Planning & Calendaring for Content Marketing Success
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Check out the Eloqua Virtual Road to Revenue presentation by Toby Murdock, CEO of Kapost.
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Planning & Calendaring for Content Marketing Success
- 1. PLANNING & CALENDARING FOR CONTENT MARKETING SUCCESS
- 2. TOBY MURDOCK CEO & CO-FOUNDER, KAPOST @TOBYMURDOCK
- 3. CONTENT MARKETING HAS A PROCESS PROBLEM.
- 4. BUSINESS UNITS ESTABLISH CREATION & DISTRIBUTION PROCESSES INDEPENDENTLY. WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
- 5. 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
- 6. LEADING TO INEFFICIENT, INEFFECTIVE, & INCOHERENT CONTENT ACROSS THE ORGANIZATION WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
- 7. THE SOLUTION? ORGANIZE A SINGLE, TRANSPARENT PROCESS THROUGH PLANNING & CALENDARING WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM
- 8. STEP ONE
- 9. DEFINE IMPORTANT ROLES CONTENT OPERATIONS WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS MAR COM / CORPORATE MARKETING PRODUCT MARKETING SUBJECT MATTER EXPERTISE POLISH & COMMUNICATIONS DISTRIBUTION
- 10. STEP TW0
- 11. 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.
- 12. STEP THREE
- 13. PLAN CAMPAIGNS BY YEAR & QUARTER FOCUS ON FOUR MAIN AREAS • THEMES • PRODUCT & FEATURE RELEASES • MAJOR EVENTS • CONTENT PILLARS (MORE ON THAT IN A MINUTE…)
- 14. BUT HOW? PLAN CAMPAIGNS BY YEAR & QUARTER • SCHEDULE ACROSS QUARTERLY CALENDAR • START 3-4 QUARTERS AHEAD • 90 DAYS BEFORE LAUNCH, FILL IN THE DETAILS
- 15. STEP FOUR
- 16. FILL THE MONTHLY CALENDAR USING THE CONTENT PILLAR APPROACH TOP OF FUNNEL MIDDLE OF FUNNEL BOTTOM OF FUNNEL BELOW THE FUNNEL
- 19. 4 3
- 20. 4 4 1 7 1 1 3 1 3
- 21. 4 4 1 7 1 1 3 1 3
- 23. 4 1 7 1 1 3 1 18
- 24. SCHEDULE ASSETS ACROSS THE MONTHLY CALENDAR
- 25. STEP FIVE
- 26. DISTRIBUTE CONTENT ACROSS THE FUNNEL WEB & SOCIAL DEMAND GENERATION 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 THEMES AND CAMPAIGNS 4. CREATE A CONTENT PILLAR & ADD ASSETS TO MONTHLY CALENDAR 5. DISTRIBUTE CONTENT ASSETS AT ALL STAGES OF THE FUNNEL
- 29. THANK YOU! TOBY MURDOCK CEO & FOUNDER @TOBYMURDOCK