Overview of currently available tools, theories and techniques to create a content calendar for your small business. Presented at PodCamp PittsburghX 2015.
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
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
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.
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.