planning content for 2014
DESCRIPTION
This presentation is from Scripted.com's webinar on November 22nd. We covered: 1. Set your content goals and content trends. 2. Plan your content and create an editorial calendar. 3. Create content effectively. 4. Promote and distribute your content. 5. Budget your content and set forecasts.TRANSCRIPT
The new way to create original content
How to Plan Your Content for 2014
Who We Are
Eric MacCollMarketing Director
Nicole KarlisContent Strategist
The new way to create original content
- 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.
The new way to create original content
The new way to create original content
Content Goals + Trends
Chapter 1
Content Marketing
The new way to create original content
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
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Search Interest for Content Marketing
2012
2013
Today
Where Are You Now?1. Current Content Channels?
2. CRM?
3. Content Automation?
4. Team Structure?
The new way to create original content
Where Are You Now?
The new way to create original content
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
The new way to create original content
Actions vs. MetricsActions• Blog post
everyday• Newsletter• Social Media
presence• Launch webinars• Website redesign
Metrics• Leads• Sales Opportunity• Newsletter
growth• Website authority
The new way to create original content
B2B Success Metrics
The new way to create original content
Good: Web Traffic + Social Shares + SEO Rankings
Best: Lead Quality, Opportunity Quantity, and Pipeline
2013 Trends
The new way to create original content
MobileResponsive DesignMobile App?Optimized Photos (tablet)
Google AuthorshipGoogle PlusGoogle PagesHummingbird
The new way to create original content
Planning Content
Chapter 2
Audience DevelopmentWho’s reading your content?
The new way to create original content
Audience Development
Why is this valuable to my audience?
The new way to create original content
Create Themes
The new way to create original content
Stay Focused
Better Story Ideas
Engage with Community
Scripted’s Themes
The new way to create original content
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
The new way to create original content
Other Calendar Tools
The new way to create original content
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.
The new way to create original content
The new way to create original content
Creating Content
Chapter 3
Content Types
The new way to create original content
“We all have different appetites
and different attention spans.”- Andy Smith, The Dragon Fly Effect
2014 and Content
The new way to create original 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
The new way to create original 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
The new way to create original content
Outsourcing Content
The new way to create original content
The new way to create original 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
The new way to create original content
Distribution Channels
The new way to create original content
“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
The new way to create original content
Syndication Partners
The new way to create original content
“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.
The new way to create original content
Sponsored Newsletters
The new way to create original content
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
The new way to create original content
Paid Social:Targeted DistributionExpensive CPC ($3.38)Great for B2BEasy self-service platform
The new way to create original content
The new way to create original content
Budgeting + Forecasting for 2014
Chapter 5
The new way to create original content
% of Marketing Budget
30% of Marketing Budget is Spent on Content Marketing
Planning
Creating
PromotingMeasuring
Optimizing
The new way to create original content
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
The new way to create original content
Forecasting
Marketo’s Funnel
The new way to create original content
Marketo’s Channels
The new way to create original content
Forecasting Funnel CVR
The new way to create original content
Prospects/TargetsMQLSQLOppW
in
25%
4%
30%
33%
1000
250
10
3
1
Content Effectiveness
The new way to create original content
Metric Traffic CVR Client Won Avg Value Per Client
Blog
Newsletter
Social Media
Sponsored Newsletter
White Paper
eBook
The new way to create original content
Forecasting RevenueMetric Q1 Q2 Q3 Q4 2014
Prospects
MQL
SQL
Opp
Wins
Closed Rev