wordcamp content workshop 2015
TRANSCRIPT
content for growing brands: B r a n d e d C o n t e n t , O r g a n i z a t i o n , & C o n s i s t e n c y
OVERVIEW • P a r t 1 : B r a n d e d C o n t e n t
• W h a t i s y o u r b r a n d ?
• Va l u e o f b r a n d - r e l a t e d c o n t e n t
• C r e a t i n g b r a n d s t a n d a r d s f o r c o n t e n t
• P a r t 2 : O r g a n i z i n g C o n t e n t
• U s i n g C a t e g o r i e s
• E d i t o r i a l C a l e n d a r s
• P a r t 3 : C r e a t i n g P r e m i u m C o n t e n t
• R e p u r p o s i n g C o n t e n t
• E - B o o k s a n d E - C o u r s e C r e a t i o n
section 1 B r a n d e d C o n t e n t
WHAT IS YOUR BRAND? ( n o u n ) : a p a r t i c u l a r i d e n t i t y o r i m a g e r e g a r d e d a s
a n a s s e t .
WHAT IS YOUR BRAND? Yo u r w e b s i t e , s o c i a l m e d i a , a n d e m a i l n e w s l e t t e r
a r e e x t e n s i o n s o f y o u r b r a n d a n d s h o u l d b e
c o h e s i v e .
CHALLENGE W r i t e 3 - 5 w o r d s t o d e s c r i b e y o u r b r a n d .
WHY BRANDED CONTENT WORKS
• C r e a t e s t r a n s p a r e n c y
• I n c r e a s e s v i s i b i l i t y
• S e t s p a t t e r n f o r c o n s i s t e n c y
• A l l o w s f o r i n n o v a t i v e t h i n k i n g
CHALLENGE W r i t e d o w n t h e n a m e o f a b r a n d w h o y o u f e e l i s
c o n s i s t e n t i n t h e i r c o n t e n t s t r a t e g y .
CREAT ING BRANDED CONTENT GUIDEL INES
• O f f e r s r e g u l a t i o n s w i t h o u t c r e a t i n g c o n f u s i o n
• D e c r e a s e s c o n t e n t c r e a t i o n t i m e
• P o s i t i o n s b r a n d s a m o n g t h e i r c o m p e t i t o r s
• I n c r e a s e s c h a n c e o f c o n s i s t e n c y
DES IGN GUIDEL INES
D esign guidelines usually
offe r a peek into a brand’s
id e ntity. W ith a guide to
kno w what ele me nts make
up a brand, anyone can
create work that stays
w ithin the structure the
company has set.
CREAT ING BRANDED CONTENT GUIDEL INES
• C r e a t e t h e o v e r a l l t o n e f o r y o u r c o n t e n t
• C h o o s e y o u r f o r m a t t i n g
• S e l e c t a v i s u a l s t y l e f o r y o u r c o n t e n t
• K e e p a s c h e d u l e i n m i n d
CHALLENGE D e s c r i b e t h e o v e r a l l t o n e y o u h a v e f o r y o u r
c o n t e n t i n o n e s e n t e n c e .
section 2 C o n t e n t O r g a n i z a t i o n
CATEGORIZE YOUR CONTENT K n o w t h e b a s i c t o p i c s t h a t y o u r c o n t e n t f a l l s
u n d e r. T h e s e w i l l b e c o m e y o u r c a t e g o r i e s . U s i n g
c a t e g o r i e s f o r c o n t e n t i n a Wo r d P r e s s b l o g i s a k e y
f a c t o r i n S E O r a t i n g s . N o t o n l y w i l l t h e c a t e g o r i e s
h e l p y o u w i t h b l o g g i n g , t h e y w i l l b e u s e f u l w h e n
y o u r c r e a t e c o n t e n t f o r s o c i a l m e d i a .
WORDPRESS BLOG CATEGORIES
• S h o u l d b e 5 - 7 o v e r a l l w o r d s t h a t y o u c a n
c a t e g o r i z e y o u r p o s t s i n t o .
• C a t e g o r i e s a r e m a i n t h e m e s . Ta g s f u r t h e r
e x p a n d u p o n t h e s e t h e m e s .
• M a k e e v e r y t h i n g y o u d o S E O f r i e n d l y ,
e s p e c i a l l y y o u r c a t e g o r i e s .
EXAMPLE
BAD BETTER
CHALLENGE W r i t e t h r e e c a t e g o r i e s f o r y o u r c o n t e n t .
SCHEDUL ING YOUR CONTENT
• W i l l c h a n g e y o u r l i f e !
