Orchestrating Content Marketing

THE LIFECYCLE

GOALS

• What are the vital factors that your content marketing initiative should deliver?

• What will you measure?Visibility and brand awareness indicatorsEngagementsInbound leadsOthers?

PLAN

• Who is your audience?• What are they asking and need?• Where do they “hang out”?• What is our competition doing?• Output serves as “catalyzer” for content to be

developed

EDITORIAL CALENDAR

• Identify content titles and media formatIncorporate keywords

• Define destinations / channels• Assign contributors with due dates

Leverage untapped resources• Monitor and manage process

PRODUCE

• Roles and responsibilitiesAuthors, editors, publishers

• Content sourcing optionsInterviewsCrowdsourcingCurations that complement calendar

• Quick postsStatus updates

PUBLISH

• Identify posting conventions for various media formatsRight channels for right contentUse a primary destination

• Consider optimal posting times• Syndicate?• Socialize resultant posts with audience

ENGAGE

• Proactive monitoring of audience engagements

• Response policiesEscalateWho can participate

• Consider tracking individuals that engageCRM integration

MEASURE

• Establish discipline of measurement

• Measure results against goalsEstablish “check-in” points along the way

• Analysis results Amplify what worksTake corrective actions as needed

• REPEAT …

SUMMARY

• Know your destinations (goals) along the trip (process lifecycle)

• Think like a marketer, act like a publisher• Leverage efficiency tools and technologies• Monitor and take corrective action regularly

THANK YOU

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