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It may surprise you that the above quote is from Atul Gawande, MD, who wrote a supremely useful and convincing book called The Checklist Manifesto: How to Get Things Right.
For examples of stellar content creation, download CMI’s eBook, 75 Examples to Spark Your Content Marketing Creativity. Today I’m going to share some quick tips on how to use the checklist, and then I’ll break down each of the elements tomorrow. One of the most persuasive stories Gawande tells is about how some of the most run-down hospitals in Detroit instituted a checklist for inserting a central line. To reduce the probability of infection, a doctor named Provonost created a central line checklist and persuaded some hospitals in Detroit to participate in a study to see if the checklist was effective. In content marketing, your executives may be the people who can effect change in your resources or influence your company’s policy towards things like social media or the overall “voice” of your brand.
Over the years I’ve developed my own internal checklist of what needs to happen to keep the user interested in what I was writing. Please consider leaving a comment about the checklist—do you think there are things you would add for your organization?
Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE! I think that the goal of the checklist is to create valuable content, which you could also say is content that has substance.
Jokes aside, using a standardized approach of content creation is very important to any serious marketer. As the information always changes, as you said, we always need to review our internal and external checklists.
Youa€™ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. If you don't know PR Smith's SOSTACA®A model, it's worth getting to know if you're involved with planning marketing strategies or campaigns. March 2016 update: If you're an Expert member of Smart Insights, you can read Paul Smith's brand new and updated 160 page guide explaining How to create the Perfect Digital Plan using SOSTACA®. SOSTACA® is a planning model, originally developed in the 1990s to help with marketing planning by PR Smith, who is my co-author on Emarketing Excellence.
We've referencedA this approach in creating our Internet marketing planning template and I've also used it in my books applying it to the core aspects of digital marketing.A You can see it gives a logical order for tackling your plan (with iterations) and you should also use it to critically assess your processes. I think SOSTACA® has become popular since it's simple, easy to remember and covers all the main issues which you need in a marketing plan or business plan. Here are some tips on how to use SOSTACA® based on my experience of applying it in companies and seeing how students apply it in assignments. We also have an example SOSTACA® plan for Expert members available in Word for members to update for their plans. Before looking at how you apply SOSTACA® at each step to create a marketing plan, my first tip is to use it to review your planning process and how you manage your marketing. Ask yourself critically about the activities you personally and your organisation are good at. Oftentimes, there is too much time spent on analysis within a plan and not enough on setting the strategies. To give focus to your situation analysis I recommend the so-calledA fTOWs form of SWOT analysis. Since digital marketing is so measurable, it makes sense to be specific as possible about your goals by developing a funnel conversion model. Hi Dave, how would you differentiate use of the SOSTAC model to the 6 Stage planning tool you developed with Bosworth (2013)?
Am doing an assignment and using SOSTAC to develop the digital plan, and I believe the Action part is where the media plan comes in, but should the justification and rationale for this plan come under the Tactics part (under the Promotions bit of the Marketing mix)?


