![What makes a difference?
Knowing who is your READER [Reader persona]1
The big WHY? of content [Objectives] 2
The HOW of Content Creation [Plan, Crafting, Curation]3
The HOW MUCH of Content Promotion
[When? How? What? Where?]
4
The HOW of Content Monitoring [What? When?]5](https://image.slidesharecdn.com/nischala-artandcraftofcontent-160114054709/85/The-Art-and-Craft-of-Content-BY-Nischala-Murthy-Kaushik-6-320.jpg)
![Content Creation
PLANNING
Annual, Quarter-wise plans in
place
Theme-based
Mix of content formats
Scalable
Team / Resources / Tools
CONTENT TITLE
3: 30: 3 rule
Make reader want to read
20 30 titles / use others for
promotion
CRAFTING CONTENT
KIS [Keep it Simple]
Start is key
Tell a story
Readability
Visuals
Recall Value
Learn Something
Feel an emotion [3X growth rate]
Make them think
Conclusion
Call To Action [CTA]
Easy to Discover
Create Publish Share Analyze | The Cycle continues.](https://image.slidesharecdn.com/nischala-artandcraftofcontent-160114054709/85/The-Art-and-Craft-of-Content-BY-Nischala-Murthy-Kaushik-8-320.jpg)
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The Art and Craft of Content BY Nischala Murthy Kaushik
- 1. The Art and Craft of Content BY Nischala Murthy Kaushik Marketer | Digital Artisan | Content Crafter On Twitter @ nimu9 Blog @ https://nischalamurthy.wordpress.com/ Created on : June-2015
- 2. My content journey Blogs Read 25+ K Blogs Published 2.5+ K Infographics Created 100+ And MORE Tweets Published 12.5+ KTweets Read 50+ K Experimental | Evolving | Exciting | Enriching..
- 3. How I published 321 blogs in 321 days? Keep a log of blog topics ; Ideas can come anytime / anywhere Think content anytime / anywhere Scribble thoughts when they occur Write when you get the chance When creative juices flow, write Proofread Edit Proofread Discipline Matters ; Set aside some time to write regularly Have an editorial calendar Publish at right time, right place Set and measure targets, goals 60:20:20 rule Content Creation : Promotion : Engagement Try something new regularly Infographics, Videos, Interviews, Series, Guest blog, Curate, eBook, Events, Comment, Blog about something you dont know
- 4. What is content? E-mail Notes Website / Landing page Presentations Videos / Infomercials Blogs Whitepaper Flyers Infographics Corporate Communication Tweets Case Studies / Testimonials eBook Books Survey Research Reports Interviews / Q&A Press Release (PR) Status Updates (FaceBook, LinkedIn, Google+) Audio content / Podcasts There has been a shift in the way we create, consume and share content
- 5. The Content Universe Exploding with too much content + Dis-intermediation of the content life cycle Content Creation Science, Art and Craft Content Conversion Contextual Content Promotion Personalized, Data-driven How do you get your content to a READER and get them to READ?
- 6. What makes a difference? Knowing who is your READER [Reader persona]1 The big WHY? of content [Objectives] 2 The HOW of Content Creation [Plan, Crafting, Curation]3 The HOW MUCH of Content Promotion [When? How? What? Where?] 4 The HOW of Content Monitoring [What? When?]5
- 7. Content Creation PLAN TITLE TEAM VISUAL STORY Objectives | Process | Tools | Governance
- 8. Content Creation PLANNING Annual, Quarter-wise plans in place Theme-based Mix of content formats Scalable Team / Resources / Tools CONTENT TITLE 3: 30: 3 rule Make reader want to read 20 30 titles / use others for promotion CRAFTING CONTENT KIS [Keep it Simple] Start is key Tell a story Readability Visuals Recall Value Learn Something Feel an emotion [3X growth rate] Make them think Conclusion Call To Action [CTA] Easy to Discover Create Publish Share Analyze | The Cycle continues.
- 9. The Power of CONTENT Content DREAMS Content EMOTION Content SELL And MORE Content LEARN Content THINK Make a Difference | Harbinger of Change
- 10. What matters? Believe in CONTENT Invest in CONTENT Make CONTENT work for you
- 11. The Art and Craft of Content Genuine Love for Content Reading / Writing Practice Practice Practice {10,000 hour rule of Malcolm Gladwell} ; The only way to get better at something is to do more of it Create content everyday Curiosity / Learning and Sharing Core to your DNA, Insatiable quest Tools, Tricks, Technology Find your method to the madness. De-construct the content life cycle process to your context Content is evolving ; Be in-tune with latest and greatest
- 12. Content is KING, Social Media is the QUEEN, Together they rule the ONLINE WORLD So here are your options Be the KING Befriend the QUEEN Or let them rule your WORLD!
- 13. Summary PLANNING CREATE / PRODUCE PUBLISH PROMOTION ANALYTICS In line with marketing / business objectives Themes aligned to your offerings / solutions Detailed plan ; realistic and aligned to team / resources Unique / Novel / Interesting / Wow / Never done before Tell a story Define the process workflow (editing, approvals) Length | Format | Topic Original / Licensed content Re-purpose content Curated Content Multi channel promotion plan Share more than once; Time-zone based? Keywords / Hashtags / Tagging / Trending content Metrics and Measurement Framework Tools Reporting Insights back into Planning
- 14. Content is anything that adds value to the reader's life. BY Avinash Kaushik, Google Content marketing is the only marketing we have left. BY Seth Godin Content marketing is all about telling a compelling story. BY Joe Pulizzi, Content Marketing Institute Content builds communities, communities nurture relationships and relationships change behaviors & ultimately, lives BY Amrynnie
- 15. ions?Quest