Originally delivered to the Chesapeake Regional Tech Council for the monthly Social Media Marketing Forum on January 31, 2014.
Includes a basic overview of content strategy, marketing, and planning; how to create an editorial calendar; how to brainstorm and repurpose content; and other planning tips and resources.
Start your stopwatch because you’re about to learn to create a content marketing plan in 60 seconds or less by filling in the blanks in this sentence…
Ready?
On [DATE], [WRITER] will publish a [POST TYPE] using [VEHICLE] about [CATEGORY].
There are 5 elements you need to include in an effective content marketing plan...
1- Date
2- Author
3- Post Type (How-To Post, List Post, etc)
4- Vehicle (text, video, audio, image)
5- Category (The broad topic of the post)
The key to a healthy blog is to mix up the POST TYPE, VEHICLE, CATEGORY and even the WRITER to create a rich and interesting collection of content.
To learn more about the various POST TYPES available to you click the ‘POST TYPES’ tab in the Content Marketing Plan spreadsheet.
Once you’ve filled in the blanks in this sentence, transfer it to the Content Marketing Plan Spreadsheet like this one...
How to Use Social Media for Your Small BusinessPost Planner
Want to use social media for your small business, but struggling to gain traction? We've got the pro tips you've been looking for!
In this presentation, learn how to:
Build a Credible Reputation on Social Media
Attract Potential Clients
Drive Traffic to Your Website or Blog
And MUCH MORE!
www.postplanner.com
Content Marketing 2021- Trends & 6 Step Plan WriteDesign
Do you know 86% of B2C companies regularly use content (SEO, social media creatives, blogs, video and email marketing) as part of their marketing? 91% of B2B companies have already implemented content marketing in their strategy. In Asia, up to 83 % of new business owners and entrepreneurs do not invest in content marketing regularly. Content marketing is not just content. It is much deeper than plain writings on a website. It focuses on customers, anticipates their interests/queries, and builds a plan of action around addressing those concerns. Content marketing is an asset. It brings tangible results for a business. Various channels reach, engage, and convert audiences into brand loyalists.
10 steps to creating a B2B content strategyChris Bailey
Why are you creating content, who are you writing it for, and how will you help them in a way no one else can? Content that doesn't support your SEO strategy, isn't discoverable or doesn't level up to a wider message is a wasted opportunity, wasted marketing budget and, potentially, wasted new client revenue. A content strategy takes up-front work to get it right, but pays off long term in better SEO performance, more cost-effective use of marketing materials and better results.
Start your stopwatch because you’re about to learn to create a content marketing plan in 60 seconds or less by filling in the blanks in this sentence…
Ready?
On [DATE], [WRITER] will publish a [POST TYPE] using [VEHICLE] about [CATEGORY].
There are 5 elements you need to include in an effective content marketing plan...
1- Date
2- Author
3- Post Type (How-To Post, List Post, etc)
4- Vehicle (text, video, audio, image)
5- Category (The broad topic of the post)
The key to a healthy blog is to mix up the POST TYPE, VEHICLE, CATEGORY and even the WRITER to create a rich and interesting collection of content.
To learn more about the various POST TYPES available to you click the ‘POST TYPES’ tab in the Content Marketing Plan spreadsheet.
Once you’ve filled in the blanks in this sentence, transfer it to the Content Marketing Plan Spreadsheet like this one...
How to Use Social Media for Your Small BusinessPost Planner
Want to use social media for your small business, but struggling to gain traction? We've got the pro tips you've been looking for!
In this presentation, learn how to:
Build a Credible Reputation on Social Media
Attract Potential Clients
Drive Traffic to Your Website or Blog
And MUCH MORE!
www.postplanner.com
Content Marketing 2021- Trends & 6 Step Plan WriteDesign
Do you know 86% of B2C companies regularly use content (SEO, social media creatives, blogs, video and email marketing) as part of their marketing? 91% of B2B companies have already implemented content marketing in their strategy. In Asia, up to 83 % of new business owners and entrepreneurs do not invest in content marketing regularly. Content marketing is not just content. It is much deeper than plain writings on a website. It focuses on customers, anticipates their interests/queries, and builds a plan of action around addressing those concerns. Content marketing is an asset. It brings tangible results for a business. Various channels reach, engage, and convert audiences into brand loyalists.
