Content Marketing Process

How to set up and execute a content marketing campaign

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Content Marketing Process by Mind Map: Content Marketing Process

1. Measure Success

1.1. SM Engagement

1.1.1. Comments

1.1.2. Likes

1.1.3. Retweets

1.1.4. Shares

1.1.5. +1's

1.2. SEO

1.2.1. Links Earned

1.2.2. Rankings

1.3. Traffic

1.3.1. Unique Visitors

1.3.2. Page Views

1.3.3. Usability

1.3.3.1. Bounce rate

1.3.3.2. Time on Site

1.3.3.3. Pages / visit

1.4. Sales

1.5. Conversion Ratio

1.6. Content Created

1.6.1. Ideas

1.6.2. Published

2. Promote Content

2.1. Social Media Sharing

2.1.1. Tier 1

2.1.1.1. Facebook

2.1.1.2. Twitter

2.1.1.3. LinkedIn

2.1.1.4. Google Plus

2.1.1.5. Pinterest

2.1.2. Tier 2

2.1.2.1. Images

2.1.2.1.1. Flickr

2.1.2.1.2. Instagram

2.1.2.2. Videos

2.1.2.2.1. YouTube

2.1.2.2.2. Vimeo

2.1.2.3. Presentations

2.1.2.3.1. SlideShare

2.1.2.3.2. ScribD

2.1.3. Tier 3

2.1.3.1. Bookmarking

2.1.3.1.1. StumbleUpon

2.1.3.1.2. Reddit

2.1.3.1.3. Diigo

2.1.3.1.4. Digg.com

2.1.3.2. Web 2.0

2.1.3.2.1. Squidoo

2.1.3.2.2. Wordpress

2.1.3.2.3. Tumblr

2.1.3.2.4. Hubpages

2.1.4. Syndication Sites

2.1.4.1. Business2Community

2.1.4.2. Niche Social Sites

2.1.4.2.1. BlogEngage

2.1.4.2.2. SocialMediaToday

2.1.4.2.3. Blokube.com

2.1.4.2.4. imnewswatch.com

2.2. Email

2.3. RSS

2.4. Guest Blogging

2.5. Commenting on Industry blogs

2.6. Seek and assist

2.6.1. Twitter

2.6.2. LinkedIn

2.6.3. Quora

3. Create Editorial Calendar

3.1. Steps to Create Editorial Calendar

3.1.1. Determine different ways to create content for each persona at each buying stage (See content Types)

3.1.2. Select themes

3.1.2.1. Select a monthly theme

3.1.2.2. Based on monthly theme, select weekly topics

3.1.2.3. Based on weekly topics, create daily topics

3.1.3. Goal of each content piece

3.1.3.1. Join email newsletter

3.1.3.2. Sign up

3.1.3.3. Read another piece (next step in sales funnel)

3.1.3.4. Call or request demo

3.1.4. Sample Editorial Calendar

4. Define Target Audience

4.1. Create Persona Template

4.1.1. Give them a name

4.1.2. Add images

4.1.3. Fill out questionnaire

4.2. Identify Personas

4.2.1. Who are they? Create a persona for each audience type

4.2.1.1. Characteristics

4.2.1.2. Persona Types

4.2.1.2.1. Initiator

4.2.1.2.2. Influencer

4.2.1.2.3. Decision-maker

4.2.1.2.4. Buyer

4.2.1.2.5. User

4.2.1.2.6. Gatekeeper

4.2.1.3. Goals & Problems

4.2.1.4. Objectives

4.2.1.5. Questions

4.2.1.6. Obstacles

4.2.1.7. Desired Change

4.2.1.8. What are the Steps Needed to Achieve Desired Change

4.3. Create Persona Content Map

4.3.1. Buying Stage

4.3.1.1. Status Quo

4.3.1.1.1. Education (Unaware of problem)

4.3.1.2. Priority

4.3.1.2.1. Problem recognized (What needs fixing)

4.3.1.3. Research

4.3.1.3.1. Educations (What solutions are there)

4.3.1.4. Options

4.3.1.4.1. Identifying solutions

4.3.1.5. Step back

4.3.1.5.1. Differentiation of Solutions

4.3.1.6. Validation

4.3.1.6.1. Validation of Product/Company

4.3.1.7. Choice

4.3.1.7.1. Deciding to buy

4.3.2. Questions

4.3.3. Answer/Topic

4.3.4. Format

5. Tools

5.1. Kapost

5.2. Content.ly

5.3. Google KW tool

5.4. ScribeContent

6. Define Goals

6.1. Traffic

6.2. Branding

6.3. Sales

6.4. Customer Retention

6.5. Conversions

6.6. Engagement

6.7. Leads

7. Keyword & Topic Research

7.1. What content to create?

7.1.1. SM Listening

7.1.1.1. Twitter

7.1.1.2. Google +

7.1.1.3. Google Insights

7.1.2. Events

7.1.2.1. Seasonal events

7.1.2.2. Promotions

7.1.3. Industry Research

7.1.3.1. Evergreen content

7.1.3.2. Driven by persona research

7.1.3.2.1. 7 Steps for Buyer Engagement

7.1.4. Keyword Research

7.1.4.1. Google Keyword Tool

7.1.5. Analytics

7.1.5.1. Find top performing pages

7.1.5.2. Find top performing and long tail keywords

7.1.5.3. Check rankings of those pages & keywords

7.1.5.4. Competitive Analysis

7.1.5.4.1. Research

7.1.5.4.2. Document Opportunity

7.1.6. Track Conversations

7.1.6.1. Set up Google Alerts

7.1.6.2. Create an RSS feed out of the alerts

7.1.6.3. Group subscriptions into folders

7.1.6.4. Make folder public

7.1.6.5. Grab the Atom feed URL

7.1.6.6. Analyze the feed with this tool

8. Audit

8.1. Existing content (all content types, see below for list)

8.1.1. Optimizing

8.1.1.1. Create a spreadsheet with all existing content and assign keywords and optimization elements (similar to hubspot template)

