Don't forget the basics. Kapost's Managing Editor, Anne Murphy, and Customer Success Manager, Camilla Calhoun, discuss the importance of defining important roles for a better content operation, designing an editorial board, campaign planning, and the process of creating content pillars to distribute content across the funnel. Did you miss it? No sweat. The full deck is published here and the recording is included below.

1. Wednesday Webinar:
Planning & Calendaring for Content
Marketing Success
t: @Kapost
Join the Conversation: #WedWebinar
Please type any questions in the chat

2. Meet your Hosts
Camilla Calhoun
@camillacalhoun
Customer Success Manager
Anne Murphy
@amurphias
Managing Editor

3. Agenda
Goal: Learn how to organize a single, transparent content
marketing process through planning & calendaring
1. How do I define important roles for better
content operations?
2. How do I design my editorial board?
3. What should my campaign planning look like?
4. How do I use content pillars to provide every
department with the content they need?
5. Q & A

4. CONTENT MARKETING HAS A
PROCESS PROBLEM.

5. BUSINESS UNITS ESTABLISH CREATION
& DISTRIBUTION PROCESSES
INDEPENDENTLY.
WEB/
SOCIAL
SALES CUSTOMER
SUCCESS
PRODUCT
MARKETING
MARCOM MARKETING
OPS

6. SOUNDS GREAT, BUT…
• 60-70% OF CONTENT GOES UNUSED* (IT’S TOO
PRODUCT-CENTRIC)
• BRANDS STRUGGLE TO CREATE ENOUGH
BUYER-CENTRIC CONTENT
• INCONSISTENT MESSAGING IS DELIVERED TO
BUYERS AT DIFFERENT STAGES OF THE
FUNNEL
• THERE’S NO VISIBILITY INTO OVERARCHING
INITIATIVES
*SIRIUSDECISIONS, MAY 2013

7. LEADING TO INEFFICIENT, INEFFECTIVE,
& INCOHERENT CONTENT ACROSS THE
ORGANIZATION
WEB/
SOCIAL
SALES CUSTOMER
SUCCESS
PRODUCT
MARKETING
MARCOM MARKETING
OPS

8. THE SOLUTION?
ORGANIZE A SINGLE, TRANSPARENT PROCESS
THROUGH PLANNING & CALENDARING
WEB/SOCIAL
MARKETING
OPS
SALES
CUSTOMER
SUCCESS
PRODUCT
MARKETING
MARCOM

9. STEP ONE

10. DEFINE IMPORTANT ROLES
CONTENT OPERATIONS
WEB/SOCIAL
MARKETING
OPS
SALES
CUSTOMER
SUCCESS
MAR COM /
CORPORATE
MARKETING
PRODUCT
MARKETING
SUBJECT
MATTER
EXPERTISE
POLISH &
COMMUNICATIONS
DISTRIBUTION

11. STEP TW0

12. CREATE AN EDITORIAL BOARD
• STAKEHOLDER FROM
EACH DEPARTMENT/BU
• MEET QUARTERLY TO
DISCUSS INITIATIVES
• REVIEW SHARED
CALENDAR &
RESPONSIBILITIES
GIVE EVERYONE A SEAT AT THE TABLE. LITERALLY.

13. STEP THREE

14. PLAN CAMPAIGNS BY YEAR & QUARTER
FOCUS ON FOUR MAIN AREAS
• THEMES
• PRODUCT & FEATURE
RELEASES
• MAJOR EVENTS
• CONTENT PILLARS (MORE
ON THAT IN A MINUTE…)

15. BUT HOW?
PLAN CAMPAIGNS BY YEAR & QUARTER
• SCHEDULE ACROSS
QUARTERLY CALENDAR
• START 3-4 QUARTERS
AHEAD
• 90 DAYS BEFORE LAUNCH,
FILL IN THE DETAILS

16. STEP FOUR

17. FILL THE MONTHLY CALENDAR
USING THE CONTENT PILLAR APPROACH
TOP OF FUNNEL
MIDDLE OF FUNNEL
BOTTOM OF FUNNEL
BELOW THE FUNNEL

20. 4
3

21. 4
4 1 7
1
1
3
1
3

22. 4
4 1 7
1
1
3
1
3

24. SCHEDULE ASSETS ACROSS THE
MONTHLY CALENDAR

25. STEP FIVE

26. DISTRIBUTE CONTENT ACROSS THE
FUNNEL
WEB & SOCIAL
MARKETING OPS
SALES
CUSTOMER SUCCESS

27. LET’S REVIEW

28. HOW TO CREATE A UNIFIED CONTENT
PROCESS
IN FIVE STEPS
1. DEFINE ROLES IN THE CONTENT OPERATION
2. CREATE AN EDITORIAL BOARD
3. PLAN QUARTERLY INITIATIVES
4. CREATE A CONTENT PILLAR & ADD ASSETS TO
MONTHLY CALENDAR
5. DISTRIBUTE CONTENT ASSETS AT ALL STAGES
OF THE FUNNEL

29. Q & A
Please type any questions in the chat