Click here to close now.




















Welcome!

Microservices Expo Authors: Pat Romanski, Elizabeth White, Mike Kavis, Ian Khan, Lori MacVittie

Blog Feed Post

Overcoming Planner’s Block: The Content Marketer’s Edition

Putting together a content marketing plan is no walk in the park. While there is no such thing as a standard content marketing plan, our particular process typically involves hours of discovery and research, a 40 – 70 page written document, a 20 – 30 slide presentation, and then delivery and discussion. This is a 20 – 30 day process for most.

So what should you do if you are forced to simplify and expedite that planning process to meet some type of deadline? Or what if you are experiencing planner’s block, or having trouble getting started with your content marketing planning process?

First, be very afraid. Done right, content marketing planning should not be condensed.

Now, take a deep breath and start addressing the following topics.

Answer the 12 questions that should guide your content marketing plan.

These 12 questions will warm up your planning brain. Some of these should be very easy to answer, providing some layups to get your confidence up.

For instance, don’t overthink a question like “What’s the goal?” Start simple with something like “Increase lead generation using content marketing.” That goal is certainly not specific enough for the final plan, but you can come back to it and refine it later. Remember, we’re just getting things down on paper now to help you overcome planner’s block.

Put together your core business themes.

What are some of the things you want your audiences to think about your company and its products and/or services?

A simple example: We want our audiences to think that we employ the most talented people in the data and analytics space.

Start with 3-5 themes, and move on.

Build out your content pecking order.

There are hundreds of types of content to consider, but since we’re simplifying and expediting, take a look at the Content Marketing Playbook. Decide which forms of content are relevant to you, and then rank them in order of priority.

One tip: Consider splitting up your priority list into anchor content (very important, but more difficult to produce) and supporting content (also very important, but less difficult to produce). Most companies need a mix in order to truly succeed with content marketing.

Create a quick editorial calendar schedule.

Editorial calendars can be scary. Necessary, but scary.

To alleviate that initial fear, swap out “calendar” for “schedule” and make a list that looks something like this:

  • Blog posts – 1x/week
  • Case studies – 1x/quarter
  • eNewsletters – 1x/quarter
  • White papers – 1x/year

That list will provide a nice starting point – you can come back and turn it into a full-blown calendar later.

Determine who your primary and secondary writers are.

Your primary writers are the ones you can count for frequent, solid content. Your secondary writers are the ones you can count on for infrequent, solid content.

Be brutally honest with yourself here. You don’t have to configure your content marketing dream team just yet, but you need to know who you can count on to help.

Decide which keywords you’d like to own.

One benefit of content marketing is its ability to make a significant impact on search engine optimization (SEO). Based on the list of themes you made above, use a keyword research tool like Google AdWords to research and compile a list of keywords you’d like to own. These may be product or service-oriented keywords, category-oriented keywords, or theme-oriented keywords.

With 78% of B2B buyers starting their buying process with a web search, you will want to make sure your content is optimized to rank on these target keywords.

Come up with a simple tracking system.

Alert! This is a topic that lends itself to overthinking.

Remember, we’re simplifying and expediting. Don’t start building out complex reporting structures for your content, or licensing tools that you may never use.

Decide how you want to measure the success of a blog post against another blog post, a webinar against another webinar, or a white paper against another white paper.

If you’re not sure what you should be tracking in the first place, check out the Field Guide to the Four Types of Content Marketing Metrics.

Brainstorm a master list of topics.

This should be the fun part. You have your themes and your target keywords. Now sit down and start creating the list of potential topics to cover. You’re still in the “no bad idea” stage, so make the list exhaustive and whittle it down later.

A few ideas on getting started:

  • Spend some time reading material from companies and individuals you admire – this always inspires content ideas.
  • Ask salespeople what their top 10 prospect questions/issues are (and how they respond to those questions/issues); those questions and answers make for excellent content.
  • Ask your customer service people what their top 10 customer questions/issues are (and how they respond to those questions/issues); those questions and answers make for excellent content.

Consider this merely a starting point.

These eight steps will get you through planner’s block, and may help you build a quick and simple plan, but they should not be viewed as a replacement for a full-blown content marketing plan.  A complete content marketing plan involves exhaustive coverage of planning, creation, optimization, distribution, social media, reporting/analysis and more.

For more on this topic from Right Source and other industry experts, download our free content marketing eBook: How to Grow Your Business with Content Marketing.

 

Read the original blog entry...

More Stories By Mike Sweeney

Mike Sweeney and Right Source Marketing help organizations build their marketing strategy, organize the structure to accommodate that strategy, and deliver the specific services to execute that strategy. We do this through a unique model that provides senior level strategic consulting as well as specific services that cover every area of an organization’s marketing plan.

