Ariad's Baron Manett (SVP, Strategy) and Mark Michaud (Senior Vice President, Head of Ariad's Strategy Team) teach the CMA's Building Content Strategy seminar.
BUILDING CONTENT STRATEGY SEMINAR
The tips, tools and advice you need to build an effective content strategy
Whether you’re looking to get into content marketing, are responsible for your company’s website and social platforms, or want to use information and advice to better connect with consumers, you need content strategy to be successful. But what is content strategy and how do you build a successful one?
In this seminar, you will learn about the exciting new discipline of content strategy and a step-by-step method to build one — all with a focus of putting people -- those that will be consuming, commenting, and sharing your content -- first. You will learn how to develop a well thought out strategy that satisfies business objectives. Plus, you’ll get a behind-the-scenes look at how one of Canada’s leading content agencies crafts award-winning strategies for some of Canada’s biggest brands.
In this full-day session, participants will explore key concepts of the discipline of content strategy and how apply these ideas to your own business.
@ariadcomm February 2015 Content Strategy Seminar
@bstat
@kieranmiles
@michaudmark
BUILDING CONTENT STRATEGY SEMINAR - Workbook
In this seminar, you will learn about the exciting new discipline of content strategy and a step-by-step method to build one — all with a focus of putting people -- those that will be consuming, commenting, and sharing your content -- first. You will learn how to develop a well thought out strategy that satisfies business objectives. Plus, you’ll get a behind-the-scenes look at how one of Canada’s leading content agencies crafts award-winning strategies for some of Canada’s biggest brands.
In this full-day session, participants will explore key concepts of the discipline of content strategy and how apply these ideas to your own business.
@ariadcomm
@bstat
@kieranmiles
@michaudmark
ariad.ca
Content marketing is a marketing strategy. It is focused on the creation and distribution of valuable content with the purpose of attracting and retaining a specific, targeted audience. It builds interest in your brand and develops relationships and trust with your audience. But understanding what content marketing is doesn’t necessarily help you launch a content marketing effort. In our latest presentation, we map out the six steps you can take to launch a content marketing initiative.
Summarization of core marketing concepts and the marketing strategy framework. This includes elements that should be applied when devising and developing a marketing strategy for a company.
BUILDING CONTENT STRATEGY SEMINAR
The tips, tools and advice you need to build an effective content strategy
Whether you’re looking to get into content marketing, are responsible for your company’s website and social platforms, or want to use information and advice to better connect with consumers, you need content strategy to be successful. But what is content strategy and how do you build a successful one?
In this seminar, you will learn about the exciting new discipline of content strategy and a step-by-step method to build one — all with a focus of putting people -- those that will be consuming, commenting, and sharing your content -- first. You will learn how to develop a well thought out strategy that satisfies business objectives. Plus, you’ll get a behind-the-scenes look at how one of Canada’s leading content agencies crafts award-winning strategies for some of Canada’s biggest brands.
In this full-day session, participants will explore key concepts of the discipline of content strategy and how apply these ideas to your own business.
@ariadcomm February 2015 Content Strategy Seminar
@bstat
@kieranmiles
@michaudmark
BUILDING CONTENT STRATEGY SEMINAR - Workbook
In this seminar, you will learn about the exciting new discipline of content strategy and a step-by-step method to build one — all with a focus of putting people -- those that will be consuming, commenting, and sharing your content -- first. You will learn how to develop a well thought out strategy that satisfies business objectives. Plus, you’ll get a behind-the-scenes look at how one of Canada’s leading content agencies crafts award-winning strategies for some of Canada’s biggest brands.
In this full-day session, participants will explore key concepts of the discipline of content strategy and how apply these ideas to your own business.
