This is the second installment of our three-part workshop: How to Stand Up a B2B Marketing Program in One Quarter.
Once you have your content strategy in hand, a team of collaborators at the ready, and a clear idea of how to provide value to your audience, you’re ready to actually make some content. Don’t just dive right into drafting blog posts or inviting podcast guests, though. Instead, use this month to create a batch of content that can launch your channel and populate it for two months. Creating content in batches gives you the runway you need to ensure some regularity in publishing.
This month is all about getting the ideas out of your head and turning them into content you can put to work. Review the scope of each weekly task below:
Week 1: Generate topics to support a 2-month editorial calendar.
Before you start doling out assignments, take the time to assemble your collaborators for a generative brainstorm. Be sure everyone is clear on the editorial mission, content type, and audience before getting started. You’ll probably also find it useful to share the content products you’re looking to for inspiration with them before you start.
First, generate a long list of potential articles, guests, or questions to explore. To increase the value of your content and also leave plenty of options for later content, try to turn each idea into as narrow a topic as possible. Avoid broad topics like “ways to increase sales productivity” in favor of focused ones, like “how batching your admin work can double your sales productivity.”
Refer to your target frequency to figure out how many items your two-month editorial schedule should contain. You’ll need eight article ideas if you want weekly blog posts, four topics if you want to release white papers twice a month, three guests if you’re going for monthly podcasts, et cetera. Add in one or two “evergreen” items (that is, items that can be published at any time without risk that they will be irrelevant) as back-up. Once your schedule is complete, make sure each item is assigned to someone with a clear scope and deadline. For example, “750 words due on February 15th.”
Week 2: Scope and build your distribution channel.
This week is all about getting your infrastructure set up. If you’re starting a blog, you’ll need to build it and figure out where it lives. (For tips on where you should host your blog, take a listen to our SEO Content webinar here.) Newsletter? You’ll have to choose which tool you prefer, start warming a list, and establish a design template. Your task this week is to scope out the bare minimum specs for your distribution channel and get it built (either DIY-style or looping in the appropriate collaborator or internal support).
Weeks 3 & 4: Sprint on creation and editing.
These two weeks are about getting things done. Be sure every assignment on your editorial calendar has a deadline that lands during this period. Plan to produce, polish, and edit each piece of content during this window so you have your entire batch ready to go by the end of the month.
This is also the time to gather any assets you need to support the content (such as photos, illustrations, and promotional copy). Any finishing touches on your distribution channel should also be completed during this time.
Review the first installment of this workshop: B2B Content Marketing: Setting Your Strategy and Marshalling Your Resources
Continue to the third installment of this workshop: B2B Content Marketing: How to Amplify and What to Measure
As always, I'm available to chat about your growth, content, or anything else marketing related. If you have any questions or comments, feel free to reach out to me at jamie@fuelcapital.com.