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.

1. Content Calendar
Workshop
Tips, tools, and
timesavers
By Jenn Lisak

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. 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. • Only 44% of marketers have a
documented content strategy.
• On average, marketers use 13
different content marketing tactics.
(Source: CMI)

5. Content should be recent,
frequent, and relevant.
• SEO Benefits
• Brand Awareness
• Conversion Paths

6. …but how do we keep up?

7. The editorial calendar should make your life
easier. It should automate more tasks.

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. Researcher
“Approver”
Editor
Writer
Promoter
Roles
Producer

10. We found that it’s best to have at least 3
people managing content production.
Writer/Editor/
Researcher
Approver
Producer/
Promoter

11. Marketing should have content planned at
least 4 weeks in advance.
Topic > Promotion

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. 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. Type
URL
Author
Meta
description
Title
Focus
Keyword
Content
Imagery

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. It takes time, money, and resources for content marketing
to be successful.
Content Tips

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. 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. SEO is a math
problem; Search is a
people problem.
Write for people.
Content Tips

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. Does your brand match up?
A brand is your biggest and
most volatile asset.
Branding Guide/Questionnaire:
http://bit.ly/brandingguide
Content Tips

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. Top WordPress Plugins to
Optimize your blog:
http://bit.ly/WPtools

24. Sources:
• Content Marketing Institute:
http://contentmarketinginstitute.com/
research/
• Prime Infographics:
http://primeinfographics.com/65-of-allpeople-are-visual-learners/

25. Questions?
To download a free Content Calendar
Template, go here:
http://bit.ly/editorialtemplate