Lean Content: Content Creation For Tiny Teams

Most of us have small, resource-strapped content teams. This presentation explains content workflow and strategies for small (aka real) teams.

Transcript

1. Content creation for teeny tiny teams Ian lurie @ianlurie cheep?
2. @ianlurie Me FORMER FOUNDER/CEO OF PORTENT Nerd/programmer/writer/gamer Love marketing, seo, cycling, dungeons & dragons
3. @ianlurie Me NOW A CONSULTANT LIVING A GLAMOROUS LIFE OF LEISURE Director of Content Chief hairball producer
4. @ianlurie Nothing but love.
5. “interesting”
6. The Content Creator’s Dilemma
7. THE PACE WE WANT
8. THE PACE WE GET
9. THE CONTENT WE WANT Bleeep
10. THE BUDGET WE GET
11. We can all go get or…
12. Chip away One problem at a time
13. calendar X ideas X production X Editorial X Approval X
14. Problem 1: The content calendar
15. 11% of writers surveyed said they stick to their content calendar
21. Use Calibri, Please
22. Option 1
23. Option 2
24. When you’re on your own, Structure is more important than planning Rule 1
25. Content types
26. ?X PER WEEK 1X PER MONTH 1X PER QUARTER/SIX MONTHS
29. ?X PER WEEK 1X PER MONTH 1X PER QUARTER/SIX MONTHS
32. ?X PER WEEK 1X PER MONTH 1X PER QUARTER/SIX MONTHS
35. BrandinG Levels
36. Lightly BRANDED: the solution “How to cook radishes”
37. Brand is irrelevant
38. Brand is irrelevant
39. Moderately BRANDED: THE solution, OUR EXAMPLE “How to cook radishes using our radish cooker”
41. I can use this, with or without Linode (but it’s easier to follow if I use Linode)
42. Interesting fact, based on our own brand
43. HEAVILY BRANDED: BUY OUR PRODUCT “Our radish cooker rocks”
46. Check the SERP Commercial (Branded) Informational Mixed Use Google to understand intent
47. Check the SERP Commercial Informational (lightly branded) Mixed Use Google to understand intent
48. Check the SERP Commercial Informational Mixed (moderately branded) Use Google to understand intent
49. Plan based on type/branding structure Week 1 Week 2 Week 4 Month 3 Week 3
51. When possible, Connect CONTENT Rule 1B
52. Lightly branded…
53. …leads to moderately branded, and so on.
54. How Fiverr will end civilization Artificial intelligence and grammar: Not their yet The Foo, Inc. editor directory We’re the best content provider Hiring a great content provider Week 1 Month 3
55. calendar X ideas production editorial Approval
56. Brainstorming list They were cooking broccoli. Then this happened… The groom looked at broccoli 40 years later. What he saw shocked him Purple things are intelligent. So is broccoli I used to eat broccoli. Then I read this… How gazebo broccoli gardens can save the world Broccoli is the miracle food Peanuts go well with broccoli Broccoli should not be in the book of grudges How to cook broccoli Broccoli florets Broccoli, the song Dr. Who and broccoli Broccoli pens are the new rage How broccoli can save your marriage
57. Problem 2: “ideation”
58. YOU’RE DROWNING IN IDEAS. Choose ONE, ALREADY. Rule 2
60. Anywhere people ask questions
61. What do tire widths mean? Lightly-branded
62. Which width is best? Moderately-branded
63. Packaging question Heavily-branded
64. Answerthepublic.com
65. Answerthepublic.co m Most people stop at the questions. Look at the comparisons, too.
66. Anywhere people consume content
67. Find popular SLIDES Anywhere people consume content
68. Find popular SLIDES
69. Find popular SLIDES “How to use Hemingway"
70. TRANSFORM THE SYNERGIES Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. The whitepaper transformation Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. synergies dolore eu fugiat nulla pariatur. - Duis aute irure dolor in reprehenderit - voluptate velit esse cillum dolore eu fugiat nulla pariatu - Excepteur sint occaecat cupidatat non proident, sunt in - culpa qui officia deserunt mollit anim id est laborum. Blog post SLIDE DECK PULL IDEAS FROM A WHITEPAPER
71. PULL Tweets OUT OF A post
