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STEPHEN BATEMAN
@concentricdots
#wmconf16
“ True content
marketing drives
sales, not just clicks!”
@concentricdots
#wmconf16
@watertightmkg
CREDITS & COPYRIGHT
Material from Stephen’s own
approach.
Mapped against Watertig...
@concentricdots
#wmconf16
@watertightmkg
IN THIS SESSION
➊ A content plan that’s right for your buyers & your business
➋ A...
@concentricdots
#wmconf16
@watertightmkg
QUICK POLL BEFORE WE START
➌
@concentricdots
#wmconf16
@watertightmkg
➌
➊ A content plan that’s right for your buyers & your business
➋ A twelve month ...
@concentricdots
#wmconf16
@watertightmkg
➊ CONTENT PLAN FOR BUYERS & BUSINESS
1. How does your buyer really buy?
2. How do...
@concentricdots
#wmconf16
@watertightmkg
➊ CONTENT PLAN FOR BUYERS & BUSINESS
1. How does your buyer really buy?
2. How do...
@concentricdots
#wmconf16
@watertightmkg
➊ CONTENT PLAN FOR BUYERS & BUSINESS
1. How does your buyer really buy?
2. How do...
@concentricdots
#wmconf16
➊ CONTENT PLAN FOR BUYERS & BUSINESS
Credit: Watertight Marketing - See Chapter 1
@concentricdots
#wmconf16
@watertightmkg
➊ CONTENT PLAN FOR BUYERS & BUSINESS
1. How does your buyer really buy?
2. How do...
@concentricdots
#wmconf16
Credit: Thomas Net
➊ CONTENT PLAN FOR BUYERS & BUSINESS
@concentricdots
#wmconf16
@watertightmkg
➊ CONTENT PLAN FOR BUYERS & BUSINESS
1. How does your buyer really buy?
2. How do...
@concentricdots
#wmconf16
LOYALTYLOYALTY
TRIALTRIAL
ADOPTION
ADOPTION
INTEREST
INTEREST
EVALUATIONEVALUATION
A W A R E N E...
@concentricdots
#wmconf16
1000 SITE
VISITS
200 3+ MINS
VISITS
40 CASE STUDY
OR PRODUCT
PAGE VISITS
10 WEBINAR
ATTENDEES
20...
@concentricdots
#wmconf16
@watertightmkg
➊ CONTENT PLAN FOR BUYERS & BUSINESS
1. How does your buyer really buy?
2. How do...
@concentricdots
#wmconf16
➊ CONTENT PLAN FOR BUYERS & BUSINESS
Credit: Dave Chaffey, Smart Insights
@concentricdots
#wmconf16
@watertightmkg
➊ CONTENT PLAN FOR BUYERS & BUSINESS
1. How does your buyer really buy?
2. How do...
@concentricdots
#wmconf16
➊ CONTENT PLAN FOR BUYERS & BUSINESS
This, on its own, is not good
enough!
Credit: HubSpot
@concentricdots
#wmconf16
@watertightmkg
➊ CONTENT PLAN FOR BUYERS & BUSINESS
1. How does your buyer really buy?
2. How do...
@concentricdots
#wmconf16
➊ CONTENT PLAN FOR BUYERS & BUSINESS
Credit: Adapted from Watertight Marketing
UNAWARE AWARENESS...
@concentricdots
#wmconf16
@watertightmkg
➊ CONTENT PLAN FOR BUYERS & BUSINESS
1. How does your buyer really buy?
2. How do...
@concentricdots
#wmconf16
➊ CONTENT PLAN FOR BUYERS & BUSINESS
Credit: Smart Insights
@concentricdots
#wmconf16
Credit: Stephen Bateman, Concentric Dots
➊ CONTENT PLAN FOR BUYERS & BUSINESS
@concentricdots
#wmconf16
CLEAN IT COM
Credit: Stephen Bateman, Concentric Dots
➊ CONTENT PLAN FOR BUYERS & BUSINESS
@concentricdots
#wmconf16
@watertightmkg
➊ CONTENT PLAN FOR BUYERS & BUSINESS
1. How does your buyer really buy?
2. How do...
@concentricdots
#wmconf16
➊ CONTENT PLAN FOR BUYERS & BUSINESS
@concentricdots
#wmconf16
Credit: Smart Insights
➊ CONTENT PLAN FOR BUYERS & BUSINESS
@concentricdots
#wmconf16
@watertightmkg
➊ CONTENT PLAN FOR BUYERS & BUSINESS
Work with real buyer understanding (never a ...
