content crusaders: building a league of content creators @fajrmuhammad

FAJR MUHAMMAD / @FAJRMUHAMMAD

WHEN I WAS YOUNGER I WANTED

TWO THINGS:

TO BE A WRITER

&

TO HAVE SUPER POWERS

BECOMING A CONTENT MARKETER, I GUESS I FULFILLED BOTH

DREAMS; CREATING AMAZING CONTENT AND UTILIZING MY SUPER

POWERS TO DO SO.

Content

Forces

Unite!

WHEN WE TALK ABOUT CONTENT MARKETING,

WE’RE TALKING ABOUT HUMANIZING DATA TO

MAKE REAL WORLD CONNECTIONS

THROUGH CONTENT.

WE’RE CHARGED WITH THE SUPERHUMAN TASK OF

CREATING CONTENT THAT NOT ONLY

ENTERTAINS/INFORMS CUSTOMERS BUT ALSO MAKES

THEM DO STUFF!!! LIKE SIGN UP & BUY THINGS.

AND LET’S FACE IT…

UNDERNEATH

ALL OF OUR

SUPERHUMAN-NESS

WE’RE HUMAN!

& THAT’S OUR

SUPERPOWER…

BUT BEFORE WE CAN CREATE SUPER

CONTENT….

WE HAVE TO ASSEMBLE A KICK ASS

TEAM TO CREATE IT!

NO

YES!

EVOLVE

EMPOWER

THE CONTENT CRUSADER’S CREED

Establish

CONTENT CRUSADER’S CREED

Before You Go To Comic Con

Someone who loves

content, loves

creating it, loves

consuming it, loves

managing it.

EVERY GREAT TEAM

HAS A LEADER!

PRO TIP: IF THIS PERSON DOESN’T EXIST, BECOME THEM! THIS IS THE FASTEST WAY TO FIND A LEADER!

APPOINT A LEADER: CHIEF CONTENT

OFFICER

Agencies

Internal

Teams

Ambassadors

Freelancers

Content Creator Matrix

• WHO ARE THE CONTENT

CREATORS WITHIN YOUR

ORGANIZATION?

• ROPE IN THE DESIGNERS, UX,

IA & OTHER PERTINENT

TEAMS

• IDENTIFY THE STAKEHOLDERS

FANTASTIC FOUR: YOUR

INTERNAL CREATORS

• AGENCIES LIKE IACQUIRE, BRAFTON,

COPYPRESS CREATE CUSTOM CONTENT &

ARE EXPERTS AT CONTENT STRATEGY

• THEY HAVE THE TOOLS TO CREATE

CONTENT AT SCALE & PROMOTE IT

• YOU WANT THESE GUYS ON YOUR TEAM!

X-MEN: YOUR AGENCY PARTNERS

• Freelancers are

everywhere and pack

extra muscle at

efficient costs

• Use services like:

– Skyword

– Elance

– Behance

THE HULK: FREELANCERS

What sites are sending

you traffic & who is

linking to you?

Make them an offer

they can’t refuse

Who is avenging your

brand online? Seek

them out.

Stalk your twitter

mentions & analytics

THE AVENGERS: BRAND AMBASSADORS

CONTENT CREATORS QUESTIONNAIRE

Qualify content creators by establishing a Content Creator Questionnaire. View one here http://rfish.us/15yW62i

Every Superhero Has The

Right Tools

SHARE THE CONTENT STRATEGY

Holy Smokes

Batman! What’s

our Content

Strategy???

Chill

Robin, we

got KPIs!

Before any content is created

outline the process:

• Who is reviewing ?

• What are the turnaround

times?

• How should content be

submitted?

• What are the editorial

guidelines? Who maintains

them?

Identify the Chain of Command

Bottlenecks like approvals are kryptonite to a Content Crusaders soul!

Host an ideation session. Tools like Bottlenose let you parse the social web for relevant topics and what’s popular in the social space!

IDEATE

ORGANIZE

Create collaborative editorial calendars with Trello.com. Assign content, add notes, upload documents and photos

COLLABORATE

Use a collaborative content management system like Kapost. Map content ideas to personas, templates and authors --- kapost.com

TAKE IT TO THE NEXT

LEVEL

SHARE WINS

Share wins with a Google analytics infographic from Visual.ly

Incentivize & Make Them The Stars!

There’s no “I” in team, but each crusader deserves the spotlight. Highlight creators with G+ author profile in the SERPs, feature them on internal blogs, reward them handsomely!

To The

Content Cave!

DOWNLOAD THIS DECK:

FIGHT THE GOOD

CONTENT FIGHT!