planning content for 2014

The new way to create original content

How to Plan Your Content for 2014

Who We Are

Eric MacCollMarketing Director

Nicole KarlisContent Strategist


- SEO, PPC, Display (iProspect)

- Lead Gen, Content Automation, Strategy (Scripted)

- Content Writer (HollywoodLife, AVENUE)

- Managing Editor (RealSelf)

What We’re Covering1. Content goals and trends for 2014.

2. Planning content and creating an editorial calendar.

3. Creating content effectively.

4. Promoting and distributing your content.

5. How to budget your content and set forecasts.



Content Goals + Trends

Chapter 1

Content Marketing


Jan Mar May JulSep Nov Jan Mar May Jul

Sep Nov Jan Mar May JulSep Nov Jan Mar May Jul

Sep Nov Jan Mar May JulSep Nov Jan Mar May Jul

Sep Nov Jan Mar May JulSep Nov

0

10

20

30

40

50

60

70

80

90

100

Search Interest for Content Marketing

2012

2013

Today

Where Are You Now?1. Current Content Channels?

2. CRM?

3. Content Automation?

4. Team Structure?


Where Are You Now?


Have a presence on social media and have a blog.

Part of an employee’s time is dedicated to content.

No content automation tracking.

Goals include mostly traffic and social shares.

Consistent presence on social media and blog.

Full time employee dedicated to content.

Some tracking with content automation.

Goals are to drive qualified leads to sales and improve traffic.

Consistent and aligned content through social channels and guest publications.

Team dedicated to content.

Content automation tracking.

Goals are qualified leads and marketing driven revenue.

Good Better Best

Content Marketing Challenges


Actions vs. MetricsActions• Blog post

everyday• Newsletter• Social Media

presence• Launch webinars• Website redesign

Metrics• Leads• Sales Opportunity• Newsletter

growth• Website authority


B2B Success Metrics


Good: Web Traffic + Social Shares + SEO Rankings

Best: Lead Quality, Opportunity Quantity, and Pipeline

2013 Trends


MobileResponsive DesignMobile App?Optimized Photos (tablet)

Google AuthorshipGoogle PlusGoogle PagesHummingbird


Planning Content

Chapter 2

Audience DevelopmentWho’s reading your content?


Audience Development

Why is this valuable to my audience?


Create Themes


Stay Focused

Better Story Ideas

Engage with Community

Scripted’s Themes


November: Audience Development

Story Ideas

“We found that personal essays in particular, and people talking about their money journeys and the triumph of paying off debt…, are the pieces that resonated the most with readers.” – Carrie Sloan, LearnVest

Stay true to your theme

Talk to your customers

Learn from your blog metrics

Share stories from different perspectives

Publishing Frequency

New Content

Consistent

Relevant

Create Your Editorial Calendar

Simple is better and cleanerEasily shared + edited Accessible


Other Calendar Tools


Managing Your Calendar• Who’s in charge?• How often will you publish? • Brainstorm story ideas for one

month.• Have content prepared two weeks in

advance to publish date.



Creating Content

Chapter 3

Content Types


“We all have different appetites

and different attention spans.”- Andy Smith, The Dragon Fly Effect

2014 and Content


• Social media is most common content (87%)

• Blog content (76%)

• Case studies (73%)

The Layers of Written ContentThought-

leadershipLong-form

content

Newsworthy/trend content

Evergreen content


Data-driven articles, eBooks, webinars

Expert Interviews, case studies

ExOp-Ed, day-of articles

How-to articles, Liscticles, 5 Ways to...

26

Content Matrix Defined

Who

Why

What

When

Outsourcing Content



Promoting and Distributing Content

Chapter 4

Distribution Channels 1. Organic Social Media2. Syndication Partners3. Guest Publications4. Newsletter/Email5. Sponsored Syndication6. Paid Social Media7. Paid Distribution


Distribution Channels


“Don’t try to be everywhere; it’s much more effective to have a small community that’s highly engaged.”

Alexis Grant, Founder, Socialexis

Organic Social Media


Syndication Partners


“In terms of actually growing the audience, the single best model that I can point to is syndication.”

- Carrie Sloan, Editor-in-Chief, Learnvest

How to Approach Syndication

Make a list of ideal publications.

Research the right person to contact.

Tailor each pitch to the publication’s audience.

Be patient, but be persistent.


Sponsored Newsletters


Targeted DistributionTop Program for Generating LeadsBudget $5k to $15k

Paid Distribution: Mass DistributionBest For Ecommerce, B2C contentNo custom targetingEasy self-service platform$0.20 - $0.40 CPC


Paid Social:Targeted DistributionExpensive CPC ($3.38)Great for B2BEasy self-service platform



Budgeting + Forecasting for 2014

Chapter 5


% of Marketing Budget

30% of Marketing Budget is Spent on Content Marketing

Planning

Creating

PromotingMeasuring

Optimizing


CostsService Low High

Content Writing $600/mo $3,000/mo

MRKT Auto $800/mo $3,400/mo

Infographics $999 $4999

Webinars Free $299/mo

Promoted SM $500/mo $5,000/mo

Sponsored Newsletter $3k $15k

Analytics $99/mo $1000/mo


Forecasting

Marketo’s Funnel


Marketo’s Channels


Forecasting Funnel CVR


Prospects/TargetsMQLSQLOppW

in

25%

4%

30%

33%

1000

250

10

3

1

Content Effectiveness


Metric Traffic CVR Client Won Avg Value Per Client

Blog

Newsletter

Social Media

Sponsored Newsletter

White Paper

eBook


Forecasting RevenueMetric Q1 Q2 Q3 Q4 2014

Prospects

MQL

SQL

Opp

Wins

Closed Rev