How to Launch a Content Marketing Program

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Content marketing programs can be complex. Many programs today are multichannel and that means building a lot of content that can be merchandised across channels.

Marketing

Agenda
Bitly Content: A Look Back
The Editorial Calendar
Content Campaigns
Community Campaigns

#contentprogram
The New Blog:
Find the Personas
Job Title Industry
Market
Trend

#contentprogram
The New Blog:
Perform a Content Audit
Review All Existing Content
Research Your Target Market
Plan Your Content
1
2
3

#contentprogram
The New Blog
Create the Calendar

#contentprogram
Leads, Logistics, Content

The Content Funnel
TOP-OF-THE-FUNNEL
TOFU
MIDDLE-OF-THE-FUNNEL
MOFU
BOTTOM-OF-THE-FUNNEL
BOFU

#contentprogram
The Distribution Channels
BLOG
EMAIL
SOCIAL
PAID
PARTNER
CONTENT LEAD

Who Needs What?
Product
Sales
CS
Marketing
Product Launch (UI) / Use Cases
Tutorial video
API
PR <> “bitly this”
Briefs
Biweekly training
Use cases & case studies
Slide Library
Vertical / persona content
On-boarding & loyalty
“Hero” 30-60-90
Knowledge Base 2.0
Old v. new platform
Product webinars
Product pages & tour
Product webinars
Branding push
Branding : Product

#contentprogram
Building Your Cornerstone Content

Vertical Content Campaigns: Healthcare
Blog Posts
Expert Roundup Blog Posts
Market Trend
Newsjacking Blog Posts
Email
Content Digest
Community
Facebook Live & Twitter Chat
Webinar

Planning the Blog Posts
1
2
3
What are some big pain points
in the industry right now?
What’s trending on Google?
What questions are experts
asking?

Blog Post: 5 Experts Share Their Tips For
Doing Patient-Centric Marketing Right

Webinar: How To Build A Patient-Centric Marketing Campaign

Facebook & Twitter: Patient-Centric Marketing

#contentprogram
Results in Bitly OneView

Bitly’s Content Measurement Toolkit
1 2 3 4 5

Bitly’s Content Creation Toolkit
1 2 3 4 5
Google Drive Adobe InDesign PicMonkey
Pexels
GoToWebinar
Camtasia
WordPress

#multimarketing
THANK YOU
#contentprogram
bitly.com
WANT TO GET STARTED WITH BITLY ENTERPRISE?
Watch our video series, “Bitly Basics”
bitly.is/basics

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How to Launch a Content Marketing Program

1. #multimarketing How to Launch A Content Marketing Program #contentprogram | @bitly Blaise Lucey Director of Product & Content Marketing @blaiselucey00 Denise Chan Senior Content and Community Manager @denisechan26

2. Agenda Bitly Content: A Look Back The Editorial Calendar Content Campaigns Community Campaigns

3. Bitly Content: A Retrospective

4. #contentprogram The Old Blog

5. #contentprogram The New Blog: Find the Personas Job Title Industry Market Trend

6. #contentprogram The New Blog: Perform a Content Audit Review All Existing Content Research Your Target Market Plan Your Content 1 2 3

7. #contentprogram The New Blog Create the Calendar

8. #contentprogram The New Blog

9. #contentprogram Content Partnerships

10. #contentprogram Ebooks & Webinars

11. #contentprogram Sales Collateral

12. #contentprogram Leads, Logistics, Content

13. The Content Funnel TOP-OF-THE-FUNNEL TOFU MIDDLE-OF-THE-FUNNEL MOFU BOTTOM-OF-THE-FUNNEL BOFU

14. #contentprogram The Distribution Channels BLOG EMAIL SOCIAL PAID PARTNER CONTENT LEAD

15. Who Needs What? Product Sales CS Marketing Product Launch (UI) / Use Cases Tutorial video API PR <> “bitly this” Briefs Biweekly training Use cases & case studies Slide Library Vertical / persona content On-boarding & loyalty “Hero” 30-60-90 Knowledge Base 2.0 Old v. new platform Product webinars Product pages & tour Product webinars Branding push Branding : Product

16. #contentprogram Building Your Cornerstone Content

17. Vertical Content Campaigns: Healthcare Blog Posts Expert Roundup Blog Posts Market Trend Newsjacking Blog Posts Email Content Digest Community Facebook Live & Twitter Chat Webinar

18. Planning the Blog Posts 1 2 3 What are some big pain points in the industry right now? What’s trending on Google? What questions are experts asking?

19. Blog Post: 5 Experts Share Their Tips For Doing Patient-Centric Marketing Right

20. Webinar: How To Build A Patient-Centric Marketing Campaign

21. Facebook & Twitter: Patient-Centric Marketing

22. #contentprogram Tracking Results

23. #contentprogram Results in Bitly OneView

24. #contentprogram Results in Bitly OneView

25. Bitly’s Content Measurement Toolkit 1 2 3 4 5

26. Bitly’s Content Creation Toolkit 1 2 3 4 5 Google Drive Adobe InDesign PicMonkey Pexels GoToWebinar Camtasia WordPress

27. #multimarketing THANK YOU #contentprogram bitly.com WANT TO GET STARTED WITH BITLY ENTERPRISE? Watch our video series, “Bitly Basics” bitly.is/basics

Editor's Notes

1) the customer journey today (Bitly) 2) tracking results from mobile, web, display (Bitly) 3) aggregating data to create great multichannel campaigns (Bitly) 3) tracking results from social channels (Buffer) 4) examples of campaigns across different channels (Buffer)
1) the customer journey today (Bitly) 2) tracking results from mobile, web, display (Bitly) 3) aggregating data to create great multichannel campaigns (Bitly) 3) tracking results from social channels (Buffer) 4) examples of campaigns across different channels (Buffer)
Unprecedented complexity stands in the way of owning customer experience Creating consistent cross-channel cross-device brand experiences Consolidating data from fragmented tools and silos into a single view of the customer Growing tension between providing the best customer experience and owning data
So what does a vertical package look like? It varies from vertical to vertical but we always try to include 2 blog posts, 1 webinar, a Facebook,

How to Launch a Content Marketing Program

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