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Content Marketing Process by Mind Map: Content Marketing Process
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Content Marketing Process

Create Editorial Calendar

Steps to Create Editorial Calendar

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

Select themes, Select a monthly theme, Based on monthly theme, select weekly topics, Based on weekly topics, create daily topics

Goal of each content piece, Join email newsletter, Sign up, Read another piece (next step in sales funnel), Call or request demo

Sample Editorial Calendar

Define Target Audience

Create Persona Template

Give them a name

Add images

Fill out questionnaire

Identify Personas

Who are they? Create a persona for each audience type, Characteristics, Persona Types, Initiator, Influencer, Decision-maker, Buyer, User, Gatekeeper, Goals & Problems, Objectives, Questions, Obstacles, Desired Change, What are the Steps Needed to Achieve Desired Change

Create Persona Content Map

Buying Stage, Status Quo, Education (Unaware of problem), Why should I care?, Question 2, Question 3, Priority, Problem recognized (What needs fixing), What should I know?, Question 2, Question 3, Research, Educations (What solutions are there), What are best practices?, Question 2, Question 3, Options, Identifying solutions, Who has the expertise?, Question 2, Question 3, Step back, Differentiation of Solutions, What if...?, Question 2, Question 3, Validation, Validation of Product/Company, Why should I believe you?, Question 2, Question 3, Choice, Deciding to buy, You'll bring the most value





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

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

Repurposing: How can each content piece be repurposed?

Fill out Content Inventory Map

Identify Content Gaps

Capabilities & Resources

Content Development, In-house, Outsourced

Execution, Marketing?, IT team?


SEO Audit

Indexed pages





Usability, Bounce Rate, Time on Site, Pages visited, Conversions

Social Media Audit

Social Accounts

Social metrics, FB likes, FB reach, Twitter followers, LinkedIn Biz page subscribers, Google Plus Circles, +1's

Create Content

Types of Content

Blog Post







Website Articles


SM status updates

Press Releases

Customer Stories

Case Studies

White Papers


Pre-writing Questions

Goal of the page?

Audience/Persona page is targeting?

Phase of Buying Cycle the article addresses?

What are 3 primary benefits?

What keywords to include for SEO

How long does the article need to be?, Is the question easy to answer? Short, Is the question complex? Long article, or series, Is question late stage validation? Customer stories

Follow template

Page Title, H1, Include Primary Keyword, Catchy and interesting

First Paragraph, Key concept, Include payoff

Bolded Sub-Headlines (3), H2, Summary of 1st Main Benefit, Include secondary keywords

Content Blocks (3), Back up statement in bolded subheadline above, Use Bullets, Include Secondary Keywords

Call to action, Bolded, Linked

Integrate multimedia, Photos, Videos, Slide presentations, Spreadsheets

Integrate links to additional content, Relevant articles on your site, Relevant authority articles

Engage Readers, Ask a question, Ask for their opinion

Encourage Social Sharing, Ask them to share, like, etc

Post-Writing Questions

Is content at least 500 words?

Is headline catchy and interesting?

Is content relevant to Persona?

Did you use short sentences and paragraphs with headlines?

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

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

Is content interesting and conversational?

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

Is there a clear call to action?

Did you write in a human voice, not corporate?

Create your Toolkit

Repository of top keywords, Google Keyword Tool, Analytics, Social Media Listening

Image Repository

Article template

Writing & Design sytle guide

Editing checklist


Pre-publication content checklist

Writer Database

Keep a score for each writer, Meets Deadline, Needs editing, Social Engagement for their pieces

Writer strengths/interests

Content Curation

Create list of top sites in the industry

Subscribe to RSS feeds via Google Reader

Set up alerts and set them up as RSS feeds

Schedule several posts at a time

Find interesting posts and schedule, including hashtags and commentary

Measure Success

SM Engagement







Links Earned



Unique Visitors

Page Views

Usability, Bounce rate, Time on Site, Pages / visit


Conversion Ratio

Content Created



Promote Content

Social Media Sharing

Tier 1, Facebook, Twitter, LinkedIn, Google Plus, Pinterest

Tier 2, Images, Flickr, Instagram, Videos, YouTube, Vimeo, Presentations, SlideShare, ScribD

Tier 3, Bookmarking, StumbleUpon, Reddit, Diigo,, Web 2.0, Squidoo, Wordpress, Tumblr, Hubpages

Syndication Sites, Business2Community, Niche Social Sites, BlogEngage, SocialMediaToday,,



Guest Blogging

Commenting on Industry blogs

Seek and assist






Google KW tool


Define Goals




Customer Retention




Keyword & Topic Research

What content to create?

SM Listening, Twitter, Google +, Google Insights

Events, Seasonal events, Promotions

Industry Research, Evergreen content, Driven by persona research, 7 Steps for Buyer Engagement, Interest: How you can solve their problems, Attention: Have them opt-in, Value: Offer value so they want to engage, Engagement: Spend time with content, Buying Committee Involvement, Conversations: Sales steps in to help, Purchase

Keyword Research, Google Keyword Tool

Analytics, Find top performing pages, Find top performing and long tail keywords, Check rankings of those pages & keywords, Competitive Analysis, Research, Site Authority, opensiteexplorer, on-page SEO, total competing pages, average bid, allintitle:, Search Volume, Document Opportunity, New page?, Phrase, URL, Current Rank, Current Volume, Volume if #1, Allintitle

Track Conversations, Set up Google Alerts, Create an RSS feed out of the alerts, Group subscriptions into folders, Make folder public, Grab the Atom feed URL, Analyze the feed with this tool