- The Monday to Friday nine to fivers
value time like there's no tomorrow,
be it going to the shops,
walking the dog,
or reading a book,
me time is precious.
So if you happen to be a content marketer,
today we'll be running through
just how you can get more time
back in your day
with a content creation framework strategy.
(upbeat music)
Hi guys, it's Liv here from Neighborhood,
where we help brands find, sell,
and keep their people.
We all know that successful content marketing strategies
call for a wide variety of content
for each of your buyer personas
and at each stage of the buyer's journey.
But creating loads of specialized content
doesn't mean you have to totally reinvent the wheel
with each piece.
You need a clear and repeatable process
that allows you to produce content
like blogs, webinars, ebooks and videos
in an efficient way
that drives towards your team
and company goals.
This is where the content creation framework comes in.
Essentially a time saving action plan,
it focuses on organization, flexibility
and agility.
It's going to ensure that your content
is consistently high quality,
given within a timeframe,
matched to your customer's personas
and matched to their stage in the buyer's journey,
properly promoted and properly optimized.
So let's have a look
at how we can build this digital marketing framework
so you can chow down
on some serious chilling.
First up, you need to come up with ideas.
I'm sure we've been guilty
of doing crazy stuff
like doing half mile runs
or teaching ourselves new things
to try and get our subconscious mind
to do it's job
and think of great content ideas.
Luckily though,
there are really helpful online resources
like the Hubspot blog topic generator
to help us out
so you can keep those trainers
in mint condition.
Next up, once you settle on some killer content ideas
that will attract any one of your buyer personas,
it's important to plan a timeline,
which shouldn't be for any more than three months,
so you can plan for at least two or three pieces
of content you want to create
and organize it by the corresponding stage
of the buyer's journey.
Then, you need to put your organization hat on
and create a workflow,
which will help you put a project plan in place,
by detailing who will be doing which tasks and when.
Ensure these are specific.
You need to have something to work towards
and everyone needs to be on the same page.
For example, you could have something like,
one, preliminary draft completed,
two, editing completed,
three, formatting completed,
four, final draft completed,
and then finally,
fifth, published.
Now, we can review and edit our content
once we've ensured we're following these best practices.
First off, you need to set up clear expectations.
Help out the reviewer
by making sure they know what they're looking for.
Next, you want to allow for heaps of edits.
Perfection takes time,
so have between two to four rounds of edits
before publishing.
As well, have your content reviewer track their changes
rather than making direct edits.
You want to know what you can fix for next time.
Also, ensure you have an editing timeline.
Keeping everything on schedule
so that your content creation is consistent
and keeps your customers happy.
To make the process easier,
use a document like a google sheet
to track the editing process
so you can see the changes
and appreciate the result.
Lastly, clearly define roles
during the review process,
so that everyone understands which part they play
and how they're contributing.
Fifth up on the framework,
schedule is probably the easiest.
We just have to take the content live.
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Your promotion strategy, however,
is a little more complex.
You have to consider the best channels to use
to tell people about your content,
where it will be heard the very loudest.
Not only this,
you'll need to identify how you want to drive people
to your new content
from the various parts of your site.
To throw a spanner in the works,
I better remind you to change your promotion strategy
as often as your business needs to evolve.
Embodying something of a content chameleon,
you need to change the conversion paths
you are most heavily promoting on
as frequently as your specified persona changes.
As well as this,
make life a little bit easier
and do some serious organization
with a naming convention
for each pieces of your content,
so they're really easy to find and reuse.
Hubspot recommends developing a clear system
that follows a content format,
buyer's journey stage,
campaign,
year format.
If you want some examples of this,
we'd be more than happy to send you some.
Lastly, now that you've done all the hard work,
it's time to see if it's paid off.
So check to see whether you have any new visitors
and if they're converted into leads.
Did they carry on through their buyer's journey
to become customers?
Is everything looking sweet,
or do you have to tweak some things for next time?
So say goodbye to wasting time,
creating a repeatable, organized
and agile framework to keep your content on track,
and driven towards your goals
will get you distributing valuable, relevant
and consistent content,
as well as provide you with the opportunity to take it easy.
A win-win situation.
If you found this video helpful,
then feel free to share it with someone
that you know
that needs a hand with their content.
You could also subscribe to our blog,
where you'll find a bunch more tools, tips and templates
to help you find, sell,
and keep your people,
just like Neighborhood does.
And that's it from me,
happy marketing.
(upbeat music)