@concentricdots
#wmconf16
@watertightmkg
Please get your questions in now
We’ll answer them at the
end of the session
@concentricdots
#wmconf16
@watertightmkg
IN THIS SESSION
➊ A content plan that’s right for your buyers & your business
➋ A...
@concentricdots
#wmconf16
@watertightmkg
➋ TWELVE MONTH CONTENT CALENDAR
1. Know your audience
2. Create editorial themes:...
@concentricdots
#wmconf16
@watertightmkg
➋ TWELVE MONTH CONTENT CALENDAR
1. Know your audience
2. Create editorial themes:...
@concentricdots
#wmconf16
Credit: [CC] BY-NO-SA
➋ TWELVE MONTH CONTENT CALENDAR
Scribble it out
@concentricdots
#wmconf16
➋ TWELVE MONTH CONTENT CALENDAR
Make it visual
Credit: Client Example, Concentric Dots
@concentricdots
#wmconf16
➋ TWELVE MONTH CONTENT CALENDAR
Or, more formal
Credit: Stephen Bateman, Concentric Dots
@concentricdots
#wmconf16
@watertightmkg
➋ TWELVE MONTH CONTENT CALENDAR
1. Know your audience
2. Create editorial themes:...
@concentricdots
#wmconf16
➋ TWELVE MONTH CONTENT CALENDAR
@concentricdots
#wmconf16
@watertightmkg
Orbit media!
X
➋ TWELVE MONTH CONTENT CALENDAR
Once you have your Pillars,
stick ...
@concentricdots
#wmconf16
@watertightmkg
➋ TWELVE MONTH CONTENT CALENDAR
1. Know your audience
2. Create editorial themes:...
@concentricdots
#wmconf16
➋ TWELVE MONTH CONTENT CALENDAR
Credit: Stephen Bateman, Concentric Dots
@concentricdots
#wmconf16
@watertightmkg
➋ TWELVE MONTH CONTENT CALENDAR
1. Know your audience
2. Create editorial themes:...
@concentricdots
#wmconf16
➋ TWELVE MONTH CONTENT CALENDAR
Credit: Stephen Bateman, Concentric Dots
Note: Three S Timing
Pr...
@concentricdots
#wmconf16
@watertightmkg
➋ TWELVE MONTH CONTENT CALENDAR
1. Know your audience
2. Create editorial themes:...
@concentricdots
#wmconf16
@watertightmkg
➋ TWELVE MONTH CONTENT CALENDAR
Pen
Post-its in 3 colours
Laptop & internet
A lar...
@concentricdots
#wmconf16
@watertightmkg
➋ TWELVE MONTH CONTENT CALENDAR
1. Know your audience
2. Create editorial themes:...
@concentricdots
#wmconf16
➋ TWELVE MONTH CONTENT CALENDAR
Pink:
Content Ideas
Yellow:
Monthly Theme
Blue:
Special Events
P...
@concentricdots
#wmconf16
@watertightmkg
➋ TWELVE MONTH CONTENT CALENDAR
1. Know your audience
2. Create editorial themes:...
@concentricdots
#wmconf16
Credit: Stephen Bateman, Using all sources mentioned
➋ TWELVE MONTH CONTENT CALENDAR
@concentricdots
#wmconf16
@watertightmkg
watertightmarketing.com/atoz
@concentricdots
#wmconf16
@watertightmkg
➋ TWELVE MONTH CONTENT CALENDAR
1. Know your audience
2. Create editorial themes:...
@concentricdots
#wmconf16
Credit: Stephen Bateman, Using Trello
➋ TWELVE MONTH CONTENT CALENDAR
@concentricdots
#wmconf16
@watertightmkg
Put your buyer at the centre of your publishing
Identify what matters to your buy...
@concentricdots
#wmconf16
@watertightmkg
Please get your questions in now
We’ll answer them at the
end of the session
@concentricdots
#wmconf16
@watertightmkg
IN THIS SESSION
➊ A content plan that’s right for your buyers & your business
➋ A...
