Home >Self Improvement >Planning and Calendaring for Content Marketing Success

Planning and Calendaring for Content Marketing Success

Date post:19-Aug-2015
Category:
View:1,442 times
Download:5 times
Share this document with a friend
Transcript:
  1. 1. Wednesday Webinar:Planning & Calendaring for Content Marketing Successt: @KapostJoin the Conversation: #WedWebinarPlease type any questions in the chat
  2. 2. Meet your HostsCamilla [email protected] Success ManagerAnne [email protected] Editor
  3. 3. AgendaGoal: Learn how to organize a single, transparent content marketing process through planning & calendaring1. How do I dene important roles for better content operations?2. How do I design my editorial board?3. What should my campaign planning look like?4. How do I use content pillars to provide every department with the content they need?5. Q & A
  4. 4. CONTENT MARKETING HAS A PROCESS PROBLEM.
  5. 5. BUSINESS UNITS ESTABLISH CREATION & DISTRIBUTION PROCESSES INDEPENDENTLY. WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
  6. 6. SOUNDS GREAT, BUT 60-70% OF CONTENT GOES UNUSED* (ITS TOO PRODUCT-CENTRIC) BRANDS STRUGGLE TO CREATE ENOUGH BUYER-CENTRIC CONTENT INCONSISTENT MESSAGING IS DELIVERED TO BUYERS AT DIFFERENT STAGES OF THE FUNNEL THERES NO VISIBILITY INTO OVERARCHING INITIATIVES *SIRIUSDECISIONS, MAY 2013
  7. 7. LEADING TO INEFFICIENT, INEFFECTIVE, & INCOHERENT CONTENT ACROSS THE ORGANIZATION WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
  8. 8. THE SOLUTION? ORGANIZE A SINGLE, TRANSPARENT PROCESS THROUGH PLANNING & CALENDARING WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM
  9. 9. STEP ONE
  10. 10. DEFINE IMPORTANT ROLES CONTENT OPERATIONS WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS MAR COM / CORPORATE MARKETING PRODUCT MARKETING SUBJECT MATTER EXPERTISE POLISH & COMMUNICATIONS DISTRIBUTION
  11. 11. STEP TW0
  12. 12. CREATE AN EDITORIAL BOARD STAKEHOLDER FROM EACH DEPARTMENT/BU MEET QUARTERLY TO DISCUSS INITIATIVES REVIEW SHARED CALENDAR & RESPONSIBILITIES GIVE EVERYONE A SEAT AT THE TABLE. LITERALLY.
  13. 13. STEP THREE
  14. 14. PLAN CAMPAIGNS BY YEAR & QUARTER FOCUS ON FOUR MAIN AREAS THEMES PRODUCT & FEATURE RELEASES MAJOR EVENTS CONTENT PILLARS (MORE ON THAT IN A MINUTE)
  15. 15. BUT HOW? PLAN CAMPAIGNS BY YEAR & QUARTER SCHEDULE ACROSS QUARTERLY CALENDAR START 3-4 QUARTERS AHEAD 90 DAYS BEFORE LAUNCH, FILL IN THE DETAILS
  16. 16. STEP FOUR
  17. 17. FILL THE MONTHLY CALENDAR USING THE CONTENT PILLAR APPROACH TOP OF FUNNEL MIDDLE OF FUNNEL BOTTOM OF FUNNEL BELOW THE FUNNEL
  18. 18. 4 3
  19. 19. 4 4 1 7 1 1 313
  20. 20. 4 4 1 7 1 1 313
  21. 21. SCHEDULE ASSETS ACROSS THE MONTHLY CALENDAR
  22. 22. STEP FIVE
  23. 23. DISTRIBUTE CONTENT ACROSS THE FUNNEL WEB & SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS
  24. 24. LETS REVIEW
  25. 25. HOW TO CREATE A UNIFIED CONTENT PROCESS IN FIVE STEPS 1. DEFINE ROLES IN THE CONTENT OPERATION 2. CREATE AN EDITORIAL BOARD 3. PLAN QUARTERLY INITIATIVES 4. CREATE A CONTENT PILLAR & ADD ASSETS TO MONTHLY CALENDAR 5. DISTRIBUTE CONTENT ASSETS AT ALL STAGES OF THE FUNNEL
  26. 26. Q & APlease type any questions in the chat
Popular Tags:

Click here to load reader

Reader Image
Embed Size (px)
Recommended