6 Steps to Create a Robust Calendar
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93% of organizations use social media to boost their content marketing efforts, but only 66% say it's effective. Creating and sourcing content that connects with your audiences for your social media calendar can be challenging, but paving a clear roadmap can ensure your content is accountable. Join ScribbleLive and Sprout Social as we take a closer look at: - How to manage content together with a social media and editorial calendar - Scalable ways of content creation - What KPIs you should really be tracking
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6 Steps to Create a Robust Calendar
- 1. 6 Steps to Create a Robust Marketing Calendar A WEBINAR PRESENTED BY
- 2. Presenters Stephanie Castillo Digital Marketing Specialist Michael Patterson Digital Marketing Strategist @MPatterson22 @StephanieIvania
- 3. Agenda The Marketing Landscape • Why + How to Calendar • End-to-End Campaign • Scale and Measure • Q & A
- 5. 55% of B2B marketers aren’t sure what an effective or successful content marketing strategy looks like within their organization. CMI, 2016
- 6. Saving Time A calendar allows you to be quick, nimble, and foresee any bumps in the road The Benefits of a Marketing Calendar Planning Campaigns It can effectively help you manage multiple marketing campaigns Crafting Timely Content A calendar will get you in the habit of creating and posting relevant content Maintaining Sanity It creates clarity and gives your whole team insight
- 7. Do’s and Don’ts & Do • Know your dates • Assign responsibilities • Keep visuals in mind Don’t • Use too many tools to track your calendar • Assume your core audience • Plan too far ahead
- 8. 6 Steps to Create a Robust Marketing Calendar
- 9. 1. Create or Choose Your Marketing Campaign
- 10. Events
- 11. Product Launches
- 15. 2. Define Your Marketing Stakeholders
- 16. Email • How often should you send emails? • Which segments should you email? • Leads • Customers • Past-Customers
- 17. Social Media • What kind of content to share? • Which social networks to share on? • Facebook • Twitter • LinkedIn • Twitter Chats
- 18. Content • What interactive formats? • Quizzes or polls • Videos • Internal Blog Content • External Guest Posts
- 19. Paid Marketing • Paid Social Media • Paid Search • Display/Retargeting • Sponsored Content
- 20. Public Relations • Press Releases • Third-Party Publications • Product Hunt
- 21. Beyond Marketing • Loop in your sales team • Partnerships
- 22. 3. Create Relevant Content for Promotion
- 23. 60% of B2B marketers feel their top challenge in 2016 is to produce engaging content CMI 2016
- 24. Figure Out What Messages Resonate
- 25. • Identify the type of content that readers will find most valuable • Research keywords with Google Keyword Planner • LinkedIn Groups, Quora, and Tweetchats • FAQs Identify Best Topics
- 26. • Know where in the funnel your audience is • Identify the type of content that readers will find most valuable at any given stage Build a Roadmap
- 27. Create Promotional Content • Your company’s blog • User-Generated Content • eBooks, webinars, infographics, etc. • Product announcements and updates • Fresh imagery from your design team or outsourced team
- 28. 4. Choosing Your Promotional Schedule
- 29. Which channels to utilize and when? • Email • Social Media • Content • Paid Marketing • Public Relations • Beyond
- 30. Google Calendar
- 31. Google Calendar
- 32. Trello
- 33. Trello
- 34. Basecamp
- 35. 5. Scheduling Your Content
- 36. Most native platforms have scheduling built in.
- 37. Paid Ads
- 38. Social Media
- 39. Social Media
- 40. 6. Measuring Your Success
- 41. What are your goals? • Email: Opens, unsubscribes, and traffic • Social Media: Shares, reach, • Content: Traffic to conversion • Paid: Lowering CPL • Use insights to inform your marketing calendar
- 42. Add UTM Tags to Your Links • Source • Medium • Term • Content • Name
- 43. • Traffic • Leads • Revenue • Profit • Retention #SPROUTWEBINAR Return on Investment
- 44. • Awareness • Relationships • Loyalty • Retention • Profit #SPROUTWEBINAR Return on Engagement
- 46. Q & A