8SIMPLE MARKETING TEMPLATES - Kapost

8SIMPLE MARKETINGTEMPLATESfor content planning8sStepALL YOU NEED TOBUILD A STRATEGYTHAT DRIVESRESULTS.

Table of ContentsClick on chapter title to jump to desired sectionPlanStep 1: Establish Goals and ObjectivesStep 2: Defining Your Buyer’s JourneyStep 3: Understanding Your Customer PersonasStep 4: Start Thinking! The Ideation ProcessStep 5: Build Your Content Pillar OutlineStep 6: Establish DeadlinesStep 7: Create Individual WorkflowsLanding Page WorkfloweBook WorkflowBlog Post WorkflowSocial WorkflowEmail Marketing Campaign WorkflowWebinar WorkflowStep 8: Schedule Planning Meetingsx

Simple Marketing TemplatesStep 1: Establish Content Goals and ObjectivesTo get your budget aligned for a successfulmarketing content strategy, first assess yourgoals and objectives for marketing content.ExampleContent Goal:Increase volume of content produced by 50%by end of fiscal year»» Objective 1: Establish monthly contentideation committee; select 5 membersoutside of marketing.»» Objective 2: Have an established workflowper content type by end of Q3»» Objective 3: Establish quarterly reviewmeetings to evaluate workflows andaddress bottlenecksContent Goal:»»Objective 1:»»Objective 2:»»Objective 3:Content Goal:»»Objective 1:»»Objective 2:»»Objective 3:Content Goal:»»Objective 1:»»Objective 2:»»Objective 3:3

Simple Marketing TemplatesStep 2: Defining Your Buyer’s JourneyThe associated content should be broad categories, not specific pieces of content.Buyer StageEX:AwarenessPotentialSales StageDefinitionAssociatedContentMarketing qualified leadsPress release,blog posts, videos,infographics, socialpostsBuyer ActivityFirst interaction with thebrand—via social media,trade show, partnerreferral, organic nPurchaseImplementSupportRenewal4

Simple Marketing TemplatesEnd Content Chaos—Build Your Marketing-DrivenCustomer Experience NOW!Over the next three-to-five years, 75% of marketers say they will be responsiblefor the end-to-end experience over the customer’s lifetime.Are you ready to take on the challenge?ebook NOWruoytGe5

Simple Marketing TemplatesStep 3: Understanding Your Customer PersonasWhether you’re trying to understand what your product has to offer to a specific user, how yourtarget audience consumes information, or what customer success stories you need to tell toincrease deal velocity, strategic interviews—both inside and outside your company—are key toplanning and developing valuable persona-based content.Identify Internal Interviews(Ex. Sales reps, customer service reps, etc.)Sales» » Who will you interview?* Name of Sales Rep* Name of Sales Rep» » What questions will you ask to support persona development?*****6

Simple Marketing TemplatesCustomer Support» » Who will you interview?* Name of Customer Support Rep* Name of Customer Support Rep» » What questions will you ask to support persona development?*****Other:» » Who will you interview?**» » What questions will you ask to support persona development?**7

Simple Marketing TemplatesStep 4: Start Thinking! The Ideation ProcessSelect Your Executive SponsorFind someone who can relay content success up the ladder to anexecutive, while also establishing credibility and authority to thetactical executors. The goal is to get buy-in at the top, so it doesn’tfeel like an uphill battle every time you try to gather the troops forideation activity.Executive Sponsor:Establish a Content CommitteeIdentify key stakeholders and subject matter experts across yourcompany and establish an official “content committee.” Considerpulling in representatives from the following teams:Sales/Business DevelopmentField Marketing» » Member 1:» » Member 2:» » Member:Demand GenerationCustomer Support» » Member:» » Member:Marcomm/PRCustomer Success» » Member:» » Member:Social and CommunityProduct Marketing» » Member 1:» » Member 1:» » Member 2:» » Member 2:8

