|By Mike Sweeney||
|January 10, 2013 04:48 PM EST||
Putting together a content marketing plan is no walk in the park. While there is no such thing as a standard content marketing plan, our particular process typically involves hours of discovery and research, a 40 – 70 page written document, a 20 – 30 slide presentation, and then delivery and discussion. This is a 20 – 30 day process for most.
So what should you do if you are forced to simplify and expedite that planning process to meet some type of deadline? Or what if you are experiencing planner’s block, or having trouble getting started with your content marketing planning process?
First, be very afraid. Done right, content marketing planning should not be condensed.
Now, take a deep breath and start addressing the following topics.
Answer the 12 questions that should guide your content marketing plan.
These 12 questions will warm up your planning brain. Some of these should be very easy to answer, providing some layups to get your confidence up.
For instance, don’t overthink a question like “What’s the goal?” Start simple with something like “Increase lead generation using content marketing.” That goal is certainly not specific enough for the final plan, but you can come back to it and refine it later. Remember, we’re just getting things down on paper now to help you overcome planner’s block.
Put together your core business themes.
What are some of the things you want your audiences to think about your company and its products and/or services?
A simple example: We want our audiences to think that we employ the most talented people in the data and analytics space.
Start with 3-5 themes, and move on.
Build out your content pecking order.
There are hundreds of types of content to consider, but since we’re simplifying and expediting, take a look at the Content Marketing Playbook. Decide which forms of content are relevant to you, and then rank them in order of priority.
One tip: Consider splitting up your priority list into anchor content (very important, but more difficult to produce) and supporting content (also very important, but less difficult to produce). Most companies need a mix in order to truly succeed with content marketing.
Create a quick editorial calendar schedule.
Editorial calendars can be scary. Necessary, but scary.
To alleviate that initial fear, swap out “calendar” for “schedule” and make a list that looks something like this:
- Blog posts – 1x/week
- Case studies – 1x/quarter
- eNewsletters – 1x/quarter
- White papers – 1x/year
That list will provide a nice starting point – you can come back and turn it into a full-blown calendar later.
Determine who your primary and secondary writers are.
Your primary writers are the ones you can count for frequent, solid content. Your secondary writers are the ones you can count on for infrequent, solid content.
Be brutally honest with yourself here. You don’t have to configure your content marketing dream team just yet, but you need to know who you can count on to help.
Decide which keywords you’d like to own.
One benefit of content marketing is its ability to make a significant impact on search engine optimization (SEO). Based on the list of themes you made above, use a keyword research tool like Google AdWords to research and compile a list of keywords you’d like to own. These may be product or service-oriented keywords, category-oriented keywords, or theme-oriented keywords.
With 78% of B2B buyers starting their buying process with a web search, you will want to make sure your content is optimized to rank on these target keywords.
Come up with a simple tracking system.
Alert! This is a topic that lends itself to overthinking.
Remember, we’re simplifying and expediting. Don’t start building out complex reporting structures for your content, or licensing tools that you may never use.
Decide how you want to measure the success of a blog post against another blog post, a webinar against another webinar, or a white paper against another white paper.
If you’re not sure what you should be tracking in the first place, check out the Field Guide to the Four Types of Content Marketing Metrics.
Brainstorm a master list of topics.
This should be the fun part. You have your themes and your target keywords. Now sit down and start creating the list of potential topics to cover. You’re still in the “no bad idea” stage, so make the list exhaustive and whittle it down later.
A few ideas on getting started:
- Spend some time reading material from companies and individuals you admire – this always inspires content ideas.
- Ask salespeople what their top 10 prospect questions/issues are (and how they respond to those questions/issues); those questions and answers make for excellent content.
- Ask your customer service people what their top 10 customer questions/issues are (and how they respond to those questions/issues); those questions and answers make for excellent content.
Consider this merely a starting point.
These eight steps will get you through planner’s block, and may help you build a quick and simple plan, but they should not be viewed as a replacement for a full-blown content marketing plan. A complete content marketing plan involves exhaustive coverage of planning, creation, optimization, distribution, social media, reporting/analysis and more.
For more on this topic from Right Source and other industry experts, download our free content marketing eBook: How to Grow Your Business with Content Marketing.
