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The Content Creation Workflow:
How to Bring Your Strategy to Life
Presented by:
Grant Tilus
@granttilus

#MnSearch

Search Snippets #12:
Content Strategy
and Marketing
February 26, 2014
Who’s This Guy?
Grant Tilus
Associate Inbound Marketing Manager

Content Marketing Director

grant.tilus@collegiseducation.com
tilusg@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
Here’s How To Use It for Creating
Content

The Trello Process and Workflow
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
The Content Creation Workflow: How to Bring Your Strategy to Life
#2: Determine the Stage Sales in the
Funnel
•
•
•
•
•

Discovery/Awareness
Trigger/Interest
Search
Close/Buy
Stay/Referral
The Content Creation Workflow: How to Bring Your Strategy to Life
#3: Find Your Keyword
The Content Creation Workflow: How to Bring Your Strategy to Life
#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
The Content Creation Workflow: How to Bring Your Strategy to Life
#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.
The Content Creation Workflow: How to Bring Your Strategy to Life
#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
The Content Creation Workflow: How to Bring Your Strategy to Life
#7: Call to Action
• Remember your stage in
the sales funnel
• Create urgency
• Indicate a specific action
• Make it stand out
The Content Creation Workflow: How to Bring Your Strategy to Life
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.com
tilusg@gmail.com
@granttilus
plus.google.com/+GrantTilus

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

  • 1. The Content Creation Workflow: How to Bring Your Strategy to Life Presented by: Grant Tilus @granttilus #MnSearch Search Snippets #12: Content Strategy and Marketing February 26, 2014
  • 2. Who’s This Guy? Grant Tilus Associate Inbound Marketing Manager Content Marketing Director grant.tilus@collegiseducation.com tilusg@gmail.com plus.google.com/+GrantTilus @granttilus
  • 3. Let’s Talk About Creating Content
  • 4. Who Struggles with Creating Content? Source: http://bit.ly/1e7xXlK
  • 6. 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
  • 7. And They Make It Sound So Easy
  • 8. So You Give It a Try
  • 10. Because It’s Easier Said Than Done 21% of marketers struggle with producing enough content
  • 11. Maybe It’s Time You Found a Solution
  • 12. Let Me Introduce You To Trello
  • 13. 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
  • 14. Here’s How To Use It for Creating Content The Trello Process and Workflow
  • 16. Identify the Steps in the Process
  • 17. That Was The Easy Part
  • 18. It’s Time to Start Thinking
  • 19. Put Your Ideas into a Card
  • 20. 7 Key Elements Your Card Needs Let’s Review Them!
  • 21. #1: Target a Persona • • • • • • • • • • • Gender Family Life Education Income Location Technology Hobbies Likes Influencers Online Behaviors Obstacles
  • 23. #2: Determine the Stage Sales in the Funnel • • • • • Discovery/Awareness Trigger/Interest Search Close/Buy Stay/Referral
  • 25. #3: Find Your Keyword
  • 27. #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
  • 29. #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.
  • 31. #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
  • 33. #7: Call to Action • Remember your stage in the sales funnel • Create urgency • Indicate a specific action • Make it stand out
  • 35. Put It All Together
  • 37. Move the Card Throughout the Process
  • 38. Trello Makes the Content Production Process Efficient
  • 39. But It’s Still Up to You to Do the Work
  • 41. Make a Goal and Get Started
  • 42. Thank You Grant Tilus - Associate Inbound Marketing Manager – Collegis Education - Content Marketing Director - MnSearch grant.tilus@collegiseducation.com tilusg@gmail.com @granttilus plus.google.com/+GrantTilus