@MicroservicesExpo Stories
SYS-CON Events announced today that the "Second Containers & Microservices Expo" will take place November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
The Software Defined Data Center (SDDC), which enables organizations to seamlessly run in a hybrid cloud model (public + private cloud), is here to stay. IDC estimates that the software-defined networking market will be valued at $3.7 billion by 2016. Security is a key component and benefit of the SDDC, and offers an opportunity to build security 'from the ground up' and weave it into the environment from day one. In his session at 16th Cloud Expo, Reuven Harrison, CTO and Co-Founder of Tufin,...
Container technology is sending shock waves through the world of cloud computing. Heralded as the 'next big thing,' containers provide software owners a consistent way to package their software and dependencies while infrastructure operators benefit from a standard way to deploy and run them. Containers present new challenges for tracking usage due to their dynamic nature. They can also be deployed to bare metal, virtual machines and various cloud platforms. How do software owners track the usag...
Our guest on the podcast this week is JP Morgenthal, Global Solutions Executive at CSC. We discuss the architecture of microservices and how to overcome the challenge of making different tools work together. We learn about the importance of hiring engineers who can compose services into an integrated system.
Alibaba, the world’s largest ecommerce provider, has pumped over a $1 billion into its subsidiary, Aliya, a cloud services provider. This is perhaps one of the biggest moments in the global Cloud Wars that signals the entry of China into the main arena. Here is why this matters. The cloud industry worldwide is being propelled into fast growth by tremendous demand for cloud computing services. Cloud, which is highly scalable and offers low investment and high computational capabilities to end us...
You often hear the two titles of "DevOps" and "Immutable Infrastructure" used independently. In his session at DevOps Summit, John Willis, Technical Evangelist for Docker, covered the union between the two topics and why this is important. He provided an overview of Immutable Infrastructure then showed how an Immutable Continuous Delivery pipeline can be applied as a best practice for "DevOps." He ended the session with some interesting case study examples.
One of the ways to increase scalability of services – and applications – is to go “stateless.” The reasons for this are many, but in general by eliminating the mapping between a single client and a single app or service instance you eliminate the need for resources to manage state in the app (overhead) and improve the distributability (I can make up words if I want) of requests across a pool of instances. The latter occurs because sessions don’t need to hang out and consume resources that could ...
Microservices has the potential of significantly impacting the way in which developers create applications. It's possible to create applications using microservices faster and more efficiently than other technologies that are currently available. The problem is that many people are suspicious of microservices because of all the technology claims to do. In addition, anytime you start moving things around in an organization, it means changing the status quo and people dislike change. Even so, micr...
"We've just seen a huge influx of new partners coming into our ecosystem, and partners building unique offerings on top of our API set," explained Seth Bostock, Chief Executive Officer at IndependenceIT, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
Digital Transformation is the ultimate goal of cloud computing and related initiatives. The phrase is certainly not a precise one, and as subject to hand-waving and distortion as any high-falutin' terminology in the world of information technology. Yet it is an excellent choice of words to describe what enterprise IT—and by extension, organizations in general—should be working to achieve. Digital Transformation means: handling all the data types being found and created in the organizat...
JavaScript is primarily a client-based dynamic scripting language most commonly used within web browsers as client-side scripts to interact with the user, browser, and communicate asynchronously to servers. If you have been part of any web-based development, odds are you have worked with JavaScript in one form or another. In this article, I'll focus on the aspects of JavaScript that are relevant within the Node.js environment.
Approved this February by the Internet Engineering Task Force (IETF), HTTP/2 is the first major update to HTTP since 1999, when HTTP/1.1 was standardized. Designed with performance in mind, one of the biggest goals of HTTP/2 implementation is to decrease latency while maintaining a high-level compatibility with HTTP/1.1. Though not all testing activities will be impacted by the new protocol, it's important for testers to be aware of any changes moving forward.
This week, I joined SOASTA as Senior Vice President of Performance Analytics. Given my background in cloud computing and distributed systems operations — you may have read my blogs on CNET or GigaOm — this may surprise you, but I want to explain why this is the perfect time to take on this opportunity with this team. In fact, that’s probably the best way to break this down. To explain why I’d leave the world of infrastructure and code for the world of data and analytics, let’s explore the timing...
Learn how to solve the problem of keeping files in sync between multiple Docker containers. In his session at 16th Cloud Expo, Aaron Brongersma, Senior Infrastructure Engineer at Modulus, discussed using rsync, GlusterFS, EBS and Bit Torrent Sync. He broke down the tools that are needed to help create a seamless user experience. In the end, can we have an environment where we can easily move Docker containers, servers, and volumes without impacting our applications? He shared his results so yo...
Auto-scaling environments, micro-service architectures and globally-distributed teams are just three common examples of why organizations today need automation and interoperability more than ever. But is interoperability something we simply start doing, or does it require a reexamination of our processes? And can we really improve our processes without first making interoperability a requirement for how we choose our tools?
Cloud Migration Management (CMM) refers to the best practices for planning and managing migration of IT systems from a legacy platform to a Cloud Provider through a combination professional services consulting and software tools. A Cloud migration project can be a relatively simple exercise, where applications are migrated ‘as is’, to gain benefits such as elastic capacity and utility pricing, but without making any changes to the application architecture, software development methods or busine...
The Internet of Things. Cloud. Big Data. Real-Time Analytics. To those who do not quite understand what these phrases mean (and let’s be honest, that’s likely to be a large portion of the world), words like “IoT” and “Big Data” are just buzzwords. The truth is, the Internet of Things encompasses much more than jargon and predictions of connected devices. According to Parker Trewin, Senior Director of Content and Communications of Aria Systems, “IoT is big news because it ups the ante: Reach out ...
At DevOps Summit NY there’s been a whole lot of talk about not just DevOps, but containers, IoT, and microservices. Sessions focused not just on the cultural shift needed to grow at scale with a DevOps approach, but also made sure to include the network ”plumbing” needed to ensure success as applications decompose into the microservice architectures enabling rapid growth and support for the Internet of (Every)Things.
Our guest on the podcast this week is Adrian Cockcroft, Technology Fellow at Battery Ventures. We discuss what makes Docker and Netflix highly successful, especially through their use of well-designed IT architecture and DevOps.