To ensure your content marketing and social media efforts provide a ROI, start with understanding the goals of the business. This will allow you to create a Strategy that connects to the bottom line.

1. Measure
Goals
Strategy
Calendar
ProducePublish
Engage
Copyright © 2014 Cadence9®
| Brand Management Performance Review
Cadence9’s®
business practices and technology are rooted in the concept that an effective content marketing strat-
egy has seven actionable steps: Goals, Strategy, Editorial Calendar, Content Production, Publishing, Engaging and
Measuring.
Our purpose in working through these steps with clients is to create technical and tactical efficiencies to help franchi-
sors deliver valuable, non-interruptive content on a consistent basis. Efficiencies in performing these seven steps in
your social media and content marketing lead to generating consumer action, better customer retention, establishing
your brand as a thought leader, improving lead generation and increased franchise sales.
Brand Management Performance Review
Step 1 - Goals
We have set goals for 2014 for content and social media marketing that per-
tain to brand awareness and building our online presence.
We have documented these goals and communicated them to all necessary
stakeholders in our organization.
Our content and social media marketing goals positively align with our over-
all 2014 business objectives.
We are clear on how we will measure our results to determine the success of
our content and social media marketing efforts.
We have defined our Buyer’s Journey and considered these needs in our
content marketing plan so we can develop content to support driving leads
and/or new business.
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Yes No
To ensure your content marketing
and social media efforts provide
a ROI, start with understand-
ing the goals of the business.
This will allow you to create a
Strategy that connects to the
bottom line.
Do you want to…
• increase revenue by a
certain percentage?
• increase qualified leads?
• increase customer retention?
• decrease customer service
calls?
Take our self-assessment to rate your progress:
7 Step Content Marketing Lifecycle

2. Copyright © 2014 Cadence9®
| Brand Management Performance Review
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Step 2 - Strategy
We have developed a Brand Content Marketing Mission Statement that our
internal team and agencies etc. use to create targeted content.
We have 2-3 core Buyer Personas that describe our best customers and influ-
encers and their experiences within the Buyer’s Journey.
We have a documented Style Guide that ensures content created is on brand
and consistent in voice and message.
We have a documented Social Media Policy that outlines what we can and
cannot do as an organization when it comes to using social media.
We have chosen our content channels (blog, video, webinars, etc….) and
social media platforms (Facebook, Twitter, LinkedIn, etc…) based on where
our clients spend time online and understanding how they wish to receive
information.
Step 3 - Calendar
We have an Editorial Calendar that encompasses all content marketing channels
and distribution. This calendar also indicates those responsible and timelines.
We have an Editor or Manager that is charge of our content marketing
efforts.
We are able to maintain a content plan 60-90 days in advance with our
internal team.
We have a Social Media Content Calendar that is planned out at least 30
days in advance.
We have a workflow process that provides complete visibility for our team to
monitor all of our content marketing initiatives.
Step 4 - Produce
We have assessed the skill sets and strengths of our team to identify our best
internal content creation initiatives.
We are willing to outsource as needed to fill our content creation gaps based
on internal skills and our brand growth and management objectives.
We have a set workflow for each content channel to ensure we meet dead-
lines for publishing and distribution.
We have a process for content curation that allows us to acquire content and
provide proper attribution from influencers in our industry.
We have a balance of content production that educates/informs our audi-
ence as well as strong calls to action as marketing support for our franchisees.
Brand Management Performance Review cont.
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Use the 30/90/12 Rule
when laying out your Editorial
Calendar.
30 Days: Social media content
and small content projects
90 Days: Ongoing content
projects such as blogs, articles
and podcast episodes
12 Months: Map out projects
that need time to develop such
as Infographics, ebooks, White
Papers and Videos
Be the solution provider for your
customers. Work with your front
line sales people/customer
service reps to document every
question your customer has
about your product/service.
The answers or solutions to these
questions can be turned into
content for your target audience.
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Buyer personas are examples
of the real buyers who influence
or make decisions about the
products, services or solutions
you market. Buyer Personas go
beyond demographics such as
job title, industry, geography, or
company size.
Developing your core Buyer
Personas will allow you to
develop more effective content
for your audience.

3. Copyright © 2014 Cadence9®
| Brand Management Performance Review
Step 5 - Publish
We have a set publishing schedule to our content channels to provide consis-
tent brand interaction.
We have a set publishing schedule to our social media platforms to keep our
brand top-of-mind.
We consistently monitor comments, activity and engagement on our content
channels and social media platforms. We have set expectations on response
time and proper protocols.
We are confident our content is being published where our current and pro-
spective customers engage both online and offline.
We know the best times (days/hours) to publish our content via our social
media platforms.
Step 6 - Engage
We are consistently connecting with other influencers in our industry via con-
tent channels and social media platforms.
We are consistently connecting with current customers and prospects via
content channels and social media platforms.
We repurpose positive online interactions or User Generated Content (UGC)
to assist in brand promotion.
Our content team and/or franchisees are aware of how and when to engage
with our audience via content channels and social media platforms.
We consistently engage our current franchise owners as part of our customer
retention process and as a way to promote brand awareness.
Step 7 - Measure
We are assessing our content and social media results on a regular basis:
Weekly, Monthly, Quarterly, or Annually. (Circle those that apply)
We can easily access our data to analyze performance of our content and
social media marketing efforts – both corporate and across all franchise
locations.
We have defined 3-5 Key Performance Indicators to track that align with our
content and social media marketing goals.
We are able to easily pull necessary reports measuring our social and
content marketing performance to share with key stakeholders in the organi-
zation. These reports can also provide historical data going back more than
90 days.
We are confident that our content and social media marketing efforts are
aligned with our business objectives and are tracking efforts accordingly.
Brand Management Performance Review cont.
5 Ways To Increase
Engagement On Facebook:
1. Ask Questions
2. Use Images/Photos
3. Understand your Page
Insights to determine best
time to post for your fans
4. Crowdsource for ideas
5. Conduct a contest
Not all social networks are the
same. People on Twitter will in-
teract with your brand differently
than on Facebook. Track each
network to assess which ones
are driving brand engagement.
Don’t simply copy and past
across platforms. Treat each
network individually in your
production and engagement.
Important Social Media Stats:
•Facebook users are
53% Female; 47% Male
•Avg Facebook user is on 55
minutes a day
•182% increase of Twitter users
on mobile in the past year
•50% of the world’s Twitter
users are from the USA
•2 new members join LinkedIn
every second
•79% of LinkedIn users are 35+
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