Creating content is great but are you thinking like a publisher? Learn the content marketing process to simplify content creation and distribution. Jessica Lee shares Top Tips on how to get your stories and branded content to reach your target audience.
Jessica Lee is the founder of BizBuzzContent Inc., a boutique content services company that offers quality content creation services and content strategy consulting. Since 2005, Jessica has been in the business of content and communications, with the past seven years focused on the Web marketing space. Prior to launching BizBuzzContent, Jessica was responsible for content strategy, development, and marketing for Bruce Clay Inc. – a global SEO firm, where she served small businesses and Fortune 500 clients. Jessica has a bachelor’s in communications and public relations from San Diego State University. She contributed to the book Search Engine Optimization All-in-One for Dummies (second edition), and her writing is featured in an active college textbook, Reading and Writing About Contemporary Issues.
Think Like A Journalist Quote
In this time of ‘information overload’, people do not need more information. They want a story they can relate to.—Maarten Schäfer
Success Tip
If you want to stand out in a world full of noise, create and deliver quality content. –Jessica Lee
Career Highlight
Quickly rising to success in her corporate career and eventually launching her own business. Hear how Jessica learned from her clients and eventually got what she calls a “digital MBA” from her clients.
When It Didn’t Work
Find out what Jessica lost sight of during her ambitious climb to success. Hear how she has grown and has an important message for you and her younger self.
Top Tips
“To be a brand not just a content producer you have to think like a publisher and have the right processes, people, and workflow in place.”
Processes: follow a style guide such as the AP Style guide (used by traditional media). Develop your own brand guides. Aim for consistency.
Content: what types of blog posts will you create: how-to, industry trend news, thought leadership posts, and white papers. Figure out and document how long it takes to do these.
People: have the right people in place for the right job. Have an Editor in Chief who oversees creative direction, assigns or writes content, is the final approval for publishing of content.
Assistant Editor fact checks and proofs content. Writers (journalists) find the stories and should be included in content meetings and interview and seek out stories.
Workflow: editorial calendars help keep your team and company on track to publish relevant content, consistently. Things to consider in the workflow are if you’ll need designer, administrative people to assist with uploading and distributing content.
“If you’re just relying on a writer to create content, sure, anyone can write about anything in theory but it really enriches the content when you actually have experts who know about the topic, speaking about it, so you can then translate that into content that is branded and that offers a unique perspective.” Jessica Lee
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