Fresh Egg and Buzzsumo ran a webinar on the topic of 'How to create heavyweight content marketing campaigns'. The webinar looked at some key areas in relation to campaign planning, including: - Different types of campaign planning - Key campaign planning elements - What are the different phases of campaign planning? - Campaign planning tools This presentation contains all of the practical information that was shared. For more information visit www.freshegg.co.uk/blog and search for "webinar"

1. How to Create Heavyweight
Content Marketing Campaigns

2. • BuzzSumo Director
• Researching how data
can help us create
better content
• Understanding what
content resonates and
how it is amplified
Steve Rayson

3. • Head of inbound marketing
• Run a department of
content, social media and
campaign specialists
• Have been running
campaigns (online and
offline) since pre-Google
days
David Somerville

4. • Established for over
15 years
• Offices in Worthing,
London and Sydney
• Run digital marketing
campaigns for clients
About Fresh Egg

5. Who we work with

6. • Different types of campaign planning
• Key campaign planning elements
• What are the different phases of campaign planning?
• Campaign planning tools
The information is relevant to planning all types of digital marketing
campaigns
Today’s webinar

7. Different types of
campaign planning

9. • Quick and easy to do
• Do it anywhere!
• Get away from your desk
• However, it can lack the benefits of a team planning session
Going solo

11. • Great for getting lots of ideas from different perspective
• Choose people with different skills (analytical, creative, logical)
• Use people with specialist subject knowledge or interests
• Not restricted to internal people – are there any outside experts
you know?
• Go outside!
Team planning

12. Key campaign planning
elements

13. • Who are the audiences you are trying to reach with the campaign?
• Audience intent
• Search intent – what are they searching for
• Framing of content – what messages will most appeal to them?
• Which digital marketplaces are relevant for them?
Audience

14. • What is the campaign looking to achieve?
• Sales
• Traffic
• Brand awareness
• Building authority
• Email sign-up
• UGC
• Make sure everyone is clear on the objective/s of the campaign
• Objectives are key to measuring the success of the campaign
Objectives

15. • What are the top-level timelines for your campaign?
• Immediacy might affect the size of the campaign
• Can you create a ‘phase 2’ for all those good ideas you’ve had that
could be done in the future?
Timelines

16. • What is the ballpark budget for the campaign?
• It’s more effective to plan a campaign with a budget in mind
• Costs for content creation, other assets, paid promotion need to
be considered
Budgets

17. • How will your campaign come to life?
• What elements will it include?
• Survey
• Content hubs
• Competition
• Video
• Social media accounts
Mechanics

18. • How will the campaign be promoted?
• Social media – what channels do they have?
• Email – is there a regular enewsletter?
• Biddable media – what budget is available?
• PR/outreach activity – is there a story?
Promotion

19. • How will you measure the efforts of your campaign?
• Put a measurement plan in place, that shows:
• Objectives
• KPIs
• Metrics
• A measurement plan will help you easily show the ROI of your
campaign after it’s been running
Measurement

20. Measurement plan

21. What are the different
phases of campaign
planning?

22. Initial brainstorm

23. • Make sure everyone has a brief and any relevant background
information
• Take the brief and come up with a large volume of ideas
• Don’t be critical at this stage
• Use brainstorming techniques to generate even more ideas
(injection, reversal etc)
Initial brainstorm

24. Refinement

25. • Refine your ideas and pick a winner
• Often works well with a smaller group (2 people)
• Refine ideas based on whether they answer the key campaign
elements (audiences, objectives, budget, timelines)
• Save other ideas for a follow-up campaign
Refinement

26. Developing a campaign proposition

27. • What is it about the campaign that your audience will engage
with?
• Revisit and reinforce your key elements:
• Audience
• Objectives
• This will influence elements such as messaging, CTAs
• Use this to guide all activity from this point onwards
Defining a campaign proposition

28. Building out a campaign plan

29. • Now you’re ready to build a campaign plan…
• WHAT tasks/activities are required?
• WHO will be doing these?
• WHEN will this be done (timeline with deadlines)?
• HOW will you report on results (in relation to your measurement
plan)?
Building out the campaign plan

30. Building out a campaign plan

31. Campaign planning
tools

32. Lucidcharts

33. Google Analytics allows you to use data to help build your campaign
• What is the popular content?
• What are the traffic sources? Do these match your campaign
objectives?
Google Analytics

34. • Top Landing Pages
Google Analytics

35. • Site Search
Google Analytics

36. • Search Intent allows you to see what the most popular topics are
(that people are searching the web for) in relation to your topic
Keyword tools – Search Intent

37. • Use Top Content search for quick and easy campaign ideas
Buzzsumo – ideas generation

38. • The Domain Comparison Report allows you to see what’s working
for different competitors
Buzzsumo – competitor analysis

39. • Influencers search shows who we can partner with to gain content
from or promote to
Buzzsumo – influencer research

40. • Using the Trending area to get ideas for reactive campaigns
Buzzsumo – hot topics

41. Summary

42. Whether on your own or as part
of a team, if you put in the effort
at the campaign planning stage
then your campaign will be
more effective

43. Don’t forget the key campaign planning elements
Audience
Objectives
Budgets
PromotionMeasurement
Timelines

44. Work through each campaign planning phase
Brainstorm
ideas
Refine
ideas
Define your
campaign
proposition
Decide who
is going to
do what
and when

45. Use the right tools to make planning quicker and easy to produce
amazing campaigns!

46. David Somerville
@southcoastdavid
Call us to discuss your next
digital marketing campaign on
0845 285 900
freshegg.co.uk
@freshegg
@fresheggau