content planning

May 21 Content Chat Recap: How to Research and Document Your Editorial Plan

May 24, 2018 by Erika Heald Leave a Comment

In our final content strategy deep-dive of the month, I was on the hot seat answering questions about creating a strategic editorial plan. Over the course of the #ContentChat, we covered a wide range of topics around content marketing editorial research and planning. For those of you who hate editorial calendars and aren’t sure you should read on, our special guest host Maureen Jann and I made a short video to share our POV on why everyone hates editorial calendars but should actually be using them.

Q1: What is an editorial plan and why do I need one for my content strategy?

An editorial plan documents and organizes how your planned content rolls up against your content strategy.

A1a: An editorial plan covers the topics, content types, audiences, funnel stages, and channels you are using to reach your audience. #ContentChat pic.twitter.com/3nx4W1VnK1
— Erika Heald | Marketing Consultant (@SFerika) May 21, 2018

A1b: An editorial plan ensures you are giving the right messages to the right audience at the right funnel stages in support of your business goals. #ContentChat
— Erika Heald | Marketing Consultant (@SFerika) May 21, 2018

A1 An editorial plan is a documented view of your proposed communications for the year. It includes what you’ll say, who’s responsible and where/when the message will be published and promoted. It’s the first step of the delivery stage. #contentchat pic.twitter.com/iYy4JHUeOb
— Bill Skowronski (@BillSkowronski) May 21, 2018

An editorial plan gives you needed structure for executing your content strategy.

A1: Having a content strategy without an editorial plan isn’t a full strategy. The editorial calendar helps you set themes that ladder up to biz goals & gives you structure. #ContentChat
— Berrak Sarikaya | Content Strategist | Speaker (@BerrakBiz) May 21, 2018

A1: An editorial plan comes AFTER your content strategy. The strategy is the why and the plan is the when. #ContentChat https://t.co/T97KQhDcON
— Amy Higgins (@amywhiggins) May 21, 2018

A1: I would say it’s an excellent tool for staying consistent and keeping a good cadence with your messaging #contentchat
— Olivia Griffin (@OliviaGriffinMA) May 21, 2018

An editorial plan keeps your content from being reactive while keeping you on track for your goals.

A1. You need an editorial plan so you
1) stay focused
2) don’t just be reactive
3) have communications that build on itself over time#ContentChat
— Tod Cordill (@todcordill) May 21, 2018

A1: It’s a strategy tied to specific deadlines. It keeps things organized and makes it easier to stay on top of your goals #contentchat
— Kristen Hicks (@atxcopywriter) May 21, 2018

November 28 Content Chat Recap: Taking a Data-driven Approach to Your Content Planning Process

December 1, 2016 by Erika Heald Leave a Comment

Taking a Data-driven Approach to Your Content Planning Process

This week we were joined by Allen Gannett, CEO of TrackMaven, who shared his perspectives on how to use data insights in your content marketing planning process.

Q1: Why is it important to take a data-driven approach to your content planning?

A1: To understand user intent better and what content has performed well, or poorly. #contentchat
— Sean Van Guilder (@seanvanguilder) November 28, 2016

A1. With data-driven strategies, you’re better equipped to show internal stakeholders #ROI #ContentChat @SFerika @SpinSucks
— Shred Nations (@shred_nations) November 28, 2016

A1. Data allows you to understand what is working and what isn’t so you can make adjustments #ContentChat @SFerika @SpinSucks
— Shred Nations (@shred_nations) November 28, 2016

A1 Being data-driven allows you to stop throwing spaghetti against the wall and instead learn what your audience actually wants #ContentChat pic.twitter.com/gqzaqVCUG4
— Allen Gannett (@Allen) November 28, 2016

A1: A data-driven approach makes messaging personalized for consumers. #ContentChat @SFerika
— Eric Sachs (@EricSachs_SEO) November 28, 2016

A1: Without data, you waste a huge amount of time and effort creating content that doesn’t produce results #contentchat
— Hal Werner (@halwerner) November 28, 2016

A1 …otherwise you’re probably wasting your time. #contentchat https://t.co/7fEERD8aY9
— Joshua Aaron (@JAaronOC) November 28, 2016

A1. Without a data-driven approach, how would you measure success? #ContentChat @SFerika @SpinSucks
— Shred Nations (@shred_nations) November 28, 2016

a1 Because NUMBERS / STATS don’t lie. Important to keep your eye on G-Analytics to see what’s working & what’s not. #contentchat https://t.co/hd2H4TDKrG
— Debi Norton (@BRAVOMedia1) November 28, 2016

A1: data can tell you what works, what does, and can help you find patterns and optimize your efforts for a better ROI #ContentChat
— Jonathan Joyner (@JonathanJoyner) November 28, 2016

