Planning and Calendaring for Content Marketing Success

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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

Transcript of Planning and Calendaring for Content Marketing Success

Page 1: Planning and Calendaring for Content Marketing Success

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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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