"We work in the area of Big Data analytics and Big Data analytics is a very crowded space - you have Hadoop, ETL, warehousing, visualization and there's a lot of effort trying to get these tools to talk to each other," explained Mukund Deshpande, head of the Analytics practice at Accelerite, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jun. 30, 2016 07:00 PM EDT Reads: 541
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, discussed how research has demonstrated the value of Machine Learning in delivering next generation analytics to imp...
Jun. 30, 2016 04:00 PM EDT Reads: 1,001
The cloud promises new levels of agility and cost-savings for Big Data, data warehousing and analytics. But it’s challenging to understand all the options – from IaaS and PaaS to newer services like HaaS (Hadoop as a Service) and BDaaS (Big Data as a Service). In her session at @BigDataExpo at @ThingsExpo, Hannah Smalltree, a director at Cazena, provided an educational overview of emerging “as-a-service” options for Big Data in the cloud. This is critical background for IT and data profession...
Jun. 30, 2016 04:00 PM EDT Reads: 387
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, wh...
Jun. 30, 2016 03:00 PM EDT Reads: 1,267
Whether your IoT service is connecting cars, homes, appliances, wearable, cameras or other devices, one question hangs in the balance – how do you actually make money from this service? The ability to turn your IoT service into profit requires the ability to create a monetization strategy that is flexible, scalable and working for you in real-time. It must be a transparent, smoothly implemented strategy that all stakeholders – from customers to the board – will be able to understand and comprehe...
Jun. 30, 2016 02:45 PM EDT Reads: 305
When people aren’t talking about VMs and containers, they’re talking about serverless architecture. Serverless is about no maintenance. It means you are not worried about low-level infrastructural and operational details. An event-driven serverless platform is a great use case for IoT. In his session at @ThingsExpo, Animesh Singh, an STSM and Lead for IBM Cloud Platform and Infrastructure, will detail how to build a distributed serverless, polyglot, microservices framework using open source tec...
Jun. 30, 2016 02:00 PM EDT Reads: 679
Connected devices and the industrial internet are growing exponentially every year with Cisco expecting 50 billion devices to be in operation by 2020. In this period of growth, location-based insights are becoming invaluable to many businesses as they adopt new connected technologies. Knowing when and where these devices connect from is critical for a number of scenarios in supply chain management, disaster management, emergency response, M2M, location marketing and more. In his session at @Th...
Jun. 30, 2016 01:30 PM EDT Reads: 1,342
In his keynote at 18th Cloud Expo, Andrew Keys, Co-Founder of ConsenSys Enterprise, provided an overview of the evolution of the Internet and the Database and the future of their combination – the Blockchain. Andrew Keys is Co-Founder of ConsenSys Enterprise. He comes to ConsenSys Enterprise with capital markets, technology and entrepreneurial experience. Previously, he worked for UBS investment bank in equities analysis. Later, he was responsible for the creation and distribution of life sett...
Jun. 30, 2016 01:00 PM EDT Reads: 1,504
Cloud Expo, Inc. has announced today that Andi Mann returns to 'DevOps at Cloud Expo 2016' as Conference Chair The @DevOpsSummit at Cloud Expo will take place on November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. "DevOps is set to be one of the most profound disruptions to hit IT in decades," said Andi Mann. "It is a natural extension of cloud computing, and I have seen both firsthand and in independent research the fantastic results DevOps delivers. So I am excited t...
Jun. 30, 2016 12:30 PM EDT Reads: 483
"delaPlex is a software development company. We do team-based outsourcing development," explained Mark Rivers, COO and Co-founder of delaPlex Software, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jun. 30, 2016 11:45 AM EDT Reads: 602
IoT is rapidly changing the way enterprises are using data to improve business decision-making. In order to derive business value, organizations must unlock insights from the data gathered and then act on these. In their session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, and Peter Shashkin, Head of Development Department at EastBanc Technologies, discussed how one organization leveraged IoT, cloud technology and data analysis to improve customer experiences and effi...
