creating a content calendar 2015 - patty swisher
TRANSCRIPT
CREATING A CONTENT CALENDAR
by Patty Swisher @pmswishPresented at PodCamp PittsburghX August 15, 2015
What did we say we’d cover?• Tools • Theories• Techniques
AGENDA
CONTENT CALENDAR TOOLS
Popular Content Calendar Tools
• Google Docs/Excel Tools
• Kapost• Wordpress Editorial
Calendar Plugin• Hubspot template• CoSchedule• Others…
Google Docs/ Excel
• Free• Collaborative• Shared Spreadsheet• Customizable
Kapost
• Large Price Tag• Claims to be the Largest and Best Known • Large Volume• Includes Analytics
Kapost. com
Kapost
WordPress Editorial Calendar Plugin
• Free Extension• Limited Capabilities• Easy to Use
– Drag and Drop
Hubspot Content Calendar Template
• Free• Excel Spreadsheet• Customizable• Challenging to Scale
CoSchedule
• $$ - $$$• More options than the free tool
for WordPress• Color Coding tasks• Drag & Drop to change dates• Schedule Videos
http://coschedule.com/pricing
…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
CALENDAR THEORIES
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
Theories
Calendars are important:
• Help you provide value to
your audience
• Force you to think further
than today and tomorrow
Theories
Calendars are important:
• Help you integrate across
mediums
• Leverage across mediums,
different audiences
TheoriesCalendars 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
TheoriesCalendars 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
TheoriesCalendars 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
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
CALENDAR TECHNIQUES
• 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
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
• Identify key audiences – personas, markets, goals
KEY IDEAS
Techniques
IDENTIFY KEY AUDIENCES
http://www.olbuz.com/blog/best-tips-to-find-right-target-audience-for-business
Identify Key Audiences
• Target markets: Geographical– Continent– Country– Region– City– Density– Climate– Population– Town– Neighborhood
IdentifyKey Audiences
• Target markets: Demographic– Age– Gender– Family size– Occupation– Income– Education– Religion– Race– Nationality
Identify Key Audiences
• Target markets: Psychographic– Lifestyle– Social Class– Activities– Interests– Hobbies – Opinions– Personal Values– Attitudes
IdentifyKey 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.
STAGES IN THE BUYING CYCLE
Stages in the Buying Cycle
• Awareness/Identify Need
• Research Solutions• Narrow choices• Evaluate solutions• Make a Selection/
Purchase
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
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
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
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
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
Key Audiences
• Buyer Persona - is a semi-fictional representation of your ideal customer based on research and data about your existing customers.
Key Audiences
• Buyer Personas
Key Audiences
• Buyer Personas
Key Messages
• Content TypesHero – Hub – Hygiene
https://think.storage.googleapis.com/docs/creator-playbook-for-brands_research-studies.pdf
Key Messages
• Content Types
https://think.storage.googleapis.com/docs/creator-playbook-for-brands_research-studies.pdf
Do we have time to brainstorm?
• Starting your calendar…
What did we discuss? • Tools • Theories• Techniques
SUMMARYby Patty Swisher @pmswishPresented at PodCamp PittsburghX August 15, 2015
• 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/creator-playbook-for-brands_research-studies.pdf
CREDITS