@ariadcomm
@bstat
@kieranmiles
@michaudmark
ariad.ca
Content marketing is a marketing strategy. It is focused on the creation and distribution of valuable content with the purpose of attracting and retaining a specific, targeted audience. It builds interest in your brand and develops relationships and trust with your audience. But understanding what content marketing is doesn’t necessarily help you launch a content marketing effort. In our latest presentation, we map out the six steps you can take to launch a content marketing initiative.
Summarization of core marketing concepts and the marketing strategy framework. This includes elements that should be applied when devising and developing a marketing strategy for a company.
Leading Edge Magazine | Summer 2012 | SikichSikich LLP
The summer 2012 issue of Sikich's Leading Edge Magazine focuses on making better business decisions--specifically, through business functions, operations and financials.
Download this webinar for free: http://mstnr.me/2bvbnf5
Everything starts with your brand — if you can’t articulate who you are, every communication is a wasted opportunity. Brand strategy begins with defining your institutional brand. Realizing that strategy and influencing how key audiences perceive your brand is the crucial next step.
This webinar will outline a practical approach to defining a brand strategy and executing that strategy in the real world. Put an end to wasted communication opportunities in 2016, and start the year with a plan to articulate and implement your brand.
What You Will Learn:
• The elements of a solid brand framework.
• How market research informs your messages to key audiences.
• How to implement your brand strategy in 2016 with content, editorial, and marketing plans.
Who Should View:
• Marketing and communications professionals responsible for brand development and/or messaging.
• Enrollment management, admission, alumni, and development managers, directors, and VP’s who need to translate the institutional brand into compelling audience-specific messages.
View our content marketing guide to helping you answer the challenging questions. Understand your buyers, apply content to the buyer journey and set the right goals to achieve effective content marketing.
21st Century Branding: Positive Change Agents Ann Odell
Good Business & Good Branding are synonymous.
Together they are the foundation of any enterprise & inextricable. Making a decision about one informs & shapes the other.
21st Century BRANDS reflect our ideals, values, aspirations, passions.
A GREAT BRAND TODAY UNITES EMPLOYEES & CUSTOMERS AROUND A BIG IDEA OR PURPOSE MUCH LARGER THAN SELLING. Brands that offer people the OPPORTUNITY TO BE PART OF THE STORY, THE EXPERIENCE, THE BIG IDEA, THE PURPOSE, whether they’re inside or out, are the ones that are winning.
Existing on the continuum of: cave paintings, fireside chats & yellow brick road experiences, 21st Century BRANDS CAN & DO SERVE AS POSITIVE CHANGE AGENTS.
Presented is a capture of best practice Brand Strategy Case Studies, including four I've supported development on. What we see is that big Vision, more Meaning, Inclusivity, Authenticity & a few Fun surprise are foundational to all of their success.
The importance of creative strategy in online advertisingITDogadjaji.com
Prezentacija "The importance of creative strategy in online advertising" koju je Toni Došen održao na ABC Seminaru o Internet oglašavanju 8. aprila 2010. godine u Beogradu.
Sejak dimulainya covid, dunia event berubah total, mengalami disrupsi besar-besaran. Event tidaklah lagi hanya menyediakan produk fisik & logistik semata, tetapi lebih kepada experience. Karena itu sangatlah penting merencanakan event secara strategis & berkolaborasi dengan partner untuk dapat menyediakan content yang menarik, interaktif, dan berkesan.
Sudah banyak organizer yang menyelenggarakan virtual event, dan bahkan hybrid. Belajar dari pengalaman event partner & LiveLife, kami membuat metode perencanaan event yang strategis & kolaboratif.
Kami hendak membagikan insight ini melalui FREE workshop: Planning Successful Events with Content & Collaboration setiap bulan.
LiveLife juga dapat menyelenggarakannya khusus untuk perusahaan/organisasi anda.
Tidak hanya peserta akan belajar bagaimana merencanakan event content & kolaborasi, tetapi juga mempraktekkannya dengan membuat draft event plan, sehingga setelah selesai acara dapat disempurnakan & direalisasikan.
