Case study every company is a publisher-nowak

Every Company is a Publisher.

@jeffnowak Chief Content Officer/Founder Rocket Man Digital

My Beat. Director of Content General Mills

WARNING This is not a commercial

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It’s not Brand Journalism. It’s about brands made better with...

6  Engaging Content

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It’s not about celebrity chefs. It’s about CONTENT from…

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Divas

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It’s not about luck. It’s about CONTENT that’s…

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Magic (data-driven)

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It’s not about pitch men. It’s about CONTENT from…

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Heroes People Love

It’s a story,

That starts like this…

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Once upon a time, in a Golden Valley

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5 0 years ago

more than

1959

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Radio  

TV  

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2011 11th Ed.

85 videos 400 online recipes

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26  King

27  Magic Digital Pyramid Editorial

Vision

• Video • Equity Renewal • Brand Content • Curated Content

Content Strategy

• CMS • Content Distribution • Analytics • Blogger Relations • Social and Mobile

New Capabilities

• Distribution Scale •  Content Library • Content Capabilities • Partners &

Relationships

Foundational Capabilities

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Content Marketing WAVE

Capabilities Scale Vision & Strategy

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STEPS TO A DIGITAL MEDIA COMPANY

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Content VISION

We will win with relevant, high-quality content and the experiences �through which that content is delivered.

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We will win with relevant, high-quality content and the experiences through which that content is delivered.

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Editorial VISION

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 Bolder content with a clear purpose of attracting and

engaging audiences to experience our brands

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Talk-­‐worthy  Ideas  

Clear    POV  

Unique  Voices   Win  

Editorial VISION

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Unique VOICE

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DifferenHated  PlaIorm  Voices  

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Contributors

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Expert

New  

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Blogger

Member

Measure

MEASURE  

Execution

Beyond The Recipe

infographics

dude food

video

articles

landing page

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Production & Editorial Calendars

Create. Learn. Scale.

January2011 - 5 articles/week - 5 Blogger network - 3 month test

DAILY CONTENT TEST

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AUGUST 2011 -  Drives most

content -  25 Blogger

contributors -  600 published

pieces

DAILY CONTENT GAME CHANGER

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Think Multi-channel

#BETTY911  Holiday Social Showdown Winner

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LEGAL Compliance

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Quality vs. Quantity

HOLIDAY COOKIE HEADQUARTERS�24 days of Inspiration

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Where Do Corporate Publishers Need Your Help?

1) Strategy 2) Voice 3) Execution 4) Process 5)Measurement

10-STEPS TO A MEDIA COMPANY

1) Content Vision

2) Editorial Vision

3) Voice

4) Contributors

5) Measure

6) Execute

7) Test, Learn, Scale

8) Think Multi-channel

9) Reliance on

Compliance

10) Quality vs. Quantity

Corp. Publishing: Kick-A$$ Content Awards

THANK  YOU!