#AtomicChat | July 28, 2014 with @JoePulizzi. Topic: Mid-Year Content Marketing Checklist

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July 28, 2014
Mid-year content
marketing checklist
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What can we polish up in our editorial
calendar?
What should we double check in our
subscriber lists?
What needs refreshing on our websites
and landing pages?
What are some new ideas for influencer
lists?
How can we optimize content creation
efforts?
What data do you think is important for
audience insights?
@JOEPULIZZI@Atomic_reach
special guest:Hosted By:
Joe Pulizzi @JoePulizzi
Well, to be honest, the first step is to actually “have” an editorial calendar ;) Many don’t.
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Joe Pulizzi @JoePulizzi
This should link back directly to your content marketing mission statement (if you have one)
- http://contentmarketinginstitute.com/2012/10/content-marketing-mission-statement-2/ …
#atomicchat
Joe Pulizzi @JoePulizzi
In other words, what do you want the reader to get out of the article? How are you helping their
lives, jobs, etc. #atomicchat
Joe Pulizzi @JoePulizzi
Also, align your editorial calendar to what your specific call-to-action (CTA) should be for that
particular post. #atomicchat
Joe Pulizzi @JoePulizzi
First, determine who is opening your emails versus those that don’t. #atomicchat
Joe Pulizzi @JoePulizzi
Put together a reactivation strategy to get those people who are dormant engaged again.
#atomicchat
Joe Pulizzi @JoePulizzi
Then, look for patterns as to what subscribers do differently than non-subscribers. #atomicchat
Joe Pulizzi @JoePulizzi
Remember, as @JayBaer says, every page is a home page. After the reader engages, what is
the next step? #atomicchat
Joe Pulizzi @JoePulizzi
What is the goal of your landing page? Be sure you document this. Then you can rotate calls-
to-action. #atomicchat
Joe Pulizzi @JoePulizzi
Do you want them to subscribe, to download a white paper, to listen to a podcast? It’s most
likely not a product download. #atomicchat
Joe Pulizzi @JoePulizzi
Most companies don’t have influencer hit lists. That’s the first problem. Get one now.
#atomicchat
Joe Pulizzi @JoePulizzi
An influencer hit list are the places where your customers are hanging out when they aren’t on
your site. #atomicchat
Joe Pulizzi @JoePulizzi
Once you build relationships with influencers, then you begin to bake them into your brick
content (ebooks, w papers) #atomicchat
Joe Pulizzi @JoePulizzi
Start with an influencer list of 5-10. Use the strategy for a month. They will begin to pay
attention. #atomicchat
Joe Pulizzi @JoePulizzi
An internal content audit helps here. What assets do you have to work with? Most companies
don’t know what they have. #atomicchat
Joe Pulizzi @JoePulizzi
Try to think multiple content products from every story. Could that blog be part of an eBook
series? Plan for it. #atomicchat
Joe Pulizzi @JoePulizzi
What are your most popular posts? But better yet, what posts deliver new subscribers (if that is
a goal)? #atomicchat
Joe Pulizzi @JoePulizzi
We track our subscribers to the post level. It’s not precise, but it’s a pretty good indicator of
what is working. #atomicchat
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