15 Step Checklist For Content Marketing Workflow

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cmw2Documenting and Sharing Content Marketing workflow can save time and can create a cohesive content marketing approach within an organization. At the same time documented workflow provides structure to your processes increasing execution efficiency. Here is a 15 step checklist for ensuring that you have fixed the ins and outs of your content marketing process.

Stage 1: Requests and Strategic Ideation

Have you identified and included the key members of your team, relevant stakeholders in the ideation process?

Have you created a central source for submitting content ideas such as contentideas@yourcompany.com for receiving all content ideas which can thereafter be prioritized?

Have you created a central repository of ideas? Have you detailed who needs to approve the ideas?

Have you streamlined a workflow for all ideas such as brainstorm ideas, cull ideas and fill out content brief etc.?

Stage 2:  Prioritization

Have you chosen your person or team responsible for prioritization of ideas. This could be Content Marketing Manager or person with similar responsibilities.

Have you mapped how and when to communicate priorities to your team members?

Have you created a workflow of how, when, and who will add content to your editorial calendar?

Stage 3: Creation

Have you identified Milestones in your content process? Milestones are key accomplishments such as writing, approvals and design.

Have you split Milestones into smaller tasks such as outlines,  drafts and approvals?

Have you outlined who is involved at each stage of the process?

Stage 4: Publication and Promotion

Have you identified the right channels of distribution? Social media? Paid advertising?  Email nurturing?

Have you aligned the content for each channel of distribution?

Have you identified who is responsible for each stage of distribution?

Stage 5: Content Organization

Have you chosen a single storage location for your files?

Have you created standardized naming convention for your files?Have you decided on organizing your files? Which files should go to which folders in which places? Have you decided on person in-charge of organizing and filing the final files in your storage system?

Also see: How To Document Your Content Marketing Workflow

 7 Steps To Create A Workflow For Your Content Strategy

Five Ways To Optimize Campaigns For The Last-Minute Shopper

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According to Cardlytics, the largest holiday shopping segment is the Last-Minute Shoppers, a group of consumers who make up 36 percent of total holiday shoppers and do their gift buying between December 11 and December 31. The Last-Minute shoppers spend more than their counterparts and visit stores more frequently, as the holiday deadline looms. Last-Minute Shoppers contribute to 34 percent of overall holiday spending, with an average transaction of USD 64.34.

Targeting Last-Minute Holiday Shoppers

Use Social media posts to engage last-minute shoppers. Make your posts relevant with imagery and offers that resonate within the context.

Search Advertising

Optimize your search campaigns for the last-minute shopper. Google has introduced the possibility of announcing business hours for last-minute shoppers. The Structured Snippet allows you to target users with an automated messaging that can be customized.

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Structured Snippets are different from Call-outs. Use Call-outs for highlighting special announcements such as free shipping or extended business hours, while structured snippets are used for what you have on offer. You can also look at adding business hours for days where the store traffic is likely to be higher.

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TrueView Shopping Campaign and Video Content Optimization

TrueView for Shopping ads allow merchants to show Shopping ads for their own products in their own videos. Related products are shown dynamically, pulled from advertisers’ Google Merchant Center product feeds, and are now available for advertisers.

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Unboxing videos have become a growing phenomenon, as people turn to YouTube to inform their purchase decisions. In 2015 alone, people in the U.S. watched 60M hours of unboxing videos on YouTube, totalling 1.1B views.

Optimizing your Brand Campaign and Video content for discovery requires marketers to look at the factors that impact the discovery of video including Title, Description, Channel experience and Meta Tags.

Retargeting

Retarget audiences who have visited your site for offers and deals earlier in the holiday season. Google offers Search advertising with RLSA and Bing’s Remarketing campaigns.

Google has extended remarketing capabilities to both shopping ads (PLAs) and local inventory ads (LIAs) with shopping remarketing lists. Now you can optimize your shopping bids to re-engage high-value customers the next time they shop. For example, when those who’ve abandoned their carts on your sites or your loyal customers shop again on Google on desktop or mobile, you can use remarketing lists to tailor your shopping bids and reconnect with them at a more cost-efficient ROI.

App Store Optimization

Include Keywords in your app’s title, for discovery during the holidays. Revise your description to include relevant text, or any special holiday features and promotions your app may offer. It’s important to list these “above the fold” or just before Apple and Google cut off the description with a link to “Read More.” Change your App’s screenshots to include visuals that bring Holiday Offers and Gift Shopping up-front. For example, make your callout “Holiday Savings” or the seasonal keywords and phrases you targeted. Any core features and special offers can be highlighted visually in text and as a screen capture.

To know more about optimizing your app, click here.

Ten Game Changing Content Marketing Trends

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Chatbots are the new Content Battlefield

Chatbots are taking over from Apps, according to a Fiksu Study. Teens spend an average of 23 Mins and 23 secs on Messaging Chat. Facebook reports that developers have created more than 11,000 chatbots for its Messenger platform, and Kik — one of the most popular messaging platforms among teens — unveiled 6,000 new chatbots.

