This is the frameworks and methodology I follow when leading a content marketing and social activation team. This is an example for a fictitious company that I use to explain the process and actions to broader teams before getting started.

1. Social and content strategy

2. Summary
Focused effort to be a voice in social media
Drive new leads into the xxxxxx network
Use the xxxxxx as a launchpad for more content
Expand the reach of xxxxxx by contributing to other media (webinars, podcasts…)

3. Roles and responsibilities
Koka
● Develop the strategy and execution plan for brand social media channels
● Own the day to day updates for xxxxxx social media
● Manage the ed-cal for content and media
Team 1
● Develop the strategy and execution plan for podcast and webinars
● Blog content for xxxxxx tips and branded content
Team 2
● Programmatic ad management
● Reporting and analysis
● Support strategic marketing programs

4. Mission
Position xxxxxxxxx to be the leader in [value prop 1]
and [value prop 1] within audience networks

5. 2016 Social and Content Goals
2017 metrics
Pageviews: 1,006,247
Prospects: 8,048
Organic social reach: 57,802
Revenue reported: $299,025.00
● Direct 29
● Organic (SEO) 53
● Referral (Includes Social Paid) 49
● Paid Search 16
● Social Organic 12
2018 goal
Pageviews: 1,500,000
Prospects: 9,200 (+15%)
Organic social reach: 80,000
Revenue reported: $700K
● Direct -
● Organic (SEO) -
● Referral (Includes Social Paid) -
● Paid Search -
● Social Organic -

6. Strategic outline

7. Target audience priorities
Individual
contributors
Entry level
Individual
contributors
Account managers
People leaders Senior leaders

8. Increase distribution of articles
Company should be the global resource for [value prop 1]
Own the conversation in social media on these topics.
● Inside sales
● Leadership and management
● Motivation and compensation
● Prospecting and sales leads
● Sales coaching and training
● Sales operation and enablement
● Sales process and methodology
● Sales talent
● Sales technology
● Selling skills
● Social selling

9. Increase lead generation
[your brand] should be the global resource for business insights
Drive traffic to gated content and grow your
database
● The key KPI to increase is the number of
downloads

10. Daily management of social channels
Distribute more content across social media
Leveraging existing brand influencers
and current library of content we would
drive wider reach for [your company] on
key social networks.
The goal is to drive more traffic to your
website where you can convert them.

11. Design a waterfall with social marketing
Understanding the data creates the opportunity to optimize the lead flow
Analysis of current data to provide the
new recommended process.
● Google analytics
● Social data
● CRM dashboards

12. Create a social juggernaut
Create a media presence on social networks
Be active and visible on social networks
for branded channels and owned topics
that increase share of voice, drive higher
engagement and increased CTR to your
website

13. SOCIAL JUGGERNAUT
Build your company a social marketing army
Extensions of your brand profiles.
Developed around key business
topics you want to own the
conversation about.
Used to surround your target
buyers with messages that
ultimately drive traffic and new
sales leads.
SATELLITES
BRANDED
SOCIAL
MEDIA
Your corporate profiles
become the channel of
record for your company

14. Track inbound leads through social media
Using the funnel data, social marketing is designed to drive awareness and
new leads
Configure CRM and other systems to
measure impact from social marketing.
● New subscribers [CRM]
● Content downloads [CRM]
● Engagement rate [social]
● Click through rates [social]
● Share of voice [social]
● Content shares [social]

15. Social overview
Best practices, sales trends, [Your company] methods. Also your news
hub.
A place for me to learn and join in on conversations. Spotlights the
[Your company] brand.
Quick updates that provide a voice in the audience
conversation and help me understand how to own success.
News about [Your company] and spotlights the [Your
company] brand

16. Current reach
87,082 combined

17. Company followers

18. Follower activity vs. Company activity
Company activity to social
should match closer to the
followers activity.
Over abondance to Retweets

