The Content Creation Workflow: How to Bring Your Strategy to Life

Presented by: Grant Tilus @granttilus

#MnSearch

Search Snippets #12:Content Strategy

and MarketingFebruary 26, 2014

Who’s This Guy?

Grant TilusAssociate Inbound Marketing Manager

Content Marketing Director

grant.tilus@collegiseducation.comtilusg@gmail.com

plus.google.com/+GrantTilus @granttilus

Let’s Talk About Creating Content

Who Struggles with Creating Content?

Source: http://bit.ly/1e7xXlK

Everyone Knows Content is King

Because It’s What Consumers Want

• Nearly 90% of global online consumers want brands to share content online

• 70% of consumers prefer getting to know a company via content marketing such as sponsored articles rather than ads

Source: http://huff.to/1gTic9G

And They Make It Sound So Easy

So You Give It a Try

But This Usually Happens

Because It’s Easier Said Than Done

21% of marketers struggle with producing enough content

Maybe It’s Time You Found a Solution

Let Me Introduce You To Trello

Why Trello?

• Trello is a collaboration tool that organizes your projects into boards. In one glance it tells you what's being worked on, who's working on what, and where something is in a process.

• It provides structure• It makes planning and production process

simple.• It helps you stay organized

The Trello Process and Workflow

Here’s How To Use It for Creating Content

Create a Board

Identify the Steps in the Process

That Was The Easy Part

It’s Time to Start Thinking

Put Your Ideas into a Card

7 Key Elements Your Card Needs

Let’s Review Them!

#1: Target a Persona

• Gender• Family Life• Education• Income• Location• Technology• Hobbies• Likes• Influencers• Online Behaviors• Obstacles

#2: Determine the Stage Sales in the Funnel

• Discovery/Awareness• Trigger/Interest• Search• Close/Buy• Stay/Referral

#3: Find Your Keyword

#4: What Questions are You Trying to Answer with this Content

• Keep in mind your personas

• Remember your stage in the sales funnel

• Consider creating a messaging map

#5: The Idea

• Provide the high-level details of your idea

• Consider how this piece of content is differentiated

• How does this speak to your persona?

• Discuss it with your team. Be open to input.

#6: Imagery

• Consider your creative process- Provide direction for your creative team

• Does the content match the creative?- Creative follows content not the other way around

• Keep it legal- Try search.creativecommons.org

#7: Call to Action

• Remember your stage in the sales funnel

• Create urgency

• Indicate a specific action

• Make it stand out

Put It All Together

Trello Features to Use

Move the Card Throughout the Process

Trello Makes the Content Production Process Efficient

But It’s Still Up to You to Do the Work

Don’t Be Like…

Make a Goal and Get Started

Thank You

Grant Tilus- Associate Inbound Marketing Manager – Collegis Education

- Content Marketing Director - MnSearch

grant.tilus@collegiseducation.comtilusg@gmail.com

@granttilus

plus.google.com/+GrantTilus