Andreas Ramos
Your organization’s content strategy must have a managing editor. This person leads the strategy and ties everything together. The managing editor: ·Has a sense of what the audience wants ·Writes for the audience ·Sets the voice and style ·Maintains the quality level (Location 718)
3.8. The Editorial Calendar for Content Marketing Use an editorial calendar to manage the production of content. The editorial calendar can cover: · Project calendar: An ID for each item, along with start dates, delivery dates, and other deadlines · Content inventory: The types of content, the audience, the title, goals for each item, and other details · Technical details: Keywords, URLs, tags, and tracking information · Team assignment: The managing editor, writer, videographer, copyeditor, quality editor, and so on · Metrics: Clicks, leads, sales, cost-per-lead, cost-per-action, and more · Recurring events: Weekly, monthly, quarterly, and annual events, holidays, product release dates, conferences, organization events (Location 834)
3.18. A Content Audit of Your Current Material One of the first things in setting up a content marketing process is to decide if you will carry out a content audit. A content audit is a review of your existing content. There are two possibilities: ·You make a list of the various content items in your organization. You review your current content, find out what you have, what’s working, and what’s not working. You also make a list of the various tracking tools, tags, and cookies. Of course, you also sketch out the buying funnel and how the audience should be moving through it. You can also identify if something is missing so you can create content for it. (Location 1082)
Look at your web analytics and see if there are items that still bring significant traffic that converts into leads. Cisco’s bunny video might still bring lots of traffic, but if the server is obsolete, you can drop it. (Location 1093)
Start thinking on how you will produce a body of content with a plan for the next three years. By building a marketing system where you can show success in business goals, you’ll get the budget for that. Look at hiring dozens of writers, video, photographers, artists, and voice talents as staff or contractors. Hire people around the planet: there are excellent writers in India, video editors in the Ukraine, artists in China, and voice talents in South America. This also means you should blog two or three times a day. Hubspot wondered about how often they should blog, so they began to post more frequently. They found the more they posted, the more audience they got. They now post up to five times a day. (Location 1112)