For our agency, the key to successful content marketing has a visual calendar that allows you to see what needs to be written and when it will be or was published for the entirety of a campaign. We write a lot of blogs for both our firm and our clients. Sharing those blogs on social media at various times on a diverse set of platforms maximizes the benefit of that blog. Simply put, the more it is shared, the more it is seen, the more it is seen, the more likely we are to attract a customer or be given a link back. Linking back to that blog in email marketing is also important and if your agency or built environment firm is like mine you have multiple target personas to keep track of. We have tried combining tools like Excel, Dropbox, and Trello but they never quite worked for our content creation lifecycle.
This is because I’m a person who prefers to see visual representations on a single platform so that I understand the situation quickly. (Former fine arts professor, architectural photographer and visual marketing expert) To solve this problem, Means-of-Production, at one point, had a 24-foot cork board set up with three sets of wires and hundreds of binder clips that ran the length of a room. We used this board to manage content workflows and publishing of blogs, newsletters, whitepapers and social media. This old school method provided the visual prompts needed to stay on track, but it did not allow for task management, the actual publishing or seeing engagement results. For the above reasons, we are now using CoSchedule for our firm and our built environment clients content management needs.
CoSchedule’s fees range from $15 to $60 a month for one user depending on the number resources you need and probably this service will be most useful if you have multiple people in your organization (or many different projects) you need to manage simultaneously, over an extended time period.