THE CONTENT PROCESS:

FROM POST-ITS TO

PROMOTION

DANA DITOMASO

PARTNER, KICK POINT

@DANADITOMASO

#SEARCHFEST

Start with how.

@danaditomaso

Why a brand voice?

@danaditomaso

1. Voice consistency

between individuals.

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2. Build brand familiarity.

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3. Make it interesting.

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@danaditomaso

Who will you be talking to?

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Build personas.

@danaditomaso

@danaditomaso

Then, brainstorm.

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Not so fast!

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1. Review goals & KPIs.

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2. Review personas.

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3. Discuss the basic

content formula.

I am a __________

Who wants to learn more

about ____________

So I can __________

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4. Explain the

70/20/10 rule.

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Bring together as many

people as possible.

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Stuck?

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What are the most common

questions you answer?

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What’s the craziest

question you’ve ever

been asked?

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Read out good &

bad reviews

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Things you don’t

understand

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Questions people

have about other

departments

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Organize by broad topic,

persona, effort, and

promotion

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@danaditomaso

Also give each a little of

that BuzzFeed feeling.

@danaditomaso

@danaditomaso

Make a schedule.

(Quickly, before

momentum is lost!)

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This goes into a schedule:

Author

Due Date

Publish Date

Topic/Title

Content/Details

Keyword(s)

Target Persona

Call to Action

Promotion@danaditomaso

Make sure that someone

else hasn’t already done it

(well).

@danaditomaso

Also really great for

identifying local news

sources on a story.

@danaditomaso

Provide a “before it

goes out” checklist.

(This is great:

http://blogs.salesforce.com/ca/2015/02/

blog-content.html)

@danaditomaso

@danaditomaso

THANK YOU!

DANA DITOMASO

PARTNER, KICK POINT

@DANADITOMASO

#STATEOFSEARCH