• I n c r e a s e p r o d u c t i v i t y ( b y l i k e a t h o u s a n d
p e r c e n t )
• A l l o w s f o r c o l l a b o r a t i o n
• G e t s y o u o n t r a c k t o c r e a t i n g b e t t e r c o n t e n t
WAYS TO SCHEDULE YOUR CONTENT
• F r e e
• P a p e r P l a n n e r
• G o o g l e C a l e n d a r
• B u f f e r ( P r e m i u m u p g r a d e )
• H o o t S u i t e ( P r e m i u m u p g r a d e )
• E d i t F l o w P l u g i n
• M a i l C h i m p
• P r e m i u m
• C o S c h e d u l e
SCHEDULE YOUR SOCIAL MED IA
• B u f f e r
• Fa c e b o o k , G o o g l e + , L i n k e d I n , P i n t e r e s t , a n d
T w i t t e r
• H o o t S u i t e
• Fa c e b o o k , G o o g l e + , I n s t a g r a m , L i n k e d I n , a n d
T w i t t e r
US ING ED IT F LOW • C a l e n d a r
• C u s t o m S t a t u s e s
• E d i t o r i a l C o n t e n t s
• E d i t o r i a l M e t a d a t a
• N o t i f i c a t i o n s
• S t o r y B u d g e t
• U s e r G r o u p s
US ING COSCHEDULE • H a s t h e f u n c t i o n a l i t y o f E d i t F l o w b u t o f f e r s m o r e
• I n c l u d e s s e v e r a l w a y s t o s c h e d u l e s o c i a l m e d i a
c a m p a i g n s
• O f f e r s a n a l y t i c a l d a t a
• S t a r t s a t $ 3 0 / m o n t h
EXAMPLE
Creating a ne w blog
p ost in CoSchedule
is easy and offe rs a
v ariety of options
including drag-and-
drop importing of
files and including
Google D ocs.
EXAMPLE
CoSchedule forces you to
re -think about the way you
schedule social media
p romotion b y prompting
se ve ral times that you can
schedule a post in the
p rese nt and future.
CHALLENGE S e l e c t t h r e e t i m e s d a i l y t o s c h e d u l e s o c i a l m e d i a
p o s t s .
section 3 C o n t e n t f o r Pa s s i v e I n c o m e
WHY PASS IVE INCOME IS IMP ORTANT N o t a l l c o n t e n t i s w o r t h b u y i n g . W h e n u s i n g t h e
r i g h t t o o l s , y o u c a n c r e a t e a n o t h e r i n c o m e s t r e a m .
P a s s i v e i n c o m e i s i m p o r t a n t f o r s a v i n g s ,
e m e r g e n c y f u n d s , a n d h a v i n g y o u n o t r e l y o n b e i n g
a c t i v e t o m a k e m o n e y . I t a l s o a l l o w s f o r y o u r b r a n d
t o g r o w a b r o a d e r a u d i e n c e .
EBOOKS AND E -COURSES
• E b o o k s
• D o w n l o a d a b l e
• E a s y t o s e l l t o a l a r g e r a u d i e n c e
• C a n g r o w i n t o a n e - c o u r s e
• E - c o u r s e s
• R e q u i r e s t e a d y m a r k e t i n g
• A l l o w s f o r a h i g h e r p r i c e p o i n t
• O f f e r s m o r e d e t a i l e d i n s t r u c t i o n t o c r e a t e
r e s u l t s
HOW TO START YOUR EBOOK OR E -COURSE
• O r g a n i z e y o u r t o p i c i d e a s
• K n o w y o u r g o a l
• D o i n d u s t r y r e s e a r c h
• C r e a t e a r e l e a s e t i m e l i n e
• S e l e c t a n d o r g a n i z e y o u r c o n t e n t
REPURP OSING YOUR CONTENT
• S e l e c t c o n t e n t t h a t h a s b e e n p r o v e d v a l u a b l e t o
y o u r a u d i e n c e .
• M a k e s u r e a l l o f t h e c o n t e n t f i t s w i t h i n t h e t h e m e .
• E x i s t i n g c o n t e n t i s e a s i e r t o e x p a n d o n t h a n
c r e a t i n g a l l n e w c o n t e n t
SELL YOUR PRODUCT • E a s y D i g i t a l D o w n l o a d s
• Wo o C o m m e r c e
• S h o p i f y
• G u m r o a d
CHALLENGE N a m e y o u r e b o o k o r e - c o u r s e a n d w r i t e a
d e s c r i p t i o n .
KEEP IN TOUCH!ANGELICA YARDE Partne r and D irector of
P rojects at S e v e n a l i t y
Editor & D esigne r
a t S t u d i o 4 0 4
Twit te r @ s t u d i o 4 0 4 d e s i g n
E-mail a n g e l @ s e v e n a l i t y. c o m
S lideshare
w w w. s t u d i o - 4 0 4 . c o m / b l o g