6 Steps to Create a Robust Calendar

6 Steps to Create a Robust Marketing

Calendar

A WEBINAR PRESENTED BY

Presenters

Stephanie CastilloDigital Marketing Specialist

Michael PattersonDigital Marketing Strategist

@MPatterson22@StephanieIvania

AgendaThe Marketing Landscape

•Why + How to Calendar

•End-to-End Campaign

•Scale and Measure

•Q & A

The Marketing Landscape

55% of B2B marketers aren’t sure what an effective or successful content marketing strategy

looks like within their organization.

CMI, 2016

Saving Time

A calendar allows you to be quick, nimble, and foresee

any bumps in the road

The Benefits of a Marketing Calendar

Planning Campaigns

It can effectively help you manage multiple marketing

campaigns

Crafting Timely Content

A calendar will get you in the habit of creating and posting relevant content

Maintaining Sanity

It creates clarity and gives your whole team insight

Do’s and Don’ts

&

Do• Know your dates

• Assign responsibilities

• Keep visuals in mind

Don’t• Use too many tools to track your

calendar

• Assume your core audience

• Plan too far ahead

6 Steps to Create a Robust Marketing Calendar

1. Create or Choose Your Marketing Campaign

Events

Product Launches

Creative Campaigns

Creative Campaigns

Creative Campaigns

2. Define Your Marketing Stakeholders

Email

• How often should you send emails?

• Which segments should you email?

• Leads

• Customers

• Past-Customers

Social Media

• What kind of content to share?

• Which social networks to share on?

• Facebook

• Twitter

• LinkedIn

• Twitter Chats

Content

• What interactive formats?

• Quizzes or polls

• Videos

• Internal Blog Content

• External Guest Posts

Paid Marketing

• Paid Social Media

• Paid Search

• Display/Retargeting

• Sponsored Content

Public Relations

• Press Releases

• Third-Party Publications

• Product Hunt

Beyond Marketing

• Loop in your sales team

• Partnerships

3. Create Relevant Content for Promotion

60% of B2B marketers feel their top challenge in 2016 is to produce engaging content

CMI 2016

Figure Out What Messages Resonate

• Identify the type of content that readers will find most valuable

• Research keywords with Google Keyword Planner

• LinkedIn Groups, Quora, and Tweetchats

• FAQs

Identify Best Topics

• Know where in the funnel your audience is

• Identify the type of content that readers will find most valuable at any given stage

Build a Roadmap

Create Promotional Content

• Your company’s blog

• User-Generated Content

• eBooks, webinars, infographics, etc.

• Product announcements and updates

• Fresh imagery from your design team or outsourced team

4. Choosing Your Promotional Schedule

Which channels to utilize and when?

• Email

• Social Media

• Content

• Paid Marketing

• Public Relations

• Beyond

Google Calendar

Google Calendar

Trello

Trello

Basecamp

5. Scheduling Your Content

Most native platforms have scheduling built in.

Paid Ads

Social Media

Social Media

6. Measuring Your Success

What are your goals?

• Email: Opens, unsubscribes, and traffic

• Social Media: Shares, reach,

• Content: Traffic to conversion

• Paid: Lowering CPL

• Use insights to inform your marketing calendar

Add UTM Tags to Your Links

• Source

• Medium

• Term

• Content

• Name

• Traffic

• Leads

• Revenue

• Profit

• Retention

#SPROUTWEBINAR

Return on Investment

• Awareness

• Relationships

• Loyalty

• Retention

• Profit

#SPROUTWEBINAR

Return on Engagement

#SPROUTWEBINAR

Share Your Success!

Q & A