Brands, have integrated bots in Shopping Experience that offer advice on choosing products. Integrating AI and APIs for Retail apps can enhance the shopping experience with user-friendly chat interfaces and expert advice.

Messaging Apps And Instant Content

Facebook Messenger has made  content publishing instant with Facebook Messenger where Publishers can publish articles on messenger. Messaging Apps can power publisher’s stories with instant audience reactions. For brands engaging users with via publishers posts can get the audiences respond live to a story.

Brands are going a step further encouraging customers to chat real-time on messaging apps.

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Live Streaming Becomes Native to Mobile Apps

YouTube makes live streaming native to the mobile app. According to the blog, YouTube mobile live streaming will be baked right into the core YouTube mobile app. You won’t need to open anything else, just hit the big red capture button right there in the corner, take or select a photo to use as a thumbnail, and you can broadcast live to your fans and chat in near real-time.

Live Video and Streaming Content Genres 

Twitter signs up with Pac-12 network to live stream sports events after a deal signed earlier with CBS News to live stream the Democratic and Republic Convention.”By expanding our digital footprint, Pac-12 Plus also allows us to connect more fans with more, live Pac-12 sports content through a platform they use every day.”

VR Experience Becomes Real

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Samsung and NBC team up for Virtual Reality experience linked to the Olympic games, by allowing Viewers to view the games footage in VR  after a few weeks. According to Venture Beat, NBC has revealed that the NBC Sports app will work in conjunction with Samsung Galaxy devices and the Samsung Gear VR to broadcast 85 hours of virtual reality programming. This will include both the opening and closing ceremonies, men’s basketball, gymnastics, beach volleyball, boxing, diving, fencing, and a host of track-and-field events.

Channels that are preferred by users for accessing VR Content.

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For content marketers the video footage that is live streamed can now be a more engaging content format with Virtual Reality.

Location Listings for Pokestops makes AR Relevant

Adding Yelp Listings to Pokemon Go made AR gaming more relevant. Introducing listings and reviews for an AR experience, can increase the engagement for your Brand.

Adding listings for your mobile app or a customer experience in a Review app increases traffic, in a more engaging content format.

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Emoji Power Takes Over  Branding

Diney’s Emoji Blitz game for iOS and Android, has over 400 character Emojis. Each Character Emoji has special powers that allow users to choose the Character Emoji. Building on Disney characters the Emoji centric game builds on the character brand defining new way for users to connect with their favorite characters.

Pepsi used Emojis for the World Emoji day celebration with Emoji filter on Snapchat and an Emoji keyboard update timed for the World Emoji day.

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SVOD Matches DVR Penetration

Subscription based Video On Demand matches the DVR penetration in the US Households. Users want to control the content they watch, with increased sign-ups for subscription services. As high as 30 percent have access to SVOD and DVR. According to Nielsen Research report, “SVOD penetration has been rising steadily over the past year, illustrating that viewers have a continued desire to control what they watch and when they watch it. And in many cases, that means more playback options is better. In fact, close to 30 percent of homes have a both DVR and access to SVOD—up nearly 20 percent from last year.”

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Mobile Devices Make For More Than 50 Percent of Connected Devices

Smartphone and Tablets are the most popular connected device in the US Households.

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Users Pay More Attention To Interactive Content

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According to a YuMe and Ipsos poll, 54 percent said they paid more attention to a highly interactive format, like videos with embedded quizzes.

Predictions from Forrester’s 2017 Report

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With the business dynamics changing in a customer-led digital world Forrester’s 2017 predictions require CEO’s and organizations to change their strategic thinking.

In a bid to get closer to customer, organizations will abandon siloed approach to function with matrix structures that leverage shared functions  to prioritize efficiency and control. The change in structure is taking place on account of two factors

• Get closer to the customer.

• Avoid the complexity — and marginal results — of trying to deliver experiences to multiple customer segments across multiple products.

CMOs will need to follow The Whole Brained approach, using the left and right side of brain, using analytics to deliver personalized contextually rich technology experience, while delivering engaging experiences. The focus will be on skill set that drive digital business transformation, design exceptional personalized experiences, and propel growth.

CIOs will take the lead position in shaping the Digital strategy of the organization.

The new leadership places emphasis on three dimensions ;

  • Understanding and personalizing engagement with customers.
  • Running a digital business.
  • Knowing what’s needed to win in a customer-led, digital-centric market.

 

CEOs need to know what is needed  to propel their company forward in a customer-led, digital-centric business.

In 2017, CEOs will continue to strengthen and normalize their leadership teams, and temporal roles created to fill the gaps such as Chief Digital Officer will either fall out of fashion or be calibrated (down) to drive the key digital, data/analytic, and customer programs

Customers are driving Revenue risk. “Today’s customers reward or punish companies based on a single experience — a single moment in time. This behavior was once a Millennial trademark, but it’s now in play for older generations. It has become normal.”

To read the full predictions, click here.