Content Production

Production system for creating core pieces of content (YouTube videos, case studies, interviews, blogs, lead magnets, etc.) and repurposing into more than 16 pieces of content (~8 days of content).

Content Production (UPDATE GRAPHIC):

Review & approve content idea(s)

Define content marketing strategy

Begin content production

Begin content repurposing

Perform edits and submit content for publishing

Content Production (UPDATE GRAPHIC):

https://drive.google.com/file/d/10hMKvOqeYS4f8xYbpqapmVyOm1wFmLS3/view?usp=sharing

Review & approve content idea(s)

Owner: Chief Editor
Review ideas from IDEAS list on Trello board here.
2018 Brand Guide

1

Is this idea on-brand? Refer to brand guide.
2

Is this idea targeted towards our audience?
3

Will this idea attract our target market and potentially piss off others?
4

If all yes, proceed. If not, restructure the idea or delete it.

YouTube Idea Validation (Required for all videos)

1

Is the topic, idea or specific keywords getting traffic already?
2

Does the video topic have videos with disproportionate view vs. subscribers counts? (ie. video with 50K views from channel with 1,000 subs)
3

Is this idea or topic already getting high engagement?
4

Can we create the best video on this topic compared to the existing most popular videos?
5

If all yes, proceed. If not, restructure the topic/idea/keywords.

Define content marketing strategy

Owner: Chief Editor

Marketing objective

1

Branding
2

Promotional

Target audience

1

Aspiring & current freelancers
2

Digital agencies
3

Nomads & millennial entrepreneurs

How will this content EDUCATE our audience?

How will this content ENTERTAIN our audience?

How will this content INSPIRE our audience?

Content type

1

Video
2

Text
3

Optin

Primary channel

1

Facebook Group
2

Email
3

YouTube
4

Other

Secondary channels

1

DH FB
2

DH Instagram
3

MK LinkedIn
4

MK FB
5

Other

If other, specify below.

Distribution strategy

Traffic & conversion projections

Internal deadline

GDrive folder for content:

Upon submission, Trello card will be created to begin production. The due date will be assigned based on answer above.

Begin content production

Owner: Chief Editor

1

Choose content template and begin production/editing
2

Upload content to provided folder (use filenaming conventions below)
3

Submit repurposing request
4

Tag responsible producers for repurposing content in comments on Trello

Content templates here.

Filenaming Conventions

YYYYMMDD
_TYPE (VID, TXT)
_TITLE
_V## (Version Number)

example: 20180301_VID_TITLE_V1.mp4

When finished, upload content to previously provided GDrive folder on Trello card.

Please share the top 1-3 key takeaways and lessons learned from this piece of content.

Copy/paste quoteworthy lines below. For video, include timestamps for start/end.

Repurposing request

1

Teasers w/ subtitles
2

Footage w/ subtitles
3

Audio w/ subtitles
4

Daily emails
5

Short form posts
6

Long form posts
7

Video screenshots
8

Branded graphics
9

Memes

Begin content repurposing

Owner: Managing Editor

Access Trello card here.

1

Producers: Begin repurposing based on content templates
2

Producers: When completed, upload files (use filenaming conventions below) to provided folder and tag @opsdhm
3

Managing editor: Confirm checklist is completed and content is uploaded. If not, tag responsible team member to complete.
4

Managing editor: When all is ready, move Trello card to EDITING list and tag editor

Content templates here.

Filenames

YYYYMMDD
_TYPE (VID, TXT)
_TITLE
_V## (Version Number)

example: 20180301_VID_TITLE_V1.mp4

Current repurposing wheel: https://drive.google.com/file/d/10hMKvOqeYS4f8xYbpqapmVyOm1wFmLS3/view?usp=sharing

Perform edits and submit content for publishing

1

Chief Editor: Submit revisions in comments, tag producer and move card back to PRODUCTION list
2

Chief Editor: If content is ready, comment "APPROVED" and tag Managing Editor
3

Managing Editor: Move card to PUBLISH list on Trello and execute publishing system.

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