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Creating a Content Calendar 2015 - Patty Swisher

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Overview of currently available tools, theories and techniques to create a content calendar for your small business. Presented at PodCamp PittsburghX 2015.

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Creating a Content Calendar 2015 - Patty Swisher

  1. 1. CREATING A CONTENT CALENDAR by Patty Swisher @pmswish Presented at PodCamp PittsburghX August 15, 2015
  2. 2. What did we say we’d cover? • Tools • Theories • Techniques AGENDA
  3. 3. CONTENT CALENDAR TOOLS
  4. 4. Popular Content Calendar Tools • Google Docs/Excel Tools • Kapost • Wordpress Editorial Calendar Plugin • Hubspot template • CoSchedule • Others…
  5. 5. Google Docs/ Excel • Free • Collaborative • Shared Spreadsheet • Customizable
  6. 6. Kapost • Large Price Tag • Claims to be the Largest and Best Known • Large Volume • Includes Analytics Kapost. com
  7. 7. Kapost
  8. 8. WordPress Editorial Calendar Plugin • Free Extension • Limited Capabilities • Easy to Use – Drag and Drop
  9. 9. Hubspot Content Calendar Template • Free • Excel Spreadsheet • Customizable • Challenging to Scale
  10. 10. CoSchedule • $$ - $$$ • More options than the free tool for WordPress • Color Coding tasks • Drag & Drop to change dates • Schedule Videos http://coschedule.com/pricing
  11. 11. …and the list goes on… • Hootsuite • Socialcast – enterprise social network • Marketing.ai • DivvyHQ • Trello • ToDoist • Content DJ • Inbound Writer • Active Data Exchange • Loose Stitch • Basecamp
  12. 12. CALENDAR THEORIES
  13. 13. Theories Calendars are important: • Help you focus on needs of your audience • Help you inspire and connect with your audience “If you aim at nothing, you will hit it every time.” ~ Zig Ziglar
  14. 14. Theories Calendars are important: • Help you provide value to your audience • Force you to think further than today and tomorrow
  15. 15. Theories Calendars are important: • Help you integrate across mediums • Leverage across mediums, different audiences
  16. 16. Theories Calendars are important: • Create once, use many times (= increased ROI) • Streamline resources • Drive internal teamwork See more at: http://themarketingnutz.com/2014/01/content-marketing-editorial-calendar-template-2014-contentmarketing/#sthash.rHXtki3f.dpuf
  17. 17. Theories Calendars are important: • Fuel idea generation and innovation • Create a drumbeat approach to content development See more at: http://themarketingnutz.com/2014/01/content-marketing-editorial-calendar-template-2014-contentmarketing/#sthash.rHXtki3f.dpuf
  18. 18. Theories Calendars are important: • Help set expectations with your team and your audience • Help you create loyal brand evangelists See more at: http://themarketingnutz.com/2014/01/content-marketing-editorial-calendar-template-2014-contentmarketing/#sthash.rHXtki3f.dpuf
  19. 19. Theories What content should I include: • Regular blog posts • Social media updates • Recurring posts, series, or themes • Photos, Videos • Case studies • Infographics, Charts • E-books • Company news and announcements • Product launches • Industry events • Seasonal content
  20. 20. CALENDAR TECHNIQUES
  21. 21. • Base it on a 12 month calendar, use common occurrences • Identify key audiences – personas, markets, goals • Incorporate key messages - pillars, content types KEY IDEAS Techniques
  22. 22. 12-Month Content Calendar • Start broad • Use it as an organizing tool • Begin filling in common events, trends, seasons, activities • Then move to industry events, activities • Then company specific
  23. 23. • Identify key audiences – personas, markets, goals KEY IDEAS Techniques
  24. 24. IDENTIFY KEY AUDIENCES http://www.olbuz.com/blog/best-tips-to-find-right-target-audience-for-business
  25. 25. Identify Key Audiences • Target markets: Geographical – Continent – Country – Region – City – Density – Climate – Population – Town – Neighborhood
  26. 26. Identify Key Audiences • Target markets: Demographic – Age – Gender – Family size – Occupation – Income – Education – Religion – Race – Nationality
  27. 27. Identify Key Audiences • Target markets: Psychographic – Lifestyle – Social Class – Activities – Interests – Hobbies – Opinions – Personal Values – Attitudes
  28. 28. Identify Key Audiences • Target markets: Behavioral – Occasions – Degree of Loyalty – Benefits sought – Usage – Buyer Readiness Stage – User Status – Note: you can code your messages based on the target’s stage in the buying journey.
  29. 29. STAGES IN THE BUYING CYCLE
  30. 30. Stages in the Buying Cycle • Awareness/Identify Need • Research Solutions • Narrow choices • Evaluate solutions • Make a Selection/ Purchase
  31. 31. Stages in the Buying Cycle • Awareness/Identify Need – Appeal to broad audience – What types of messages? • Provide information – Guides, Blogging, Articles, Infographics, Videos, Social Media • Product Features
  32. 32. Stages in the Buying Cycle • Research Solutions – Target audience; might buy in next 12 months • Info to make better decision • Prospect becomes a LEAD – What are your messages? • Product Features/Benefits • White papers; product info. sheets, ebooks, research studies, reports
  33. 33. Stages in the Buying Cycle • Narrow choices – More defined audience; purchase likely. – What are your messages? • White Papers; detailed product sheets, product demos, free trials • Product Advantages • How your product/service differs from competitors • Testimonials of other satisfied buyers
  34. 34. Stages in the Buying Cycle • Evaluate solutions – Does your product satisfy the direct need? – Does your product/service make an emotional AND logical connection with the buyer? – Limited time / special offers – Testimonials that reinforce buying decision
  35. 35. Stages in the Buying Cycle • Make a Selection/Purchase – Have you compelled the buyer to make a purchase? – Is it easy for them to do so? – Product user guides, FAQs of new customers, Blog posts aimed at new buyers, customer loyalty/reward programs, Events/ workshops for new customers only, ongoing email campaign to create loyal customers
  36. 36. Key Audiences • Buyer Persona - is a semi-fictional representation of your ideal customer based on research and data about your existing customers.
  37. 37. Key Audiences • Buyer Personas
  38. 38. Key Audiences • Buyer Personas
  39. 39. Key Messages • Content Types Hero – Hub – Hygiene https://think.storage.googleapis.com/docs/creator-playbook-for-brands_research-studies.pdf
  40. 40. Key Messages • Content Types https://think.storage.googleapis.com/docs/creator-playbook-for-brands_research-studies.pdf
  41. 41. Do we have time to brainstorm? • Starting your calendar…
  42. 42. What did we discuss? • Tools • Theories • Techniques SUMMARY by Patty Swisher @pmswish Presented at PodCamp PittsburghX August 15, 2015
  43. 43. • All images courtesy Google Images unless otherwise noted; • Product screen shots from individual websites Kapost, Wordpress, Hubspot CoSchedule; • http://themarketingnutz.com/2014/01/content- marketing-editorial-calendar-template-2014- contentmarketing/#sthash.rHXtki3f.dpuf • https://think.storage.googleapis.com/docs/cre ator-playbook-for-brands_research- studies.pdf CREDITS

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