This document outlines 9 steps to building an internal publishing department for content marketing. It discusses establishing a content strategy, determining content vehicles, creating an editorial schedule and team, using planning tools, optimizing content, building workflows, engaging audiences on search and social, and monitoring results. Examples of editorial plans, organizational charts, and case study results are also provided.

1. 9 Steps To Building Your
Internal Publishing
Department

2. The Presenters
Pelin Thorogood is a new media marketer and entrepreneur,
and was named one of the “20 Women to Watch” in sales
lead management in both 2011 & 2012. Pelin also serves as
a Executive-in-Residence at Cornell's Johnson Graduate
School of Management.
www.schulmanthorogood.com @PelinT
Jayme Thomason is the founder and CEO of DivvyHQ, the
spreadsheet-free editorial calendar application. Prior to that,
Jayme was the Chief Content Strategist for her agency, Allure
New Media.
www.divvyhq.com
@jaymethomason
#contentmarketing

3. All Too Typical A Scenario
Useless, promotional content
No consistency
Writer‟s block
Missed deadlines and missed opportunities
Poorly managed resources
Miss the target on reach, engagement and
conversion
Painful, difficult-to-use tools
No measurementls
#contentmarketing

4. 9 Steps to Building Your Internal
Publishing Department
Establish your content strategy
Determine your ideal content marketing vehicles
Establish your publishing schedule
Assemble a great editorial team
Utilize editorial planning tools to execute consistently
Utilize content optimization tools to create more compelling content
Build an efficient production, distribution and promotion workflow
Reach & engage your audience through search & social channels
Monitor their results & make adjustments on the fly
#contentmarketing

5. The Simplest Content
Strategy on Earth
Who is your audience?
What are your objectives? What type of
content do you need to support each objective?
What are you going to say (that matters)?
Where will you say it? (vehicles, channels)
How often?
Is it working?
#contentmarketing

6. „Lifecycle‟ Content
Reach/Acquisition Conversion Retention
Blogging White papers Email newsletters
Online press releases Explanatory videos Social media content
Infographics Customer video testimonials Customer support content
Surveys and trend data Case studies Product tours
Viral video Data sheets Webinars
Social media content Product reviews Blog
Podcasts Webinars Contests
Blog and forum comments Advertising and search copy
Contests
#contentmarketing

7. Sample Editorial Plan
Blog Posts = 4 times per week
eNews = 2 times per month
Video = 2 times per month
Webinars = 1 time per month
Podcast = 1 time per month
PR/News Releases = 2 times per month
Twitter/FB/LI/G+ = Daily
#contentmarketing

8. Welcome to
Journalism 101
Editorial Organizational Chart
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9. 1. Newspaper Org. Chart
Photographer
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10. 2. Corporation
Writer
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11. 2. Corporation
Writer
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12. 2. Corporation
Writer
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13. 3. Small Biz
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14. 3. Small Biz
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15. 3. Small Biz
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16. 4. Agency
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17. Unleash Your Inner Data
Analyst
Familiarize yourself with
web and social
measurement
Understand how content
drives results based on
your objectives
Know how to establish
benchmarks
Use data to optimize and
create better content
#contentmarketing

18. Know The Right Tools
measurement distribution production
#contentmarketing

19. Create Relevant Content
Use data to understand what your
audience is interested in, what is
trending, what types of content work
best, who are the influencers
Marcus Sheriden: “Your customers‟
first 50 questions should be your first
50 blog posts.”
Be creative
Link to relevant external sources,
including articles, blogs, photos
Tell a story
Call to action
#contentmarketing

20. Content Creation Best
Practices
SEO best practices define “keyword focus”
as one of the most important things in online
writing.
The “right” keywords are very much
dependent on your content strategy
Engaging content not only requires the use of
the right words but also the right structure
#contentmarketing

21. Develop Your
Process
Regular brainstorming meetings
SMEs & Sales should be part of this
process
Assign content projects with
schedules/deadlines
Develop your production workflow
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22. Sample Workflow
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23. Get it Read
Leverage your
Community: Social
channels, customer
advocates,
influencers, paid
advertising, etc.
Work w/marketing
and public relations
Leverage
employees
#contentmarketing

24. Measure & Adjust
Measure impact of
content based on
objective – leads, sales,
etc. – by audience
segment
Use measurement to
drive content decisions
Test Test Test!
Remember: creativity
w/out conversions =
zero
#contentmarketing

25. eBeanstalk.com
Selected and optimized
four category landing
pages specifically
designed for mid-to-
long tail keywords:
3 year-old toys
2 year-old toys
Gifts for a 1 year old
Gifts for a 2 year old
#contentmarketing

26. Results: eBeanstalk.com
Seven-week results, averaged
across the four optimized
pages:
Reach: Increase in search
engine traffic (29%)
Reach: Increase in paid
search impressions (45%)
Engagement: Increase in
time on page (153%)
Conversion: Increase in
conversion to sale (17%)
#contentmarketing

27. Convince&Convert
Optimized and reposted
five existing blog posts
using new focus terms
Compared average traffic
and key metrics for 30 days
before/after rewrite
Created seven new blog
posts
Compared to average
engagement and other
data for 30 days of posts
before using InboundWriter
#contentmarketing

28. Before and After

29. #contentmarketing

30. Results:
Convince&Convert
Four weeks of results for the 12 pages (5 rewritten, 7 new) on
Convince&Convert:
Reach: Traffic from search engines increased an average of 33% across the
five posts that were rewritten (optimized) using InboundWriter
Reach: Four of the five rewritten posts achieved top 10 Google rankings for
target keywords
Reach: Six of the seven newly written (optimized) posts achieved top 10
Google rankings for target keywords within 48 hours of publication
#contentmarketing

31. Results: CorePsych
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32. Thank You!
Pelin Thorogood, Schulman+Thorogood Group
@PelinT
pelin@schulmanthorogood.com
www.schulmanthorogood.com
Jayme Thomason, Founder and CEO, DivvyHQ
@divvyhq, @jaymethomason
Jayme@divvyhq.com
www.divvyhq.com
#contentmarketing