10 steps to creating a B2B content strategyChris Bailey
Why are you creating content, who are you writing it for, and how will you help them in a way no one else can? Content that doesn't support your SEO strategy, isn't discoverable or doesn't level up to a wider message is a wasted opportunity, wasted marketing budget and, potentially, wasted new client revenue. A content strategy takes up-front work to get it right, but pays off long term in better SEO performance, more cost-effective use of marketing materials and better results.
Do you know what content marketing is?
We'd like to tell you about 8 essential steps you need to take to scale your content marketing efforts.
Learn more - https://bit.ly/2H1E1Iz.
How to Run a Successful Facebook ContestPost Planner
Struggling to get results from your Facebook contests? In this webinar from Post Planner and Wishpond, learn everything you need to know about running a successful Facebook contest.
Grab the video replay here: http://bit.ly/fbcontest-replay
Defense contractors who blog are able to increase awareness, credibility, search engine rankings and leads – all while linking marketing efforts back to business goals.
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.
A simple content strategy that works for any brand: Plan > Create > Promote > Measure
Presented at Redi Social, Ahmedabad on Social Media Day 30.06.2018.
Getting the Right Content You Need to Succeed in Digital MarketingVictoria Edwards
In this presentation you will learn how to build a content strategy, get buy in to develop more content for your business need, find ways to recycle your content and also tips on building your internal content marketing team.
How an Inbound Marketing Consultant Contributes to the Achievement of Your GoalsCRM Switch
An inbound marketing consultant becomes a member of your marketing team. The consultant produces and promotes content. The consultant also advises your team about how to stay current with inbound marketing trends to maximize the effectiveness of your digital marketing efforts.
7 Basics of Working Social Media Content Marketing StrategyAdsy
Would you like to know how to grow your social media channels and achieve better results?
Then check this guide with seven essential elements your social media content marketing strategy should have.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Having good years of experience in Marketing Communication, Brand Management, Digital Marketing, Events and exhibitions, Marketing budget and strategy, Vendor management. Altogether 10 years of vast work experience in creative agencies and brand side helped me to gain more knowledge and skill set to my domain. Though this period have planned, designed and executed many campaigns which helped brand to put a strong identity in the market.
My work portfolio will give you a glimpse of my capabilities & potentials and dedication towards my work.
Lê Trường An – Dịch giả – Tác giả – Marketer – chuyên thực hiện các dự án SEO, Social Media, Dịch thuật và xuất bản nội dung. Ngoài ra, Lê Trường An liên tục cập nhật nội dung blog với các chủ đề SEO, Marketing và nhiều hơn nữa…
---
Content Creator Lê Trường An
Chuyên viên Marketing – Tác giả - Dịch giả tại letruongan.com
Chuyên viên Marketing tại BrainCoach
Chuyên viên Content Marketing tại FoogleSEO
Dịch vụ Marketing – SEO – Content Marketing
Tell Your Story Founder George Rafeedie gave a recent breakfast seminar with the Chicago Business Marketing Association where he taught a group of B2B marketers how to develop and share stories on any budget.
Content Strategy: The Importance of Content Strategy in MarketingZest Digital
Matt Goolding from Zest Digital looks at the importance of a wider strategy in undertaking content marketing. A comprehensive content strategy is essential, and this presentation outlines how to develop and utilise the bigger picture in order to see the most positive effects.
Do you know what content marketing is?
We'd like to tell you about 8 essential steps you need to take to scale your content marketing efforts.
Learn more - https://bit.ly/2H1E1Iz.
How to Run a Successful Facebook ContestPost Planner
Struggling to get results from your Facebook contests? In this webinar from Post Planner and Wishpond, learn everything you need to know about running a successful Facebook contest.
