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! Coming from a highly practical background, we believe that our findings will benefit your own practical approaches and be relevant for other content marketing projects as well!
Our basic idea was to conduct an exciting survey among our German clients, newsletter readers and selected experts which would deliver some clues to the most pressing questions in content marketing.
We came up with questions which are of great interest to both ourselves and our target audience interested in content marketing.

How can we get a high number of honest replies in order to create an infographic which is both relevant and representative? The infographic as such is fair enough, but how can we provide our readership with even more details concerning the topic and simultaneously generate leads from the traffic on our infographic landingpage?
Result: here you will find our content marketing pdf report which was created by the same designer who was also responsible for our infographic. Result: We start from where our visitors are and lead them to our landingpages which are relevant to generate leads. We received a lot of positive feedback from numerous blogs and we ascribe that to the infographic which was attached to the contact e-mail and which helped us letting our content speak.
Yahoo , Facebook , Facebook , Twitter , Twitter , Google+ , Google+ , Myspace , Myspace , Linkedin , Linkedin , Odnoklassniki , Odnoklassniki , Vkontakte , Vkontakte , Google , Google , Yahoo , Yahoo , Rambler , Rambler , Yandex , Yandex , Gmail , Gmail , Yahoo! Designers Manufacturers , ??????? ????????? - ?????????? ???????????? , Gorgian Wikipedia - Free Encyclopedia , ????????? ?????? ????????? , Cambridje Dictionary Online , ????????? ???????? ????????? ?????? ????????? , Oxford Advenced Learner's Online Dictionar? , ??????????? ?????? - moazrovne,net, ??? China Sea The Citizen Citizens Bank Classic Chevrolet Classic Chevrolet - pre-owned The Clock Works Co-Go's Coins R Us Colaizzi Pedorthic Center Community Care Plus Costcutters Family Hair Care Cricket - Bellevue Wireless Curves of Bellevue CVS Pharmacy Dairy Queen of Bellevue Dance America Dari-Villa Restaurant John B DeBonis Family Dentistry Joseph G DeFrancesco, DMD Domenic S. Enjoy Bellevue Ephesus Mediterranean Erin's Hallmark Esthetica Salon Family Dollar First Niagara Bank Samuel S Floro, Esquire Fodi Jewelers, Inc Forest Avenue Presbyterian Church Frankfurter's Hot Dog Shoppe Fred Dietz Floral, Gifts and Antiques David Gillingham Girl Scouts Western Pennsylvania Gold Star Construction USA, Inc. Jackson-Hewitt Tax Service James Trunzo Collision Shop James V Jordan, Attorney at Law Jatco Machine & Tool Co., Inc. Pittsburgh Regional Chiropractic Center Pittsburgh Valve and Fitting PJ's Smoke Shop Plank Eye Board Shop PNC Bank Donald H Presutti, Esquire Produce Plus Market & Deli, Inc.
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? In addition, we wanted to turn the gathered information into an excellent infographic and offer our readership some additional, interesting details in a PDF file that you can download. We started out with some basic questions about content marketing and then made our way into more detailed terrain (e.g.
However, an infographic that does not live up to our high visual and content standards could not get the most out of our poll. The answer: the creation of a PDF report about our poll which can be downloaded by leaving an e-mail address.

What matters most is perfect preparation, clear research and of course an effective execution. While paying attention to website previews and existing metrics (SEO, social), we subsequently incorporated relevant blogs into the linkbird mailingsystem, which we then contacted, using either individual templates or completely individual messages according to their respective relevance.
Jesse The Tailor Jim's Hidden Treasures Joe's Rusty Nail Restaurant Johnston Self Storage Joyce's Antique Emporium of Bellevue (Antiques & Uniques) Just Playin Norman J. 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. This comprehensive making of will give you an overview of our individual approach, show you the infographic we developed and talk in detail about the success of the campaign.
To this end, we knew we did not want just any kind of design, but that we needed a perfect design which would visualize both the results of the poll and our brand in an excellent manner. We took our poll results apart, processed the most important data, interpreted the answers and provided some comments.
Concerning the seeding-process, we decided on a model in which a German and an international magazine both possessed the rights to publish the infographic and information simultaneously with us. Maria Simbra of KDKA Pittsburgh Publicly tell the World, on the Internet and TV, whether AHN murders healthy patients for organs, via fabricated diagnosis, fraudulent life-support, torture thereby, and Morphine overdose. 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). Therefore, we constantly strive to produce different resources for our target audience: such as whitepapers, webinars, surveys or newsletters, which all provide practical tips and valuable information. I think it is exciting to have a look at the different steps we undertook in our campaign and you might even get some ideas and inspiration out of it to start your very own campaign. To get a higher number of participants, we limited our poll to 21 questions and distributed them on two sheets. By offering the magazines a surplus value, we can benefit from their reach which, in turn, can positively influence the virality of our campaign. Keystone Rehabilitation Systems KFC Klauscher Architects Knights of Columbus Council #1400 Jonathon Kohler, DDS P.C. Monda, DMD Mount Assisi Academy PreschoolMount Zion Baptist Church Mt Assisi Convent Mt Nazareth Center Muddy Cup Coffee House Lisa M.
We subsequently contacted other magazines, blogs and multipliers for the best possible results.
I haven’t seen anywhere in the literature that this process would have been explained in such the details.

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