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You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. Sharing advice on selecting and using these tools to get better results from digital marketing was one of the drivers behind setting up Smart Insights and we'll soon be launching a marketplace to feature these tools - get in touch if you'd like to be featured in our new directory. However, the range of tools to gain insight is daunting and this has been highlighted again by the new Gartner Digital Marketing Transit Map - newly updated for Spring 2015.
It's a great complement for Scott Brinker's Digital Marketing Landscape map which you may know - I personally prefer since it has clearer groupings of technology categories and specific tools shown by popularity.
To the south are the “business districts” that connect with other parts of the organization: IT, sales and service, general marketing, business intelligence and general advertising, which is often outsourced to agencies. The stop in the center, labeled “digital marketing hub,” is the central station where all of the functions converge. In the northeast are services concerned with engagement quality: creative and user experience.
Maps like this can help in reviewing tools available against what you currently have in place as part of reviewing your use of insight, so I hope some may find this useful - let us know what you think?
Dave … glad you made sense of those because I was going crossed eyed with the joining up of all the different dots, inc. The most common objectives that I experience when I discuss integrating blogging and social into a small business’ marketing and communication programs are 1. Your goal in adopting and using a content calendar is to be prepared, to know what you are talking about and to ensure that it meets the needs of your audience, remember your content is looking to provide information that is useful to your audience in their professional or personal lives. The odds are really good that you have more than one type of audience that you need to communicate with. The next step is to publish your content, track what becomes of it and then modify what you are doing (a completely different post). If your using an excel spreadsheet (recommended) for your content calendar here are some suggestions on how you may want to use it, by columns. The second column is where you can insert any upcoming calendar events, like Christmas or a tax deadline.
The next column would be for any specific company events, such as a product launch, anniversary, price change, etc. The next set of columns are for scheduling the pieces of content such as your blog, podcast, video, etc. The number of columns will vary depending on the amount of content you are producing and the number of audiences you are producing for. Search in your favorite browser for an editorial or content calendar and you’ll find tons of helpful information to help you get started. Gordon Diver is father to Spence, partner to Joan, engaged in community and a marketer interested in social business and in delivering exceptional service.


From Tony the Tiger to milk moustaches, many PR campaigns have left a lasting impression on people. Tony’s catchphrase has become one of the longest running and most recognized slogans in TV advertising history. Throughout the years, the jingle has been rearranged and performed by many famous musicians, including Randy Travis and Aretha Franklin.
The commercials were among the first to include celebrity cameos, including Jim Henson, Stephen King, and Jerry Seinfeld. There have been enough allusions to this ad in pop-culture to warrant a list of its own, but Will Ferrell falling off a cliff in Austin Powers only to shout "Help!
Who could forget these Stomp-esque ads, that convinced us that our chips didn’t have to come in bags to be percussive? When I'm talking at conferences I often see most pens to paper when I'm recommending the many freemium tools to gain insight to improve results from marketing. Gartner’s digital marketing transit map presents a comprehensive landscape of marketing technologies that will enable organizations to see every kind of service and technology that is available and how they relate to each other”.
Truth is, with a little bit of thought and some serious R&D (rob and duplicate) you can create your own version that will work for you. The fundamental steps that are essential to an effective content calendar are: to know who your audience is and what topics they are interested in, to know what content you already have that you can use to answer their common questions and the build your calendar and put it to good use.
Therefore, you’ll need to create a few segments of your audience that have different interests or issues that need to be addressed.
It can help you find new prospects (or more accurately, let them find you), create better relationships with your current stakeholders and provide additional support to your current customers. I've kept this map for reference - here's the new Digital Marketing Landscape map from Scott for 2015 - checkout the difference. I’m a big fan of infographics, but could have done with some some simple tables for the technology landscape ones.
There are certain aspects of course that are fundamental to having a successful calendar and you’ll be able to easily incorporate them into whatever system works for you. To identify these groups, it is best to get in touch with everyone that is client facing in your organization.
For example, I recently did a workshop for senior staff in the early childhood education community locally that are facing some difficult times as businesses.
Having an effective content calendar will keep you on track and illustrate what you have to share to make the lives of your customers, staff and business partners better. Thanks to the 1971 James Bond flick starring Sean Connery, this slogan remains etched in our minds—probably forever. Both of those are blog posts onto themselves, in fact on my personal blog, I covered time management and ways to overcome that hurdle.


In the resources below you’ll find links to deeply developed templates and easy to use online calendars (using your Google Calendar to schedule your posts). Have a meeting and with their help, identify potential topics from the issue, concerns and praise that your clients, prospects, vendors, staff and partners identify about your service, products and interactions with them (whether in person or on line). Of the second, the issue is likely that you have much more content than you believe and just don’t know where to start.
Using a content calendar will also help you to visually see what you are planning by month, quarter and year, to ensure you capture key dates; such as that must attend industry conference. When we came to the subject of blogging and social as part of their marketing mix, a quick 10 minute chat identified a 4 month calendar of blog ideas. I was outside of their industry and it was easy for me as a parent of a child that recently got to the age that he could take care of himself to talk about information that they readily have, that I could have benefited from as a parent. It will immediately help you to identify parts of your plan that you don’t have content ready for, giving you plenty of opportunity to crowd-source topics, write a follow up on an earlier issue or find a guest post to include. One area to not overlook is to talk about what makes you and your working environment a great place to be.
It will also provide you with a laser focus on the themes and issues that matter most to your audiences.
By creating content to demonstrate that your a fun, fair, exciting place to work that is creating great value for your customers can only help you identify the best and brightest to add to your team. Industry data from your finance department for infographics, quick and easy how to videos (for example having one of the daycare centers do a quick craft demonstration for parents to use over the holidays).
Re-purposing content from previous blog or newsletter posts with updated information or sharing the best ideas of others with your own experiences woven in (like this post, with a grateful hat tip to the resources below, Lee Odden and his book Optimize and the first content calendar I used from HubSpot).
Create a place where you can take stock of the content you already have, the most frequently asked questions your staff get, ideas from an industry wiki.
Make it available to all so everyone can add to it as they come across additional resources or information. I use a workflow management system called Podio and keep all of my blog ideas there, where I can track them from the idea stage to publish. A couple of other great suggestions I’ve heard of is using a content catalog (simply an excel spreadsheet) and using Evernote (Mark Schaefer on the Grow Blog).



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