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G4 Create

The document provides an overview of creating a content marketing team and process. It discusses hiring positions like the Chief Content Officer and Managing Editor. It also covers working with influencers, creating outlines, editing content, and the three R's of content marketing - reorganize, rewrite, retire. The overall purpose is to outline how to design a team, develop high-quality content, and strategize to maximize assets.

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JOANNA MAE GUTIERREZ
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15 views24 pages

G4 Create

The document provides an overview of creating a content marketing team and process. It discusses hiring positions like the Chief Content Officer and Managing Editor. It also covers working with influencers, creating outlines, editing content, and the three R's of content marketing - reorganize, rewrite, retire. The overall purpose is to outline how to design a team, develop high-quality content, and strategize to maximize assets.

Uploaded by

JOANNA MAE GUTIERREZ
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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CREATE

PRESENTED BY: GROUP 4

CENAS
MANIAGO
BRAVO
LAGCAO
SOLIMAN
ZARAGOZA
INTRODUCTION
Once you’ve done the hard work of
mapping out your content, it’s time to put
your plans in motion. Here’s how to
design a team to execute (including
writers, editors, and subject matter
experts), develop content that you’re
proud to publish, and strategize to make
the most of every asset you create.
I. CREATE HIRING
TEAM/POSITIONS
HIRING TEAM/POSITIONS
refers to a group of individuals within an organization
whom will project manage, create, curate, and
distribute content to the rest of marketing
department. Also, responsible for recruiting and
selecting candidates to fill various positions related to
content marketing.
The responsibilities should include:
Owning the story of the business
CHIEF CONTENT Strategy and Innovation
Audience Development
OFFICER Final approval of the content

The responsibilities should include:


MANAGING Content strategy and creation
Content calendaring
EDITOR Content Production and Publishing
Blog Management

Examples:
OUTSOURCED Freelance Writers
Content Agencies
WRITERS Technical Writers
Copywriters
Examples:
Social Media Graphics
Videographics
DESIGNERS Website Design
Interactive Content

are individuals or professionals who


SUBJECT MATTER have a deep understanding of and
extensive experience in various
EXPERTS (SMES) aspects of content marketing.

Partners: (Content Distribution Partners, Content


PARTNERS, Creation Partners, Technology Partners)
CUSTOMERS, & Customers: (User-generated content & customer
THOUGHT LEADERS feedback)
Thought Leaders: (Industry experts, Guest
Speakers)
II. WORKING WITH
INFLUENCERS
WORKING WITH INFLUENCERS
Influencers are people who can change
opinions and behaviors among your audience,
driving measurable outcomes for your brand.
Depending on your business, influencers might be
popular authors, speakers, bloggers, analysts,
journalists, and more. They are people who make
their opinions known and who your customers
listen to and respect.
THREE R’S OF INFLUENCER
MARKETING
According to Brian Solis

Reach: Relevance: Resonance:


How big is the How relevant is What level of
audience an influencer that audience to your engagement
brand? How much (conversations,
can reach?
crossover exists social shares, etc.) does
between an influencer’s an influencer typically
spark?
reach and your target
buyers/customers?
III. CREATE OUTLINES
OUTLINES
Your outline should be a joint creation of the writer and the
subject matter expert. If your concept isn’t clear, or it can’t be
easily summarized in a sentence or two, it’s time to go back to
the brainstorm phase. An unclear concept translates into an
unclear piece of content every time.

Remember, if you’re going to make big changes, this


is the right time to do it – once you actually start
writing, big revisions become much more painful.
IV. CREATE EDITING YOUR
CONTENT
EDITING YOUR CONTENT
Editing is a process that involves revising the content,
organization, grammar, and presentation of piece of writing.
The purpose of editing is to ensure that your ideas are
presented to your reader as clearly as possible. Proofreading
focuses on checking for accuracy in smaller details of your
work.
"When it comes to editing, we look for
quality, but not at the expense of agility"
- Mutese Sithole
STYLE GUIDE

This manual establishes the


standard requirements for
grammar, punctuation, tense,
tone, wording, and writing best
practices. -consistency is the key.
Whether to spell out numerals or use digits can cause a
NUMBERS
lot of confusion. Remembering that consistency is key
- here are a few acceptable ways to handle numbers.

•spell out numbers one through nine, use digits after that.
•spell out all numbers that begin the sentence with the
possible exception of dates.
•hyphenate compound numbers (like "forty-three") and
fractions (like "one-third')
•spell out or symbolize percentage ("43 percent" or "43%")
•Spell out or symbolize money (either "43 dollar's" or
"$43")
TYPES OF EDITING
At Content Marketing Institute, we have three
editors that work on every post.
•Managing editor reviews for content.
•Proofreader (they check the "proof copy" for
typographical errors as well as look for layouts
and page number problems)
•SEO specialist (responsible for making sure that
the content created by their organization is
optimized for SEO )
DEVELOPMENTAL EDITING

Developmental editing is a phase in the book


publishing process where editors work with
authors to resolve “big picture” issues in
their manuscripts, including structure, form,
plot, and character.
COPY EDITING
At this phase, the content itself is solid. Your ideas are clear
and sharp, the structure is fluid and natural, and you've
verified that the piece is aligned with your business
objectives. Now it's time to get granular. You'll look for:

•true typos - spelling errors, missing words. Etc.


•style guide violations - capitalization, comma usage, spelling
conventions etc.
•Brand consistency - product names, company description, etc.
V. CREATE THE THREE R’S
OF CONTENT MARKETING
THE THREE R’S OF CONTENT
MARKETING
REORGANIZE
REWRITE
RETIRE
THE THREE R’S
REORGANIZE
More than an
efficient way to
pump out new
content, it’s also a
smart way to reach
audience members
who consume
content in different
ways.
Example: Turkey
THE THREE R’S
REORGANIZE REWRITE
More than an
An inevitable
efficient way to How to rewrite?
situation that
pump out new
content, it’s also a invest brainpower, 1. Change the dates.
smart way to reach time, and money 2. Check your stats.
audience members into an amazing
peice of content,
3. Add some fresh thinking.
who consume
content in different and then it goes
ways. stale.

Example: Turkey
THE THREE R’S
REORGANIZE REWRITE RETIRE
“Even an evergreen piece of
More than an content can earn its retirement
An inevitable when it no longer represents the
efficient way to
situation that 'best we can do' on the topic.
pump out new
invest brainpower, Theoretically, we're going to get
content, it’s also a
time, and money much better at content month
smart way to reach
into an amazing after month and year after year.
audience members
who consume peice of content, So, our 'thought leadership' piece
content in different and then it goes from two years ago is probably not
ways. stale. reflective of our current
awesomeness - which means it's
Example: Turkey time to retire that piece and write
it again".

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