Webinar: How to Plan an Insanely Easy Content Marketing Workflow
How to Plan an Insanely Easy
CONTENT MARKETING WORKFLOW
Download the Recorded Webinar
Click here to watch webinar
& download slides now
Partner & Founder
What We Do
…is a Washington DC WordPress Web Design & DigitalStrategy Agency.
CreativeAnalytics partners with forward-thinking companies and
organizations to build data-driven,conversion-optimized digitalstrategies
and experiences that captivate, convince, and convert. We learn your
organization’s culture, constituents or clients,messaging andproblems, and
then partner with your team to optimize your digitalecosystemthat
communicates – consistently andeffectively– theright messageat theright
time to theright audience. We don’t just delivera strategicplan,we empower
your organization to betterleverageits internalresources over timeto take
C rea t i v e A na l y t i cs …
What is content marketing?
Telling a continuous story that seeks to
influence consumer behavior by providing
them with valuable information via social
platforms instead of actively promoting
products or services.
Content Marketi ng
The idea is that if you position yourself as an expert and provide youraudience with useful benefits, they will
eventually give you their business and loyalty in return.
Who do I need on my team?
◉ Chief Storyteller
◉ A Managing Editor
◉ Content Creators
◉ Content Producers
◉ Chief Listening Officer
◉ Subject Matter Experts
When should my content team meet?
of B2B marketers meet daily or
weekly—eitherin person or
virtually—to discuss the progress
of theircontent marketing
of B2B marketers that
marketing efforts as
“effective” meet daily or
61%◉ Give your entire organization
access to your content
marketing calendar, editorial
mission statement, strategy
doc, and update them about
changes to your strategy.
◉ Even those who aren’t directly
involved in the process will be
able to contribute ideas and
feedback and it’s important
that your entire organization
is working toward the same
How often should I publish?
◉ The correct answer is this…as long as the content serves these two goals it’s
☑ It is a compellingand interestingstory to your target audience(the reader), and
☑ It meets a stated objectivefor your organization.
◉ If that means five postsper week, great. If it’s one per week, that’s finetoo.
Focus on whether or not you have a story
How does the process flow?
THECONTENT MARKETINGWORKFLOW: STEP-BY-STEP
Strategize, Research & Plan
◉ Create a documented Content Marketing Strategy Plan
◉ Research what typeof content is mostsuccessful in your industry and see what
influencers are posting
◉ Brainstorm content and topics – remember to write for microniches and your
◉ Conduct keyword research and understand how to incorporate your top SEO
◉ Create a Content Editorial Calendar
Creating a Content Editorial Calendar
◉ This iswhere your team fleshes out content ideas - expect the initialcalendar to
change significantlyafter you begin to see results
◉ Use a cloud based system - it’seasy to lose thelatest version of a word
document and programs like Google Docs let multiplepeople edit your content
at one time.
◉ Look at your goals, then determine frequency and work backwards
◉ Plan quarterly
◉ Create a strategic mix of content types, categories/topics, and personas
Content Creation: Step-by-Step
1. Determine specific measurable goal, CTA,
2. Research topic and prepare outline of
content – it often helps to answer a
3. Determine search keyword phrase
4. Write/Optimize headline and subtitle (if
applicable) - use a Headline Analyzer
5. Create a draft in a doc collaboration tool
6. Edit & Format
8. Peer Review & Team Collaboration
9. Editor Review
10. Final Approval
11. Error checking & testing links/references
12. Prepare & Post (schedule social, if
Optimize, Curate & Aggregate
◉ Optimizeyour content for SEO
◉ Content creation aloneno longer creates authority. There is no way that you can
produce enough original content to keep up with the flood of informationnoise
that your readers and prospects have to sift through to get all of theinformation
that they want or need. You have to be both thecontent creator and the
aggregator/curator/compiler/synthesizer of valuable discovered content.
◉ curated content should account for one-quarter of thecontent marketing your
◉ Aggregation is automated syndication of content (either your own or someone
else’s) and it doesn’t include your own insightsor commentary.
Promote, Converse & Listen
◉ Syndicate content across all social media platforms
◉ Use an social media management service like Hootsuite, CoSchedule, Buffer, or
SproutSocial for notifications and auto post-scheduling
◉ Engage with your audience by replying to comments and messages each day
◉ If you are a larger organization, try Radian6, Attensity, or another enterprise listening
tool to help you monitor your relationship with customers
◉ If you are smaller, set notifications for someone onyour team (either manually on Google
calendar or set them up in your social network settings) to regularly review engagement
and respond. It is often helpful to have one person focus on this task for consistency in
Measure, Analyze & Improve
◉ It’s crucial that you set measures of success overall in the planning and strategy phase as
well as for each individual piece of content.
◉ Analyze data to understand audience behavior and gauge the success of your content.
◉ How is this content affecting your KPIs? Is it effectively helping you accomplish your
goals? If the answer is no, it’s time to make some changes.
◉ Even if your content is a huge success, there’s always room for improvement.
◉ When you are first starting out, expect to wait at least 3-6 months to see consistent
improvement in your results.
◉ Repurpose your mostsuccessful content by re-publishing it in different content
formats - ex. Turn a popular “how-to”blog post into an infographic
◉ Content that has a long shelf-life that can be repeatedly used is called
What tools should I be using?
R e s e a r c h
P l a n &
S t r a t e g i z e
W r i t e &
C r e a t e
C u r a t e &
A g g r e g a t e
P r o m o t e &
C o n v e r s e
How can I get all of this done?
◉ Plan a yearin advance- you can always edit your calendarlateron
◉ Takeadvantageof content marketing tools
◉ Share the burden - Don’t be afraidto delegate
◉ Don’t biteoff more than you can chew! Berealisticwith your deadlines and timelines.Don’t
baseyour milestones on the requirement that you work nights and weekends to get it done,
because chance areyou won’t. Trying todo everything at once will cause stress,frustration,and
◉ Makequality the priority! It’s betterto produce content less frequently and ensureit’s
awesome, than publish mediocre content often
◉ Consider theorder in which you createcontent.
Have any questions?
The Fire Tower
Surabaya - East Java
840 First Street NE
Washington, DC 20002
G o t Q u e s t i o n s ?