A1 How will you know your content marketing program is working if you don’t have the data to back it up? #contentchat
— Martin Lieberman (@martinlieberman) November 28, 2016

A1: Taking a data-driven approach also gives you the ability to see where you have flexibility to experiment with your content. #ContentChat
— Berrak Sarikaya (@BerrakBiz) November 28, 2016

A1) A Data-driven approach will help determine the type of audience you are trying to reach. #contentchat #ccmkt350
— Courtney Fuller (@fullernh18) November 28, 2016

A1: Data helps you reach your target accuratly. Not only will it make content more affective it can help your budget. #contentchat
— Evan Goodbred (@EvanJGoodbred) November 28, 2016

A1. To measure #ROI of your content. Don’t be blind driver. Evaluate your actions. #contentchat pic.twitter.com/9Cgowc5sV1
— G.Mezetis 📡🚀 (@GMezetis) November 28, 2016

A1: It makes it so much easier to target your audience and the kinds of questions they have/content they need. @SFerika #contentchat
— Rebecca Bretana (@rbretana) November 28, 2016

A1: taking a data-driven approach to content empowers you to be proactive via research while reacting to user activity & trends #contentchat
— Phil Barnes (@Barnes_Phil) November 28, 2016

A1 Data is the map that lets you know if your #contentmarketing is on course. #contentchat
— Bill Skowronski (@BillSkowronski) November 28, 2016

A1. Metrics help you better allocate your spending in the right areas #ContentChat @SFerika @SpinSucks pic.twitter.com/nHZoU1gZSl
— Shred Nations (@shred_nations) November 28, 2016

A1: Also to put and end to endless subjective arguments about which content you should create #contentchat
— Hal Werner (@halwerner) November 28, 2016

A1: You can choose indicators to help measure value of engagement, and evaluate ROI! #contentchat https://t.co/VisNmH1rhe
— HeyOrca! (@HeyOrca) November 28, 2016

A1: Without data you have no direction. You have to determine if what you are producing is resonating with the right people. #contentchat
— HannaLizKnowles (@HannaLizKnowles) November 28, 2016

A1: Content marketers never have enough time or budget to do it all. Data is critical for focusing your efforts on what works. #ContentChat
— Erika Heald (@SFerika) November 28, 2016

#contentchat A1) Data is truth, and keeps you grounded, even when your supporters are too easy on you. Tough love teaches the way.
— Mark Burdon ツ (@mark_burdon) November 28, 2016

A1: You must analyze your current strategy for content before you can revise. Data-driven info will inform if it’s working! #ContentChat
— Kathleen Burns (@katbu) November 28, 2016

A1: As I was reminded this AM looking at our #blog stats- people aren’t necessarily looking for what we think they want. #Facts #contentchat
— Tim Mohler (@TimothyMohler) November 28, 2016

@HannaLizKnowles, you’re right – data really helps tailor your content for your target audience. #ContentChat https://t.co/VrUfaOPUDB
— Mary M. Murphy (@MCubedNews) November 28, 2016

@mark_burdon It’s true! People will tell you what they like, but it doesn’t really give you insight into what they really USE. #contentchat
— Maureen Jann (@MaureenOnPoint) November 28, 2016

A1 Data is like following your GPS, as opposed to setting your cruise control and taking a nap in the driver’s seat. #contentchat
— Bill Skowronski (@BillSkowronski) November 28, 2016

A1 Easier to make decisions, especially in larger organizations.Their tangibility makes it easier to reach concensus #contentchat
— Phil Siarri (@philsiarri) November 28, 2016

A1. Data is the second part of the conversation between you and your users. It’s your chance to listen to your audience. ~Ash #contentchat
— Ceros (@Cerosdotcom) November 28, 2016

A1: We’ve all heard the expression “Work smarter, not harder!” Using data makes your job easier; reach more people! @SFerika #ContentChat
— 🎙JMatt (@JMattMke) November 28, 2016

November 14 Content Chat Recap: How to Build Measurement Into Your Content Planning Process

November 15, 2016 by Erika Heald Leave a Comment

How to Build Measurement Into Your Content Planning Process

This week #ContentChat was joined by Shonali Burke (@shonali), who shared her tips for building measurement into your content planning process. We kicked the chat off with a quick poll to see how many of our participants had started on their 2017 content planning:

As we gather for #ContentChat please introduce yourself and take our poll: Have you started your 2017 #contentmarketing planning?
— Erika Heald (@SFerika) November 14, 2016

Q1: Why should we be thinking about measurement when planning our content?

