planning and calendaring for content marketing success
TRANSCRIPT
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Wednesday Webinar: Planning & Calendaring for Content
Marketing Success
t: @Kapost Join the Conversation: #WedWebinar
Please type any questions in the chat
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Meet your Hosts
Camilla Calhoun @camillacalhoun
Customer Success Manager
Anne Murphy @amurphias
Managing Editor
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Agenda
Goal: Learn how to organize a single, transparent content marketing process through planning & calendaring
1. How do I define 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
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CONTENT MARKETING HAS A PROCESS PROBLEM.
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BUSINESS UNITS ESTABLISH CREATION & DISTRIBUTION PROCESSES INDEPENDENTLY.
WEB/ SOCIAL
SALES CUSTOMER SUCCESS
PRODUCT MARKETING
MARCOM MARKETING OPS
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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
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LEADING TO INEFFICIENT, INEFFECTIVE, & INCOHERENT CONTENT ACROSS THE ORGANIZATION
WEB/ SOCIAL
SALES CUSTOMER SUCCESS
PRODUCT MARKETING
MARCOM MARKETING OPS
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THE SOLUTION? ORGANIZE A SINGLE, TRANSPARENT PROCESS THROUGH PLANNING & CALENDARING
WEB/SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS
PRODUCT MARKETING
MARCOM
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STEP ONE
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DEFINE IMPORTANT ROLES
CONTENT OPERATIONS
WEB/SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS
MAR COM / CORPORATE MARKETING
PRODUCT MARKETING
SUBJECT MATTER
EXPERTISE
POLISH & COMMUNICATIONS DISTRIBUTION
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STEP TW0
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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.
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STEP THREE
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PLAN CAMPAIGNS BY YEAR & QUARTER FOCUS ON FOUR MAIN AREAS
• THEMES
• PRODUCT & FEATURE RELEASES
• MAJOR EVENTS
• CONTENT PILLARS (MORE ON THAT IN A MINUTE…)
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BUT HOW?
PLAN CAMPAIGNS BY YEAR & QUARTER
• SCHEDULE ACROSS QUARTERLY CALENDAR
• START 3-4 QUARTERS AHEAD
• 90 DAYS BEFORE LAUNCH, FILL IN THE DETAILS
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STEP FOUR
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FILL THE MONTHLY CALENDAR USING THE CONTENT PILLAR APPROACH
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM OF FUNNEL
BELOW THE FUNNEL
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3
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4 1 7 1 1 3 1
3
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4 1 7 1 1 3 1
3
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SCHEDULE ASSETS ACROSS THE MONTHLY CALENDAR
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STEP FIVE
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DISTRIBUTE CONTENT ACROSS THE FUNNEL
WEB & SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS
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LET’S REVIEW
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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
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Q & A
Please type any questions in the chat