TIP > ALIGN TO FAMOUS CHARACTERS TO SHARE UNDERSTANDING
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GO ‘OUT THERE’ THEN REIGN IN
STEP 4 > BRAINSTORM IDEAS
STEP 5 > WHAT WOULD YOUR MAGAZINE COVER LOOK LIKE?
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CREATE YOUR PILLARS
CONTENT MATRIX
STEP 6 > UNDERSTAND CONTENT TYPE
BY SMARTINSIGHTS
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STEP 7 > CREATE THE 6 MONTH PLAN
PLAN, PLAN, PLAN
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STEP 7 > WHAT IT LOOKS LIKE
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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
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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
DOWNLOAD IT > SLIDESHAREREAD IT > SEOMOZ
THANKS!
