Arienne HollandCommunications Director, Raven

@RavenArienne

• What I do now: 3+ years in marketing (content, email and social media), communications and publicity for Raven

• What I did before: 12+ years in newspaper, magazine and online journalism for Gannett

@RavenArienne

I GOT THIS

WITH TEMPLATES, YOU CAN:• Build an annual plan.

Template: Editorial calendar

• Keep track of content.Template: Editorial budget

• Keep content consistent.Template: Page Table

@RavenArienne

Build an annual plan

DEFINITION

• What it is: An annual editorial calendar lists all events, holidays, seasons and cycles that affect your content marketing.

• Why it’s useful: It is the easiest foundation for building your annual content marketing plan.

@RavenArienne

WHERE TO GET STARTED• Press release distribution

services. Try EdCals (free) by Cision or MyEdCals (not free) by MyMediaInfo.

• Ad departments of media outlets. Not all are as fab as NYTimes Global.

• Trade & industry publications.@RavenArienne

@RavenArienne

@RavenArienne

@RavenArienne

BUILD A TEMPLATEStep 1

Plan your year,making note of all global, local

and industry events.

@RavenArienne

@RavenArienne

BUILD A TEMPLATE

Step 2

Plan each quarter,keeping in mind special editions

(yours or others).

@RavenArienne

@RavenArienne

BUILD A TEMPLATE

Step 3

Plan your month,including all regular features

and breathing room.

@RavenArienne

@RavenArienne

PRO TIP!

Bring your annual content marketing calendar to every stakeholder meeting.

Refer to it when “scope creep.”

Refer to it when “You never…”

Refer to it when “We have time for that.” @RavenArienne

Keep track of content

DEFINITION• What it is: Think of an editorial

budget like a list of all the content you have to spend.

• Why it’s useful: A budget is a planning tool and working document. It keeps track of ideas, what’s already in the works and what’s complete.

@RavenArienne

WHERE TO FIND EXAMPLES• Ask any assignment editor for

any traditional media publication, anywhere. Ask for a few AP or wire budget examples, at the least.

• This one J-school professor’s class notes here: raven.im/1cWhu6k

@RavenArienne

BUILD A TEMPLATE

• ONE shareable document. Google Docs will do just fine.

• Sections for fast searching. Divide up by phase (idea, written, published)or deadline (evergreen, soon, ASAP)or by author (freelance, in-house).

@RavenArienne

BUDGET LINE COMPONENTS

Headline

Contentplan

Visuals

Extramaterial

Deadline

Writer,editor &length

Links

Resources

@RavenArienne

PRO TIP!

Require everyone who pitches to you to submit a budget line.

Send them or post an example of yours — but don’t give too many instructions. Smart people figure it out.

Plus, it saves you time.

@RavenArienne

Keep content consistent

DEFINITION• What it is: A page table contains

all the information needed to create a new web page.

• Why it’s useful: Content marketers can use a hybrid page table to plan for the SEO, distribution and brand needs of any page of online content.

@RavenArienne

WHERE TO FIND EXAMPLES• From content strategists.

They invented the things,mostly for clients and freelancers.

• From information architects.

• Here: http://raven.im/1fUIN4z

@RavenArienne

BUILD A TEMPLATE: FILE

@RavenArienne

BUILD A TEMPLATE: ASSETS

@RavenArienne

BUILD A TEMPLATE: STYLE

@RavenArienne

BUILD A TEMPLATE: SEO

@RavenArienne

BUILD A TEMPLATE: SOCIAL

@RavenArienne

BUILD A TEMPLATE: SOCIAL

@RavenArienne

BUILD A TEMPLATE: PLAN

@RavenArienne

PRO TIP!

Use page tables when you’re planning to launch a new website or section.

Web designers, web developersand info architects love them because — as one told me once — they “don’t have to interface” with anyone.

@RavenArienne

WHAT TO REMEMBER

It’s important

FORMS ARE YOUR FRIENDS• Use editorial calendars to plan your

content marketing around key cycles.

• Use editorial budgets so you’ll know what content you have to spend.

• Use page tables to keep your content consistent with your plan and brand.

@RavenArienne