Brody Dorland - @brodydorland Building Your Internal Publishing Department for Content Marketing & Social Success Brody Dorland DivvyHQ.com - @brodydorland
Nov 11, 2014
Brody Dorland - @brodydorland
Building Your Internal Publishing
Department for Content Marketing
& Social Success
Brody DorlandDivvyHQ.com - @brodydorland
Brody Dorland - @brodydorland
Why are we overwhelmed?
• Consumers are in control• We have to be everywhere they are (or at
least try)• We’re fighting a losing battle for attention• So…What’s working?
Brody Dorland - @brodydorland
Brody Dorland - @brodydorland
Brody Dorland - @brodydorland
#1 - Great ContentThat entertains.
That inspires.
That helps people make decisions.
That people want to share.
That tells a good story.
Brody Dorland - @brodydorland
#2 - Consistency
Brody Dorland - @brodydorland
5 Areas of Change
1. Organizational/team structure 2. Discovery, ideation & planning processes 3. Silos don’t work in this new world 4. Formalize your workflow, form new habits
around it 5. Equip your team with the right tools
Brody Dorland - @brodydorland
#1. “Thinking” Like a Publisher Won’t Cut It. Time to Look Like One.
Your organizational structure might need to change…
Brody Dorland - @brodydorland
Brody Dorland - @brodydorland
Brody Dorland - @brodydorland
Develop a Vision for Your Ideal Team
Brody Dorland - @brodydorland
#2 – Don’t Shotgun. Plan Like a Publisher.
Define and target your “reader” segments
Brody Dorland - @brodydorland
Target Audiences – “Personas”
Vanessa – Mom Derek – Dad
Gwen – Young / Independent
Brody Dorland - @brodydorland
Mom PersonaVanessa’s world:• She’s a busy, working mom of 2• She’s always looking for low-cost (or
free) activities for her kids• Safety is a big concern for her• Activities/parks that are within
walking distance or close to public transportation are ideal
Research Methods:• Google• Peer recommendations / WOM• Activities guides• Flyers• Specific websites / blogs
Vanessa – Mom w/ 2 Kids
Media Consumption:• Heavy mobile user• TV• Internet (surfing/shopping)• Facebook, Twitter & Instagram• Women’s Magazines
Brody Dorland - @brodydorland
#2 – Don’t Shotgun. Plan Like a Publisher.
• Define and target your reader segments
• Utilize a monitoring/listening dashboard (Ex: Bottlenose.com - next slide)
Brody Dorland - @brodydorland
Brody Dorland - @brodydorland
Where will you store ideas?• Free, personal tools – ex: Evernote• Shared repositories – ex: Google Spreadsheet• More robust options…
Brody Dorland - @brodydorland
#2 – Don’t Shotgun. Plan Like a Publisher.
• Define and target your reader segments
• Create a monitoring/listening dashboard (Ex: Bottlenose.com - next slide)
• Where will you store ideas? • Schedule regular planning meetings (news org
“war room,” pitching, customer stories)• Create an agenda (template)
Brody Dorland - @brodydorland
Your Agenda• Get the right people in the
room• Set expectations with a
consistent agenda• What does each team
member need to bring to the planning table
• Hold them accountable• Want an agenda template?• http://bit.ly/planningtemplate
Brody Dorland - @brodydorland
#3 – Silos Are for Wheat, Not Content
#3 – Silos Are for Wheat, Not Content
• Identify information silos in your organization
• What are these silos costing your organization?
• Bring “silo owners” to the planning table
• Make them part of your new editorial team/structure
• Create a new environment of sharing
Brody Dorland - @brodydorland
#4 – It’s Not a Plan Unless it’s on Paper
• Formalize your new editorial structure and workflow processes
• Start forming new habits– Regular listening (tools and conversations)– Planning meetings– Scheduled time in your day for content production
• Be patient while your team adjusts
Brody Dorland - @brodydorland
Brody Dorland - @brodydorland
#5 – Use Tools that Fit• The wrong tools can make the whole thing harder
than it needs to be• The right tools can bring form, function and (dare we
say) fun to your workflow!– Brainstorming, mind mapping, content prompts– Idea storage– Editorial Planning/scheduling– Production workflow & collaboration– Optimization– Distribution– Promotion– Reporting & Analytics
Brody Dorland - @brodydorland
• Great real-time search, research and curation tool: Leap.it
Brody Dorland - @brodydorland
• Fun headline generator to ward off writers block
Brody Dorland - @brodydorland
Thank You! Questions?
Brody DorlandDigital Marketing Strategist, Speaker, Data Geek & Co-Creator of DivvyHQ, a cloud-based editorial calendar application for high-volume content teams.
Email: [email protected]/Blog: DivvyHQ.com/blogTwitter: @brodydorland