Is it possible to see an example of an actual SOSTAC strategy in use rather than all the theory please? We do have examples, but for Expert members since a blog post isn’t the best format and it’s more valuable which will help convert browsers as you will appreciate! Marketing Campaign Model Canvas (MC2) is an aid for marketers to articulate and consolidate their campaign planning, quickly and easily.
Before you start talking, find out who you’re talking to. Is your offering aimed at the everyman end-user whose concerns are unlikely to extend beyond issues of personal relevance such as convenience and usability?
Getting a good handle on the target audience will let you make your moves with confidence later in the game, so you want to be as accurate as possible.
More often than not, dig enough and you’ll find some that are shared by all levels – all personas.
Everybody has problems they need solving, and aligning your offering to those is key to generating appeal.
If your offering can save their users time spent on routine tasks, freeing up that time to use on more crucial things (or even to get the job done and knock off earlier – thumbs up for staff morale!), call it out.
As marketing strategist David Meerman Scott put it, are you going to earn your way in, or buy, beg, and bug your way in? This is inbound versus outbound marketing – getting found through strong branding and content marketing, versus finding folks and showing them what you’ve got. Useful, compelling content is the meat and potatoes of your campaign. This is the thing that makes people even want to take a look at your offering, much less put it on the shortlist to their shortlist. The only sure way to success in any campaign is working on what you can quantify. But first you need to define what those are.
Additionally, consider: what can you afford to do in-house? What can and should you outsource? And do you have reserves?
It’s definitely someone in content marketing, web strategy or digital communications, right? Gawande is a general surgeon who suggests that applying simple checklists to both complicated and routine medical procedures can affect overall success rates and reduce infection and mortality. Hospitals use central lines, which are injection ports, to minimize the number of needle sticks. Each hospital that participated in this project assigned a senior project manager, as well as an executive who would visit at least once a month, hear the staff’s complaints, and help them solve problems.
Some of the staff’s issues were things that only the executives could solve, such as supplying the right kind of antiseptic soap and proper size drapes.
By educating your key executive about the content marketing challenges facing your team and proposing solutions, you have a real opportunity to make a difference. And if you would like to learn more, check out the next post, in which I look at each of these benchmarks in more detail to help you understand what each point means and what you can do to make your content more valuable. CMI’s 2016 Content Marketing Playbook has tips, insights, and ideas that can help increase your success with 24 of the top content marketing tactics. My only issue with the original aspect is that content doesn’t always have to be original to be valuable. Only need to add a checkbox for writing a great healdine, perhaps under the Readable section.
Unless your content has useful and relevant information, the rest really doesn’t matter.
Although some points are debatable from an SEO perspective, the points you list are very useful.
A SOSTACA® was voted the third most popular model in the CIM poll on marketing modelsA because it's easy to remember and it makes it easy to structure plans for different planning activities. I'd also say that for a student assignment, it's best to make reference to AC relatively brief, incorporating them into other sections.
To help this I recommend summarising your entire SOSTACA® plan within a table which integrates strategies, situation, objectives and tactics.


I would see SOSTAC maybe more for overall marketing planning and the latter better for specific campaign planning? Or does it target, say, 5-10 man companies, who would typically be more concerned about flexibility and cost savings? Now would be a good time to call in support from your comrades on the ground, and look deep into the profiling.
These universal pain points bear as much attention as the big hurts that afflict only, say, IT staff or large enterprises.
If it will give cash-strapped companies a means of getting the functionality of expensive solutions on their own terms, underscore it. Nail down what works for yours, and align them with the overall objective. Think about brand awareness.
The metrics you collect along the course of the campaign will tell you how you can tweak and adjust your performance to achieve those numbers. As I always say, “Great content strategy is about taking the guesswork out of execution, so creativity about content can flourish.” To help get all of the execution details straight, I’ve developed the Creating Valuable Content Checklist™. By capturing the attention and action of the executives, these hospitals in Detroit brought down central line infections by 66%. Visual design, information architecture, and usability combine to create user experience and are key in keeping users on pages. She leads AHA Media Group, a Web and content consulting firm, and authors the blog Online it ALL Matters.
The use of target keywords should be prioritized as secondary to readability, but the mere presence of h1s and h2s doesn’t contribute to findability. I’d throw in a 30-minute keyword research, just to make sure the content covers keywords that are actually useful. Whether you're creating an overall marketing or digital marketing strategy or improving individual channel tactics like SEO or email marketing SOSTACA®, is your friend.
Perhaps you're not so good at setting SMART objectives, or developing strategies to support them or the control stage of assessing how effective your strategies and tactics are and adjusting them? As I understand, the central part of it represents strategic goals, so the strategy arises here. No matter how great your offering, if it doesn’t resonate with them, they’re not likely to spend on it.
Product demo videos, case studies, blog posts filled with helpful tips – you have a lot of choices to present your offerings. You want each activity you run to have a direct and positive impact on how people perceive you and your offerings. The point is, that by methodically moving down the basic details you need to attend to with every project with your decision makers, you may be able to solve problems more easily than you realized. To implement the checklist properly, you need to get all the members of the digital strategy team working through the checklist together and make changes as needed. I’d also suggest that linking TO the content FROM other related content promotes findability. Further I go to the Objectives section, bring there startegic goals from the TOWS diagram and develop Smart objectives to the each goal (following your diagram: goals a broad, objectives smart). Identify what matters, and what processes need to be put in place to track and measure them.
I haven’t seen anywhere in the literature that this process would have been explained in such the details.



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