Content creation

1. SEO determining the main topic of the campaign
2. Researching content with similar topicalities as a form of inspiration, seeing what currently appeals to the reader based on the keywords.
3. Pointing out the most appealing topics based on keywords and previously conducted research.
4. These topics will determine campaigns that will follow a certain theme in order to give it the highest possible presence.
5. Deciding how the content should be presented on different channels in the way that is the most appealing to the specific algorithm and style.
6. Deciding which content elements are going to be needed for each channel: video, text, audio, etc,
7. Deciding how to distribute the workload between different employees, and whether extra support is needed.
8. Implementing the campaign into CMS tools.
   1. I have experience using Figma, so normally I would build the campaign overview there. When it comes to text-based content I simply use Google Docs and Google Sheet for writing.
9. Review. When the initial campaign and the content are ready, I always ask my colleagues and managers to review them. The revision should take place in the moments of:
   1. determining the campaign,
   2. determining key elements (as it also might need the help of colleagues),
   3. when the campaign is ready to be released.

• Important note
• Important note 2

Tools: Figma, Google Docs, SEO tools such as Google Trends, other blogs for inspiration, design building tools such as InDesign

Content distribution

Time

To gain high engagement and have a well-organized workflow, the campaign needs to be put into a content calendar, that will navigate the dynamic of the content distribution.

Elements that decide the dynamic of the campaign

Channels

Channels influence the time aspect of content distribution, as each platform or medium has its own rules and algorithms. They are also the means to multiply the content distribution in a form of content recycling.

Tools used in this step: CMS eg. Figma