The document discusses effective strategies for content marketing management, highlighting the importance of annual editorial calendars, content tracking through editorial budgets, and maintaining consistency with page tables. It outlines steps for creating these templates and emphasizes their utility in organizing and planning content. Pro tips are provided to ensure successful collaboration and adherence to content strategies.

1. Arienne Holland
Communications Director, Raven
@RavenArienne

2. I GOT THIS
• What I do now: 3+ years in marketing
(content, email and social media),
communications and publicity for Raven
• What I did before: 12+ years in
newspaper, magazine and online
journalism for Gannett
@RavenArienne

3. WITH TEMPLATES, YOU CAN:
• Build an annual plan.
Template: Editorial calendar
• Keep track of content.
Template: Editorial budget
• Keep content consistent.
Template: Page Table
@RavenArienne

4. Build an annual plan

5. DEFINITION
• What it is: An annual editorial
calendar lists all events, holidays,
seasons and cycles that affect your
content marketing.
• Why it’s useful: It is the easiest
foundation for building your annual
content marketing plan.
@RavenArienne

6. WHERE TO GET STARTED
• Press release distribution services.
Try EdCals (free) by Cision or MyEdCals
(not free) by MyMediaInfo.
• Ad departments of media outlets.
Not all are as fab as NYTimes Global.
• Trade & industry publications.
@RavenArienne

7. @RavenArienne

8. @RavenArienne

9. @RavenArienne

10. BUILD A TEMPLATE
Step 1
Plan your year,
making note of all global, local
and industry events.
@RavenArienne

11. @RavenArienne

12. BUILD A TEMPLATE
Step 2
Plan each quarter,
keeping in mind special editions
(yours or others).
@RavenArienne

13. @RavenArienne

14. BUILD A TEMPLATE
Step 3
Plan your month,
including all regular features and
breathing room.
@RavenArienne

15. @RavenArienne

16. PRO TIP!
Bring your annual content marketing
calendar to every stakeholder meeting.
Refer to it when “scope creep.”
Refer to it when “You never…”
Refer to it when “We have time for that.”
@RavenArienne

17. Keep track of content

18. DEFINITION
• What it is: Think of an editorial
budget like a list of all the content
you have to spend.
• Why it’s useful: A budget is a
planning tool and working document.
It keeps track of ideas, what’s already
in the works and what’s complete.
@RavenArienne

19. WHERE TO FIND EXAMPLES
• Ask any assignment editor for any
traditional media publication,
anywhere. Ask for a few AP or wire
budget examples, at the least.
• This one J-school professor’s class
notes here: raven.im/1cWhu6k
@RavenArienne

20. BUILD A TEMPLATE
• ONE shareable document. Google
Docs will do just fine.
• Sections for fast searching. Divide up
by phase (idea, written, published)
or deadline (evergreen, soon, ASAP)
or by author (freelance, in-house).
@RavenArienne

21. BUDGET LINE COMPONENTS
Headline
Content
plan
Writer,
editor &
length
Visuals
Extra
material
Links
Resources
Deadline
@RavenArienne

22. PRO TIP!
Require everyone who pitches to you
to submit a budget line.
Send them or post an example of yours —
but don’t give too many instructions.
Smart people figure it out.
Plus, it saves you time.
@RavenArienne

23. Keep content consistent

24. DEFINITION
• What it is: A page table contains all
the information needed to create a
new web page.
• Why it’s useful: Content marketers
can use a hybrid page table to plan for
the SEO, distribution and brand needs
of any page of online content.
@RavenArienne

25. WHERE TO FIND EXAMPLES
• From content strategists.
They invented the things,
mostly for clients and freelancers.
• From information architects.
• Here: http://raven.im/1fUIN4z
@RavenArienne

26. BUILD A TEMPLATE: FILE
@RavenArienne

27. BUILD A TEMPLATE: ASSETS
@RavenArienne

28. BUILD A TEMPLATE: STYLE
@RavenArienne

29. BUILD A TEMPLATE: SEO
@RavenArienne

30. BUILD A TEMPLATE: SOCIAL
@RavenArienne

31. BUILD A TEMPLATE: SOCIAL
@RavenArienne

32. BUILD A TEMPLATE: PLAN
@RavenArienne

33. PRO TIP!
Use page tables when you’re planning
to launch a new website or section.
Web designers, web developers
and info architects love them because —
as one told me once — they “don’t have
to interface” with anyone.
@RavenArienne

34. It’s important
WHAT TO REMEMBER

35. FORMS ARE YOUR FRIENDS
• Use editorial calendars to plan your
content marketing around key cycles.
• Use editorial budgets so you’ll know
what content you have to spend.
• Use page tables to keep your content
consistent with your plan and brand.
@RavenArienne