planning & calendaring for content marketing success
Post on 14-May-2015
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PLANNING & CALENDARING FOR CONTENT MARKETING
SUCCESS
TOBY MURDOCK CEO & CO-FOUNDER, KAPOST
@TOBYMURDOCK
CONTENT MARKETING HAS A PROCESS PROBLEM.
BUSINESS UNITS ESTABLISH CREATION & DISTRIBUTION PROCESSES INDEPENDENTLY.
WEB/ SOCIAL
SALES CUSTOMER SUCCESS
PRODUCT MARKETING
MARCOM MARKETING OPS
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
LEADING TO INEFFICIENT, INEFFECTIVE, & INCOHERENT CONTENT ACROSS THE ORGANIZATION
WEB/ SOCIAL
SALES CUSTOMER SUCCESS
PRODUCT MARKETING
MARCOM MARKETING OPS
THE SOLUTION? ORGANIZE A SINGLE, TRANSPARENT PROCESS THROUGH PLANNING & CALENDARING
WEB/SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS
PRODUCT MARKETING
MARCOM
STEP ONE
DEFINE IMPORTANT ROLES
CONTENT OPERATIONS
WEB/SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS
MAR COM / CORPORATE MARKETING
PRODUCT MARKETING
SUBJECT MATTER
EXPERTISE
POLISH & COMMUNICATIONS DISTRIBUTION
STEP TW0
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.
STEP THREE
PLAN CAMPAIGNS BY YEAR & QUARTER FOCUS ON FOUR MAIN AREAS
• THEMES
• PRODUCT & FEATURE RELEASES
• MAJOR EVENTS
• CONTENT PILLARS (MORE ON THAT IN A MINUTE…)
BUT HOW?
PLAN CAMPAIGNS BY YEAR & QUARTER
• SCHEDULE ACROSS QUARTERLY CALENDAR
• START 3-4 QUARTERS AHEAD
• 90 DAYS BEFORE LAUNCH, FILL IN THE DETAILS
STEP FOUR
FILL THE MONTHLY CALENDAR USING THE CONTENT PILLAR APPROACH
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM OF FUNNEL
BELOW THE FUNNEL
4
3
4
4 1 7 1 1 3 1
3
4
4 1 7 1 1 3 1
3
4 1 7 1 1 3 1
18
SCHEDULE ASSETS ACROSS THE MONTHLY CALENDAR
STEP FIVE
DISTRIBUTE CONTENT ACROSS THE FUNNEL
WEB & SOCIAL
DEMAND GENERATION
SALES
CUSTOMER SUCCESS
LET’S REVIEW
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 THEMES AND CAMPAIGNS
4. CREATE A CONTENT PILLAR & ADD ASSETS TO MONTHLY CALENDAR
5. DISTRIBUTE CONTENT ASSETS AT ALL STAGES OF THE FUNNEL
THANK YOU!
TOBY MURDOCK CEO & FOUNDER
@TOBYMURDOCK
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