Name: Simon  PensonOccupation: MD,  Zazzle  Media

Career: Print  editor  turned  digital  agency  founder

Contact: @simonpenson

Not  Tom  Cruise.

Content  Marketers  celebrate  this…

“Look  how  much  coverage  I  got,  nan.”

25 high  metric  PR  placements  including:

The image part

To  understand  we  need  to  go  back...

What  we  do.

@simonpenson

@simonpenson

Look  at  the  evolution  of  mass  media.

1945

@simonpenson

15@simonpenson

The  same  is  happening  right  now  online.

Initial  obsession  with  technology.

Content  Future

Defining  the  approach.

“Think  like  a  publisher.  Imagine  your  brand  owns  the  biggest  selling  magazine  in  your  industry.  What  does  your  content  look  like?”

Content  Marketing  to  date.

Paid  strategy  is  not  

‘always  on’

Other  content  just  ‘happens’

Distribution  designed  to  attract  shares,  links  and  visits.  Not  long  term.

A  series  of  campaigns  are  created  in  no  particular  

order

Content  Ideas  Produced

@simonpenson

Brand  as  Publisher  is  different.

Designed  to  build  long  term  audience

Everything  from  social  to  email  and  PR  is  integrated

Off  page  is  more  than  just  campaign  content

Full  mix  of  strategic  content  produced

Central  Editorial  Plan

@simonpenson

Step  1Audience

The  five  step  plan.

Step  2Editorial  Mission

Step  3Short  Form  Content

Step  4Hero  Content

Step  5ContentFlow

Marketing  is  about  people.All  marketing  starts  and  ends  with  an  understanding  of  people.  We  use  our  own  tools  and  combine  with  existing  data  to  paint  a  clear  picture  of  who  it  is  you  are  marketing  to.

Add  insight  from  Facebook.Age  and  gender  split  vs  UK  Facebook  average.  

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18-­‐24 25-­‐34 35-­‐44 45-­‐54 55-­‐64 65+age

Female  Age  Demographics

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18-­‐24 25-­‐34 35-­‐44 45-­‐54 55-­‐64 65+age

Male  Age  Demographics

moz.com/blog/forget-­googles-­games-­make-­social-­a-­primary-­traffic-­source

Understand  their  other  interests.

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Technology Fashion  &  Shopping

Food Sports Music Films Travel Property

Facebook

Mix  in  more  data.We  can  use  YouGov survey  data  to  help  further  our  understanding  of  your  audience…

Comscore sets  the  agenda.

Global  Web  Index  helps.This  is  a  very  digitally-­active  audience,  especially  when  it  comes  to  gathering  information.  They’re  also  using  digital  extensively  for  entertainment  activities.

051015202530354045

Monthly  online  activity

Audience  %  AvantCreditUK   Audience  %  UK  Average

Tells  us  what  they  want.Your  audience  want  content  that  improves  their  knowledge.  Their  second  preference  is  for  entertaining  content.

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Be  part  of  routine

Connect  you  with  people  

Inspire  you Entertain  you

Provide  personal  service

Help  organise  your  life

Improve  your  

knowledge  

Keep  you  informed  

Make  you  influential  

Provide  relevant  content

Provide  real  life  

experiences

Talk  to  me  like  a  real  person

Provide  tailored  content

Audience  %  AvantCreditUK   Audience  %  UK  Average

David  Bernand34

Works  in  salesFrequent  traveller  to  

meetingsMarried  with  children

Amelia  Thomas43

Part  time  nurseWeekends  away  

organiserMarried  with  older  

children

Corinna  Weber18

StudentUses  trains  to  go  home  

and  see  friendsNeeds  ‘cheapest’

Add  a  human  face  to  the  data.

The  crystallisation  of  your  content  values  and  objectives.

The  editorial  mission  statement.What  does  it  do  and  how  does  it  work?

Example  statementYour  audience  want  content  that  improves  their  knowledge.  Their  second  preference  is  for  entertaining  content.

vv

Editorial  Pillars

The  Zazzle  Mag!What  our  ‘magazine’  may  look  like…

And  define  the  frameworkWhat  content  do  you  need?

Hero

Hub

Hygiene

Large  scale  ‘go  big’  moments  designed  to  generate  mass  awareness.

Static  URL  content  designed  to  increase  rankings,  conversion,  usability,  usefulness.

So  we  create  the  right  content  mix

SEARCH  DATA  LED  ANSWER  CONTENT  +  

AUDIENCE  QUESTIONS +  MAGAZINE  CONTENT

FUNCTIONAL  CONTENT  +  EVERGREEN  CONTENT

BIG  BANG  CAMPAIGNS

Regular  engaging  content  demonstrating  brand  benefits  and  to  make  the  consumer  smarter.