Jun. 30, 2016 11:30 AM EDT Reads: 635
Basho Technologies has announced the latest release of Basho Riak TS, version 1.3. Riak TS is an enterprise-grade NoSQL database optimized for Internet of Things (IoT). The open source version enables developers to download the software for free and use it in production as well as make contributions to the code and develop applications around Riak TS. Enhancements to Riak TS make it quick, easy and cost-effective to spin up an instance to test new ideas and build IoT applications. In addition to...
Jun. 30, 2016 11:15 AM EDT Reads: 731
The idea of comparing data in motion (at the sensor level) to data at rest (in a Big Data server warehouse) with predictive analytics in the cloud is very appealing to the industrial IoT sector. The problem Big Data vendors have, however, is access to that data in motion at the sensor location. In his session at @ThingsExpo, Scott Allen, CMO of FreeWave, discussed how as IoT is increasingly adopted by industrial markets, there is going to be an increased demand for sensor data from the outermos...
Jun. 30, 2016 11:00 AM EDT Reads: 459
CenturyLink has announced that application server solutions from GENBAND are now available as part of CenturyLink’s Networx contracts. The General Services Administration (GSA)’s Networx program includes the largest telecommunications contract vehicles ever awarded by the federal government. CenturyLink recently secured an extension through spring 2020 of its offerings available to federal government agencies via GSA’s Networx Universal and Enterprise contracts. GENBAND’s EXPERiUS™ Application...
Jun. 30, 2016 11:00 AM EDT Reads: 490
The cloud market growth today is largely in public clouds. While there is a lot of spend in IT departments in virtualization, these aren’t yet translating into a true “cloud” experience within the enterprise. What is stopping the growth of the “private cloud” market? In his general session at 18th Cloud Expo, Nara Rajagopalan, CEO of Accelerite, explored the challenges in deploying, managing, and getting adoption for a private cloud within an enterprise. What are the key differences between wh...
Jun. 30, 2016 11:00 AM EDT Reads: 1,109
Presidio has received the 2015 EMC Partner Services Quality Award from EMC Corporation for achieving outstanding service excellence and customer satisfaction as measured by the EMC Partner Services Quality (PSQ) program. Presidio was also honored as the 2015 EMC Americas Marketing Excellence Partner of the Year and 2015 Mid-Market East Partner of the Year. The EMC PSQ program is a project-specific survey program designed for partners with Service Partner designations to solicit customer feedbac...
Jun. 30, 2016 10:45 AM EDT Reads: 688
The IoT is changing the way enterprises conduct business. In his session at @ThingsExpo, Eric Hoffman, Vice President at EastBanc Technologies, discussed how businesses can gain an edge over competitors by empowering consumers to take control through IoT. He cited examples such as a Washington, D.C.-based sports club that leveraged IoT and the cloud to develop a comprehensive booking system. He also highlighted how IoT can revitalize and restore outdated business models, making them profitable ...
Jun. 30, 2016 10:30 AM EDT Reads: 578
There are several IoTs: the Industrial Internet, Consumer Wearables, Wearables and Healthcare, Supply Chains, and the movement toward Smart Grids, Cities, Regions, and Nations. There are competing communications standards every step of the way, a bewildering array of sensors and devices, and an entire world of competing data analytics platforms. To some this appears to be chaos. In this power panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, Bradley Holt, Developer Advocate a...
Jun. 30, 2016 10:15 AM EDT Reads: 993
SYS-CON Events has announced today that Roger Strukhoff has been named conference chair of Cloud Expo and @ThingsExpo 2016 Silicon Valley. The 19th Cloud Expo and 6th @ThingsExpo will take place on November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. "The Internet of Things brings trillions of dollars of opportunity to developers and enterprise IT, no matter how you measure it," stated Roger Strukhoff. "More importantly, it leverages the power of devices and the Interne...
Jun. 30, 2016 10:00 AM EDT Reads: 566
In addition to all the benefits, IoT is also bringing new kind of customer experience challenges - cars that unlock themselves, thermostats turning houses into saunas and baby video monitors broadcasting over the internet. This list can only increase because while IoT services should be intuitive and simple to use, the delivery ecosystem is a myriad of potential problems as IoT explodes complexity. So finding a performance issue is like finding the proverbial needle in the haystack.
Jun. 30, 2016 09:00 AM EDT Reads: 458