Cadence9’s® business practices and technology are rooted in the concept that an effective content marketing strategy has seven actionable steps: Goals, Strategy, Editorial Calendar, Content Production, Publishing, Engaging and Measuring. Our purpose in working through these steps with clients is to create technical and tactical efficiencies to help franchisors deliver valuable, non-interruptive content on a consistent basis. Efficiencies in performing these seven steps in your social media and content marketing lead to generating consumer action, better customer retention, establishing your brand as a thought leader, improving lead generation and increased franchise sales.

1. Measure
Goals
Strategy
Calendar
ProducePublish
Engage
Copyright © 2014 Cadence9®
| Franchise Development Performance Review
Cadence9’s®
business practices and technology are rooted in the concept that an effective content marketing strat-
egy has seven actionable steps: Goals, Strategy, Editorial Calendar, Content Production, Publishing, Engaging and
Measuring.
Our purpose in working through these steps with clients is to create technical and tactical efficiencies to help franchi-
sors deliver valuable, non-interruptive content on a consistent basis. Efficiencies in performing these seven steps in
your social media and content marketing lead to generating consumer action, better customer retention, establishing
your brand as a thought leader, improving lead generation and increased franchise sales.
Franchise Development Performance Review
Step 1 - Goals
We have set goals for 2014 for content and social media marketing that per-
tain to franchise development.
Everyone involved in Franchise development team knows what our goals are
for 2014.
Our content and social media marketing goals positively align with our over-
all 2014 business objectives.
We are clear on how we will measure our results to determine the success of
our content and social media marketing efforts.
We have defined our franchise candidate’s “Buyer’s Journey” and considered
these needs into our content marketing planning to develop content to support
our sales process.
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Choose 1-3 goals to work on
for the year. Use the SMART
goal-setting formula to ensure
your goals are:
•Specific
•Measurable
•Attainable
•Realistic
•Timeframe
Take our self-assessment to rate your progress:
7 Step Content Marketing Lifecycle

2. Copyright © 2014 Cadence9®
| Franchise Development Performance Review
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Step 2 - Strategy
We have developed a Franchise Development Social and Content Market-
ing Mission Statement that our internal team and agencies etc. use to create
targeted content.
We have 2-3 core Buyer Personas that describe our best franchise candi-
dates and their experiences within the Buyer’s Journey.
We have a documented Style Guide that ensures content created is on brand
and consistent in voice and message.
We have a documented Social Media Policy that outlines what we can and
cannot do as an organization when it comes to using social media for fran-
chise development.
We have chosen our content channels (blog, video, webinars, etc….) and
social media platforms (Facebook, Twitter, LinkedIn, etc…) based on where
we know our prospective franchise candidates spend time online and under-
standing how they wish to receive information.
Step 3 - Calendar
We have an Editorial Calendar that encompasses all content marketing channels
and distribution. This calendar also indicates those responsible and timelines.
We have an Editor or Manager that is charge of our franchise development
content marketing efforts.
We are able to maintain a development focused content plan 60- 90 days in
advance with our internal team.
We have a development focused Social Media Content Calendar that is
planned out at least 30 days in advance.
We have a workflow process that provides complete visibility for our team to
monitor all franchise development content marketing initiatives.
Step 4 - Produce
We have assessed the skill sets and strengths of our team to identify our best
internal content creation initiatives for franchise development.
We are willing to outsource as needed to fill our content creation gaps based
on internal skills and our initiatives.
We have a set workflow for each content channel to ensure we meet dead-
lines for publishing and distribution.
We have a process for content curation that allows us to acquire content and
provide proper attribution from influencers in our industry.
We have a balance of content production that educates/informs our audi-
ence about the benefits of our brand as well as strong calls to action for our
franchise opportunity.
Franchise Development Performance Review cont.
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7 Benefits of an Editorial
Calendar:
1. Stronger Branding Across
Platforms
2. Higher Productivity
3. Stronger Accountability
4. Improved Task Time
Management
5. Content Consistency
6. Easier Content Repurposing
7. Better Correlation Between
Actions & Results
When producing content, con-
sider the 70/20/10 Rule:
•70% Adding value & Brand
building
•20% Sharing other’s posts
& ideas
•10% Promoting your business
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In order to eliminate “Random
Acts of Publishing” you must
work with a Content Marketing
& Social Media Playbook for
your organization.
Key elements within this
Playbook include: Content
Marketing Mission Statement,
Buyer Personas, Style Guide,
and a Social Media Policy.

3. Copyright © 2014 Cadence9®
| Franchise Development Performance Review
Step 5 - Publish
We have a set publishing schedule to our content channels to ensure consis-
tency and demonstrate an active online presence.
We have a set publishing schedule to our social media platforms to keep
franchise prospects engaged with our brand.
We consistently monitor comments, activity and engagement on our content
channels and social media platforms. We have set expectations on response
time and proper protocols.
We are confident our content is being published where our franchise candi-
dates engage both online and offline.
We know the best times (days/hours) to publish our content via our social
media platforms.
Step 6 - Engage
We are consistently connecting with other franchise development influencers
in our industry via content channels and social media platforms.
We are consistently connecting with current customers and franchise pros-
pects via content channels and social media platforms.
We repurpose positive online interactions or User Generated Content (UGC)
to assist in brand promotion.
Our content team is aware of how and when to engage with franchise candi-
dates via content channels and social media platforms.
We consistently engage our current franchise owners as part of our customer
retention process and as a way to promote brand awareness.
Step 7 - Measure
We are assessing our content and social media results related to franchise
development on a regular basis: Weekly, Monthly, Quarterly, or Annually.
(Circle those that apply)
We can easily access data to analyze performance of our content and social
media marketing channels.
We have defined 1-3 Key Performance Indicators to track that align with our
content and social media marketing goals for franchise development.
We are able to easily pull necessary reports on measurement to share with
key stakeholders in the organization. These reports can also provide historical
data going back more than 90 days.
We are confident that our content and social media marketing efforts are
aligned with our business objectives and are tracking efforts accordingly.
Franchise Development Performance Review cont.
Set up a Weekly system to
ensure you are connecting with
influencers online:
•Follow 10 new profiles
on Twitter
•Connect with 5 new
professionals on LinkedIn
•Participate in 3 LinkedIn
Group discussions
•Comment on 3 industry blogs
Connect your measured Key
Performance Indicators (KPI’s) to
your Business Objectives.
For instance, if one of your
primary objectives is to sell 10
franchise opportunities, your
KPI’s should connect to this end
goal.
Increase traffic to site →
subscriptions to newsletter →
addition to database → nurture
inbound leads.
92% of B2B customers watch
online video and 43% of B2B
customers watch online video
when researching products and
services for their business.
- Inc. Oct. 2013
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