Simple Marketing TemplatesGroup Ideas into ThemesThe first step is to get all the ideas for content on the table. Then,once you have ideas from your committee, start to group theminto themes that can be approached strategically and are alignedwith larger business objectives.Theme 1:» » Associated Business Objective(s):» » Related Idea:» » Related Idea:» » Related Idea:Theme 2:» » Associated Business Objective(s):» » Related Idea:» » Related Idea:» » Related Idea:Theme 3:» » Associated Business Objective(s):» » Related Idea:» » Related Idea:» » Related Idea:9

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Simple Marketing TemplatesStep 5: Build Your Content Pillar OutlineWhat is a content pillar?A content pillar is a major piece of content on a specific topic or theme which can be broken intomany derivative assets. Examples of content pillars include eBooks, reports, and guides.Why build content pillars?Content pillars supply you with content that can be deployed at every stage of the funnel. Asingle pillar can create 200 assets that will help drive traffic, convert prospects, and meetcustomer needs.eBookWebinarPresentationKEYWebinarVideoPaid TwitterEmail BlasteBookPaid FacebookInfographicBlog PostSlideShare11

Simple Marketing TemplatesBuild in Your Supporting AssetsFill in your pillar asset, and supporting assets here:12

Simple Marketing TemplatesStep 6: Establish DeadlinesSet Major Asset DeadlinesThe main content piece in your campaign is the entree asset. This is your conversionpiece. It is gated and brings new leads into your database while sparking engagementand activity with current leads in your database. Top-of-funnel assets drive to the entree,and bottom-of-the-funnel assets bridge the high-level theme of the entree with yourcompany’s solution or product.Theme/Topic» » Entree Asset Content Type(Ex. eBook, white paper)» » Entree Asset DeadlineSet Deadlines for Supporting AssetsAppetizer AssetThe appetizer asset is a top-of-funnel, highly engaging asset such as an infographic,video, or blog post. This asset should drive viewers to download your pillar.» » Appetizer Asset Content Type» » Appetizer Asset DeadlineDessert AssetThe dessert asset is a product-centric piece, like a demo video or sales sheet, focused onsolution-based content that drives leads to engage with sales. Your sales team uses thisasset to drive leads further into the sales cycle.» » Dessert Asset Content Type» » Dessert Asset Deadline13

Simple Marketing TemplatesStep 7: Create Individual WorkflowsLanding Page WorkflowCampaign Owner:Ideas PhaseSubmit Landing Page IdeaCreate Landing Page» » Task Owner» » Task Owner» » Due Date» » Due DateAssign Landing Page TasksReview Landing Page» » Task Owner» » Task Owner» » Due Date» » Due DateIn ProductionSubmit CopyPost ProductionPublish Content» » Task Owner» » Task Owner» » Due Date» » Due DateReview/EditCirculate URLs» » Task Owner» » Task Owner» » Due Date» » Due DateGet Final Text ApprovalMark as Completed» » Task Owner» » Task Owner» » Due Date» » Due Date14

Simple Marketing TemplateseBook WorkflowCampaign Owner:Ideas PhaseSubmit IdeaGet Final Text Approval» » Task Owner» » Task Owner» » Due Date» » Due DateAssign AuthorSubmit Copy to Designer» » Task Owner» » Task Owner» » Due Date» » Due DateIn ProductionSubmit First Designed Draft» » Task Owner» » Due DateSubmit first draft» » Task OwnerReview/Edit» » Due Date» » Task Owner» » Due DateIdentify SEO Keywords» » Task OwnerGet Final Approval» » Due Date» » Task OwnerSet up Design Brief» » Due Date/Brainstorm with Designer» » Task Owner» » Due DatePost ProductionPublish Content» » Task OwnerReview/Edit» » Task Owner» » Due Date» » Due DateSchedule Social» » Task OwnerRevise» » Due Date» » Task Owner» » Due Date15

