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Friday, July 25, 14

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Orchestrating a Smarter Content Machine

#SmartContent

Friday, July 25, 14

Name of section 3

• Content Flywheel• The Stack• The Funnel• Exploring “Create”• Traditional Newsroom vs.

Contently Worklow

What’s inside Content Strategy 201

Friday, July 25, 14

The Flywheel

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#SmartContent

Friday, July 25, 14

Name of section 5

• A self-feeding content generation tool

• Three parts: Create, Engage, Optimize

• The faster you crank, the faster it goes

• Keep in mind “CEO” rules all in content strategy

What is the Flywheel?

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#SmartContent

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The Stack

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#SmartContent

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Name of section 8

• Allows a brand to generate revenue through content

• Create: Talent, Ideas, Planning, Work flow, Compliance

• Engage: Publish to CMS, paid distribution, Social Distribution, Earned Media, Sharing Across Organization

• Optimize: Tracking, Correlation to ROI, Insights and recordings

The Stack Breaks Down the CEO even further

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#SmartContent

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#SmartContent

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The Content Funnel

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#SmartContent

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Name of section 12

• Puts “accelerated constraints” on the brainstorming process

• The audience that makes it through the funnel is most likely to become a purchaser

• 3 types of stories: values, company/customer story, product story

• 3 temporal tracks: timely, seasonal, evergreen

The Funnel Streamlines the idea process

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Name of section 13

• The funnel gives you buckets to fill• Pertinent to your brand depending

on where you are in the engagement stage

• Introduce yourself through shared values and work your way down the funnel

The Funnel Makes Ideation Easy.

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Who should I hire?

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#SmartContent

Friday, July 25, 14

Name of section 15

• Publisher - responsible for money • Editor in Chief - ROI, relationships • Many Editors - divided by timeliness

and department • Creative Storytellers - staff and

stringers, photo/video• Further creative support - research,

copy editors, visuals, design

The typical newsroom in a news outlet

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But this is outdated...

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There is a way to do it smarter.

#SmartContent

Friday, July 25, 14

Name of section 17

• VP of Content - on the hook for ROI • Editor in Chief - relationships and

engagement• Freelancers, Email Editor, Media

Editor• Lots of cute office dogs

Contently’sInternal Workflow

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Secret: Sales team takes good content created and uses it to engage potential and current clients.

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How does Contently build its Stack?

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Name of section 20

• Sourcing talent internally and using freelancers from network

• Ideas: come from matrix and editorial constrained brainstorms

• Compliance: Contently Studio • CMS: Wordpress• Paid distribution: LinkedIn, Twitter• Earned media: timely stories for

press to write about • Email: MailChimp• Sharing across org: Salesforce

How Contently Stacks Up

Friday, July 25, 14

Join us for two more Content Strategy

Seminars!

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#SmartContent

Friday, July 25, 14

July 28 @ 1pmSuperconnecting to Massive Audiences

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August @ 1 pmLeveraging Platforms for more Powerful Content

#SmartContent

Friday, July 25, 14