Akan dibahas Real-Life Case Study, beserta Tips & Tools yang dapat digunakan.
5 event-plan terbaik akan mendapatkan FREE Coaching senilai IDR 2 juta.
LiveLife telah menyelenggarakan workshop ini beberapa kali & berjalan sangat sukses:
- Public workshop untuk 100 event organizer (Feb 6)
- Group workshop untuk Politeknik Pariwisata Bali (Feb 24)
- Group workshop untuk Himpunan Humas Hotel Indonesia (Feb 25)
- Group workshop untuk Politeknik Wilmar Bisnis Indonesia (Mar 9)
- Group workshop untuk UMKM dibawah gerakan 'Bali In Your Hands' (Mar 22)
- Group workshop untuk 6 perguruan tinggi yang mengikuti Event Ideas Hackathon (Jun)
Apabila hendak menonton video recording nya, silahkan register di https://bit.ly/PSEWC3B
The briefing document to our two week Create Meaning program in cooperation with the Miami Ad School.
All results will be published on createmeaning.com
Feel free to follow-up Q&A on twitter @createmeaning.com or our blog.
#1NWebinar - Creating a Digital-Centered Customer Experience: User Experience...One North
In the second part of the series, Kalev Peekna, Managing Director of Strategy, discusses how a well defined digital-centered brand can inform your marketing strategy and set the stage for improved performance across all touch points and channels.
Watch the webinar at: http://bit.ly/1bGYT26
Leading Edge Magazine | Summer 2012 | SikichSikich LLP
The summer 2012 issue of Sikich's Leading Edge Magazine focuses on making better business decisions--specifically, through business functions, operations and financials.
Download this webinar for free: http://mstnr.me/2bvbnf5
Everything starts with your brand — if you can’t articulate who you are, every communication is a wasted opportunity. Brand strategy begins with defining your institutional brand. Realizing that strategy and influencing how key audiences perceive your brand is the crucial next step.
This webinar will outline a practical approach to defining a brand strategy and executing that strategy in the real world. Put an end to wasted communication opportunities in 2016, and start the year with a plan to articulate and implement your brand.
What You Will Learn:
• The elements of a solid brand framework.
• How market research informs your messages to key audiences.
• How to implement your brand strategy in 2016 with content, editorial, and marketing plans.
Who Should View:
• Marketing and communications professionals responsible for brand development and/or messaging.
• Enrollment management, admission, alumni, and development managers, directors, and VP’s who need to translate the institutional brand into compelling audience-specific messages.
View our content marketing guide to helping you answer the challenging questions. Understand your buyers, apply content to the buyer journey and set the right goals to achieve effective content marketing.
21st Century Branding: Positive Change Agents Ann Odell
Good Business & Good Branding are synonymous.
Together they are the foundation of any enterprise & inextricable. Making a decision about one informs & shapes the other.
21st Century BRANDS reflect our ideals, values, aspirations, passions.
A GREAT BRAND TODAY UNITES EMPLOYEES & CUSTOMERS AROUND A BIG IDEA OR PURPOSE MUCH LARGER THAN SELLING. Brands that offer people the OPPORTUNITY TO BE PART OF THE STORY, THE EXPERIENCE, THE BIG IDEA, THE PURPOSE, whether they’re inside or out, are the ones that are winning.
Existing on the continuum of: cave paintings, fireside chats & yellow brick road experiences, 21st Century BRANDS CAN & DO SERVE AS POSITIVE CHANGE AGENTS.
Presented is a capture of best practice Brand Strategy Case Studies, including four I've supported development on. What we see is that big Vision, more Meaning, Inclusivity, Authenticity & a few Fun surprise are foundational to all of their success.
The importance of creative strategy in online advertisingITDogadjaji.com
Prezentacija "The importance of creative strategy in online advertising" koju je Toni Došen održao na ABC Seminaru o Internet oglašavanju 8. aprila 2010. godine u Beogradu.
