Content strategy refers to the planning, development, and management of content—written or in other media. Here is Paramore's Content Workbook to get you started in creating your own content.

1. Content Workbook
Marketing College 2013
124 12th avenue south, suite 510
nashville, tn 37203
paramore.is

2. Lets Do it.
1. Get Realistic
If you’re in marketing you know that content calendars are a lot like New Years
resolutions: hard to stick to. It’s important that before you commit you make
sure your goal is not too big for you and your support group.
2. Make a List
• Map out all the content your organization produces
• The manager and/or creator of that content.
• Then categorize the frequency at which that content is produced or becomes
available: Daily, Weekly, Monthly, Quarterly, Annually
3. Your Content Calendar is Just a Spreadsheet
Populate a spreadsheet with this information.
4. Get Uncomfortable
Content creation is like running. The first time you do
it, you might kind of suck. But you got out and did it, which is better than not
doing it at all. The next time you do it, and each subsequent time after that,
you’ll be better than before.
5. Fill in Those Content Holes
Pick a content topic, assign it to the best person to create and manage that
content. Assign them a frequency for when this content needs to be created.
Then elaborate on that schedule the internal process for having that content
proofed and approved before the assigned “live date” for that content
Marketing College Content Workbook | Page 2

3. Content Topic Ideas
How-To
If you know how to do something your readers would want to know about, it’s easy to transfer your
knowledge to paper -- How does a family of four vacation affordably in your area?
Top lists
A tried and true content method, top lists are a mix between original content and aggregation. you
aggregate the ideas, and write short blurbs about each -- What are the top 10 must to activities at
your destination?
Curation
Recognizing remarkable content from others is important -- What travel writer has recently published
an article about one of your destinations? What did they say?
FAQ
Think of the questions your visitors ask you every day, and turn that into a piece of content in which you
answer the common question. You could also pose a question on a social network, at an event, or and
then respond to them in aggregate in a blog post. -- Where is the best sunset in your community?
Data
Whether you have your own data or you stumble across interesting industry data in your reading, take
one or many data points and compile them into a post. data makes very shareable content, and tends to
say a lot in few words. -- What is the most visited destination in your community?
Video Content
Videos are excellent alternatives to how-to posts in which you talk through a concept like you would to
anyone in-person, who could you interview? -- Would a charismatic chef at one of your popular
restaurants talk through the restaurants menu?
Marketing College Content Workbook | Page 3

4. Content
Type
Content
Manager
Frequency Live
Date
Proofreader Approver
Blogs
Videos
Photos
Presentations
Webinars
Social Media
Pages
Travel
Brochures
Maps
Other
Marketing
Materials
Press
Releases
Articles
White Papers
Testimonials
FAQ
Marketing College Content Workbook | Page 4

5. About Paramore | the digital agency
History: How did we get here?
Paramore | the digital agency is a full-service interactive agency in the Gulch district in Nashville,
Tennessee. We create websites and online marketing campaigns that are simple, clear and focused on
results. We’ve done a ton of work for organizations in the travel, entertainment and leisure attractions
verticals, but then again, we’ve also helped sell a product called Panties for Peace and built a site called
Fart Factory. Not for the same client, of course. That would be gross.
Paramore was born in 2002 and is owned to this day by its prez, Hannah Paramore, a longtime veteran
of the digital marketing industry, including CitySearch and AOL. There’s a handpicked staff of about 30
of Nashville’s sharpest web people, all of them as witty, driven and forward-thinking as Hannah. And
humble. Did we say humble? Humble.
Competitive Advantage: Why we think we’re better than them.
We’re not just a web development firm. We’re not just an interactive media company. We are a full
service digital agency. Paramore delivers a complete approach to online marketing that includes strategy
& planning, digital and creative development and media management. We’re thought-leaders in web
development and effective use of digital media of all kinds. And we keep it simple and clear for folks who
work with us.
We specialize in:
• Website strategy, design and development
• Media planning and buying
• Media strategy
• Media execution, management, optimization and reporting
• Social, viral and mobile marketing
• SEO
• Mobile
• Apps
Here’s what really sets us apart: we love this stuff. Our people are passionate about the contributions
they make to every client success story. Learn more at www.paramoredigital.com.
Marketing College Content Workbook | Page 5

6. Sources
We get most, practically all, of our content from other sources. Here they are.
• http://cdn2.hubspot.net/hub/53/file-26429033-pdf/how-hubspot-does-inbound-creating-a-
content-machine.pdf
• http://www.mediapost.com/publications/article/178011/how-to-create-a-content-calendar-you-
can-stick-to.html?print#ixzz2b2m7Nk3E
• http://offers.hubspot.com/blog-editorial-calendar
Marketing College Content Workbook | Page 6