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Planning Content for 2014

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This presentation is from Scripted.com's webinar on November 22nd. We covered:

1. Set your content goals and content trends.
2. Plan your content and create an editorial calendar.
3. Create content effectively.
4. Promote and distribute your content.
5. Budget your content and set forecasts.

Published in: Marketing, Technology, Business
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Planning Content for 2014

  1. 1. How to Plan Your Content for 2014 The new way to create original content
  2. 2. Who We Are - Eric MacColl - Marketing Director Nicole Karlis Content Strategist The new way to create original content - - SEO, PPC, Display (iProspect) Lead Gen, Content Automation, Strategy (Scripted) Content Writer (HollywoodLife, AVE NUE) Managing Editor (RealSelf)
  3. 3. What We’re Covering 1. Content goals and trends for 2014. 2. Planning content and creating an editorial calendar. 3. Creating content effectively. 4. Promoting and distributing your content. 5. How to budget your content and set forecasts. The new way to create original content
  4. 4. Chapter 1 Content Goals + Trends The new way to create original content
  5. 5. Content Marketing Search Interest for Content Marketing Today 100 90 80 2013 70 60 50 2012 40 30 20 10 Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov Jan Mar May Jul Sep Nov 0 The new way to create original content
  6. 6. Where Are You Now? 1. Current Content Channels? 2. CRM? 3. Content Automation? 4. Team Structure? The new way to create original content
  7. 7. Where Are You Now? Good Better Have a presence on social media and have a blog. Consistent presence on social media and blog. Part of an employee’s time is dedicated to content. Full time employee dedicated to content. No content automation tracking. Goals include mostly traffic and social shares. The new way to create original content Some tracking with content automation. Goals are to drive qualified leads to sales and improve traffic. Best Consistent and aligned content through social channels and guest publications. Team dedicated to content. Content automation tracking. Goals are qualified leads and marketing driven revenue.
  8. 8. Content Marketing Challenges The new way to create original content
  9. 9. Actions vs. Metrics Actions • Blog post everyday • Newsletter • Social Media presence • Launch webinars • Website redesign The new way to create original content Metrics • Leads • Sales Opportunity • Newsletter growth • Website authority
  10. 10. B2B Success Metrics Good: Web Traffic + Social Shares + SEO Rankings Best: Lead Quality, Opportunity Quantity, and Pipeline The new way to create original content
  11. 11. 2013 Trends Mobile Responsive Design Mobile App? Optimized Photos (tablet) Google Authorship Google Plus Google Pages Hummingbird The new way to create original content
  12. 12. Chapter 2 Planning Content The new way to create original content
  13. 13. Audience Development Who’s reading your content? The new way to create original content
  14. 14. Audience Development Why is this valuable to my audience? The new way to create original content
  15. 15. Create Themes Stay Focused Better Story Ideas Engage with Community The new way to create original content
  16. 16. Scripted’s Themes November: Audience Development The new way to create original content
  17. 17. Story Ideas Stay true to your theme Talk to your customers Learn from your blog metrics Share stories from different perspectives “We found that personal essays in particular, and people talking about their money journeys and the triumph of paying off debt…, are the pieces that resonated the most with readers.” – Carrie Sloan, LearnVest
  18. 18. Publishing Frequency New Content Consistent Relevant
  19. 19. Create Your Editorial Calendar Simple is better and cleaner Easily shared + edited Accessible The new way to create original content
  20. 20. Other Calendar Tools The new way to create original content
  21. 21. Managing Your Calendar • • • • Who’s in charge? How often will you publish? Brainstorm story ideas for one month. Have content prepared two weeks in advance to publish date. The new way to create original content
  22. 22. Chapter 3 Creating Content The new way to create original content
  23. 23. Content Types “We all have different appetites and different attention spans.” - Andy Smith, The Dragon Fly Effect The new way to create original content
  24. 24. 2014 and Content • • Blog content (76%) • The new way to create original content Social media is most common content (87%) Case studies (73%)
  25. 25. The Layers of Written Content Thoughtleadership Data-driven articles, eBooks, webinars Expert Interviews, case studies Long-form content ExOp-Ed, day-of articles Newsworthy/trend content Evergreen content The new way to create original content How-to articles, Liscticles, 5 Ways to...
  26. 26. Content Matrix Defined Who Why What When 26
  27. 27. Outsourcing Content The new way to create original content
  28. 28. Outsourcing Content The new way to create original content
  29. 29. Chapter 4 Promoting and Distributing Content The new way to create original content
  30. 30. Distribution Channels 1. 2. 3. 4. 5. 6. 7. Organic Social Media Syndication Partners Guest Publications Newsletter/Email Sponsored Syndication Paid Social Media Paid Distribution The new way to create original content
  31. 31. Distribution Channels “Don’t try to be everywhere; it’s much more effective to have a small community that’s highly engaged.” Alexis Grant, Founder, Socialexis The new way to create original content
  32. 32. Organic Social Media The new way to create original content
  33. 33. Syndication Partners “In terms of actually growing the audience, the single best model that I can point to is syndication.” - Carrie Sloan, Editor-in-Chief, Learnvest The new way to create original content
  34. 34. How to Approach Syndication Make a list of ideal publications. Research the right person to contact. Tailor each pitch to the publication’s audience. Be patient, but be persistent. The new way to create original content
  35. 35. Sponsored Newsletters Targeted Distribution Top Program for Generating Leads Budget $5k to $15k The new way to create original content
  36. 36. Paid Distribution: Mass Distribution Best For Ecommerce, B2C content No custom targeting Easy self-service platform $0.20 - $0.40 CPC The new way to create original content
  37. 37. Paid Social: Targeted Distribution Expensive CPC ($3.38) Great for B2B Easy self-service platform The new way to create original content
  38. 38. Chapter 5 Budgeting + Forecasting for 2014 The new way to create original content
  39. 39. % of Marketing Budget Planning 30% of Marketing Budget is Spent on Content Marketing Optimizing Measuring The new way to create original content Creating Promoting
  40. 40. Costs Service Low High Content Writing $600/mo $3,000/mo MRKT Auto $800/mo $3,400/mo Infographics $999 $4999 Webinars Free $299/mo Promoted SM $500/mo $5,000/mo Sponsored Newsletter $3k $15k Analytics $99/mo $1000/mo The new way to create original content
  41. 41. Forecasting The new way to create original content
  42. 42. Marketo’s Funnel The new way to create original content
  43. 43. Marketo’s Channels The new way to create original content
  44. 44. Forecasting Funnel CVR Prospects/Targets 1000 25% MQL 250 SQL 10 Opp 3 1 The new way to create original content Win 4% 30% 33%
  45. 45. Content Effectiveness Metric Blog Newsletter Social Media Sponsored Newsletter White Paper eBook The new way to create original content Traffic CVR Client Won Avg Value Per Client
  46. 46. Forecasting Revenue Metric Q1 Prospects MQL SQL Opp Wins Closed Rev The new way to create original content Q2 Q3 Q4 2014

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