@concentricdots
#wmconf16
@watertightmkg
➌ CONTENT PLAN TO POWER SALES
1. Bottom-up SMART budgeting
2. Goal-focussed plann...
@concentricdots
#wmconf16
@watertightmkg
➌ CONTENT PLAN TO POWER SALES
1. Bottom-up SMART budgeting
2. Goal-focussed plann...
@concentricdots
#wmconf16
Credit: Stephen Bateman, Adapted from Velocity
➌ CONTENT PLAN TO POWER SALES
@concentricdots
#wmconf16
Credit: Watertight Marketing, Chapter 9
➌ CONTENT PLAN TO POWER SALES
£ £ £
LL
TT
AA
EE
AA
II
LL...
@concentricdots
#wmconf16
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6
Planning Audience Ideation Creation Distribution Measu...
@concentricdots
#wmconf16
@watertightmkg
WHAT WE COVERED IN THIS SESSION
➊ A content plan that’s right for your buyers & y...
THANK YOU
@concentricdots
#wmconf16
Questions Please
@concentricdots
#wmconf16
@watertightmkg
Please continue the conversation
over in the Facebook Group
THANK YOU
We’re grabbing a
quick cuppa
Back shortly
How To Plan Top Performing Marketing Content | Stephen Bateman
How To Plan Top Performing Marketing Content | Stephen Bateman
How To Plan Top Performing Marketing Content | Stephen Bateman
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How To Plan Top Performing Marketing Content | Stephen Bateman

This presentation accompanies a webcast about how to plan top performing marketing content, including mapping content to the buying cycle, plotting a 12 month editorial calendar and aligning content planning with buyer and business needs. The accompanying webcast is available here http://bit.ly/wmconf-webcast

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How To Plan Top Performing Marketing Content | Stephen Bateman

  1. 1. STEPHEN BATEMAN @concentricdots #wmconf16 “ True content marketing drives sales, not just clicks!”
  2. 2. @concentricdots #wmconf16 @watertightmkg CREDITS & COPYRIGHT Material from Stephen’s own approach. Mapped against Watertight Marketing methodology with permission. Other Copyright owners are credited where known.
  3. 3. @concentricdots #wmconf16 @watertightmkg IN THIS SESSION ➊ A content plan that’s right for your buyers & your business ➋ A twelve month editorial calendar ➌ A content plan to power your sales growth ➌
  4. 4. @concentricdots #wmconf16 @watertightmkg QUICK POLL BEFORE WE START ➌
  5. 5. @concentricdots #wmconf16 @watertightmkg ➌ ➊ A content plan that’s right for your buyers & your business ➋ A twelve month editorial calendar ➌ A content plan to power your sales growth IN THIS SESSION
  6. 6. @concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
  7. 7. @concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
  8. 8. @concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions: This is your most fundamental question!
  9. 9. @concentricdots #wmconf16 ➊ CONTENT PLAN FOR BUYERS & BUSINESS Credit: Watertight Marketing - See Chapter 1
  10. 10. @concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
  11. 11. @concentricdots #wmconf16 Credit: Thomas Net ➊ CONTENT PLAN FOR BUYERS & BUSINESS
  12. 12. @concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
  13. 13. @concentricdots #wmconf16 LOYALTYLOYALTY TRIALTRIAL ADOPTION ADOPTION INTEREST INTEREST EVALUATIONEVALUATION A W A R E N E S SA W A R E N E S S BE THERE BE RELEVANT BE PROVEN BE HELPFUL BE FRIENDLY BE CONSISTENT Credit: Watertight Marketing - See Part One
  14. 14. @concentricdots #wmconf16 1000 SITE VISITS 200 3+ MINS VISITS 40 CASE STUDY OR PRODUCT PAGE VISITS 10 WEBINAR ATTENDEES 20% MONTH 2MONTH 1 MONTH 3 MONTH 4 MONTH 5 MONTH 6 LOYALTYLOYALTY TRIALTRIAL AWARENESSAWARENESS EVALUATIONEVALUATION ADOPTIONADOPTION INTERESTINTEREST 4 GATEWAY PRODUCTS 2 ONGOING CONTRACTS50% 20% 25% 40% Credit: Watertight Marketing - See Chapter 10 ➊ CONTENT PLAN FOR BUYERS & BUSINESS
  15. 15. @concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
  16. 16. @concentricdots #wmconf16 ➊ CONTENT PLAN FOR BUYERS & BUSINESS Credit: Dave Chaffey, Smart Insights
