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6 Steps to Create a Robust Calendar
Transcript of 6 Steps to Create a Robust Calendar
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6 Steps to Create a Robust Marketing
Calendar
A WEBINAR PRESENTED BY
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Presenters
Stephanie CastilloDigital Marketing Specialist
Michael PattersonDigital Marketing Strategist
@MPatterson22@StephanieIvania
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AgendaThe Marketing Landscape
•Why + How to Calendar
•End-to-End Campaign
•Scale and Measure
•Q & A
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The Marketing Landscape
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55% of B2B marketers aren’t sure what an effective or successful content marketing strategy
looks like within their organization.
CMI, 2016
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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
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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
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6 Steps to Create a Robust Marketing Calendar
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1. Create or Choose Your Marketing Campaign
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Events
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Product Launches
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Creative Campaigns
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Creative Campaigns
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Creative Campaigns
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2. Define Your Marketing Stakeholders
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• How often should you send emails?
• Which segments should you email?
• Leads
• Customers
• Past-Customers
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Social Media
• What kind of content to share?
• Which social networks to share on?
• Twitter Chats
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Content
• What interactive formats?
• Quizzes or polls
• Videos
• Internal Blog Content
• External Guest Posts
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Paid Marketing
• Paid Social Media
• Paid Search
• Display/Retargeting
• Sponsored Content
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Public Relations
• Press Releases
• Third-Party Publications
• Product Hunt
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Beyond Marketing
• Loop in your sales team
• Partnerships
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3. Create Relevant Content for Promotion
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60% of B2B marketers feel their top challenge in 2016 is to produce engaging content
CMI 2016
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Figure Out What Messages Resonate
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• 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
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• 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
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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
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4. Choosing Your Promotional Schedule
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Which channels to utilize and when?
• Social Media
• Content
• Paid Marketing
• Public Relations
• Beyond
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Google Calendar
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Google Calendar
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Trello
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Trello
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Basecamp
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5. Scheduling Your Content
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Most native platforms have scheduling built in.
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Paid Ads
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Social Media
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Social Media
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6. Measuring Your Success
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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
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Add UTM Tags to Your Links
• Source
• Medium
• Term
• Content
• Name
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• Traffic
• Leads
• Revenue
• Profit
• Retention
#SPROUTWEBINAR
Return on Investment
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• Awareness
• Relationships
• Loyalty
• Retention
• Profit
#SPROUTWEBINAR
Return on Engagement
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#SPROUTWEBINAR
Share Your Success!
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Q & A