Content Crusaders: Building a League of Content Creators @fajrmuhammad
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FAJR MUHAMMAD / @FAJRMUHAMMAD
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You have your content strategy and your client's buy-in. Now how do you assemble a team of kick ass content creators to take the strategy and save the world with amazing content? This deck was presented at the iAcquire Content Meetup: Human After All on 7/24/2013
Transcript of Content Crusaders: Building a League of Content Creators @fajrmuhammad
WHEN I WAS YOUNGER I WANTED
TWO THINGS:
TO BE A WRITER
&
TO HAVE SUPER POWERS
BECOMING A CONTENT MARKETER, I GUESS I FULFILLED BOTH
DREAMS; CREATING AMAZING CONTENT AND UTILIZING MY SUPER
POWERS TO DO SO.
Content
Forces
Unite!
WHEN WE TALK ABOUT CONTENT MARKETING,
WE’RE TALKING ABOUT HUMANIZING DATA TO
MAKE REAL WORLD CONNECTIONS
THROUGH CONTENT.
WE’RE CHARGED WITH THE SUPERHUMAN TASK OF
CREATING CONTENT THAT NOT ONLY
ENTERTAINS/INFORMS CUSTOMERS BUT ALSO MAKES
THEM DO STUFF!!! LIKE SIGN UP & BUY THINGS.
AND LET’S FACE IT…
UNDERNEATH
ALL OF OUR
SUPERHUMAN-NESS
WE’RE HUMAN!
& THAT’S OUR
SUPERPOWER…
BUT BEFORE WE CAN CREATE SUPER
CONTENT….
WE HAVE TO ASSEMBLE A KICK ASS
TEAM TO CREATE IT!
NO
YES!
EVOLVE
EMPOWER
THE CONTENT CRUSADER’S CREED
Establish
CONTENT CRUSADER’S CREED
Before You Go To Comic Con
Someone who loves
content, loves
creating it, loves
consuming it, loves
managing it.
EVERY GREAT TEAM
HAS A LEADER!
PRO TIP: IF THIS PERSON DOESN’T EXIST, BECOME THEM! THIS IS THE FASTEST WAY TO FIND A LEADER!
APPOINT A LEADER: CHIEF CONTENT
OFFICER
Agencies
Internal
Teams
Ambassadors
Freelancers
Content Creator Matrix
• WHO ARE THE CONTENT
CREATORS WITHIN YOUR
ORGANIZATION?
• ROPE IN THE DESIGNERS, UX,
IA & OTHER PERTINENT
TEAMS
• IDENTIFY THE STAKEHOLDERS
FANTASTIC FOUR: YOUR
INTERNAL CREATORS
• AGENCIES LIKE IACQUIRE, BRAFTON,
COPYPRESS CREATE CUSTOM CONTENT &
ARE EXPERTS AT CONTENT STRATEGY
• THEY HAVE THE TOOLS TO CREATE
CONTENT AT SCALE & PROMOTE IT
• YOU WANT THESE GUYS ON YOUR TEAM!
X-MEN: YOUR AGENCY PARTNERS
• Freelancers are
everywhere and pack
extra muscle at
efficient costs
• Use services like:
– Skyword
– Elance
– Behance
THE HULK: FREELANCERS
What sites are sending
you traffic & who is
linking to you?
Make them an offer
they can’t refuse
Who is avenging your
brand online? Seek
them out.
Stalk your twitter
mentions & analytics
THE AVENGERS: BRAND AMBASSADORS
CONTENT CREATORS QUESTIONNAIRE
Qualify content creators by establishing a Content Creator Questionnaire. View one here http://rfish.us/15yW62i
Every Superhero Has The
Right Tools
SHARE THE CONTENT STRATEGY
Holy Smokes
Batman! What’s
our Content
Strategy???
Chill
Robin, we
got KPIs!
Before any content is created
outline the process:
• Who is reviewing ?
• What are the turnaround
times?
• How should content be
submitted?
• What are the editorial
guidelines? Who maintains
them?
Identify the Chain of Command
Bottlenecks like approvals are kryptonite to a Content Crusaders soul!
Host an ideation session. Tools like Bottlenose let you parse the social web for relevant topics and what’s popular in the social space!
IDEATE
ORGANIZE
Create collaborative editorial calendars with Trello.com. Assign content, add notes, upload documents and photos
COLLABORATE
Use a collaborative content management system like Kapost. Map content ideas to personas, templates and authors --- kapost.com
TAKE IT TO THE NEXT
LEVEL
Incentivize & Make Them The Stars!
There’s no “I” in team, but each crusader deserves the spotlight. Highlight creators with G+ author profile in the SERPs, feature them on internal blogs, reward them handsomely!
To The
Content Cave!
DOWNLOAD THIS DECK:
FIGHT THE GOOD
CONTENT FIGHT!
