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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
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
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 BO...
THANK YOU!
TOBY MURDOCK
CEO & FOUNDER
@TOBYMURDOCK
Planning & Calendaring for Content Marketing Success
Planning & Calendaring for Content Marketing Success
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.

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Transcript of "Planning & Calendaring for Content Marketing Success"

  1. 1. PLANNING & CALENDARING FOR CONTENT MARKETING SUCCESS
  2. 2. TOBY MURDOCK CEO & CO-FOUNDER, KAPOST @TOBYMURDOCK
  3. 3. CONTENT MARKETING HAS A PROCESS PROBLEM.
  4. 4. BUSINESS UNITS ESTABLISH CREATION & DISTRIBUTION PROCESSES INDEPENDENTLY. WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
  5. 5. 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
  6. 6. LEADING TO INEFFICIENT, INEFFECTIVE, & INCOHERENT CONTENT ACROSS THE ORGANIZATION WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
  7. 7. THE SOLUTION? ORGANIZE A SINGLE, TRANSPARENT PROCESS THROUGH PLANNING & CALENDARING WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM
  8. 8. STEP ONE
  9. 9. DEFINE IMPORTANT ROLES CONTENT OPERATIONS WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS MAR COM / CORPORATE MARKETING PRODUCT MARKETING SUBJECT MATTER EXPERTISE POLISH & COMMUNICATIONS DISTRIBUTION
  10. 10. STEP TW0
  11. 11. 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.
  12. 12. STEP THREE
  13. 13. PLAN CAMPAIGNS BY YEAR & QUARTER FOCUS ON FOUR MAIN AREAS •  THEMES •  PRODUCT & FEATURE RELEASES •  MAJOR EVENTS •  CONTENT PILLARS (MORE ON THAT IN A MINUTE…)
  14. 14. BUT HOW? PLAN CAMPAIGNS BY YEAR & QUARTER •  SCHEDULE ACROSS QUARTERLY CALENDAR •  START 3-4 QUARTERS AHEAD •  90 DAYS BEFORE LAUNCH, FILL IN THE DETAILS
  15. 15. STEP FOUR
  16. 16. FILL THE MONTHLY CALENDAR USING THE CONTENT PILLAR APPROACH TOP OF FUNNEL MIDDLE OF FUNNEL BOTTOM OF FUNNEL BELOW THE FUNNEL
  17. 17. 4 3
  18. 18. 4 4 1 7 1 1 3 1 3
  19. 19. 4 4 1 7 1 1 3 1 3
  20. 20. 4 1 7 1 1 3 1 18
  21. 21. SCHEDULE ASSETS ACROSS THE MONTHLY CALENDAR
  22. 22. STEP FIVE
  23. 23. DISTRIBUTE CONTENT ACROSS THE FUNNEL WEB & SOCIAL DEMAND GENERATION 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 THEMES AND CAMPAIGNS 4.  CREATE A CONTENT PILLAR & ADD ASSETS TO MONTHLY CALENDAR 5.  DISTRIBUTE CONTENT ASSETS AT ALL STAGES OF THE FUNNEL
  26. 26. THANK YOU! TOBY MURDOCK CEO & FOUNDER @TOBYMURDOCK
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