Sejak dimulainya covid, dunia event berubah total, mengalami disrupsi besar-besaran. Event tidaklah lagi hanya menyediakan produk fisik & logistik semata, tetapi lebih kepada experience. Karena itu sangatlah penting merencanakan event secara strategis & berkolaborasi dengan partner untuk dapat menyediakan content yang menarik, interaktif, dan berkesan.
Sudah banyak organizer yang menyelenggarakan virtual event, dan bahkan hybrid. Belajar dari pengalaman event partner & LiveLife, kami membuat metode perencanaan event yang strategis & kolaboratif.
Kami hendak membagikan insight ini melalui FREE workshop: Planning Successful Events with Content & Collaboration setiap bulan.
LiveLife juga dapat menyelenggarakannya khusus untuk perusahaan/organisasi anda.
Tidak hanya peserta akan belajar bagaimana merencanakan event content & kolaborasi, tetapi juga mempraktekkannya dengan membuat draft event plan, sehingga setelah selesai acara dapat disempurnakan & direalisasikan.
Akan dibahas Real-Life Case Study, beserta Tips & Tools yang dapat digunakan.
5 event-plan terbaik akan mendapatkan FREE Coaching senilai IDR 2 juta.
LiveLife telah menyelenggarakan workshop ini beberapa kali & berjalan sangat sukses:
- Public workshop untuk 100 event organizer (Feb 6)
- Group workshop untuk Politeknik Pariwisata Bali (Feb 24)
- Group workshop untuk Himpunan Humas Hotel Indonesia (Feb 25)
- Group workshop untuk Politeknik Wilmar Bisnis Indonesia (Mar 9)
- Group workshop untuk UMKM dibawah gerakan 'Bali In Your Hands' (Mar 22)
- Group workshop untuk 6 perguruan tinggi yang mengikuti Event Ideas Hackathon (Jun)
Apabila hendak menonton video recording nya, silahkan register di https://bit.ly/PSEWC3B
The briefing document to our two week Create Meaning program in cooperation with the Miami Ad School.
All results will be published on createmeaning.com
Feel free to follow-up Q&A on twitter @createmeaning.com or our blog.
#1NWebinar - Creating a Digital-Centered Customer Experience: User Experience...One North
In the second part of the series, Kalev Peekna, Managing Director of Strategy, discusses how a well defined digital-centered brand can inform your marketing strategy and set the stage for improved performance across all touch points and channels.
Watch the webinar at: http://bit.ly/1bGYT26
Creating an Agile Marketing Framework - Centerline Digital - Version 1 - Marc...Centerline Digital
Marketers must become more agile to keep up with the speed of communication. Creating an Agile Marketing Framework is a methodology for brands to operate more like media companies – to pursue stories of value to their audiences like journalists.
While foundational elements of marketing solutions—like brand goals, audience understanding and measurement—will remain, the mediums, channels, contributors and pace must be constantly adjusted and optimized to reach audiences with valuable content.
Learn more: http://www.centerline.net
In 2013, Content Marketing Institute released its first Content Marketing Framework. At the time, its purpose was to serve as a high-level view of the principles that govern the world of brand storytelling. Since then, CMI has worked with more than 100 brands, helping them put these core principles into practice. These partnerships have taught us a lot about which parts of the framework worked, which didn’t, and where we still needed to provide greater clarity and transparency. To reflect the insights we gained – as well as the many shifts that have occurred across the entire digital ecosystem – we’ve streamlined our original discussion, and have added a distinct new process model to each node. What follows is our redesigned Content Marketing Framework.
Content Marketing for the Life SciencesChris Conner
Manage your content marketing like a product. Why start from scratch on every campaign? You'll save a lot of effort by creating a collection of content that serves your customers and then adding functionality (new content) on a regular basis.
This SlideShare shows you why it's a good idea and what you need to get started.
