PLANNING & CALENDARING FOR CONTENT MARKETING

SUCCESS

TOBY MURDOCK CEO & CO-FOUNDER, KAPOST

@TOBYMURDOCK

CONTENT MARKETING HAS A PROCESS PROBLEM.

BUSINESS UNITS ESTABLISH CREATION & DISTRIBUTION PROCESSES INDEPENDENTLY.

WEB/ SOCIAL

SALES CUSTOMER SUCCESS

PRODUCT MARKETING

MARCOM MARKETING OPS

SOUNDS GREAT, BUT…

•  60-70% OF CONTENT GOES UNUSED* (IT’S TOO PRODUCT-CENTRIC)

•  BRANDS STRUGGLE TO CREATE ENOUGH BUYER-CENTRIC CONTENT

•  INCONSISTENT MESSAGING IS DELIVERED TO BUYERS AT DIFFERENT STAGES OF THE FUNNEL

•  THERE’S NO VISIBILITY INTO OVERARCHING INITIATIVES

*SIRIUSDECISIONS, MAY 2013

LEADING TO INEFFICIENT, INEFFECTIVE, & INCOHERENT CONTENT ACROSS THE ORGANIZATION

WEB/ SOCIAL

SALES CUSTOMER SUCCESS

PRODUCT MARKETING

MARCOM MARKETING OPS

THE SOLUTION? ORGANIZE A SINGLE, TRANSPARENT PROCESS THROUGH PLANNING & CALENDARING

WEB/SOCIAL

MARKETING OPS

SALES

CUSTOMER SUCCESS

PRODUCT MARKETING

MARCOM

STEP ONE

DEFINE IMPORTANT ROLES

CONTENT OPERATIONS

WEB/SOCIAL

MARKETING OPS

SALES

CUSTOMER SUCCESS

MAR COM / CORPORATE MARKETING

PRODUCT MARKETING

SUBJECT MATTER

EXPERTISE

POLISH & COMMUNICATIONS DISTRIBUTION

STEP TW0

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.

STEP THREE

PLAN CAMPAIGNS BY YEAR & QUARTER FOCUS ON FOUR MAIN AREAS

•  THEMES

•  PRODUCT & FEATURE RELEASES

•  MAJOR EVENTS

•  CONTENT PILLARS (MORE ON THAT IN A MINUTE…)

BUT HOW?

PLAN CAMPAIGNS BY YEAR & QUARTER

•  SCHEDULE ACROSS QUARTERLY CALENDAR

•  START 3-4 QUARTERS AHEAD

•  90 DAYS BEFORE LAUNCH, FILL IN THE DETAILS

STEP FOUR

FILL THE MONTHLY CALENDAR USING THE CONTENT PILLAR APPROACH

TOP OF FUNNEL

MIDDLE OF FUNNEL

BOTTOM OF FUNNEL

BELOW THE FUNNEL

4

3

4

4 1 7 1 1 3 1

3

4

4 1 7 1 1 3 1

3

4 1 7 1 1 3 1

18

SCHEDULE ASSETS ACROSS THE MONTHLY CALENDAR

STEP FIVE

DISTRIBUTE CONTENT ACROSS THE FUNNEL

WEB & SOCIAL

DEMAND GENERATION

SALES

CUSTOMER SUCCESS

LET’S REVIEW

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 THEMES AND CAMPAIGNS

4.  CREATE A CONTENT PILLAR & ADD ASSETS TO MONTHLY CALENDAR

5.  DISTRIBUTE CONTENT ASSETS AT ALL STAGES OF THE FUNNEL

THANK YOU!

TOBY MURDOCK CEO & FOUNDER

@TOBYMURDOCK