Click here to close now.

Welcome!

Microservices Journal Authors: Alena Prokharchyk, Liz McMillan, Carmen Gonzalez, Roger Strukhoff, SmartBear Blog

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
While DevOps most critically and famously fosters collaboration, communication, and integration through cultural change, culture is more of an output than an input. In order to actively drive cultural evolution, organizations must make substantial organizational and process changes, and adopt new technologies, to encourage a DevOps culture. Moderated by Andi Mann, panelists will discuss how to balance these three pillars of DevOps, where to focus attention (and resources), where organizations m...
SYS-CON Events announced today the IoT Bootcamp – Jumpstart Your IoT Strategy, being held June 9–10, 2015, in conjunction with 16th Cloud Expo and Internet of @ThingsExpo at the Javits Center in New York City. This is your chance to jumpstart your IoT strategy. Combined with real-world scenarios and use cases, the IoT Bootcamp is not just based on presentations but includes hands-on demos and walkthroughs. We will introduce you to a variety of Do-It-Yourself IoT platforms including Arduino, Ras...
One of the most frequently requested Rancher features, load balancers are used to distribute traffic between docker containers. Now Rancher users can configure, update and scale up an integrated load balancing service to meet their application needs, using either Rancher's UI or API. To implement our load balancing functionality we decided to use HAproxy, which is deployed as a contianer, and managed by the Rancher orchestration functionality. With Rancher's Load Balancing capability, users ...
The only place to be June 9-11 is Cloud Expo & @ThingsExpo 2015 East at the Javits Center in New York City. Join us there as delegates from all over the world come to listen to and engage with speakers & sponsors from the leading Cloud Computing, IoT & Big Data companies. Cloud Expo & @ThingsExpo are the leading events covering the booming market of Cloud Computing, IoT & Big Data for the enterprise. Speakers from all over the world will be hand-picked for their ability to explore the economic...
As we recently previewed (read more about our London PoP in Jesse's post), Blue Box is opening a new Data Center in London, but hadn't announced the provider. Today we're excited to partner with TelecityGroup, whom we've selected as our data center partner in London. We chose their Powergate location, which is one of the U.K.'s most advanced, flexible and energy efficient carrier-neutral data centres. Why does that matter to you? Well, when customers choose Blue Box, they're trusting us with ...
How do you securely enable access to your applications in AWS without exposing any attack surfaces? The answer is usually very complicated because application environments morph over time in response to growing requirements from your employee base, your partners and your customers. In his session at 16th Cloud Expo, Haseeb Budhani, CEO and Co-founder of Soha, will share five common approaches that DevOps teams follow to secure access to applications deployed in AWS, Azure, etc., and the frict...
Cloud Expo New York is happening from June 9 - 11. This event brings together the worlds of Cloud Computing, DevOps, IoT, WebRTC, Big Data and SDDC. We hope to see you there-members of the Blue Box team will exhibit in booth 218 next to the DevOps area. Plus, our Chief Product Officer, Hernan Alvarez, will present his talk "The Cloud Has a Down-and-Dirty Lining" as part of the Operations track in the DevOps Summit portion of the event on June 9 at 11 am. Learn more about his session her...

As a company making software for Continuous Delivery and Devops at scale, at XebiaLabs we’re pretty much always in discussions with users about the benefits and challenges of new development styles, application architectures, and runtime platforms. Unsurprisingly, many of these discussions right now focus on microservices on the application side and containers and related frameworks […]

The post Apr. 25, 2015 10:00 AM EDT  Reads: 1,069

Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch ...
Financial services organizations were among the earliest enterprise adopters of cloud computing. The ability to leverage massive compute, storage and networking resources via RESTful APIs and automated tools like Chef and Puppet made it possible for their high-horsepower IT users to develop a whole new array of applications. Companies like Wells Fargo, Fidelity and BBVA are visible, vocal and engaged supporters of the OpenStack community, running production clouds for applications ranging from d...
A few weeks ago, SmartBear hosted API Craft Boston with the folks from Akana, Ian Goldsmith and Laura Heritage, to talk about microservices. It was an extremely informative presentation of where microservices came from, what it solves, and considerations around how it might fit into an organizational API strategy. It’s one thing to read everyone else’s opinions on blogs, twitter, etc. It’s great to go to workshops and conferences, but this was so intelligently presented (and for a meetup too)...
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? Join this panel of experts as they peel away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud environment, and we must architect and code accordingly. At the very least, you’ll have no problem filling in your buzzword bingo cards.
So I guess we’ve officially entered a new era of lean and mean. I say this with the announcement of Ubuntu Snappy Core, “designed for lightweight cloud container hosts running Docker and for smart devices,” according to Canonical. “Snappy Ubuntu Core is the smallest Ubuntu available, designed for security and efficiency in devices or on the cloud.” This first version of Snappy Ubuntu Core features secure app containment and Docker 1.6 (1.5 in main release), is available on public clouds, ...
SYS-CON Events announced today that Column Technologies, a global technology solutions company, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Established in 1998, Column Technologies is a leader in application performance and infrastructure management for commercial and federal markets. The company is headquartered in the United States, with a diverse and talented team of more than 350 employees around th...
SYS-CON Events announced today Sematext Group, Inc., a Brooklyn-based Performance Monitoring and Log Management solution provider, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Sematext is a globally distributed organization that builds innovative Cloud and On Premises solutions for performance monitoring, alerting and anomaly detection (SPM), log management and analytics (Logsene), search analytics (S...
The stack is the hack, Jack. That's my takeaway from several events I attended over the past few weeks in Silicon Valley and Southeast Asia. I listened to and participated in discussions about everything from large datacenter management (think Facebook Open Compute) to enterprise-level cyberfraud (at a seminar in Manila attended by the US State Dept. and Philippine National Police) to the world of entrepreneurial startups, app deployment, and mobility (in a series of meetups and talks in bot...
SYS-CON Events announced today Isomorphic Software, the global leader in high-end, web-based business applications, will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Isomorphic Software is the global leader in high-end, web-based business applications. We develop, market, and support the SmartClient & Smart GWT HTML5/Ajax platform, combining the productivity and performance of traditional desktop software ...
SOA Software has changed its name to Akana. With roots in Web Services and SOA Governance, Akana has established itself as a leader in API Management and is expanding into cloud integration as an alternative to the traditional heavyweight enterprise service bus (ESB). The company recently announced that it achieved more than 90% year-over-year growth. As Akana, the company now addresses the evolution and diversification of SOA, unifying security, management, and DevOps across SOA, APIs, microser...
An explosive combination of technology trends will be where ‘microservices’ and the IoT Internet of Things intersect, a concept we can describe by comparing it with a previous theme, the ‘X Internet.' The idea of using small self-contained application components has been popular since XML Web services began and a distributed computing future of smart fridges and kettles was imagined long back in the early Internet years.
SYS-CON Events announced today that Cisco, the worldwide leader in IT that transforms how people connect, communicate and collaborate, has been named “Gold Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Cisco makes amazing things happen by connecting the unconnected. Cisco has shaped the future of the Internet by becoming the worldwide leader in transforming how people connect, communicate and collaborat...