A1: Two very good reasons: time, and money. Strategizing, creating & curating good (operative word) content takes time. #contentchat
— Shonali Burke (@shonali) November 14, 2016

A1 Most simply: How will you know if your programs (content or otherwise) are working if you’re not measuring the results? #contentchat
— Martin Lieberman (@martinlieberman) November 14, 2016

You want to check in on metrics consistently so you can spot trends- good or bad- & adjust content plans as needed #ContentChat https://t.co/Ft5PdLQ20C
— Sarah A. Parker (@SparkerWorks) November 14, 2016

A1 cont: And time = money, b/c if we’re not measuring, we don’t know what works, & we waste our time by being inefficient. #contentchat
— Shonali Burke (@shonali) November 14, 2016

A1: You need to know what you’ll measure for ROI before you decide upon what content will work best. #contentchat
— Annaliese Henwood (@MktgInnovator) November 14, 2016

A1 B/c some soulless bean-counter will inevitably saunter into your office & demand proof that you’re not just messing around! #contentchat
— Ken Gordon (@quickmuse) November 14, 2016

A1: If you don’t start your content planning by defining your objectives & metrics, how will you know you’re successful? #ContentChat
— Erika Heald (@SFerika) November 14, 2016

A1 Considering measurement when planning content ensures it will be accountable to strategic goals. Outcomes over outputs. #contentchat
— Bill Skowronski (@BillSkowronski) November 14, 2016

A1: Without plans to measure content quality, we’ll never know where “there” is or if we’ve arrived. #ContentChat @shonali
— LeslieO (@LeslieO) November 14, 2016

A1: So we are not driving blind. So we know what worked, what didn’t and how to tweak. #contentchat
— HannaLizKnowles (@HannaLizKnowles) November 14, 2016

A1: It’s critical (& non-negotiable IMO) to think about measurement in planning bc you need it 2 measure your success/prove ROI #contentchat
— Tatiana Beale (@tatianabeale) November 14, 2016

A1. Measurement = Goals. Planning means knowing what u want 2 achieve with your content and finding ways to track that progress #ContentChat
— Maureen Jann (@MaureenOnPoint) November 14, 2016

A1) #contentchat Measurement is a tool and process for making decisions with clarity. Best time to have clarity is in the planning stages.
— Rob Clark (@theelusivefish) November 14, 2016

A1. Good luck proposing any business plans without a spend and ROI section! #ContentChat
— Shred Nations (@shred_nations) November 14, 2016

A1 This #ContentChat You have to prove the ROI all the time https://t.co/AiXGFwmDHl
— Khepri Tech (@khepritech) November 14, 2016

A1: When you create content without goals + metrics, you’re a traveler wandering without a map or purpose. #contentchat
— Annaliese Henwood (@MktgInnovator) November 14, 2016

A1. Without metrics, you don’t know what your community likes, what’s resonating #ContentChat
— Brandie McCallum (@lttlewys) November 14, 2016

Not defining goals/measuring=pretty much just shouting into the void. Maybe some stuff will get lucky & stick but be strategic #ContentChat https://t.co/d4kmH2afsM
— Sarah A. Parker (@SparkerWorks) November 14, 2016

A1b: Measurement helps you gain visibility into your progress so you can test, iterate, test some more, and improve #contentchat
— Tatiana Beale (@tatianabeale) November 14, 2016

A1. Does your content plan require a budget? If so, get ready to show some numbers to higher ups! #ContentChat @SFerika @SpinSucks
— Shred Nations (@shred_nations) November 14, 2016

A1: Measuring the effectiveness of your content helps you define and adjust your lead and lean measures. Making you proactive #contentchat
— Phil Barnes (@Barnes_Phil) November 14, 2016

A1: Analytics data is the barometer for how well your content is received. Don’t ignore the data. #contentchat
— Josh McCormack (@joshmccormack) November 14, 2016

Building Your Content Curation Road Map: 5 Steps to a More Efficient Content Curation Process

July 24, 2016 by Erika Heald Leave a Comment

Content curation can become a time suck, resulting in content that’s shared on social but not otherwise leveraged by your content marketing plan. Which is why you need a content creation road map. This starts by defining your content curation objectives, mapping them against the appropriate curation tools, planning what to do with that content after it’s curated, and measuring your curated content’s effectiveness and using that data to refine your process.

Defining Your Content Curation Road Map

For a lot of people, their content curation process is something along the lines of logging into their computer first thing, scanning their social media channels, sharing a few items, and wondering where the past 2 hours went.

That’s not a process. This is a process:

Find relevant content
Organize your curated content
Share the content in the right channels and content vehicles

To break it down even further, my content curation process looks like this:

Define objectives
ID appropriate curation tools
Decide what to do with that content after it’s curated
Measure the content’s effectiveness
Refine the process