6-Step Guide to B2B Content Marketing that WorksLinkedIn
70 percent of marketers report that they plan
to produce more content this year than last
year. At the same time, only 30% rate their
efforts as “effective” or “very effective.”
That means a lot of us still struggle with the
marketing aspect of content marketing. Use
the 6 steps in the following slides as a
blueprint of how to build a content strategy
that produces measurable results.
Frameworks provide a structured approach to Content Marketing. We asked a panel of experts from our Content Committee which frameworks they swear by across topics such as Audience, Strategy, Creativity, Distribution and Measurement and collated them all for you here. Enjoy!
Watch the webinar here:https://youtu.be/GEzILwI6VdU
Key Takeaways:
1. Understand the type of content your customers want and need.
2. How to develop creative topics.
3. Managing your content once it has been published.
4. How to build a social media foundation with your content
The Stepstones to Real Content MarketingSimon Schwarz
This Slideshare presentation The Stepstones to Real Content Marketing provides a how to guide of what you have to consider in doing real Content Marketing.
Building an Agency - Introduction and Capabilites - BIC Class ProjectAlexandra Suazo
As a student in CCNY's BIC Account Management track, I had the opportunity to invent an agency from the ground up. Applying class learnings in agency organization, structure, finance and more, groups were tasked with building agencies and bringing them to life in a final capabilities presentation.
Inspired by a sticker of a black park bench on the stall of a bar bathroom, "The Bench" came to life. Our group, consisting of three diverse individuals, agreed on an agency that represented "the people" - the consumer; an agency focused on the community and diversity. What better symbol for community than a park bench?
The final presentation walks the audience through what could be a real agency introduction; capabilities, agency process, organizational structure, and pricing overview. We also cover strategies around marketing The Bench, New Business, client revenue goals, and employee relations and internal growth.
Semester: Spring 2014
Logo designed by Maxime Menant - presentation created by me, Alex Suazo.
This free Lunch & Learn presentation will explain how, in the world of branding, what you say and how you look go hand-in-hand. Find out how using both together can take your brand to the next level.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
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Download the full white paper here: www.premachurn.com
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www.ariad.ca
A concise document containing pertinent information on Web Accessibility Standards in Ontario, Canada.
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You will also be directed to some useful tools that will help you to gain a better understanding of the details surrounding what it means to be compliant to Web Accessibility Standards in Ontario, Canada.
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It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
10 Video Ideas Any Business Can Make RIGHT NOW!
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- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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11. Good content
• Meets a customer need
• Nothing is more engaging than content the customer is
ALREADY looking for
• Helps rather than sells
• Customers pay more attention when you are HELPING them
not SELLING to them.
• Is different from your competitors
• Your brand wins when your content isn‘t just like your competitors
or any media outlet
• Is actionable
• Good content should always show the customer WHAT TO DO NEXT
• Is engaging
• A GREAT STORY, empathy for the customer, humour and humanity
all draw your audience closer to your message
11
12. MICHELIN created guides to encourage
a love of motoring
Helps rather than sells
Is different
Is actionable
Is engaging
12
13. RIMMEL brings its unique London brand
positioning to life with multichannel content
Helps rather than sells
Is different
Is actionable
Is engaging
13
14. VOLKSWAGEN offers highly functional
content and customers‘ love of its iconic brand
Meets a customer need
Is different
Is actionable
Is engaging
14
17. Define business
objectives
Define and
document your
customer
Define their
content needs
Create a
strategy
statement
Do your creative
discovery
Create a
content plan
Consider
maintenance +
measurement
17
22. The makings of a good objective:
1. Measureable. Within a reasonable degree of
accuracy.
2. Focused. Emphasizes on a single goal.
3. Business impact. Moves the business forward
in a meaningful way.
22
28. Profiles or personas?
“an archetypal representation of
an actual user group whose members
share similar needs and goals”
28
29. Why profiles or personas?
• Understand your content from the customers’
perspective.
