Planning & Calendaring for Content Marketing Success
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Planning & Calendaring for Content Marketing Success

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Check out the Eloqua Virtual Road to Revenue presentation by Toby Murdock, CEO of Kapost.

Check out the Eloqua Virtual Road to Revenue presentation by Toby Murdock, CEO of Kapost.

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Planning & Calendaring for Content Marketing Success Planning & Calendaring for Content Marketing Success Presentation Transcript

  • 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