72. calendar X ideas X production editorial Approval
73. it’s all written. I’m just waiting for a designer. design’s done. I’m waiting for a proofreader. Code’s done. I need a writer.
75. calendar X ideas X production editorial Approval
76. Problem 3: resources
77. USE WHAT YOU HAVE. Rule 3
79. use plain text & markdown You don’t have a producer rule 3A
80. But… why?
81. Text editors don’t crash
82. Markdown is portable
83. Convert to word html pdf slides …
84. Edit anywhere
85. Can open in 20 years
86. Generate beautiful html fast
87. https://moz.com/blog/markdown Use Markdown
88. H1 and H2 Use Markdown
89. Use Markdown H1 & h2
90. link https://tinyurl.com/auamd883 Use Markdown
91. Use Markdown link
92. Typora.io
93. editor: Typora.io viewer: Marked 2 converter: Marked 2 go full nerd: https://tinyurl.com/3harsphp
94. Be graphics independent You don’t have a designer rule 3B
95. Snagit for screen captures
96. AVOID STOCK PHOTOS
97. NO.
98. NO.
99. (BUT IF YOU MUST)…
100. Brand safety: Do an image search
101. NO. Do an image search
102. NO. Do an image search
103. NO. Do an image search
104. NO. Do an image search
105. Try analogies crowd
106. Make a point
107. Try analogies crowd
108. Make it your own why are you all staring at me!!????
109. awesome
110. Have an image prep workflow rule 3C
111. Save the original
112. Compress 5.4 mb 661 kb
113. Use squoosh
114. Handle colors on your own rule 3D
115. Canvacolor palette generator
116. calendar X ideas X production X editorial Approval
118. Capybara Kingdom Petting Zoo Season Tickets Recipes Events Welcome to Capybara Kingdom! We’re the world’s first capybara preserve and zoo. Come take in the spectacle of the world’s largest rodents as they cavort and frolic in our best imitation of their native habitat. We have a capybara petting zoo, capybara events, capybara information and yes, weekly capybara adoptions. For more informations, lick here All capybara, all the time!!! Season passes for only $50!!!! 10 things you didn’t know about capybara New therapy capybara program launches Seriously, if you want to learn about Capybara, try this link Escape rumors completely false
119. calendar X ideas X production X editorial Approval
120. Problem 4: editorial
121. Have your own EDITORIAL workflow Rule 4 You may not have an editor
122. Read it backwards One paragraph at a time
123. Read it backwards One sentence at a time
124. Read it backwards One WORD at a time
125. grammarly
126. calendar X ideas X production X editorial X Approval
127. Good t0 go?...
128. Legal
129. Brand
130. Problem 5: approval
131. content governance rule 5 own
132. as sexy as…
133. identify policy makers
134. interview them
135. write it down
136. MAKE IT EASIER go piggy back
137. calendar X ideas X production X editorial X Approval X
138. Bonus round: Repurposing
139. Waste nothing rule 6 Resources are limited
140. Slides to post Badger rule of content #6A 50,000 omg!!!!
141. Slides to post Badger rule of content #6A 1,500 pheh
142. 1,200 ok
143. Webinar to ebook Badger rule of content #6C 350 leads??!!!
144. @ianlurie Find turds with nuggets (and roll them up)
145. Nuggets!
146. site:bicycling.com “commuting” Find related content
147. More nuggets!
148. Combine ‘em and redirect accordingly
149. Polished Video/audio transcripts Check out MOZ Whiteboard Friday for examples
150. cheep?
151. Bonus round: Content marketing
152. With content Rule 7 Promote content
154. Create posts that live on their own. Link to more.
155. Create posts that live on their own. Link to more.
156. Create posts that live on their own. Link to more.
157. You’re making more out of less
158. you always have a little less than you want
159. Chip away One problem at a time
160. Not glamorous
161. Effective
162. There is always a way the big rule
163. @ianlurie Tips Accepted (Dogecoin only) Slides & Links: https://tinyurl.com/y2fbyayd Ian lurie ian@ianlurie.com @ianlurie