Content Calendar Workshop

•

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One of biggest problems my clients have is time when it comes to content production. We've found that it's best if you have a planned strategy to get things done. That's why we've developed the Content Calendar Workshop. At the end of the presentation, there is a link that will take you to a place where you can download a content calendar template.

Negócios Tecnologia

Content Calendar
Workshop
Tips, tools, and
timesavers
By Jenn Lisak

Background
•  Director of Content
Strategies, DK New Media
•  Manage the strategy,
production, and
implementation of content
programs
•  Blog posts, videos,
whitepapers, infographics,
site messaging, case
studies, podcasts

Content is one of the easiest way for prospects to
learn more about you without engaging with you first.

93% of B2B marketers use content marketing. (Source: CMI)

•  Only 44% of marketers have a
documented content strategy.
•  On average, marketers use 13
different content marketing tactics.
(Source: CMI)

The editorial calendar should make your life
easier. It should automate more tasks.

Content Calendar Factors
Delegate
responsibilities

Important
dates

Realistic
timelines

Publish date

Topics

Author

Conversion
paths

CTA

Type of
content

Focus
Keyword

Title

Promo

Researcher

“Approver”

Editor

Writer

Promoter

Roles

Producer

We found that it’s best to have at least 3
people managing content production.

Writer/Editor/
Researcher

Approver

Producer/
Promoter

Marketing should have content planned at
least 4 weeks in advance.

Topic > Promotion

Less than 1
week

•  Blog Posts
•  Articles

1 – 2 weeks

•  Email marketing
•  Slideshares
•  Podcasts

2 – 4 weeks

•  Micrographics
•  Webinars

4 – 6 weeks

•  Infographics
•  Whitepapers

6 – 8 weeks

•  Videos
•  Case Studies

Values based on outsourced content programs.

Timelines:
•  Monthly or Quarterly
Planning
•  Research due date
(if applicable)
•  Draft due date
•  Approved due date
•  When to schedule
Depending on the content type, you should have at least one week to
review and optimize upon completion of the draft.

Type
URL

Author

Meta
description

Title

Focus
Keyword

Content

Imagery

•  How does a user
get to it?
•  What do they do
next?

Conversion
Path

CTA
•  Link to
downloadable
asset.
•  Clear CTA button.

•  Social media
messaging.
•  PR (if necessary)
•  Industry sites.

Promotion

It takes time, money, and resources for content marketing
to be successful.

Content Tips

Types of Learners
3 Types of Learners:
Visual, Auditory, and
Kinesthetic
65% of the general
population are visual
learners.
(Source: Prime
Infographics)

Content Tips

Graphs
Slideshare
Video

Podcasts
Videos
Recorded
presentations
Webinars

Kinesthetic

Infographics
Images

Auditory

Visual

Have a healthy mix of content to appeal to
different learners.
Any content
form
How to
Guides
Step by step

Content Tips

SEO is a math
problem; Search is a
people problem.
Write for people.
Content Tips

What does your buyer persona look like?
• 
• 
• 
• 
• 

Target audience
Demographics
Psychographics
Organizational roles
Types of businesses

Buyer Persona Guide:
http://bit.ly/buyerexercize

Content Tips

Biggest Time Problem? Blog Production.
Format

Timing

•  250 words
& up
•  One
image

•  2- 3 times
a week
•  Frequency
= indexing

Producing
•  2 hours a
week*
•  Make it a
habit

Repurpose, repurpose, repurpose.
Content Tips

Top WordPress Plugins to
Optimize your blog:
http://bit.ly/WPtools

Sources:
•  Content Marketing Institute:
http://contentmarketinginstitute.com/
research/
•  Prime Infographics:
http://primeinfographics.com/65-of-allpeople-are-visual-learners/

Questions?
To download a free Content Calendar
Template, go here:
http://bit.ly/editorialtemplate

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1. Content Calendar Workshop Tips, tools, and timesavers By Jenn Lisak

2. Background •  Director of Content Strategies, DK New Media •  Manage the strategy, production, and implementation of content programs •  Blog posts, videos, whitepapers, infographics, site messaging, case studies, podcasts

3. Content is one of the easiest way for prospects to learn more about you without engaging with you first. 93% of B2B marketers use content marketing. (Source: CMI)

4. •  Only 44% of marketers have a documented content strategy. •  On average, marketers use 13 different content marketing tactics. (Source: CMI)

5. Content should be recent, frequent, and relevant. •  SEO Benefits •  Brand Awareness •  Conversion Paths

6. …but how do we keep up?

7. The editorial calendar should make your life easier. It should automate more tasks.

8. Content Calendar Factors Delegate responsibilities Important dates Realistic timelines Publish date Topics Author Conversion paths CTA Type of content Focus Keyword Title Promo

9. Researcher “Approver” Editor Writer Promoter Roles Producer

10. We found that it’s best to have at least 3 people managing content production. Writer/Editor/ Researcher Approver Producer/ Promoter

11. Marketing should have content planned at least 4 weeks in advance. Topic > Promotion

12. Less than 1 week •  Blog Posts •  Articles 1 – 2 weeks •  Email marketing •  Slideshares •  Podcasts 2 – 4 weeks •  Micrographics •  Webinars 4 – 6 weeks •  Infographics •  Whitepapers 6 – 8 weeks •  Videos •  Case Studies Values based on outsourced content programs.

13. Timelines: •  Monthly or Quarterly Planning •  Research due date (if applicable) •  Draft due date •  Approved due date •  When to schedule Depending on the content type, you should have at least one week to review and optimize upon completion of the draft.

14. Type URL Author Meta description Title Focus Keyword Content Imagery

15. •  How does a user get to it? •  What do they do next? Conversion Path CTA •  Link to downloadable asset. •  Clear CTA button. •  Social media messaging. •  PR (if necessary) •  Industry sites. Promotion

16. It takes time, money, and resources for content marketing to be successful. Content Tips

17. Types of Learners 3 Types of Learners: Visual, Auditory, and Kinesthetic 65% of the general population are visual learners. (Source: Prime Infographics) Content Tips

18. Graphs Slideshare Video Podcasts Videos Recorded presentations Webinars Kinesthetic Infographics Images Auditory Visual Have a healthy mix of content to appeal to different learners. Any content form How to Guides Step by step Content Tips

19. SEO is a math problem; Search is a people problem. Write for people. Content Tips

20. What does your buyer persona look like? •  •  •  •  •  Target audience Demographics Psychographics Organizational roles Types of businesses Buyer Persona Guide: http://bit.ly/buyerexercize Content Tips

21. Does your brand match up? A brand is your biggest and most volatile asset. Branding Guide/Questionnaire: http://bit.ly/brandingguide Content Tips

22. Biggest Time Problem? Blog Production. Format Timing •  250 words & up •  One image •  2- 3 times a week •  Frequency = indexing Producing •  2 hours a week* •  Make it a habit Repurpose, repurpose, repurpose. Content Tips

23. Top WordPress Plugins to Optimize your blog: http://bit.ly/WPtools

24. Sources: •  Content Marketing Institute: http://contentmarketinginstitute.com/ research/ •  Prime Infographics: http://primeinfographics.com/65-of-allpeople-are-visual-learners/

25. Questions? To download a free Content Calendar Template, go here: http://bit.ly/editorialtemplate

Content Calendar Workshop

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