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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, …

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.


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  • 1. Wednesday Webinar: Planning & Calendaring for Content Marketing Success t: @Kapost Join the Conversation: #WedWebinar Please type any questions in the chat
  • 2. Meet your Hosts Camilla Calhoun @camillacalhoun Customer Success Manager Anne Murphy @amurphias Managing Editor
  • 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. CONTENT MARKETING HAS A PROCESS PROBLEM.
  • 5. BUSINESS UNITS ESTABLISH CREATION & DISTRIBUTION PROCESSES INDEPENDENTLY. WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
  • 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. LEADING TO INEFFICIENT, INEFFECTIVE, & INCOHERENT CONTENT ACROSS THE ORGANIZATION WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
  • 8. THE SOLUTION? ORGANIZE A SINGLE, TRANSPARENT PROCESS THROUGH PLANNING & CALENDARING WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM
  • 9. STEP ONE
  • 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. STEP TW0
  • 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. STEP THREE
  • 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. 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. STEP FOUR
  • 17. FILL THE MONTHLY CALENDAR USING THE CONTENT PILLAR APPROACH TOP OF FUNNEL MIDDLE OF FUNNEL BOTTOM OF FUNNEL BELOW THE FUNNEL
  • 18. 4 3
  • 19. 4 4 1 7 1 1 3 1 3
  • 20. 4 4 1 7 1 1 3 1 3
  • 21. SCHEDULE ASSETS ACROSS THE MONTHLY CALENDAR
  • 22. STEP FIVE
  • 23. DISTRIBUTE CONTENT ACROSS THE FUNNEL WEB & SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS
  • 24. LET’S REVIEW
  • 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. Q & A Please type any questions in the chat