  17. 17. @concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
  18. 18. @concentricdots #wmconf16 ➊ CONTENT PLAN FOR BUYERS & BUSINESS This, on its own, is not good enough! Credit: HubSpot
  19. 19. @concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
  20. 20. @concentricdots #wmconf16 ➊ CONTENT PLAN FOR BUYERS & BUSINESS Credit: Adapted from Watertight Marketing UNAWARE AWARENESS INTEREST EVALUTION TRIAL ADOPTION LOYALTY TASK BE THERE BE RELEVANT BE PROVEN BE HELPFUL BE FRIENDLY BE CONSISTENT CONTENT OBJECTIVE REACH PAIN (AWAY FROM) EDUCATE DIFFERENTIATE MOTIVATE (TOWARDS) CONSOLIDATE RELATIONSHIP CONTENT TYPE One-liners Guest posts (2-way) Advertorial Stand-out imagery Blog post How-to Tip sheets Video tips Lead magnet Paper/guide Infographic Research Case study Demo Video series Vox Pops Book Gateway product Diagnostic Webinar Free Trial Proposal Welcome Pack Tutorial Vids User Guides Live Demo FAQ Help articles & videos Fun stuff
  21. 21. @concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
  22. 22. @concentricdots #wmconf16 ➊ CONTENT PLAN FOR BUYERS & BUSINESS Credit: Smart Insights
  23. 23. @concentricdots #wmconf16 Credit: Stephen Bateman, Concentric Dots ➊ CONTENT PLAN FOR BUYERS & BUSINESS
  24. 24. @concentricdots #wmconf16 CLEAN IT COM Credit: Stephen Bateman, Concentric Dots ➊ CONTENT PLAN FOR BUYERS & BUSINESS
  25. 25. @concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS 1. How does your buyer really buy? 2. How does your content support the buyer? 3. How does your content move your buyer through the sales cycle? 4. How does your content map to your buyer’s mental model? 5. How well is your content supporting acquisition? 6. Do you have the right content for each stage of the buying cycle? 7. Have you got the right content types? 8. Have you done a content audit? Ask these eight questions:
  26. 26. @concentricdots #wmconf16 ➊ CONTENT PLAN FOR BUYERS & BUSINESS
  27. 27. @concentricdots #wmconf16 Credit: Smart Insights ➊ CONTENT PLAN FOR BUYERS & BUSINESS
  28. 28. @concentricdots #wmconf16 @watertightmkg ➊ CONTENT PLAN FOR BUYERS & BUSINESS Work with real buyer understanding (never a hunch) to guide your content plan. Conduct In-Depth Persona Research. Know your buyers’ cycle (6 phases, 13 touch points.) Define their content needs and preferences (respect their time.) Look back at historical customer data on 10 historical closed/won deals. Map the trajectory each buyer followed that lead up to the sale. Incorporate these buyer insights as a foundation for your marketing content plan. Takeaways from this section…
  29. 29. @concentricdots #wmconf16 @watertightmkg Please get your questions in now We’ll answer them at the end of the session
  30. 30. @concentricdots #wmconf16 @watertightmkg IN THIS SESSION ➊ A content plan that’s right for your buyers & your business ➋ A twelve month editorial calendar ➌ A content plan to power your sales growth ➌
  31. 31. @concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a birds-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
  32. 32. @concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a bird-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
  33. 33. @concentricdots #wmconf16 Credit: [CC] BY-NO-SA ➋ TWELVE MONTH CONTENT CALENDAR Scribble it out
  34. 34. @concentricdots #wmconf16 ➋ TWELVE MONTH CONTENT CALENDAR Make it visual Credit: Client Example, Concentric Dots
  35. 35. @concentricdots #wmconf16 ➋ TWELVE MONTH CONTENT CALENDAR Or, more formal Credit: Stephen Bateman, Concentric Dots
  36. 36. @concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a bird-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
  37. 37. @concentricdots #wmconf16 ➋ TWELVE MONTH CONTENT CALENDAR
  38. 38. @concentricdots #wmconf16 @watertightmkg Orbit media! X ➋ TWELVE MONTH CONTENT CALENDAR Once you have your Pillars, stick to your guns!
