Inbound Marketing Features: How To Plan Your Content Marketing Campaign


inbound marketing featuresWe have been putting in some new processes here at OverGo: trying out new project management systems, creating a formal system for requesting things we need for our campaigns, content marketing checklists, etc. I’ll most likely be going into detail about a lot of the changes we’re making as time goes on, but today I want to focus on our content marketing checklist we use for client’s campaigns.

Our biggest change within our company has been our shift in thinking. We were very task-orientated for quite some time. Our project manager would assign us tasks, we would complete them, and then we wouldn’t always be responsible for reporting on them or keeping constant track of them. So our fantastic project manager came up with a perfect way for the account managers to keep track of each specific project’s goal and track its progress throughout the duration.

What the content marketing checklist consists of is a place to house all the ways you can market a campaign. We broke it out into sections which include:

  • Email
  • Social
  • Search engines
  • Blogs
  • Other platforms

We customized each checklist template to our client depending on what socials they’re on and things like that. For instance, one of my clients is on Pinterest so I added a section for that platform under socials.

For each category we have sections for:

  • Plans to implement
  • Date launched
  • Duration
  • Goals and expectations over period of time

Let’s say we plan on creating a Facebook advertisement for one of our campaigns, we would put a check in that box and then fill out the rest of the boxes with our specific plans. If we don’t want to create a Facebook advertisement for that campaign then we don’t check that box or fill out the rest.

We also have another section dedicated to metrics. We measure what they are for each plan we want to implement. We track what the metrics are at the start and what we want them to be at the end. So let’s say a month ago we launched an eBook and it got a certain about of leads. We would have a document to look back on that would tell us how well that campaign did. Based off of the past campaign, we would create our metrics around the previous results and most likely aim for better. If we launched a Facebook ad and it didn’t bring in many leads, we may decide to put more attention and money into search engine advertisements or LinkedIn ads instead.

This is a great tool not only for deciding how to set up campaigns in the future but for reporting on them. If you are constantly keeping track of how campaigns are running and what is working and what isn’t, you end up spending less time reporting in the long run. With this method, all of your reporting is pretty much done for you at any given time. So make sure you are keeping track and reporting on all of your campaigns, whether it’s with a checklist or any other system your company has put into place. 

landing page checklist

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