Hero

Hub

Hygiene

At  the  right  time…The  importance  of  Hub,  Hero and  Hygiene varies  as  time  goes  on  – as  does  it’s  share  of  resource  allocation.  

CONTENT MONTH  1-­3 4-­7 8-­12 13+

HYGIENE 80% 60% 20% 0

HUB 20% 30% 50% 50%

HERO 10% 30% 30%

INFLUENCER 20%

Regular  content  is  centred  on  the  blog.  It  is  the  ‘hub’  of  the  content  strategy  and  can  include  a  myriad  of  content  types.

Useful  tools  to  define  the  opportunity.Research  will  provide  the  answers  to  the  questions  your  audience  are  asking  and  to  which  you  need  to  provide  an  answer!

@simonpenson

“keyword”  +  “powered  by  vbulletin”

LSIGraph.comSEMRush

Keyword  Studio/MozKeyword  Explorer

Answer  the  Public/Google  Suggest

Tap  into  Micro  Moments.I  want  to  know.  I  want  to  do.  I  want  to  buy.  I  want  to  go.  Understand  each  and  brainstorm  based  on  audience  insight.  

Structure  long  tail  planning.By  categorising  what  people  are  searching  for  we  can  determine  what  kind  of  content  should  be  included  on  the  page  – and  beyond.  

“Which  type  of  ticket  do  I  need  to  travel  at  any  time?”

Technical  information“Which  stations  go  direct  to  

Paris  in  Germany.”

Situational“Which  train  is  best  to  avoid  

overcrowding?”

Use

“How  do  I  claim  delay  compensation?”

Problem  solving

“Can  I  use  Apple  Pay  on  Eurostar?”Tech/innovation

“Who  invented  the  train?”History/general

Source:  answerthepublic.com

And  create  ‘magazine’  content.Examples

Interviews  with  key  industry  experts.

List  features.

Lightweight data  vis  on  key  industry  trends  and  information.

News  and  opinion.

Features  and  ’how to’  content.

‘Hero’  or  ‘Big  Bang’  campaign  content  is  designed  to  create  massive  reach  by  leveraging  search,  social  and  influencer  channels.

Campaign  planning  overview.The  creative  comms team  should  work  in  harmony  to  design  integrated  campaign  plans  for  all  off  page  content  to  maximize  reach  and  resonance.

Digital  PR  reaches  the  biggest  sites.

The  social  team  works  on  paid  and  earned  strategy

Blogger  specialists  work  with  niche  influencers

The  Creative  CommsPlan

Paid  specialists  create  the  biddable  media  plan

Idea  validation.

Do  we  have  a  hook? Does  it  provoke  an  emotional  response?

Do  we  have  unique  data? Does  it  tell  a  story?

Do  we  have  media  buy  in? Why  this  idea  right  now?

Is  the  idea  open to  ambiguity? Where,  and  who,  is  the  audience?

Is  it  credible? What  supporting  content  can  we  create?

Sense  check  your  ideas  to  ensure  sure  they  fly.  Read  the  book  Will  it  Stick  for  more!

Cover  paid,  owned  and  earned.

@simonpenson

Create  a  campaign  plan.Our  campaign  planner  captures  every  element  to  ensure  we  leave  no  stone  unturned  and  maximize  reach  and  impact.  Multiple  tabs  capture  every  detail.

FREE  DOWNLOAD FREE  DOWNLOAD

Content  flow  is  this.

Major  industry  survey.

List  feature Short  form  post

Reverse  engineer  magazines.This  is  how  you  plan  ‘flow’  for  a  magazine.  The  process  helps  digital  strategy.

FREE  DOWNLOAD

Use  our  matrix  to  help.The  Content  Matrix  helps  you  understand  the  strengths  and  weaknesses  of  content  types..

FREE  DOWNLOAD

Test  Flow  like  this.

CONTENT THEME WEEK 1 WEEK 2 WEEK 3 WEEK 4

LIST  FEATURES

DOWNLOADABLE  GUIDES

INFOGRAPHICS

MONEY  SAVING  'HOW  TO'

TOOLS  AND  TEMPLATES

SURVEYS/DATA  LED  CONTENT

HUMAN  INTEREST

SIMPLE GUIDES

moz.com/blog/content-­analysis-­google-­analytics/

And  use  data  to  help. Content  Groupings

FREE  DOWNLOAD

Thank  you.Keep  in  touch. @simonpenson