CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain...
Transcript of CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain...
![Page 1: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/1.jpg)
CREATING YOURCONTENT TOOLKIT
![Page 2: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/2.jpg)
HOUSEKEEPING
• This webinar is being recorded• Have a question? Type it in the chat box to the right• Posting to social? Use: @thpcreates and #THPWebinar• Want to chat later? Email me at
![Page 3: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/3.jpg)
TODAY’S SPEAKERS
Amanda RivaCEO
Andrea FlandersDirector of Social Media
& Communications
![Page 4: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/4.jpg)
AGENDA
• Who We Are• The most common challenges and mistakes prohibiting
total content scalability• Creating and leveraging your Content Toolkit• Effectively leveraging your content across social channels• Platform-specific best practices• Q&A
![Page 5: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/5.jpg)
ABOUT THP
• Part of the Williams Lea Tag family• World’s leading provider of on-demand content and social
media solutions for brand managers and marketers• More than 5 years in business• 720+ customers across North America, Europe and the UK• 3 locations globally
![Page 6: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/6.jpg)
CREATING SCALABLE CONTENT
Amanda RivaCEO
![Page 7: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/7.jpg)
• Producing quality, on-brand content at scale• Traditional production costs• Content fragmentation• Lack of brand-team buy in and internal
communication/training• Struggle with content personalization
CHALLENGES MARKETERS FACE
![Page 8: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/8.jpg)
A totally scalable content strategy requires coordination and communication from the GLOBAL, REGIONAL, and LOCAL levels:
THE MOST COMMON CONTENT MISTAKE
GLOBAL
LOCAL
REGIONAL
![Page 9: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/9.jpg)
THREATS THAT EMERGE
Inaccurate resource allocation and lack of
alignment on objectives.
PEOPLE PROCESS TECHNOLOGYLack of agility and the
ability to respond quickly to evolving market trends.
Lack of technology governance of content management system.
![Page 10: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/10.jpg)
But how do you strike the perfect balance between global, regional, and local content authority to
achieve total content scalability?
![Page 11: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/11.jpg)
Your Content Toolkit
![Page 12: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/12.jpg)
YOUR CONTENT TOOLKIT
A set of global rules and standards that guide all content creation (in-house and externally) that scales and allows for flexibility
to meet global, regional, and local needs.
WHAT DOES IT CONTAIN?
● Guidelines for content creation● Brand look and feel guide● Product overview & target audience
![Page 13: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/13.jpg)
THE OPPORTUNITIES
• Gain economies of scale across people, processes and technologies
• True understanding of target consumers and worldwide markets
• Leveraging content globally for maximum cost-efficiencies
![Page 14: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/14.jpg)
HOW TO BEST LEVERAGE YOUR CONTENT ARSENAL ACROSS SOCIAL MEDIA
Andrea FlandersDirector of Social Media
& Communications
![Page 15: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/15.jpg)
YOUR AUDIENCE IS ONLINE
2.6BACTIVE MONTHLY USERS
![Page 16: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/16.jpg)
BUT...
![Page 17: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/17.jpg)
GETTING STARTED
Post on RELEVANT NETWORKS with PLATFORM-OPTIMIZED CONTENT in a CONSISTENT MANNER.
...and don’t forget the 70 : 20 : 10 rule!
![Page 18: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/18.jpg)
GETTING STARTED
70 : 20 : 10Content that has
historically proved to work and supports
your objectives.
Content that is on trend and riskier, but has a bigger
potential new audience, like viral video content.
Content that is experimental in
nature, used for testing and learning purposes.
![Page 19: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/19.jpg)
2019 CONTENT TRENDS ONLINE
Stories & Video AR to Become Mainstream Voice SearchFriendly Content
Personalization at Scale Mobile-First MindsetVlogging
![Page 20: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/20.jpg)
BEST PRACTICES FOR CREATING IMPACTFUL CONTENT
Thumb-Stopping Short-FormContent
Branding Single Message Sound is Peripheral
Tell a Story VideoThumbnails
Aspect Ratio Mobile-FirstTitle &Description
Single CTA
![Page 21: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/21.jpg)
GROWTH & MAINTENANCE
Grow your communities with CONSISTENT COMMUNITY ENGAGEMENT backed with TARGETED, STRATEGIC PAID SUPPORT and consistently
ANALYZE AND OPTIMIZE your content and strategy.
![Page 22: CONTENT TOOLKIT CREATING YOUR - THP › wp-content › uploads › 2019 › 01 › ... · •Gain economies of scale across people, processes and ... Stories & Video AR to Become](https://reader036.fdocuments.in/reader036/viewer/2022081404/5f0467507e708231d40dcd21/html5/thumbnails/22.jpg)
ANY QUESTIONS?Please type your questions in the chat box to the right.
Want to chat about how to create your Content Toolkit and a scalable content and social media strategy for your brand?
We’d love to hear from you!
Get in touch with [email protected]