CONTENT MARKETINGEditorial Calendars for B2B Marketing
WHAT IS CONTENT MARKETING, AND WHY DO YOU NEED IT?
Content marketing is the process of creating valuable, relevant content to attract,
acquire, and engage your audience. It is anything your organisation creates and shares to
tell its story.
Content takes many forms, but it only qualifies as content marketing if it aims to drive
profitable customer action.
Fuulido helps you to identify the audience and the communication platforms and then
sets up a detailed Editorial Calendar to help develop the content, decide on the timing
and the platforms, and create measurements for each story.
CONTENT TYPESA critical part of planning is defining the type of content that serves your objectives best. Content marketing comes in many forms. Here’s a basic overview of the types of content to consider for the B2B process:
VIDEO & AUDIO
This includes videos and podcasts that are notnecessarily produced by external sources suchas broadcasters for television and radio.The content is planned, storyboarded and scripted with the intention of creating a series of useful videos or podcasts. CorporatePodcasts are inexpensive and very popular.
Table of Contents
WEB & MICROSITE BLOG POSTS
A company blog is a great place to share educational thought leadership, industry insight, upcoming events / announcements, and great new content. Maintaining a blog is different than other types of content marketing – with an emphasis on maintaining. A blog needs to be updated at least 4-5 times per week, but you can leverage your community of marketers, partners, customers, and industry thought leaders to help continually create new content.An excellent Editorial Plan and Calendaris required to maintain the blog posts forthe main website and microsites, andrepurposing for social media.
E-Publications are one of the most common forms of content marketing, especially in the B2B world. These digital books, magazines and newslettersvary widely in length, level of design, and subject matter, but typically follow a narrative from start to finish, have some element of design, and contain educational, informational material. The more valuable and relevant your ePublication is, the better success you’ll have enticing your audience to share and download it.An Editorial Plan is useful for planning the strategies,stories and calls-to-action for each publication.Excerpts of the publications can be utilised to addto blog posts and to other content types such asinfographics and white papers.
These graphics present complex information using a combination of images and text to simplify core concepts. Infographics attract backlinks and add visual interest to dense material. A firm can use infographics to attract client attention and simplify complicated information, like warnings, legal acts and instructions. Because of they are a longer form visual, you can use infographics to present facts and data that are too complex for a single graph or chart. Media outlets andpublishers love infographics.
SOCIAL MEDIA POSTS
Social Media posts require a specific type of media planning as each social media platform will carry a different audience and best-practice narrative. Social Media posts should be planned into the editorial calendar with all posts leading to a call-to-action or another content type that contains the call-to-action.
PLATFORM BEST POST TYPE
Twitter News Article / Audio Visual LinkFacebook Event Information / RegistrationLinkedIn White Paper, Report, NewsPinterest Infographics, Events GalleryIssuu Books, Magazines, NewslettersBlogger Audio Visual / News / Events
WHITE PAPERS, REPORTS & CASE STUDIES
Whitepapers and reports are informational, educational, and are typically only minimally designed. To enhance credibility, the reports can becombined into a quarterly compendium headlined by the Partners involved and either provided in traditional print format, or online.
Often the most compelling story comes from current customers. The best way to use a case study is to talk about the light, not the candle that produces it, meaning the story that you share is about the value, outcome and results versus the tool, product or service. As part of an Editorial Plan, the firm can run a customer reference program that helps uncover good stories, and highlight them acrossvarious channels.
Slide decks are often created in PowerPoint and Keynote, and are intended to be viewed sequentially in a speech or presentation. Slide decks tend to be highly designed and visual, rather than text heavy, for easy consumption. Like infographics, slide decks are best for breaking down complex information into a digestible form, and can be posted to sites like SlideShare to expandviewership.It is useful, when planning a presentation for a speechat an event, to ensure that attendees know wherethey can download a copy of the presentation,with planned links and calls-to-action.
EDITORIAL CALENDARSWHAT IS AN EDITORIAL CALENDAR
An editorial calendar is not only where you keep track of, coordinate, and share your upcoming content, it is a strategic tool that helps your team execute integrated programs that include your content. Keeping an editorial calendar ensures that you’re releasing your content at the best possible moment, and that your whole team is aligned around the release dates.
The principal benefits of creating the calendar are:• Visibility and alignment• Acountability• Organisation
EDITORIAL CALENDARSCALENDAR ELEMENTS
• Date for publication or re-use
• Description of Content Asset: Title, Topic, Question answered for prospect
• Purpose:Call to Action - What do you want the client to do? (Opt in, register for a webinar, read related content, watch a related video, download a white paper, reply to the email, etc.)Cliffhanger - In what way have you created anticipation for future engagement?
• Client CRM Stage: Status Quo, Priority, Research, Options, Step Back, Validation, Choice
• Content Format: White paper, blog post, article, video, podcast, webinar, infographic etc.
EDITORIAL CALENDARSCALENDAR ELEMENTS
• Distribution: Website, Twitter, LinkedIn, Facebook, microsite, email send, syndication, etc. This will also include notes about linkages to other content on the calendar
• Accompaniments: Includes messaging for related emails in the case of email sends, associated Tweets, landing page content for white papers, webinar invitation text and registration page content, etc.
• State of Content: Complete, Under Development, Due dates, In Review, etc.
• Ownership: Who’s responsible for developing and delivering it.
EDITORIAL CALENDARSCALENDAR ADVANTAGES
Optimising all the content
development efforts based on
the ability to consolidate and
schedule resources more efficiently.
Plan the distribution and engagement
opportunities to maximise the
ROI achievable from the content.
Create a big-picture view of the
entire process so that one can discern
a consistent company message
across all channels, audiences, etc.
Shift the mindset from short-term
campaigns to ongoing publishing.
EDITORIAL CALENDARSHOW DOES FUULIDO GET INVOLVED?
Fuulido is set up as a Boutique Publishing Agency. This means that we are able to Plan, Design,Produce and Publish any content type on almost any content platform. And we know how totell a good story! So how can we help you with your Content Marketing and yourEditorial Calendar?
We can get involved as much as your own set-up allows. That means that we can either run your whole Content Marketing programme for you, or simply set up the various templates and help you with your planning.
Either way, we’ll help youmake a useful noise!
EDITORIAL CALENDARSPLANS AVAILABLE
MASTER CALENDAR TEMPLATE • Set-up and provision of one draft quarterly master calendar after discussions with partners and staff.• Set-up and supply of templates for each content type (in acceptable file / editing format).• Training course for planning and managing an editorial calendar.
SINGLE DISTRIBUTION CHANNEL CALENDAR TEMPLATE • Set-up and provision of a single distribution channel calendar (i.e. Newsletter).• Set-up and supply of template for the content type (i.e. InDesign File and Issuu Log-in).• Training course for the planning and management of the editorial calendar.
SERVICES THAT ARE QUOTED ON REQUEST:• Full Service Content Marketing & Editorial Management• Design, Content Production and Publishing of Newsletters, Books and Compilations• Content Marketing Retainer Services• Full Year Editorial Calendar Design and Content Production
Fuulido is a provisional member of CMI. Presentation Acknowledgements myPublicist, Investec Property, CMI.