Content Calendar Workshop

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One of biggest problems my clients have is time when it comes to content production. We've found that it's best if you have a planned strategy to get things done. That's why we've developed the Content Calendar Workshop.

At the end of the presentation, there is a link that will take you to a place where you can download a content calendar template.

Published in: Business, Technology

Content Calendar Workshop

  1. 1. Content Calendar Workshop Tips, tools, and timesavers By Jenn Lisak
  2. 2. Background •  Director of Content Strategies, DK New Media •  Manage the strategy, production, and implementation of content programs •  Blog posts, videos, whitepapers, infographics, site messaging, case studies, podcasts  
  3. 3. Content is one of the easiest way for prospects to learn more about you without engaging with you first. 93% of B2B marketers use content marketing. (Source: CMI)
  4. 4. •  Only 44% of marketers have a documented content strategy. •  On average, marketers use 13 different content marketing tactics. (Source: CMI)
  5. 5. Content should be recent, frequent, and relevant. •  SEO Benefits •  Brand Awareness •  Conversion Paths
  6. 6. …but how do we keep up?
  7. 7. The editorial calendar should make your life easier. It should automate more tasks.    
  8. 8. Content Calendar Factors Delegate responsibilities Important dates Realistic timelines Publish date Topics Author Conversion paths CTA Type of content Focus Keyword Title Promo
  9. 9. Researcher “Approver” Editor Writer Promoter Roles Producer
  10. 10. We found that it’s best to have at least 3 people managing content production. Writer/Editor/ Researcher Approver Producer/ Promoter
  11. 11. Marketing should have content planned at least 4 weeks in advance. Topic > Promotion
  12. 12. Less than 1 week •  Blog Posts •  Articles 1 – 2 weeks •  Email marketing •  Slideshares •  Podcasts 2 – 4 weeks •  Micrographics •  Webinars 4 – 6 weeks •  Infographics •  Whitepapers 6 – 8 weeks •  Videos •  Case Studies Values based on outsourced content programs.
  13. 13. Timelines: •  Monthly or Quarterly Planning •  Research due date (if applicable) •  Draft due date •  Approved due date •  When to schedule Depending on the content type, you should have at least one week to review and optimize upon completion of the draft.
  14. 14. Type URL Author Meta description Title Focus Keyword Content Imagery
  15. 15. •  How does a user get to it? •  What do they do next? Conversion Path CTA •  Link to downloadable asset. •  Clear CTA button. •  Social media messaging. •  PR (if necessary) •  Industry sites. Promotion
  16. 16. It takes time, money, and resources for content marketing to be successful. Content Tips
  17. 17. Types of Learners 3 Types of Learners: Visual, Auditory, and Kinesthetic 65% of the general population are visual learners. (Source: Prime Infographics) Content Tips
  18. 18. Graphs Slideshare Video Podcasts Videos Recorded presentations Webinars Kinesthetic Infographics Images Auditory Visual Have a healthy mix of content to appeal to different learners. Any content form How to Guides Step by step Content Tips
  19. 19. SEO is a math problem; Search is a people problem. Write for people. Content Tips
  20. 20. What does your buyer persona look like? •  •  •  •  •  Target audience Demographics Psychographics Organizational roles Types of businesses Buyer Persona Guide: http://bit.ly/buyerexercize Content Tips
  21. 21. Does your brand match up? A brand is your biggest and most volatile asset. Branding Guide/Questionnaire: http://bit.ly/brandingguide Content Tips
  22. 22. Biggest Time Problem? Blog Production. Format Timing •  250 words & up •  One image •  2- 3 times a week •  Frequency = indexing Producing •  2 hours a week* •  Make it a habit Repurpose, repurpose, repurpose. Content Tips
  23. 23. Top WordPress Plugins to Optimize your blog: http://bit.ly/WPtools    
  24. 24. Sources: •  Content Marketing Institute: http://contentmarketinginstitute.com/ research/ •  Prime Infographics: http://primeinfographics.com/65-of-allpeople-are-visual-learners/
  25. 25. Questions? To download a free Content Calendar Template, go here: http://bit.ly/editorialtemplate

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