content marketing master class - san francisco: act 5
DESCRIPTION
We’re living in a new media marketing era. It’s noisy and it’s crowded. People’s email inboxes are overflowing. Web ads and pop-ups and prestitials are in your face. Not to mention the social media overload. Buyers are tuning out. Their eyes have glazed over. Bombarding your prospects with an unending stream of sales messages is no longer the answer. So how do you stand out from the crowd? How do you have your buyers and prospects look forward to hearing from you? How do you build awareness … loyalty … and your customer base? The answer is content marketing. More and more marketers and content creators from around the world are discovering that an effective content strategy is essential to staying ahead of the curve.TRANSCRIPT
Chief Content Officer
Managing Editors
Content Producers
Chief Listening Officers
Content Creators
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1. Build the collaboration first - then the structure.
2. Find the “pockets of excellence” and build on them.
3. One house. One streetone neighborhood.
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The editorial calendar within…
The editorial calendar within… !
The marketing calendar…. !
Within…
Master Calendar
Channel Calendars
A good EC is more than just slotting random content into a datebook. !
Maps to the story, our personas, the engagement cycle and our overall goals. !
It gives us the ability to plan, react and keep on track with measurement. !
Collaboration tool for other members of the team.
Prioritized list of what/when/where you are publishing based on story map. !
Assigned Managing Editor / Content Creator. !
Dates - creation, due, finalize, legal, archive etc.. !
Metadata for insight and organization - could be personas, engagement cycle, legal etc.. !
Goals Can Be Set By Content by Persona Etc.. !
An integrated editorial calendar Enables you to see where the content marketing is, or isn’t having effect.