How to create and mesaure a content calendar
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The document outlines a strategy for creating and measuring a content calendar with a focus on digital marketing efforts, including online awareness and PR, monitoring, and conversion. It provides a framework for allocating time to various marketing activities and emphasizes the importance of building an email database and engaging with social media. Specific goals are also mentioned, such as increasing social mentions and website visitors.
How to create and mesaure a content calendar
- 1. HOW TO CREATE & MEASURE A CONTENT CALENDAR April Wilson President, Digital Analytics 101
- 2. 1/29/2014 2
- 4. 1/29/2014 SAMPLE STRATEGY (And measurement framework) 4
- 5. 1/29/2014 Strategic Overview • Most of your ongoing marketing effort should be broken down as: • Online awareness and PR: 50% • Monitoring: • Conversion: 20% 30% • So, for example, if you plan to devote 10 hours a month to sustaining your marketing plan: • Online awareness and PR: 5 hours • Monitoring: • Conversion: 2 hours 3 hours 5
- 6. 1/29/2014 Online Awareness and PR • PR / Outreach: • Compile a list of appropriate news media and other big local bloggers that would be interested in what you’re doing. • For any weekly promotion, you should consider a news angle (i.e. how it’s innovative, fun, timely, groundbreaking, etc..) and send them a short note • Email: • Content marketing uses email as a backbone. If you don’t have email in your digital marketing strategy, start building a database now. • Social: • The best social networks will depend on your business and your audience. • You will still need to maintain and monitor Twitter – mostly for PR. 6
- 7. 1/29/2014 What that might look like Month Week 1 Week 2 Date Promotion Outreach A Whole Latte Love: All about great lattes and features new recipes / 7/29/2013 methods July 7/22/2013 Anniversary Celebration Contact local foodies; invite them to kickoff celebration Teaser note - let them know you're planning this and ask if they have a favorite Awareness / PR Facebook Daily post of an Short announcement interesting photo email, bullet points like pastry of the of what's going to day; happy happen by day cashier; etc Photo of latte, coupons for latte purchases; push LoyalTree membership Latte photos daily Email Monitoring Other Pinterest Yelp Post delicious food item daily M-F Update and pimp out your Yelp business profile; respond to all feedback Latte photos Change profile pic to daily latte, add coupon Start daily monitoring report Monitor and respond as needed • The first two weeks of promotions are shown above as a framework for how to execute your marketing across channels, by objective 7
- 8. 1/29/2014 Goal metrics • More social mentions • More email opt-ins • Higher search ranking • Increased website visitors 8