  39. 39. @concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a bird-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
  40. 40. @concentricdots #wmconf16 ➋ TWELVE MONTH CONTENT CALENDAR Credit: Stephen Bateman, Concentric Dots
  41. 41. @concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a birds-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
  42. 42. @concentricdots #wmconf16 ➋ TWELVE MONTH CONTENT CALENDAR Credit: Stephen Bateman, Concentric Dots Note: Three S Timing Product Launches Special Offers Seasonal Events Sports Events Political Days Holidays, etc.
  43. 43. @concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a birds-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
  44. 44. @concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR Pen Post-its in 3 colours Laptop & internet A large surface A supply of snacks! You will need:
  45. 45. @concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a birds-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
  46. 46. @concentricdots #wmconf16 ➋ TWELVE MONTH CONTENT CALENDAR Pink: Content Ideas Yellow: Monthly Theme Blue: Special Events Photo Credit: @Minal2804
  47. 47. @concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a birds-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
  48. 48. @concentricdots #wmconf16 Credit: Stephen Bateman, Using all sources mentioned ➋ TWELVE MONTH CONTENT CALENDAR
  49. 49. @concentricdots #wmconf16 @watertightmkg watertightmarketing.com/atoz
  50. 50. @concentricdots #wmconf16 @watertightmkg ➋ TWELVE MONTH CONTENT CALENDAR 1. Know your audience 2. Create editorial themes: Pillars 3. Build one year of topics around your pillars 4. Take a birds-eye-view of the year 5. Gather your material 6. Build out your calendar Tip: How to source more topic ideas Tip: How to stay focused on deadlines Six steps and two tips create your content calendar
  51. 51. @concentricdots #wmconf16 Credit: Stephen Bateman, Using Trello ➋ TWELVE MONTH CONTENT CALENDAR
  52. 52. @concentricdots #wmconf16 @watertightmkg Put your buyer at the centre of your publishing Identify what matters to your buyer: Define eight category themes and sub topics, stick to them, relentlessly, (only then will search engines index and rank you.) Source more content ideas for your topics by involving more people in ideation. Takeaways from this section… ➋ TWELVE MONTH CONTENT CALENDAR
  53. 53. @concentricdots #wmconf16 @watertightmkg Please get your questions in now We’ll answer them at the end of the session
  54. 54. @concentricdots #wmconf16 @watertightmkg IN THIS SESSION ➊ A content plan that’s right for your buyers & your business ➋ A twelve month editorial calendar ➌ A content plan to power your sales growth ➌
  55. 55. @concentricdots #wmconf16 @watertightmkg ➌ CONTENT PLAN TO POWER SALES 1. Bottom-up SMART budgeting 2. Goal-focussed planning 3. Six step plan-to-sale process Three keys to content that drives sales
  56. 56. @concentricdots #wmconf16 @watertightmkg ➌ CONTENT PLAN TO POWER SALES 1. Bottom-up SMART budgeting 2. Goal-focussed planning 3. Six step plan-to-sale process Three keys to content that drives sales
  57. 57. @concentricdots #wmconf16 Credit: Stephen Bateman, Adapted from Velocity ➌ CONTENT PLAN TO POWER SALES
  58. 58. @concentricdots #wmconf16 Credit: Watertight Marketing, Chapter 9 ➌ CONTENT PLAN TO POWER SALES £ £ £ LL TT AA EE AA II LL TT AA EE AA II LL TT AA EE AA II SKI SLOPESAILCRESCENT CONSIDEREDIMPULSE
  59. 59. @concentricdots #wmconf16 Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Planning Audience Ideation Creation Distribution Measurement Set Goals Develop Personas Develop Content Themes &Topics Populate Editorial Calendar Identify Influencers Measure Define Content Mission Map Buying Cycle Define Content Types Workflow & Deadlines Pick Channels Report Agree Metrics Keyword Research Identify Sources Editing & Formatting Do Promotion plan Evaluate Transcribe from Sources Optimise for Search Implement Outreach Credit: Stephen Bateman, Concentric Dots ➌ CONTENT PLAN TO POWER SALES
  60. 60. @concentricdots #wmconf16 @watertightmkg WHAT WE COVERED IN THIS SESSION ➊ A content plan that’s right for your buyers & your business ➋ A twelve month editorial calendar ➌ A content plan to power your sales growth ➌
  61. 61. THANK YOU @concentricdots #wmconf16 Questions Please
  62. 62. @concentricdots #wmconf16 @watertightmkg Please continue the conversation over in the Facebook Group
  63. 63. THANK YOU We’re grabbing a quick cuppa Back shortly

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