How I Created a Marketing Strategy for Repurposing Podcast Content
One cannot overlook the importance of creating a thorough, specific, and clarified plan when it comes to succeeding in Marketing.
“Most people don’t plan to fail, they fail to plan.” John J. Beckley
Lacking a plan will inevitably lead to the failure you were wanting to avoid in the first place.
In the realm of marketing, do to the multiple moving pieces and layers of actions steps needed to be taken; a marketing strategy for executing a campaign is a MUST.
Here is the step by step process that I took to create a marketing strategy a project I did for the Mission.
Step #1: What Am I Trying to Accomplish?
First things first, you must determine what it is that you are looking to accomplish. Increase in engagement? New customers? Successful launch of a new product?
What results are you looking to create?
Only once you see the end will you be able to determine:
- What content is needed to be created?
- What platforms would be best to utilize?
- Who am I trying to reach?
For myself, I recognized 3 main objectives of this project.
- To Repurpose The Mission Podcast Content by Creating Blogs, Tweets, and Insta Posts.
- To Better both Technical and Overall Writing Skills.
- To Create a Value Prop Incorporating All of Content to Send to The Mission.
Step #2: Outline
Now that I clarified my objectives for actually creating content, you need the actual step by step plan to attaining it.
I’ve noticed up to this point that whenever you approach the realm of creative thinking which is needed in content creation, an outline of the daily, weekly, and monthly tasks/actions items is needed. Why? Mental space. Brain dump everything that you think you may need to do and outline both your research and ideation process.
Here is a great article by Jeffrey Kranz, CEO of Overthink Group, on how he creates marketing strategies. This helped me a lot to begin to wrap my mind around the strategizing process.
Here is my project outline for really staying on top of and meeting daily, weekly, and monthly goals.
Step #3: Who Is My Audience?
Next step, who are you trying to reach?
That was pretty easy for me to narrow down. As I said, all of the content I will have created by the end of the month will be for a media company and creative studio called Mission.
So who is Mission’ audience?
In my research of the company, their focus is clearly laid out above. Anyone from entrepreneurs to creators of all sorts to business leaders to your high growth individual!
In my research, I found that the Mission’ audience was just specific enough to give a sense of direction in creating content & general enough to keep you guessing as to who’s interest could be peaked!
Step #4: What Forms of Content Am I Creating?
The essential next step was to determine what I am trying to create? To do that, I did some research on the kinds of content that Mission spends most of their time creating and sees the most engagement with.
Here’s what I found.
No surprise here, Mission is a creative studio that specializes in Podcast creation. This is the bread and butter!
When it comes to being a voice regarding the many different topics they cover or looking to even create custom podcasts for companies like Salesforce, podcasts are Mission’s forte.
Below is a shot of just how many different shows the have.
The Mission’ Podcasts and digital media content has gotten some major recognition as well! In 2018, their series of podcasts were named, “Best of 2018” by Apple.
Mission has a major following on Medium, a major online publishing platform.
Seeing this, it told me that Mission spends a good amount of their time repurposing their own content into blogs. What did this tell me?
This was a huge sign to me that new, fresh content from a different perspective could be valuable!
Mission, I would say is most active on Twitter. They have both a good follower base at over 13K followers, plus use tweets as a click funnel to their variety of podcasts.
Writing copy for anything can take time and creativity. With that, the plan for me to write a series of pre-created tweets plus trackable links is one that could be a good value adder for a company like Mission.
The Mission’s Instagram account has a smaller follower base, for whatever reason that is I don’t know.
However, the variety of posts that they create are similar to Twitter with a lot of graphics from recent or upcoming podcast guests. The copy will typically be a quote or snip-bit from the show itself. Here’s an example:
Based on my experience, content that is both on brand and the work is already done is always a big value adder. (Whether someone like the Mission actually utilizes the variety of pieces I’ll create is a whole other thing.)
Here are the pieces that I am looking to create over the next three weeks:
- 3–5 (500–1000 word) Blog posts utilizing recent podcasts.
- 5–10 Tweets that will include both quotes and trackable links.
- 5–10 Instagram ‘Blogs’ utilizing recent podcasts.
Step #5: Create A Content Strategy & Calendar Using Trello.
With the wide variety of moving pieces, I realized very early the importance of getting everything out of my head. The need to stay organized is huge. I decided to utilize the tool Trello, which utilizes boards to organize your projects and enable greater collaboration across the board.
Here is the content calendar that I will utilize throughout the course of my project (Video to come on my strategy behind it!)
In the midst of all of my research and strategizing (post content strategy)for the best way to create value for the Mission, I realized the cherry on top would be to create a content calendar.
Here are some videos that really helped me best utilize Trello as a tool to create a content calendar for Mission!
- Trello Tutorial: How to Create a Blog Editorial Calendar With Trello and Butler
- How to Create a Content Calendar Using Trello
Jumping into this project, I wasn’t super sure about what it would take to not only create this much content, but to do it in a way that was seamless and produced top quality pieces. A lot of my research initially was simply asking myself questions like:
- How do people get organized for work like this?
- Where do you begin in a content creating process?
- How do you best document your work?
- Tips on creating strategy, calendar, etc?
This took a lot more time in the beginning than expected, but hey you don’t know what you don’t know.
Delving into the world of content has been a learning curve for sure, but one I am excited to continue to embark on!