Lesson 1: What is Brand Publishing?
What is brand publishing?
What isn’t brand publishing?
Benefits of brand publishing
Lesson 2: Setting your editorial voice and mission
Finding your content “sweet spot”
Determining your value proposition
Articulating your purpose
Lesson 3: Finding Your Voice + POV
Why is voice important?
The 4 dimensions of voice
Finding your persona
What’s your point of view?
Lesson 4: Editorial focus + planning
What makes content contagious? (STEPPS)
Types of content
Coming up with article ideas
Planning ideas around a theme or events
Choosing and naming categories
Lesson 5: Setting up a newsroom + publishing process
Explaining the editorial calendar
Setting up an editorial process
Assigning and handling writers
Resourcing: Who you need on the team and how much $/time it will take
Creating your workback schedule
Lesson 6: Writing style + editing tricks
Links + SEO
Lesson 7: Tools + guidelines
Why you need the right tools
The best free content development tools
Going premium? Here are some other great tools you can invest in
Creating a style guide