• Prioritize the most important needs of the most
important customers.
• Make content decisions based on research
insights.
• Filter out personal biases of the marketing and
creative staff.
29
35. Why customer journeys?
• Customer experience matters like never
before.
• More complex: multichannel, multi-device,
mobile.
• Consumers are demanding more bespoke,
personalized and social interactions.
• Forces us to create content that truly serves
customers’ needs.
35
42. Where the strategy lies
Audience
Goals
Business
Objectives
Finding overlap
42
43. Our brand will engage with first time homebuyers
by providing them with a comprehensive source of information
and advice on all aspects of home buying – integrating real estate
information with financing education.
To ensure they can access this resource when they need it,
we will provide it on the web and through a mobile/tablet app.
They will be able to customize it and store info on their specific
situation so it acts as an essential tool to facilitate the purchase process.
Spell it out in a statement
43
44. Our brand will engage with first time homebuyers
by providing them with a comprehensive source of information
and advice on all aspects of home buying – integrating real estate
information with financing education.
To ensure they can access this resource when they need it,
we will provide it on the web and through a mobile/tablet app.
They will be able to customize it and store info on their specific
situation so it acts as an essential tool to facilitate the purchase process.
audienc
ebudget
mandate mobile
functiona
lity goal
The detail matters
44
45. Why a formal statement?
• Defines the scope of your content strategy.
• Identifies the implications for budgeting,
planning, resourcing and governance.
• Provides a yardstick to judge all content
initiatives.
45
55. “For the love of flavour…
Because cooking delicious and
nutritious food should be within
everyone’s reach”
ESSENCE:
Provide real value to
your customers’ lives.
55
57. EXERCISE 8
Define the essence
and substance of your
brand’s conversation
with customers.
57
58. What is a content territory?
An aspect of the brand’s conversation that
can come to life in multiple ways, in many formats,
across many channels.
58
59. What is a content territory?
RECOGNITION
AWARDS
SUCCESS
STORIES TESTIMONIALS
SAMPLING
COACHING/
NEW
PRODUCTS
EVENTS/
CONFERENCE
ROLE OF
SALES FORCE ACADEMY
BORROWED
TRUST
(EXPERTS)
“SWITCH
ROLES”
59
61. Create a content plan
“How do we get more out of the content we have?”
61
62. What is a content plan?
A formalized way to translate all the content
opportunities and possibilities into doable,
fundable, compliant, sustainable plan of action
…that is aligned with business priorities.
62
63. Why a content plan?
• Creating one allows you to be realistic about
resourcing and sustainability.
• Ensures that content is spread across the
year for business impact.
• Allows you to align with other in-market
activities: product launches, promotions,
events, etc.
63
64. Story ideas and channels
• Each story idea can be examined to identify
the best channels and formats.
• Look for ways to alter and extend the idea so
that it is applicable for a number of channels.
• These ideas should then be evaluated against
the profile to ensure they are likely to be
valued by the target audience.
64
66. Content plan/calendar
Planning the frequency of your content projects
on a calendar helps in several ways:
• Coordinate with aspects of your full plan:
promos, marketing, communications, events
• Spread out the activity for reach and efficiency
• Ensure that the plan is doable with the
resources available
66
69. The “day two” problem
• Measurement: how will you ensure that your
content is performing against business
objectives?
• Maintenance: what is the sustainable work
process for ongoing creation, review, launch?
• Did you budget for day two? Take 20% of
launch budget off the top for ongoing efforts.
• If you have “real time” content like social, how
do you create and react quickly?
69
71. Define business
objectives
Define and
document your
customer
Define their
content needs
Create a
strategy
statement
Do your creative
discovery
Create a
content plan
Consider
maintenance +
measurement
71
72. Good content
• Meets a customer need
• Helps rather than sells
• Is different from your competitors
• Is actionable
• Is engaging
72