Learn a Step-by-Step Process to Create Content That Gets Read and Shared

Insight  ⇒  There Are Two Phases For Creating Effective Content

• Set-up
• Implementation

Insight  ⇒  Set-up  ⇒  Proper Set-up is as Critical as Great Implementation

• Assess marketplace issues  ➟  What are the pain points in the marketplace that  the brand solves
  • Determine key issues
  • Determine key messaging points

• Create Content Resource Inventory  ➟  Categorize by message strategy / industry / content type
  • By message strategy – Problem / solution approach
    • Issue framing
    • Benefit / risk realization
    • Solutions
  •  By industry –  What brand categories does that brand participate in?
    • Automotive / Consumer Electronics / DIY / Medical / Etc.
  • By content type
    • Research / Strategy / Insight / Solutions / Assessment / Case Study / News / FAQ / Alerts

•  Assign hierarchy to Content Resource Inventory by sorting categories by importance 
  1. Message strategy
  2. Industry
  3. Content type

• Create topic list
  •  Determine topics aligned with key messaging
  • Prioritize key issues and key messaging points
  • Create topics to be covered
  • Determine final topics list to be created for publication

• Create editorial calendar
  • Determine publishing order and dates

• Assign content creation by topic to appropriate person/team

• Continually add resource materials to Content Resource Inventory

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Insight  ⇒  Implementation  ⇒  Great Implementation is a Constant Grind to Ensure Quality                                                          

• Begin discovery phase for content creation
  • Analyze resources by using the Content Resource Inventory to find appropriate material
  • Read available materials
  • Determine if there is sufficient data/information to create the content
  • If not, continue discovery by searching out more resources on the topic

• Create content
  • Develop topic idea
  • Create topic POV
  • Check POV for alignment with key messaging
  • Write content piece

• Review with team and revise, if necessary

• Publish according to editorial calendar

Do This  ⇒  Use a Disciplined Rigorous Approach to Content Marketing

• Process is the only way to stay on top of the constant demand for content
• Plan carefully and build a strong content foundation to work from at the start

Not That  ⇒  Stop Producing Content Without a Process in Place

• Don’t trend jack .. it does nothing to bond users to brands
• Don’t let anyone write anything … it gets ignored

Zig is a Social/Mobile consultancy that drives brand engagement by creating interactive user experiences.  We programmatically reach in-market buyers at the lowest cost and move them to conversion.  You can see our work by clicking on the link ⇒ http://www.zigmarketing.com.