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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
TOBY MURDOCK CEO & CO-FOUNDER, KAPOST @TOBYMURDOCK
CONTENT MARKETING HAS A PROCESS PROBLEM.
BUSINESS UNITS ESTABLISH CREATION & DISTRIBUTION PROCESSES INDEPENDENTLY. WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
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
LEADING TO INEFFICIENT, INEFFECTIVE, & INCOHERENT CONTENT ACROSS THE ORGANIZATION WEB/ SOCIAL SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM MARKETING OPS
THE SOLUTION? ORGANIZE A SINGLE, TRANSPARENT PROCESS THROUGH PLANNING & CALENDARING WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS PRODUCT MARKETING MARCOM
STEP ONE
DEFINE IMPORTANT ROLES CONTENT OPERATIONS WEB/SOCIAL MARKETING OPS SALES CUSTOMER SUCCESS MAR COM / CORPORATE MARKETING PRODUCT MARKETING SUBJECT MATTER EXPERTISE POLISH & COMMUNICATIONS DISTRIBUTION
STEP TW0
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.
STEP THREE
PLAN CAMPAIGNS BY YEAR & QUARTER FOCUS ON FOUR MAIN AREAS •  THEMES •  PRODUCT & FEATURE RELEASES •  MAJOR EVENTS •  CONTENT PILLARS (MORE ON THAT IN A MINUTE…)
BUT HOW? PLAN CAMPAIGNS BY YEAR & QUARTER •  SCHEDULE ACROSS QUARTERLY CALENDAR •  START 3-4 QUARTERS AHEAD •  90 DAYS BEFORE LAUNCH, FILL IN THE DETAILS
STEP FOUR
FILL THE MONTHLY CALENDAR USING THE CONTENT PILLAR APPROACH TOP OF FUNNEL MIDDLE OF FUNNEL BOTTOM OF FUNNEL BELOW THE FUNNEL
4 3
4 4 1 7 1 1 3 1 3
4 4 1 7 1 1 3 1 3
4 1 7 1 1 3 1 18
SCHEDULE ASSETS ACROSS THE MONTHLY CALENDAR
STEP FIVE
DISTRIBUTE CONTENT ACROSS THE FUNNEL WEB & SOCIAL DEMAND GENERATION SALES CUSTOMER SUCCESS
LET’S REVIEW
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
THANK YOU! TOBY MURDOCK CEO & FOUNDER @TOBYMURDOCK

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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
  • 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
  • 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.
  • 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
  • 16. FILL THE MONTHLY CALENDAR USING THE CONTENT PILLAR APPROACH TOP OF FUNNEL MIDDLE OF FUNNEL BOTTOM OF FUNNEL BELOW THE FUNNEL
  • 17.
  • 18.
  • 19. 4 3
  • 20. 4 4 1 7 1 1 3 1 3
  • 21. 4 4 1 7 1 1 3 1 3
  • 22.
  • 23. 4 1 7 1 1 3 1 18
  • 24. SCHEDULE ASSETS ACROSS THE MONTHLY CALENDAR
  • 26. DISTRIBUTE CONTENT ACROSS THE FUNNEL WEB & SOCIAL DEMAND GENERATION SALES CUSTOMER SUCCESS
  • 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