19. Corporate blog
Purpose Educate, Inform
Value Inspire people to reach for success.
Product and company news
Cadence ~1-day
Audience Sales professionals, leaders,
entrepreneurs
Content Editorialized how-tos, company and
product announcements, and
member stories
Goal: Increase traffic, lead generation, subscriptions

20. Linkedin
Purpose Educate, Inform, Insprire
Value A place for me to learn and join in
on professional conversations.
Showcases Company as a brand
and top leadership trainer.
Cadence 3-4 global updates a day
Audience Tbd [need access]
Content Corporate blog posts, campaign
content, inspiring success-focused
content, etc.
Goal: Increase ER and CTR

21. Twitter
Purpose Inform, Entertain
Value Quick updates that keep me “in the
know” and where I get [your
company]’s voice on sales norms
Cadence 3-4 updates a day
Audience Tbd [need access]
Content Campaign content, corp blog posts,
inspiring leadership focused content
Goal: Increase ER and CTR

22. Facebook
Purpose Inspire, Entertain
Value Real stories that inspire my
professional success and show me
what LinkedIn can help me
accomplish
Cadence 1-2 updates a day
Audience [need access]
Content Ex: Member stories and and
corporate blog posts/big product
news
Goal: Increase ER and traffic to Company properties

23. Lead Gen Process
Linkedin
company page
Email Social
Asset
● Blog
● Landing page
Ebook / Product
Nurture track
Highly targeted messages to people
that have been exposed to the asset
Nurture should be defined Messages
should be optimized

24. Social Media
Awareness Engagement Behavior
Reach
Community Growth
Volume/Sentiment
Perception
Engagement Rate
CTR
New leads
Usage

25. Content
SEO Driven Insights Product
Top of funnel
Tips
Research
How to’s
Updates

26. Content
Calendar
Planning and recording

27. Blog categories
● Customer Relationships
● Management & Leadership
● Professional Development
● Prospecting & Qualifying
● Sales Process
● Self Development

28. The perfect content map
This matrix is the backbone of
our external communications
strategy.
Time, energy and resources
should be focused on bringing
this alive.

29. Company Owned Content Anchors
#BuildTheBrand
Customer Summit Branded Podcast Member stories

30. Content breakdown framework
Big rock
(books, anchor pieces)
Blog Blog Blog Blog Blog
Webinar Webinar Social
update
Social
update
Social
update
Social
update
Social
update
Social
update
All rocks get broken down programmatically
into additional assets to extend life cycle and
drive more traffic to the rock.
Podcast Podcast

31. Extending your [your company] reach
Webinars Podcasts Speaking events
Becoming a voice for Company and on the growing list of external opportunities for speaking.

32. #SomethingAmazing
Web series by [your company]

33. Goal
Generate new leads for [your company] by hosting a web series that talks with
sales leaders that provide technology for salespeople to be more productive and
successful.
● Registration leads
● Gated content

34. Overview
Koka will host a monthly web series talking with business leaders and discussing
specific tools for salespeople that
● leverage data to provide insights
● automate parts of the sales process
● track buyers on social media
● enforce behaviors that build sales pipeline

35. Examples of series guests
Bufferapp: social update automation
Datafox: Lead list building and account targeting
Outreach.io: Email tracking
Linkedin Sales Navigator: Identify and connecting with buyers
Nimble: Social CRM
LeadIQ: Lead list builder

36. Metrics for success
Branding
● Increased mentions
● Additional 'buzz' through the interviewed brands social channels
● Growth
Lead generation
● 40-50 new leads a month (1st Qtr)
Abilityto explore additional partner opportunities

37. Internal goals
The secondary goal of this series is to educate our existing customers on the best
tools and how to use them.
Enablement of the network on ways to leverage these tools will have an effect on
Company exposure as they use the tools to engage with more buyers.
Success of this goal will be determined based on network feedback on the value
of the series on their own business.

