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6 Steps to Create a Robust Calendar

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93% of organizations use social media to boost their content marketing efforts, but only 66% say it's effective. Creating and sourcing content that connects with your audiences for your social media calendar can be challenging, but paving a clear roadmap can ensure your content is accountable.

Join ScribbleLive and Sprout Social as we take a closer look at:
- How to manage content together with a social media and editorial calendar
- Scalable ways of content creation
- What KPIs you should really be tracking

Published in: Marketing
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6 Steps to Create a Robust Calendar

  1. 1. 6 Steps to Create a Robust Marketing Calendar A WEBINAR PRESENTED BY
  2. 2. Presenters Stephanie Castillo Digital Marketing Specialist Michael Patterson Digital Marketing Strategist @MPatterson22 @StephanieIvania
  3. 3. Agenda The Marketing Landscape • Why + How to Calendar • End-to-End Campaign • Scale and Measure • Q & A
  4. 4. The Marketing Landscape
  5. 5. 55% of B2B marketers aren’t sure what an effective or successful content marketing strategy looks like within their organization. CMI, 2016
  6. 6. Saving Time A calendar allows you to be quick, nimble, and foresee any bumps in the road The Benefits of a Marketing Calendar Planning Campaigns It can effectively help you manage multiple marketing campaigns Crafting Timely Content A calendar will get you in the habit of creating and posting relevant content Maintaining Sanity It creates clarity and gives your whole team insight
  7. 7. Do’s and Don’ts & Do • Know your dates • Assign responsibilities • Keep visuals in mind Don’t • Use too many tools to track your calendar • Assume your core audience • Plan too far ahead
  8. 8. 6 Steps to Create a Robust Marketing Calendar
  9. 9. 1. Create or Choose Your Marketing Campaign
  10. 10. Events
  11. 11. Product Launches
  12. 12. Creative Campaigns
  13. 13. Creative Campaigns
  14. 14. Creative Campaigns
  15. 15. 2. Define Your Marketing Stakeholders
  16. 16. Email • How often should you send emails? • Which segments should you email? • Leads • Customers • Past-Customers
  17. 17. Social Media • What kind of content to share? • Which social networks to share on? • Facebook • Twitter • LinkedIn • Twitter Chats
  18. 18. Content • What interactive formats? • Quizzes or polls • Videos • Internal Blog Content • External Guest Posts
  19. 19. Paid Marketing • Paid Social Media • Paid Search • Display/Retargeting • Sponsored Content
  20. 20. Public Relations • Press Releases • Third-Party Publications • Product Hunt
  21. 21. Beyond Marketing • Loop in your sales team • Partnerships
  22. 22. 3. Create Relevant Content 
 for Promotion
  23. 23. 60% of B2B marketers feel their top challenge in 2016 is to produce engaging content CMI 2016
  24. 24. Figure Out What Messages Resonate
  25. 25. • Identify the type of content that readers will find most valuable • Research keywords with Google Keyword Planner • LinkedIn Groups, Quora, and Tweetchats • FAQs Identify Best Topics
  26. 26. • Know where in the funnel your audience is • Identify the type of content that readers will find most valuable at any given stage Build a Roadmap
  27. 27. Create Promotional Content • Your company’s blog • User-Generated Content • eBooks, webinars, infographics, etc. • Product announcements and updates • Fresh imagery from your design team or outsourced team
  28. 28. 4. Choosing Your Promotional Schedule
  29. 29. Which channels to utilize and when? • Email • Social Media • Content • Paid Marketing • Public Relations • Beyond
  30. 30. Google Calendar
  31. 31. Google Calendar
  32. 32. Trello
  33. 33. Trello
  34. 34. Basecamp
  35. 35. 5. Scheduling Your Content
  36. 36. Most native platforms have scheduling built in.
  37. 37. Paid Ads
  38. 38. Social Media
  39. 39. Social Media
  40. 40. 6. Measuring Your Success
  41. 41. What are your goals? • Email: Opens, unsubscribes, and traffic • Social Media: Shares, reach, • Content: Traffic to conversion • Paid: Lowering CPL • Use insights to inform your marketing calendar
  42. 42. Add UTM Tags to Your Links • Source • Medium • Term • Content • Name
  43. 43. • Traffic • Leads • Revenue • Profit • Retention #SPROUTWEBINAR Return on Investment
  44. 44. • Awareness • Relationships • Loyalty • Retention • Profit #SPROUTWEBINAR Return on Engagement
  45. 45. #SPROUTWEBINAR Share Your Success!
  46. 46. Q & A

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