8.1.2. Repurposing: How can each content piece be repurposed?

8.1.3. Fill out Content Inventory Map

8.1.4. Identify Content Gaps

8.2. Capabilities & Resources

8.2.1. Content Development

8.2.1.1. In-house

8.2.1.2. Outsourced

8.2.2. Execution

8.2.2.1. Marketing?

8.2.2.2. IT team?

8.2.3. Quantity

8.3. SEO Audit

8.3.1. Indexed pages

8.3.2. Rankings

8.3.3. Links

8.3.4. Traffic

8.3.5. Engagement

8.3.6. Usability

8.3.6.1. Bounce Rate

8.3.6.2. Time on Site

8.3.6.3. Pages visited

8.3.6.4. Conversions

8.4. Social Media Audit

8.4.1. Social Accounts

8.4.2. Social metrics

8.4.2.1. FB likes

8.4.2.2. FB reach

8.4.2.3. Twitter followers

8.4.2.4. LinkedIn Biz page subscribers

8.4.2.5. Google Plus Circles

8.4.2.6. +1's

9. Create Content

9.1. Types of Content

9.1.1. Blog Post

9.1.2. PDF

9.1.3. Video

9.1.4. PPT

9.1.5. Webinar

9.1.6. Podcast

9.1.7. Email

9.1.8. Website Articles

9.1.9. Infographics

9.1.10. SM status updates

9.1.11. Press Releases

9.1.12. Customer Stories

9.1.13. Case Studies

9.1.14. White Papers

9.1.15. Testimonials

9.2. Pre-writing Questions

9.2.1. Goal of the page?

9.2.2. Audience/Persona page is targeting?

9.2.3. Phase of Buying Cycle the article addresses?

9.2.4. What are 3 primary benefits?

9.2.5. What keywords to include for SEO

9.2.6. How long does the article need to be?

9.2.6.1. Is the question easy to answer? Short

9.2.6.2. Is the question complex? Long article, or series

9.2.6.3. Is question late stage validation? Customer stories

9.3. Follow template

9.3.1. Page Title

9.3.1.1. H1

9.3.1.2. Include Primary Keyword

9.3.1.3. Catchy and interesting

9.3.2. First Paragraph

9.3.2.1. Key concept

9.3.2.2. Include payoff

9.3.3. Bolded Sub-Headlines (3)

9.3.3.1. H2

9.3.3.2. Summary of 1st Main Benefit

9.3.3.3. Include secondary keywords

9.3.4. Content Blocks (3)

9.3.4.1. Back up statement in bolded subheadline above

9.3.4.2. Use Bullets

9.3.4.3. Include Secondary Keywords

9.3.5. Call to action

9.3.5.1. Bolded

9.3.5.2. Linked

9.3.6. Integrate multimedia

9.3.6.1. Photos

9.3.6.2. Videos

9.3.6.3. Slide presentations

9.3.6.4. Spreadsheets

9.3.7. Integrate links to additional content

9.3.7.1. Relevant articles on your site

9.3.7.2. Relevant authority articles

9.3.8. Engage Readers

9.3.8.1. Ask a question

9.3.8.2. Ask for their opinion

9.3.9. Encourage Social Sharing

9.3.9.1. Ask them to share, like, etc

9.4. Post-Writing Questions

9.4.1. Is content at least 500 words?

9.4.2. Is headline catchy and interesting?

9.4.3. Is content relevant to Persona?

9.4.4. Did you use short sentences and paragraphs with headlines?

9.4.5. Did you state your main point in the first 2 sentences?

9.4.6. Are you using industry jargon? If so, clean it up

9.4.7. Is content interesting and conversational?

9.4.8. Is the content free of grammar errors? Has it been proof-read?

9.4.9. Is there a clear call to action?

9.4.10. Did you write in a human voice, not corporate?

9.5. Create your Toolkit

9.5.1. Repository of top keywords

9.5.1.1. Google Keyword Tool

9.5.1.2. Analytics

9.5.1.3. Social Media Listening

9.5.2. Image Repository

9.5.3. Article template

9.5.4. Writing & Design sytle guide

9.5.5. Editing checklist

9.5.6. Personas

9.5.7. Pre-publication content checklist

9.6. Writer Database

9.6.1. Keep a score for each writer

9.6.1.1. Meets Deadline

9.6.1.2. Needs editing

9.6.1.3. Social Engagement for their pieces

9.6.2. Writer strengths/interests

9.7. Content Curation

9.7.1. Create list of top sites in the industry

9.7.2. Subscribe to RSS feeds via Google Reader

9.7.3. Set up alerts and set them up as RSS feeds

9.7.4. Schedule several posts at a time

9.7.5. Find interesting posts and schedule, including hashtags and commentary