6 steps to create a robust calendar
TRANSCRIPT
6 Steps to Create a Robust Marketing
Calendar
A WEBINAR PRESENTED BY
Presenters
Stephanie CastilloDigital Marketing Specialist
Michael PattersonDigital Marketing Strategist
@MPatterson22@StephanieIvania
AgendaThe Marketing Landscape
•Why + How to Calendar
•End-to-End Campaign
•Scale and Measure
•Q & A
The Marketing Landscape
55% of B2B marketers aren’t sure what an effective or successful content marketing strategy
looks like within their organization.
CMI, 2016
Saving Time
A calendar allows you to be quick, nimble, and foresee
any bumps in the road
The Benefits of a Marketing Calendar
Planning Campaigns
It can effectively help you manage multiple marketing
campaigns
Crafting Timely Content
A calendar will get you in the habit of creating and posting relevant content
Maintaining Sanity
It creates clarity and gives your whole team insight
Do’s and Don’ts
&
Do• Know your dates
• Assign responsibilities
• Keep visuals in mind
Don’t• Use too many tools to track your
calendar
• Assume your core audience
• Plan too far ahead
6 Steps to Create a Robust Marketing Calendar
1. Create or Choose Your Marketing Campaign
Events
Product Launches
Creative Campaigns
Creative Campaigns
Creative Campaigns
2. Define Your Marketing Stakeholders
• How often should you send emails?
• Which segments should you email?
• Leads
• Customers
• Past-Customers
Social Media
• What kind of content to share?
• Which social networks to share on?
• Twitter Chats
Content
• What interactive formats?
• Quizzes or polls
• Videos
• Internal Blog Content
• External Guest Posts
Paid Marketing
• Paid Social Media
• Paid Search
• Display/Retargeting
• Sponsored Content
Public Relations
• Press Releases
• Third-Party Publications
• Product Hunt
Beyond Marketing
• Loop in your sales team
• Partnerships
3. Create Relevant Content for Promotion
60% of B2B marketers feel their top challenge in 2016 is to produce engaging content
CMI 2016
Figure Out What Messages Resonate
• Identify the type of content that readers will find most valuable
• Research keywords with Google Keyword Planner
• LinkedIn Groups, Quora, and Tweetchats
• FAQs
Identify Best Topics
• Know where in the funnel your audience is
• Identify the type of content that readers will find most valuable at any given stage
Build a Roadmap
Create Promotional Content
• Your company’s blog
• User-Generated Content
• eBooks, webinars, infographics, etc.
• Product announcements and updates
• Fresh imagery from your design team or outsourced team
4. Choosing Your Promotional Schedule
Which channels to utilize and when?
• Social Media
• Content
• Paid Marketing
• Public Relations
• Beyond
Google Calendar
Google Calendar
Trello
Trello
Basecamp
5. Scheduling Your Content
Most native platforms have scheduling built in.
Paid Ads
Social Media
Social Media
6. Measuring Your Success
What are your goals?
• Email: Opens, unsubscribes, and traffic
• Social Media: Shares, reach,
• Content: Traffic to conversion
• Paid: Lowering CPL
• Use insights to inform your marketing calendar
Add UTM Tags to Your Links
• Source
• Medium
• Term
• Content
• Name
• Traffic
• Leads
• Revenue
• Profit
• Retention
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Return on Investment
• Awareness
• Relationships
• Loyalty
• Retention
• Profit
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Return on Engagement
#SPROUTWEBINAR
Share Your Success!
Q & A