how to create remarkable content - imuk13
Post on 22-Oct-2014
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Kenneth Whitelaw-Jones explains how he created a remarkable content story out of excel spreadsheets and how he managed the content marketingTRANSCRIPT
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KENNY WHITELAW-JONES @KENNY_WJ
Create marketing people love.
TELLING OUR STORY
COMPANIES WASTING MONEY?
BANKERS WORKING INEFFICIENCTLY?
LACK OF SPREADSHEET INTEROPERABILITY
GOVERNMENT WASTING TAX PAYERS MONEY?
Working with a PR agency
• Provide a detailed brief…. • But let us do the work • Understand it’s not advertising • Come together to produce the idea • Research the topic and who is covering it • Think about the best way of delivering the
story • Media training and key message
development • Tailor approach accordingly • Liaison and media management
whitepaper
slideshow
faq
fb post
blog post
comments
paid media
tweet
news release
image
video
podcast
infographic
history people
news tools
leadership knowledge
resources conversations
tv
rad
io
scribd
vimeo
web media
website
foursquare
events
advocates
content vehicle brand ground common ground user ground conversations
Key Points to consider
• Get the PRs in early and let them work on strategy as well as delivery
• It’s all about the story • Understand the bigger picture • Tie in with existing issues • Brainstorm • Be targeted
• Be collaborative • Be flexible on timing • Follow the money • Think about conflict • Develop compelling content • Come to terms with
compromise • Be flexible in terms of timing
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