38. Business News
Web series by [your company]

39. Goal
Generate new leads for [Your company] by hosting a web series that talks with
[audience segment] that use [value prop] tactics in their business process
● Broader awareness of company to a tech-savvy audience
● Registration leads
● Gated content

40. Overview
Koka will host a monthly web series talking with professionals who have adopted
[product] and their process
● Tactics they use
● Tools they use
● Results

41. Visualize [Your company]
Designs that bring you to life

42. Visualize the brand
● Product
● Vision
● Values
● Insights
● Customers

43. Tracking
Social updates
Website
Gated assets
UTM codes
New leads / CRM
Traffic source
Opportunity
Report on
conversion

44. Q4 OKR
Objective [what is it] Key results [what is the result] Comment Status
Social media - Start running social channels
- Increase ER and CTR
Content - Complete Anchor content
- Complete content calendar
- Create webinar calendar
Product - Plan for future launches
-
Brand - 2 external events

45. Resource needs

46. Budget requests
Social Analytics: $7k a month.
● Monitor share of voice
● Track competitive keywords
● Tracking brand sentiment
Design agency: $12k a year
● Programmatic sharing of content in social media
● Increased activity driving traffic to company domain
Writing agency:
● Content $500. Yr
● Audience growth $120 yr
● Customer Engagement

47. Resources needed
Daily blog posts
Writers
Infographics, social ads
Designer
Brand awareness
Analytics

48. social reach vs.
potential

51. Content
frameworks and
models

52. Campaign planning worksheet
Theme Epic
The BIG story
(Key differentiator / Inspirational)
Campaign Themes
Dates
Summary
Content types /
cadence
Break up the story into chunks

53. Objective High level targeting Message Channels
Awareness/
Engagement
DM Value of XX Social, Sponsored Updates, Email, Web
content (e.g., ebooks)
IC
Uknown
Tactical use cases Sponsored Updates
Email
Acquisition DM / IC Intro to XX SEO/SEM
Retargeting
Engaged DMs [already
connected]
Intro to XX Email
Events [webinars]
IC
Unknown
Online offer [direct purchase]
Expansion Existing clients Engagement/Welcome,
Retention/Renewal
Email
InMail
GTM Plans

54. Book
2 ebooks
4 blogs
10 social
updates

55. Webinar 1x
month
2 emails
1 blog
10 social
updates

56. Reporting and
metrics

57. Creation Process
Planning
Production
Promotion
Performance

58. ● Points of social engagement
● Inquiries
● New traffic (+/- MoM)
● Traffic from social (+/- MoM)
● Requests for content
● Requests for contact
● Number of social profiles
● Number of channels
● Number of network size
Measurements

59. ● Vanity metrics
○ Views of posts
○ Shares of posts
○ Syndication of content
○ Shares of social updates
○ Reach – Overall audience penetration
● Activity
○ Clicks – Email and Social
○ Downloads
○ Mentions
○ [need to identify benchmarks]
● Behavior
○ Member engagement
○
○
Measurements

60. Social Media Snapshot
Executive summary
Volume
Share of voice [sales training, sales
methodology, social selling]
Trending topics
Conversation drivers [what is being talked about]
Sentiment
Top mentioners of brand

61. Social Marketing Plan
● Build a growth plan for existing channels owned by brand
● Develop a social marketing campaign in line with business plan
● Start a more active social presence on existing channels
● Identify feeds and authors we can leverage
● Build the social machine to raise awareness and control conversation
● Be the voice of brand products through social media

62. Marketing Process
Groups Email Social Retargeting
Asset
● Blog
● Landing page
Ebook / Product
Nurture track
Highly targeted messages to people
that have been exposed to the asset
Nurture should be defined Messages
should be optimized

63. Social Process
Linkedin
company page
Email Social
Asset
● Blog
● Landing page
Ebook / Product
Nurture track
Highly targeted messages to people
that have been exposed to the asset
Nurture should be defined Messages
should be optimized

64. Video series
[themed] video
series.
SEO
Thought leadership
CTA for lead
generation
Product revenue
Training revenue
Brand