Grab the video replay here: http://bit.ly/fbcontest-replay
Defense contractors who blog are able to increase awareness, credibility, search engine rankings and leads – all while linking marketing efforts back to business goals.
Evolution of Content & Digital Marketing in 2014Kevin Gibbons
How has digital marketing and content evolved? This presentation looks at what has changed over the last 12 months - from the #DigitalMarketingShow from November 2013 in London.
A simple content strategy that works for any brand: Plan > Create > Promote > Measure
Presented at Redi Social, Ahmedabad on Social Media Day 30.06.2018.
Getting the Right Content You Need to Succeed in Digital MarketingVictoria Edwards
In this presentation you will learn how to build a content strategy, get buy in to develop more content for your business need, find ways to recycle your content and also tips on building your internal content marketing team.
How an Inbound Marketing Consultant Contributes to the Achievement of Your GoalsCRM Switch
An inbound marketing consultant becomes a member of your marketing team. The consultant produces and promotes content. The consultant also advises your team about how to stay current with inbound marketing trends to maximize the effectiveness of your digital marketing efforts.
7 Basics of Working Social Media Content Marketing StrategyAdsy
Would you like to know how to grow your social media channels and achieve better results?
Then check this guide with seven essential elements your social media content marketing strategy should have.
Welcome to our annual B2B Content Marketing Benchmarks, Budgets, and Trends—North America report. We’re excited to present you with the findings from our latest content marketing survey.
Content marketing has changed a lot since we launched this research nearly a decade ago. We marketers are still focused on content creation, but our thinking about the audiences for whom we create that content has evolved. So, too, have the ways we distribute, measure, and improve upon our content marketing. Technology has played a big role, along with the knowledge we’ve gained through our content marketing experiences.
As you’ll see in this report, some organizations are more developed than others with their content marketing. But you’ll also recognize your own practices reflected in many of the findings. Where does your company stand? What do you need to get to where you want to be? If you need help, let us know!
Having good years of experience in Marketing Communication, Brand Management, Digital Marketing, Events and exhibitions, Marketing budget and strategy, Vendor management. Altogether 10 years of vast work experience in creative agencies and brand side helped me to gain more knowledge and skill set to my domain. Though this period have planned, designed and executed many campaigns which helped brand to put a strong identity in the market.
My work portfolio will give you a glimpse of my capabilities & potentials and dedication towards my work.
Lê Trường An – Dịch giả – Tác giả – Marketer – chuyên thực hiện các dự án SEO, Social Media, Dịch thuật và xuất bản nội dung. Ngoài ra, Lê Trường An liên tục cập nhật nội dung blog với các chủ đề SEO, Marketing và nhiều hơn nữa…
---
Content Creator Lê Trường An
Chuyên viên Marketing – Tác giả - Dịch giả tại letruongan.com
Chuyên viên Marketing tại BrainCoach
Chuyên viên Content Marketing tại FoogleSEO
Dịch vụ Marketing – SEO – Content Marketing
Tell Your Story Founder George Rafeedie gave a recent breakfast seminar with the Chicago Business Marketing Association where he taught a group of B2B marketers how to develop and share stories on any budget.
Content Strategy: The Importance of Content Strategy in MarketingZest Digital
Matt Goolding from Zest Digital looks at the importance of a wider strategy in undertaking content marketing. A comprehensive content strategy is essential, and this presentation outlines how to develop and utilise the bigger picture in order to see the most positive effects.
Ultimate Content Marketing Guide for your 2014 content marketing strategy.
We launched the content marketing guide on January 23rd, 2014 in a joint webinar with Evernote. If you missed it, fear not, you can see the presentation here.
Social Media: Helping Customers Find the Farmer (part 3)Glenn Muske
Online tools can be very helpful in marketing to consumers. There also is a wealth of online information that can help small farmers run a more efficient business.
This webinar addresses common pitfalls in content marketing and social media promotion strategies, helping you to streamline your workflow and increase productivity.
