Getting a marketing campaign off the ground can challenge even the most talented enterprise marketing operations leaders. Working from an existing marketing campaign template can break the process up into manageable chunks, delegate tasks to each team, and drive accountability among all your employees. In this post, we’re walking through a variety of marketing campaign templates to simplify your content planning.
Image via Sprout Social
Sprout Social has an easy-to-implement template for content operations teams who want to supercharge their social media campaigns with a complete reboot. This template also works well for newer companies or company branches that are starting their social strategy from scratch.
Obviously, larger content teams will need to devote more than a day to content audits. However, a quick audit of your best-performing content by topic or customer segment could be doable in that time, particularly if you have a robust content metadata feature on your content platform to help you as you search.
Even better, streamline the process even more by duplicating the tasks on the Sprout Social template on your own content calendar. That way, your entire team can see the plan and comment on it in real-time. It also helps team leaders keep their teams on track toward achieving their goals.
Buyer Persona Template
Well-organized marketing campaigns target specific segments of a brand’s customer base. For example, KitKat V, a new KitKat bar for vegans and others who want to move to a more plant-based diet, has launched a highly targeted campaign in the countries that plan to offer the bar.
To conduct such a campaign, marketers usually need to refine their existing buyer personas to laser-focus on those people likely to buy the new product. In KitKat’s case, that would likely be vegans, people with vegans in their family, and people concerned about sustainability and environmental issues.
Having a buyer persona template on hand – right on your content platform – can help content planning teams single out those likely customers quickly, giving them more time to create the content for the campaign. At DivvyHQ, we love the simplicity of Semrush’s buyer persona wizard. It’s intuitive, visually appealing, and extremely user-friendly.
Messaging Matrix Templates
When you have a targeted campaign, whether it’s a new product or a new direction your brand is taking, your teams need to align their messaging along a single theme. A messaging matrix template can guide your creative teams with details that help them tell that story.
First, your messaging matrix template should focus on the customer, not your brand. So, the first item on your matrix should be “What are our target customers’ main challenges, and how will this product/new direction help them solve those problems?”
Second, include a section where you’ll state the details of the campaign’s focus. If it’s a product or service, point out its features and how it works. If it’s a new direction, include a section where you’ll state why your brand decided to take that route and spell out the changes your new outlook will bring.
Finally, your template should contain a prompt to enter relevant customer testimonials. Change – whether it’s a new product or a new brand direction — is easier for customers to accept when they hear what others are saying about it.
Editorial Calendar Template
Do last-minute requests for one-off pieces or entire campaigns throw you and your teams into a tizzy? An editorial calendar can really take the stress out of enterprise content planning. And, it’s a lot cheaper than a therapist!
Your editorial calendar gives you the big picture. With it, you can plan campaigns far ahead, allowing your creative teams to conceptualize and even work on the content they’ll need well in advance. Then, encourage them to do so, knowing that your C-suite will probably throw you a few curveballs before then.
Combined with your content calendar on the same content marketing platform, an editorial calendar works marketing magic. Having an editorial calendar template ensures that no matter how busy you get, you won’t leave any essential elements out.
An editorial calendar template works best if you use software specifically designed for content teams rather than adapting generic project management tools and spreadsheets for your work. To provide the flexibility all large content teams need, your template should be editable.
Your editorial calendar template should include the following elements:
- Titles and topics
- Buyer’s journey stage
- Customer persona(s)
- Content topic general category
- Focus and secondary keywords
- Type of content (ebook, blog posts, videos, etc.)
- How this content will align with your departmental and corporate goals
- Creative team assignments (who’s in charge of what tasks)
- Editing, compliance, legal, and other approval phases
- Target publishing date(s)
Content Performance Reporting Template
Whether you report your content’s performance metrics to the company bigwigs weekly, monthly, or quarterly, it’s often a scramble to assemble all the content analytics data in a form the suits in the C-suite will appreciate. A content performance reporting template will make that drudge work a breeze. Here are some tips that can help:
- Meet with company executives proactively: Reporting provides no value if your departmental goals don’t align with your company’s executive board. As often as you can, meet with them to discuss their current goals — and include them in your content reporting template. As with most templates, this one should be editable since corporate goals often shift with the times.
- Align the metrics in your template with those of corporate leadership: For instance, if increasing ROI is one of their goals, you’ll need to include marketing ROI, preferably overall and for each campaign. Within that metric lives expenses and revenue, so it would be prudent to include those, too. If increasing market reach into new territories is one of their goals; for example, measuring website, video, and blog post traffic statistics in those locations should make it into your reporting template, as well as search engine rankings for locally targeted content.
- Include conversion and lead generation reports: No matter your company leadership’s other goals, learning which kinds of content and topics generate the most leads and sales is essential for their support in creating more of those kinds of content. For example, if you see that videos are really raking in customers, but people are questioning the size of your video production budget, show them your performance metrics!
- Add a wrap-up section for each main metric: Bottom-line the information in each section so the executives can read it quickly. Including infographics, graphs, or other visuals will appeal to those who prefer to digest information visually (about 65% of the population).
Organize Your Marketing Campaign Templates in a Central Hub
Ideally, you should store your marketing campaign templates on your content platform. Everyone on your teams can see them, comment on them, and suggest changes. And, they’ll be close at hand should your leadership team switch gears on their corporate goals.
When you use DivvyHQ’s comprehensive content platform, you can store your templates and other content, create and review content, engage in content collaboration with other teams, and analyze the results — all in a single location.
With its leading-edge campaign management features, you can easily plan large, multi-channel initiatives across the enterprise, plug in the information on your editorial and content calendars, and enjoy a white-glove content analytics service customized to your company’s exact needs. Even better, you can try it for free for 14 days. Start your free trial today!