Simple Marketing TemplatesBlog Post WorkflowCampaign Owner:Ideas PhaseCreate IdeaAdd Photos/Artwork» » Task Owner» » Task Owner» » Due Date» » Due DateAssign AuthorComplete SEO Information» » Task Owner» » Task Owner» » Due Date» » Due DateGet Final Approval» » Task OwnerIn Production» » Due DateDefine Call to Action» » Task Owner» » Due DatePost ProductionPublish Content» » Task OwnerSubmit Copy» » Due Date» » Task Owner» » Due DateSchedule SocialReview/Edit» » Task Owner» » Task Owner» » Due Date» » Due Date16

Simple Marketing TemplatesSocial WorkflowCampaign Owner:Ideas PhaseCreate New Social Paid Campaign» » Task OwnerAssign Social Task Owner» » Task Owner» » Due Date» » Due DateSet Targeting and Budget» » Task OwnerIdentify Social Channels» » Due Date» » Task Owner» » Due DateUpload Content» » Task OwnerIn Production» » Due DateCreate Social-Specific URLs» » Task Owner» » Due DateCreate Shortened URLsPost ProductionSet Campaign Live» » Task Owner» » Task Owner» » Due Date» » Due DateDraft Social CopySend Shortened URLs to Influencers» » Task Owner» » Task Owner» » Due Date» » Due DateSend Shortened URLs to Organization» » Task Owner» » Due Date17

Simple Marketing TemplatesEmail Marketing Campaign WorkflowCampaign Owner:Ideas PhaseCreate IdeaSubmit Copy» » Task Owner» » Task Owner» » Due Date» » Due DateReview/EditAssign Author» » Task Owner» » Task Owner» » Due Date» » Due DateIn ProductionAdd Photo/Artwork» » Task Owner» » Due DateDefine Call to Action» » Task OwnerGet Final Approval» » Due Date» » Task OwnerDefine Audience» » Due Date» » Task Owner» » Due DatePost ProductionPublish Content» » Task Owner18

Simple Marketing TemplatesWebinar WorkflowCampaign Owner:Ideas PhaseCreate IdeaIn ProductionSubmit Presentation» » Task Owner» » Task Owner» » Due Date» » Due DateReview/Edit Presentation» » Task OwnerAssign Webinar Owner» » Task Owner» » Due Date» » Due DateGet Final Approval» » Task OwnerChoose Date» » Due Date» » Task OwnerSchedule Webinar in Webinar Platform» » Due Date» » Task OwnerChoose Presenters» » Due Date» » Task OwnerCreate Registration Page» » Due Date» » Task Owner» » Due DateCirculate Slide Template to Presenters» » Task OwnerSchedule Invitation Emails» » Task Owner» » Due Date» » Due DateSchedule Kick-off with Presenters» » Task OwnerSchedule Paid Promotion» » Task Owner» » Due Date» » Due Date19

Simple Marketing TemplatesSchedule Social Promotion» » Task Owner» » Due DateSchedule Dry Run with Presenters» » Task Owner» » Due DateBook Conference Room» » Task Owner» » Due DatePost ProductionSend “Thank You” Email(s)with Recording Link» » Task Owner» » Due DateHost Webinar Recording on Website» » Task Owner» » Due DateThank Presenters» » Task Owner» » Due Date20

Simple Marketing TemplatesStep 8: Schedule Planning MeetingsMeeting TopicStakeholdersPre-ProductionEx. Content BrainstormPost-ProductionEx. Review Metrics and Results21Scheduled MeetingTime

Simple Marketing TemplatesContent TypeTaskTask Owner22Production Time

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Simple Marketing Templates 3 To get your budget aligned for a successful marketing content strategy, first assess your goals and objectives for marketing content. Example Content Goal: Increase volume of content produced by 50% by end of fiscal year » Content Goal: Objective 1: Estab