Creating a Content Calendar 2015 - Patty Swisher

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


• Help you provide value to

your audience

• Force you to think further

than today and tomorrow

Theories


• 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


TheoriesCalendars are important: • Help set expectations with

your team and your

audience

• Help you create loyal brand

evangelists


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


• Awareness/Identify Need

– Appeal to broad audience

– What types of messages?• Provide information –

Guides, Blogging, Articles,

Infographics, Videos, Social

Media

• Product Features


• 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


• 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


• 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


• 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

Small Business & Entrepreneurship

Creating a Content Calendar 2015 - Patty Swisher