Key takeaways:
- How to focus your content marketing around clearly defined objectives and KPIs
- How to analyse the data and research a winning content idea
- How to identify the most shareable content formats
- How to use a promotion strategy to amplify your content
Optimize Your Online Presence for the 2015 Digital LandscapeSage Island
For most companies, establishing a digital presence starts with a website, and that opens the door to a much broader array of digital marketing tools which, used properly, can have a profound, positive effect on sales, profits, branding, customer experience, and more. Find out which tactics and tools you need to be focusing on to get the most out of today’s digital landscape.
Content Marketing for Social Good will help you create a strategy for your nonprofit or social cause that uses great content to drive your supporters to action. We'll help you identify your mission, audience, content themes and give you tips for assembling a content creation framework within your organization.
How to Plan for 2014: The 5 Recruiting Investments You Need to Make | WebcastLinkedIn Talent Solutions
How can you strategize to strengthen your talent brand, knock out the competition, and improve your sourcing? Click through to see five areas that talent acquisition teams should plan and prioritize in 2014.
Learn more about LinkedIn Talent Solutions: http://linkd.in/1bgERGj
Subscribe to the LinkedIn Talent Blog: http://linkd.in/18yp4Cg
Follow the LinkedIn Talent Solutions page for all recruiting updates: http://linkd.in/1cNvIFT
Tweet with us: http://bit.ly/HireOnLinkedIn
A Crash Course In Increasing Business Through Social, Tech, and Psychology Social Tables
You are likely already leveraging social media and technology to
cultivate and enhance relationships with customers or potential clients, but have you considered including psychology in the sales process? Are you maximizing these three categories to their fullest potential to positively impact your bottom line?
10 Best Practices for Business Success on Facebook & Twitter (updated)Molly O'Kane
Social Media and Online Marketing Made Simple Series: An introduction to Online Marketing success for Small Business Owners and Entrepreneurs.
In this series, you will learn the essentials of social media marketing and online marketing for small businesses and entrepreneurs. With billions of social media users, learning how to design and use the right social media channels for your business is crucial. But you need to approach your social media and online marketing activities strategically to get real results. So, in this series, we’ll share proven social media tips and strategies you can use to reach your business’s goals.
By the end of the series, you will choose a platform to go “all-in”. Have a plan of action and the tools you need for success.
Who Should Attend:
• Small Business Owners
• Start Ups
• Those just getting started with Social Media
• Those interested in understanding how social media works
In this class learn how Facebook and Twitter work, best practices, success stories from other businesses who are winning it, and tools to save you time. Connecting the dots from social media to sales!
Grab your handout at: http://bloggerithm.com/facebook-twitter-small-business/
Presentation slides from the creating online powerful content workshop as part of Destination Digital business support programme from Connecting Cambridgeshire.
Want more information? Small businesses across Cambridgeshire and Peterborough can currently get free business support on using digital technology until March 2015.
More information here: http://destinationdigital.info/advice/
Instagram is a big hit for many businesses! We are an official partner of Instagram and we have successfully integrate it into our Hootsuite platform. You can expect practical tips and creating a Instagram strategy plan for your business!
Social media coaches at Hootsuite have compiled Instagram strategic tips for businesses to apply to influence their Instagram success.
Download the Instagram Strategy Guide here: http://ow.ly/V0CUZ
and watch the recording on Youtube here: http://ow.ly/V0GY9
____________________________________________________________________
Hootsuite is the world’s most widely used social relationship platform for managing social media. Learn more here: www.hootsuite.com
Sign up today for a free 30 day trial and receive custom training from our team of product experts! https://hootsuite.com/plans/pro
Social Networks Account:
Twitter - @HootsuiteAPAC
Instagram - @Hootsuite
Facebook Page - http://owl.li/V5ypK
Similar to Social Media & Content Marketing Strategy Planning for 2014 (20)
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
2. Our Goals for Today
● Reviewing content strategy, marketing, and planning
● Setting goals for your content
● Creating your 2014 editorial calendar
● Finding ideas
● Creating and repurposing content
● Additional resources and ideas to keep your content
marketing fresh and effective
@suchthekaitlin
5. We’re Going to Assume a Few Things . . .
● You know content marketing is valuable.
