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Marketing 101: a startup guide to building your first marketing calendar
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Note: a common mistake is trying to “fill” a 12 month calendar
A marketing calendar should focus on fewer campaigns with multiple amplification moments.
Strive for 1-2 big “campaigns” a quarter and build content plans before and after it to extend message.
A marketing calendar should focus on fewer campaigns with multiple amplification moments.
Strive for 1-2 big “campaigns” a quarter and build content plans before and after it to extend message.
Micro-moments:
micro moments are not the same as a campaign and happen at higher frequency
Things like “national cat day” it “April fools” etc might span multiple channels but only take place for one day and require coordination.
micro moments are not the same as a campaign and happen at higher frequency
Things like “national cat day” it “April fools” etc might span multiple channels but only take place for one day and require coordination.
Order of operations:
1. Your brand strategy (who you are)
2. Your marketing plan (how you will win)
3. Channel strategy
4. Marketing calendar
1. Your brand strategy (who you are)
2. Your marketing plan (how you will win)
3. Channel strategy
4. Marketing calendar
Channels will have their OWN calendar.
Social / Edit / PR, etc all have their own content calendar (which will include your campaigns + micro moments).
Channel calendars are more iterative due to the changing landscape and interests of your users.
Social / Edit / PR, etc all have their own content calendar (which will include your campaigns + micro moments).
Channel calendars are more iterative due to the changing landscape and interests of your users.
Building your calendar:
Focus on NO MORE THAN 6 months of planning. I prefer 3.
A yearlong calendar is a fool’s errand.
Focus on NO MORE THAN 6 months of planning. I prefer 3.
A yearlong calendar is a fool’s errand.
Message prioritization:
focus on 3-4 themes/messages that are aligned with your brand strategy.
For example: size inclusivity is one important theme in our brand strategy and we’ve built campaigns around it
focus on 3-4 themes/messages that are aligned with your brand strategy.
For example: size inclusivity is one important theme in our brand strategy and we’ve built campaigns around it
Defining success:
Because campaigns hit multiple channels, it’s easy to lose sight of quantitative success metrics.
Every campaign ladders up to your brand goals / channel OKRs.
A campaign may NOT be suitable for every channel and that’s ok. Don’t force it just bc.
Because campaigns hit multiple channels, it’s easy to lose sight of quantitative success metrics.
Every campaign ladders up to your brand goals / channel OKRs.
A campaign may NOT be suitable for every channel and that’s ok. Don’t force it just bc.
The kickoff:
Now that you have prioritized a few themes, hold a kick off with your channel owners with the statement:
“We want to communicate (message) to (our audience) in a big way.
How might we go about this?”
Throw out any and all ideas.
Brainstorm 1 message at a time.
Now that you have prioritized a few themes, hold a kick off with your channel owners with the statement:
“We want to communicate (message) to (our audience) in a big way.
How might we go about this?”
Throw out any and all ideas.
Brainstorm 1 message at a time.
“We could partner w/”
My least favorite 4 words.
Most partnerships are a lot of work and take way longer than they should.
I will do a separate thread on partnerships and how to analyze / maximize.
My least favorite 4 words.
Most partnerships are a lot of work and take way longer than they should.
I will do a separate thread on partnerships and how to analyze / maximize.
Helpful frames for calendar creation:
Do we have any
- big studies to release on the topic
- national holidays to piggyback (or create)
- influential people to amplify the message
- existing moments to capitalize on (for us we used Fashion week)
- launches / releases
Do we have any
- big studies to release on the topic
- national holidays to piggyback (or create)
- influential people to amplify the message
- existing moments to capitalize on (for us we used Fashion week)
- launches / releases
Not sure if this is helpful!
What else am I missing?
LMK!
What else am I missing?
LMK!
