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CREATING A
CONTENT CALENDAR
by Patty Swisher @pmswish
Presented 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
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
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
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
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
Identify
Key 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
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.
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 Types
Hero – 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
SUMMARY
by Patty Swisher @pmswish
Presented 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/cre
ator-playbook-for-brands_research-
studies.pdf
CREDITS

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Creating a Content Calendar 2015 - Patty Swisher

  • 1. CREATING A CONTENT CALENDAR by Patty Swisher @pmswish Presented at PodCamp PittsburghX August 15, 2015
  • 2. What did we say we’d cover? • Tools • Theories • Techniques AGENDA
  • 4. Popular Content Calendar Tools • Google Docs/Excel Tools • Kapost • Wordpress Editorial Calendar Plugin • Hubspot template • CoSchedule • Others…
  • 5. Google Docs/ Excel • Free • Collaborative • Shared Spreadsheet • Customizable
  • 6. Kapost • Large Price Tag • Claims to be the Largest and Best Known • Large Volume • Includes Analytics Kapost. com
  • 8. WordPress Editorial Calendar Plugin • Free Extension • Limited Capabilities • Easy to Use – Drag and Drop
  • 9. Hubspot Content Calendar Template • Free • Excel Spreadsheet • Customizable • Challenging to Scale
  • 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. …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
  • 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. Theories Calendars are important: • Help you provide value to your audience • Force you to think further than today and tomorrow
  • 15. Theories Calendars are important: • Help you integrate across mediums • Leverage across mediums, different audiences
  • 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. 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. 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. 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
  • 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. 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. • Identify key audiences – personas, markets, goals KEY IDEAS Techniques
  • 25. Identify Key Audiences • Target markets: Geographical – Continent – Country – Region – City – Density – Climate – Population – Town – Neighborhood
  • 26. Identify Key Audiences • Target markets: Demographic – Age – Gender – Family size – Occupation – Income – Education – Religion – Race – Nationality
  • 27. Identify Key Audiences • Target markets: Psychographic – Lifestyle – Social Class – Activities – Interests – Hobbies – Opinions – Personal Values – Attitudes
  • 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. STAGES IN THE BUYING CYCLE
  • 30. Stages in the Buying Cycle • Awareness/Identify Need • Research Solutions • Narrow choices • Evaluate solutions • Make a Selection/ Purchase
  • 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. 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. 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. 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. 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. Key Audiences • Buyer Persona - is a semi-fictional representation of your ideal customer based on research and data about your existing customers.
  • 39. Key Messages • Content Types Hero – Hub – Hygiene https://think.storage.googleapis.com/docs/creator-playbook-for-brands_research-studies.pdf
  • 40. Key Messages • Content Types https://think.storage.googleapis.com/docs/creator-playbook-for-brands_research-studies.pdf
  • 41. Do we have time to brainstorm? • Starting your calendar…
  • 42. What did we discuss? • Tools • Theories • Techniques SUMMARY by Patty Swisher @pmswish Presented at PodCamp PittsburghX August 15, 2015
  • 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