Wednesday Webinar:	

Planning & Calendaring for Content
Marketing Success	

t: @Kapost	

Join the Conversation: #WedWebina...
Meet your Hosts	

Camilla Calhoun	

@camillacalhoun	

Customer Success Manager	

Anne Murphy	

@amurphias	

Managing Edito...
Agenda	

Goal: Learn how to organize a single, transparent content
marketing process through planning & calendaring	

1.  ...
CONTENT MARKETING HAS A
PROCESS PROBLEM.
BUSINESS UNITS ESTABLISH CREATION
& DISTRIBUTION PROCESSES
INDEPENDENTLY.
WEB/
SOCIAL
SALES CUSTOMER
SUCCESS
PRODUCT
MARKE...
SOUNDS GREAT, BUT…
•  60-70% OF CONTENT GOES UNUSED* (IT’S TOO
PRODUCT-CENTRIC)
•  BRANDS STRUGGLE TO CREATE ENOUGH
BUYER-...
LEADING TO INEFFICIENT, INEFFECTIVE,
& INCOHERENT CONTENT ACROSS THE
ORGANIZATION
WEB/
SOCIAL
SALES CUSTOMER
SUCCESS
PRODU...
THE SOLUTION?
ORGANIZE A SINGLE, TRANSPARENT PROCESS
THROUGH PLANNING & CALENDARING
WEB/SOCIAL
MARKETING
OPS
SALES
CUSTOME...
STEP ONE
DEFINE IMPORTANT ROLES
CONTENT OPERATIONS
WEB/SOCIAL
MARKETING
OPS
SALES
CUSTOMER
SUCCESS
MAR COM /
CORPORATE
MARKETING
PR...
STEP TW0
CREATE AN EDITORIAL BOARD
•  STAKEHOLDER FROM
EACH DEPARTMENT/BU
•  MEET QUARTERLY TO
DISCUSS INITIATIVES
•  REVIEW SHARED...
STEP THREE
PLAN CAMPAIGNS BY YEAR & QUARTER
FOCUS ON FOUR MAIN AREAS
•  THEMES
•  PRODUCT & FEATURE
RELEASES
•  MAJOR EVENTS
•  CONTE...
BUT HOW?
PLAN CAMPAIGNS BY YEAR & QUARTER
•  SCHEDULE ACROSS
QUARTERLY CALENDAR
•  START 3-4 QUARTERS
AHEAD
•  90 DAYS BEF...
STEP FOUR
FILL THE MONTHLY CALENDAR
USING THE CONTENT PILLAR APPROACH
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM OF FUNNEL
BELOW THE FUNN...
4
3
4
4 1 7	

 1	

 1	

 3	

1	

3
4
4 1 7	

 1	

 1	

 3	

1	

3
SCHEDULE ASSETS ACROSS THE
MONTHLY CALENDAR
STEP FIVE
DISTRIBUTE CONTENT ACROSS THE
FUNNEL
WEB & SOCIAL
MARKETING OPS
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 BO...
Q & A	

Please type any questions in the chat
Planning and Calendaring for Content Marketing Success
Planning and Calendaring for Content Marketing Success
Planning and Calendaring for Content Marketing Success
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Planning and Calendaring for Content Marketing Success

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Don't forget the basics. Kapost's Managing Editor, Anne Murphy, and Customer Success Manager, Camilla Calhoun, discuss the importance of defining important roles for a better content operation, designing an editorial board, campaign planning, and the process of creating content pillars to distribute content across the funnel. Did you miss it? No sweat. The full deck is published here and the recording is included below.

Planning and Calendaring for Content Marketing Success

  1. 1. Wednesday Webinar: Planning & Calendaring for Content Marketing Success t: @Kapost Join the Conversation: #WedWebinar Please type any questions in the chat
  2. 2. Meet your Hosts Camilla Calhoun @camillacalhoun Customer Success Manager Anne Murphy @amurphias Managing Editor
  3. 3. 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
  4. 4. CONTENT MARKETING HAS A PROCESS PROBLEM.
  5. 5. BUSINESS UNITS ESTABLISH CREATION & DISTRIBUTION PROCESSES INDEPENDENTLY. WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
  6. 6. 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
  7. 7. LEADING TO INEFFICIENT, INEFFECTIVE, & INCOHERENT CONTENT ACROSS THE ORGANIZATION WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
  8. 8. THE SOLUTION? ORGANIZE A SINGLE, TRANSPARENT PROCESS THROUGH PLANNING & CALENDARING WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM
  9. 9. STEP ONE
  10. 10. DEFINE IMPORTANT ROLES CONTENT OPERATIONS WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS MAR COM / CORPORATE MARKETING PRODUCT MARKETING SUBJECT MATTER EXPERTISE POLISH & COMMUNICATIONS DISTRIBUTION
  11. 11. STEP TW0
  12. 12. 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.
  13. 13. STEP THREE
  14. 14. PLAN CAMPAIGNS BY YEAR & QUARTER FOCUS ON FOUR MAIN AREAS •  THEMES •  PRODUCT & FEATURE RELEASES •  MAJOR EVENTS •  CONTENT PILLARS (MORE ON THAT IN A MINUTE…)
  15. 15. BUT HOW? PLAN CAMPAIGNS BY YEAR & QUARTER •  SCHEDULE ACROSS QUARTERLY CALENDAR •  START 3-4 QUARTERS AHEAD •  90 DAYS BEFORE LAUNCH, FILL IN THE DETAILS
  16. 16. STEP FOUR
  17. 17. FILL THE MONTHLY CALENDAR USING THE CONTENT PILLAR APPROACH TOP OF FUNNEL MIDDLE OF FUNNEL BOTTOM OF FUNNEL BELOW THE FUNNEL
  18. 18. 4 3
  19. 19. 4 4 1 7 1 1 3 1 3
  20. 20. 4 4 1 7 1 1 3 1 3
  21. 21. SCHEDULE ASSETS ACROSS THE MONTHLY CALENDAR
  22. 22. STEP FIVE
  23. 23. DISTRIBUTE CONTENT ACROSS THE FUNNEL WEB & SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS
  24. 24. LET’S REVIEW
  25. 25. 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
  26. 26. Q & A Please type any questions in the chat
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