● It will take time, resources & dedication.
● It needs to be relevant, high quality & channel-appropriate.
● Your content needs to be technically accessible across
devices.
● You need to track its effectiveness the best you can.
● There’s more you need to put together to be successful,
including:
○ Content style guide
○ Audience personas
○ Publication, distribution & promotion plans
@suchthekaitlin
6. Content
Strategy
The “how”
A repeatable
framework for
content
development
Don’t duplicate
effort
in silos
@suchthekaitlin
Content
Marketing
The “why”
Creating &
delivering content
to drive consumer
actions
Planning
The “whats” and
“wheres”
Content style guide
Audience personas
Ideation
Your editorial
calendar
And more
http://contentmarketinginstitute.com/2013/10/content-strategy-content-marketing-separate-connected/
8. Setting Goals for Your Content
● Start with your
organizational goals
● Visualize the best possible
outcome
● Refine it into something you
can track
● Break into monthly or
quarterly focuses
● Test & optimize
@suchthekaitlin
9. “If you fail to plan, you plan to fail.”
@suchthekaitlin
10. @suchthekaitlin
Creating Your 2014 Editorial Calendar
Ideas
Structure with time &
topic-based
breakdown
Align multiple tactics
Form mini-campaigns
Accountability
Assign responsibility
Avoid redundancy
Goal Alignment
Start with
organizational
marketing calendar
Work toward
organizational goals
Define direction of
your content
11. @suchthekaitlin
Creating Your 2014 Editorial Calendar
● Tools
● Templates
● Structure:
o Post type
o Topic
● What if there’s breaking news?
● Keep backup posts
● Schedule regular brainstorms
12. @suchthekaitlin
Creating Your 2014 Editorial Calendar
Monday
Guest Blog
(type)
Recipes
(topic)
Wednesday
Advice & How-
Tos
(type)
Health
(topic)
Friday
Video Case
Study
(type)
Chefs
(topic)
13. @suchthekaitlin
Creating Your 2014 Editorial Calendar
S M T W T F S
Tweet
Facebook
Podcast
Email
Frequency: Days of week and time of day
19. Finding Ideas
● Play to your strengths
● Start with what you know
● Keep an idea bank
● Ask questions
● Answer FAQs
● What’s #trending?
@suchthekaitlin http://www.copyblogger.com/get-ideas/
20. Finding Ideas
● Monitor your industry &
competitors
● What’s your “Purple Cow”?
● Answer these three questions:
o What questions is no one in
your industry willing to
answer?
o What does nearly everyone
disagree with you about?
o What do you believe will
happen in the future that
other people consider
impossible or unlikely?
@suchthekaitlin http://www.copyblogger.com/get-ideas/
http://sisarina.com/blog/you-die-what-happens-to-your-business
21. Creating & Repurposing Content
@suchthekaitlin “4-1-1” http://www.copyblogger.com/influencer-plan/
● Define your repurposing rule
o Turn top content into feature emails
o Make it a series
o Follow up on previous content (and link back)
o Refresh something that had traffic/impact
● Use a content ratio, like the 4-1-1 by Andrew Davis,
author of Brandscaping
Content from influencers,
Relevant to your audience
Sales ContentSales
23. Additional Resources & Ideas
● Things you can do today
o Put your blog or channel URL in your email signature
o Finding influencers: wefollow.com, muckrack.com, klout.com
o Connect your content and keep your audience engaged. Link to
related content, “other articles you might like”, subscribe to our email,
you might like to download this whitepaper, etc.
● Track your success
o Track clicks (Google URL Tracking tool builder, Bit.ly, Ow.ly, Buff.ly
etc.)
@suchthekaitlin
24. Additional Resources & Ideas Cont’d
● Don’t reinvent the wheel. There are some great resources out there,
including:
o Content Marketing Institute:
http://contentmarketinginstitute.com/2013/06/essential-content-
templates-checklists/
o Copyblogger.com
o Contently.com
o Onboardly.com
o Bufferapp.com
o Hubspot.com
o Moz SEO guide: http://moz.com/blog/the-web-developers-seo-cheat-
sheet-2013-edition
o Content strategy overview:
http://www.imediaconnection.com/content/33363.asp#singleview
@suchthekaitlin
We have a looooot to talk about. It’s like a sandwich - and if we try to stack on ham and lettuce and cheese and bacon and turkey and meatballs and on and on, you have a lot of great stuff on that sandwich, but you’ve made it too big to eat.
