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. Create Editorial Calendar

1.1. Steps to Create Editorial Calendar

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

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

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

1.1.4. Sample Editorial Calendar

2. Define Target Audience

2.1. Create Persona Template

2.1.1. Give them a name

2.1.2. Add images

2.1.3. Fill out questionnaire

2.2. Identify Personas

2.2.1. 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

2.3. Create Persona Content Map

2.3.1. Buying Stage Status Quo Education (Unaware of problem) Priority Problem recognized (What needs fixing) Research Educations (What solutions are there) Options Identifying solutions Step back Differentiation of Solutions Validation Validation of Product/Company Choice Deciding to buy

2.3.2. Questions

2.3.3. Answer/Topic

2.3.4. Format

3. Audit

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

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

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

3.1.3. Fill out Content Inventory Map

3.1.4. Identify Content Gaps

3.2. Capabilities & Resources

3.2.1. Content Development In-house Outsourced

3.2.2. Execution Marketing? IT team?

3.2.3. Quantity

3.3. SEO Audit

3.3.1. Indexed pages

3.3.2. Rankings

3.3.3. Links

3.3.4. Traffic

3.3.5. Engagement

3.3.6. Usability Bounce Rate Time on Site Pages visited Conversions

3.4. Social Media Audit

3.4.1. Social Accounts

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

4. Create Content

4.1. Types of Content

4.1.1. Blog Post

4.1.2. PDF

4.1.3. Video

4.1.4. PPT

4.1.5. Webinar

4.1.6. Podcast

4.1.7. Email

4.1.8. Website Articles

4.1.9. Infographics

4.1.10. SM status updates

4.1.11. Press Releases

4.1.12. Customer Stories

4.1.13. Case Studies

4.1.14. White Papers

4.1.15. Testimonials

4.2. Pre-writing Questions

4.2.1. Goal of the page?

4.2.2. Audience/Persona page is targeting?

4.2.3. Phase of Buying Cycle the article addresses?

4.2.4. What are 3 primary benefits?

4.2.5. What keywords to include for SEO

4.2.6. 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

4.3. Follow template

4.3.1. Page Title H1 Include Primary Keyword Catchy and interesting

4.3.2. First Paragraph Key concept Include payoff

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

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

4.3.5. Call to action Bolded Linked

4.3.6. Integrate multimedia Photos Videos Slide presentations Spreadsheets

4.3.7. Integrate links to additional content Relevant articles on your site Relevant authority articles

4.3.8. Engage Readers Ask a question Ask for their opinion

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

4.4. Post-Writing Questions

4.4.1. Is content at least 500 words?

4.4.2. Is headline catchy and interesting?

4.4.3. Is content relevant to Persona?

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

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

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

4.4.7. Is content interesting and conversational?

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

4.4.9. Is there a clear call to action?

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

4.5. Create your Toolkit

4.5.1. Repository of top keywords Google Keyword Tool Analytics Social Media Listening

4.5.2. Image Repository

4.5.3. Article template

4.5.4. Writing & Design sytle guide

4.5.5. Editing checklist

4.5.6. Personas

4.5.7. Pre-publication content checklist

4.6. Writer Database

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

4.6.2. Writer strengths/interests

4.7. Content Curation

4.7.1. Create list of top sites in the industry

4.7.2. Subscribe to RSS feeds via Google Reader

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

4.7.4. Schedule several posts at a time

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

5. Measure Success

5.1. SM Engagement





5.1.5. +1's

5.2. SEO

5.2.1. Links Earned

5.2.2. Rankings

5.3. Traffic

5.3.1. Unique Visitors

5.3.2. Page Views

5.3.3. Usability Bounce rate Time on Site Pages / visit

5.4. Sales

5.5. Conversion Ratio

5.6. Content Created

5.6.1. Ideas

5.6.2. Published

6. Promote Content

6.1. Social Media Sharing

6.1.1. Tier 1 Facebook Twitter LinkedIn Google Plus Pinterest

6.1.2. Tier 2 Images Flickr Instagram Videos YouTube Vimeo Presentations SlideShare ScribD

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

6.1.4. Syndication Sites Business2Community Niche Social Sites BlogEngage SocialMediaToday

6.2. Email

6.3. RSS

6.4. Guest Blogging

6.5. Commenting on Industry blogs

6.6. Seek and assist

6.6.1. Twitter

6.6.2. LinkedIn

6.6.3. Quora

7. Tools

7.1. Kapost


7.3. Google KW tool

7.4. ScribeContent

8. Define Goals

8.1. Traffic

8.2. Branding

8.3. Sales

8.4. Customer Retention

8.5. Conversions

8.6. Engagement

8.7. Leads

9. Keyword & Topic Research

9.1. What content to create?

9.1.1. SM Listening Twitter Google + Google Insights

9.1.2. Events Seasonal events Promotions

9.1.3. Industry Research Evergreen content Driven by persona research 7 Steps for Buyer Engagement

9.1.4. Keyword Research Google Keyword Tool

9.1.5. Analytics Find top performing pages Find top performing and long tail keywords Check rankings of those pages & keywords Competitive Analysis Research Document Opportunity

9.1.6. 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