So I want to keep it more like an egg mcmuffin - just some of the basics, and then I’ll give you the menu so you know what else you’d like to order.
But I’d also like to keep it a conversation, so I hope when we talk through some of these things, you’ll be willing to share your ideas.
Think of one of your favorite brands and which channels you see them on.
Then think about what you see them produce on those channels. It’s not just ads, commercials & marketing messages, it’s content. It’s value-based storytelling to engage customers, build brand loyalty, and ultimately, drive action.
The best part is - you’re probably already doing more of it than you realize.
A great example is Barnes & Noble - they’ve always run a great blog, and have been a great brand example on social media. Just look at the mix of this recent content. It directs traffic to an event, their blog, shares consumer content, encourages you to visit a physical location, and it looks effortless. But the trick is - it’s not.
Includes: Message (mission, tone and output), Audiences, Delivery, Timing (editorial, schedule for review)
Next we’re going to talk about setting goals, so this cartoon from marketoonist.com is really great.
Why are you producing content? To support your business goals. Coca Cola’s Facebook page isn’t just sharing heartwarming stories to cheer you up - that’s part of their marketing strategy to support sales. So when you’re setting goals for your content, align with your organizational goals.Visualize the best possible outcome from your business producing content - picture that scenario. “What do you want your reader to do next?” Is it growing your Facebook fanbase to talk to?Visualize the best possible outcome and write that down. Now make that more concrete. Define it into a goal we can track on our editorial calendar.Then let’s use that to determine what your goal is (you’ll always have more than one goal, but we’re keeping it simple today).
Potential goals include: Prospecting (Generate leads), Sales, Marketing (Generate interest), PR (build & influence public opinion), Community (Develop fans who interact with your brand socially), Customer support, Thought leadership (Develop name recognition and respect, influence your industry)
Testing & optimizing - if 500-word blogs work best for you, ditch the 1,000-word posts. Stick to a formula
Tools: Google docs, Smartsheets - things like that make it very easy for everyone to see and update
Templates: customize for your needs
structure: i’ll show you an example on the next slide
don’t be afraid to disrupt your calendar when there are new developments or breaking news
That’s why it’s always good to keep a few “evergreen” posts
You’re not going to sit down tomorrow and plan out 12 full months of content - break it into pieces and schedule regular brainstorms
Structuring by post type or topic
So you could start with something very simple, like this. This is just frequency per channel.
frequency, days of the week and time of day
marketing calendar
editorial
blog publication
Think of some of your favorite brands.
I’m willing to bet that they’ve put out some content related to the Super Bowl - and it’s not a coincidence. It’s planning. This is one of the biggest storytelling opportunities of the year, and it happens around the same time every year.
A brand I follow on Facebook is promoting nail polish in the playing teams’ colors. They don’t need to know which teams will be in the Super Bowl to plan for that content.
And that kind of opportunity, albeit often on a much smaller scale, happens all year.
Play to your strengths - you know your customers, your industry and your employees or co-workers best
Start with what you know - conferences, events, things you know are coming up you can talk about
Keep an idea bank: carry a notebook, keep a whiteboard anyone can add ideas to, whatever works for you
What’s going on in your industry? Competitors?
Answer FAQs from other channels and conversations with your customers
Trending topics - what can you add, or how can you use that to frame?
This is an idea from Seth Godin about setting yourself apart by being remarkable.
Set yourself apart from your competitors
I want to talk about one more thing before we do a little brainstorm.
Define your own repurposing rule BEFORE, NOT AFTER - how many pieces of content do you need to be able to create from each major idea
For day-to-day content, like Twitter & Facebook, use a ratio of your industry influences, promotional content, and content marketing content