Content WorkbookMarketing College 2013

124 12th avenue south, suite 510

nashville, tn 37203

paramore.is

Lets Do it.

1. Get Realistic

If you’re in marketing you know that content calendars are a lot like New Years

resolutions: hard to stick to. It’s important that before you commit you make

sure your goal is not too big for you and your support group.

2. Make a List

• Map out all the content your organization produces

• The manager and/or creator of that content.

• Then categorize the frequency at which that content is produced or becomes

available: Daily, Weekly, Monthly, Quarterly, Annually

3. Your Content Calendar is Just a Spreadsheet

Populate a spreadsheet with this information.

4. Get UncomfortableContent creation is like running. The first time you do

it, you might kind of suck. But you got out and did it, which is better than not

doing it at all. The next time you do it, and each subsequent time after that,

you’ll be better than before.

5. Fill in Those Content Holes

Pick a content topic, assign it to the best person to create and manage that

content. Assign them a frequency for when this content needs to be created.

Then elaborate on that schedule the internal process for having that content

proofed and approved before the assigned “live date” for that content

Marketing College Content Workbook | Page 2

Content Topic Ideas

How-To

If you know how to do something your readers would want to know about, it’s easy to transfer your

knowledge to paper -- How does a family of four vacation affordably in your area?

Top lists

A tried and true content method, top lists are a mix between original content and aggregation. you

aggregate the ideas, and write short blurbs about each -- What are the top 10 must to activities at

your destination?

Curation

Recognizing remarkable content from others is important -- What travel writer has recently published

an article about one of your destinations? What did they say?

FAQ

Think of the questions your visitors ask you every day, and turn that into a piece of content in which you

answer the common question. You could also pose a question on a social network, at an event, or and

then respond to them in aggregate in a blog post. -- Where is the best sunset in your community?

Data

Whether you have your own data or you stumble across interesting industry data in your reading, take

one or many data points and compile them into a post. data makes very shareable content, and tends to

say a lot in few words. -- What is the most visited destination in your community?

Video Content

Videos are excellent alternatives to how-to posts in which you talk through a concept like you would to

anyone in-person, who could you interview? -- Would a charismatic chef at one of your popular

restaurants talk through the restaurants menu?

Marketing College Content Workbook | Page 3

Content Type

Content Manager

Frequency Live Date

Proofreader Approver

Blogs

Videos

Photos

Presentations

Webinars

Social Media Pages

Travel Brochures

Maps

Other Marketing Materials

Press Releases

Articles

White Papers

Testimonials

FAQ

Marketing College Content Workbook | Page 4

About Paramore | the digital agency

History: How did we get here?

Paramore | the digital agency is a full-service interactive agency in the Gulch district in Nashville,

Tennessee. We create websites and online marketing campaigns that are simple, clear and focused on

results. We’ve done a ton of work for organizations in the travel, entertainment and leisure attractions

verticals, but then again, we’ve also helped sell a product called Panties for Peace and built a site called

Fart Factory. Not for the same client, of course. That would be gross.

Paramore was born in 2002 and is owned to this day by its prez, Hannah Paramore, a longtime veteran

of the digital marketing industry, including CitySearch and AOL. There’s a handpicked staff of about 30

of Nashville’s sharpest web people, all of them as witty, driven and forward-thinking as Hannah. And

humble. Did we say humble? Humble.

Competitive Advantage: Why we think we’re better than them.

We’re not just a web development firm. We’re not just an interactive media company. We are a full

service digital agency. Paramore delivers a complete approach to online marketing that includes strategy

& planning, digital and creative development and media management. We’re thought-leaders in web

development and effective use of digital media of all kinds. And we keep it simple and clear for folks who

work with us.

We specialize in:

• Website strategy, design and development

• Media planning and buying

• Media strategy

• Media execution, management, optimization and reporting

• Social, viral and mobile marketing

• SEO

• Mobile

• Apps

Here’s what really sets us apart: we love this stuff. Our people are passionate about the contributions

they make to every client success story. Learn more at www.paramoredigital.com.

Marketing College Content Workbook | Page 5

Sources

We get most, practically all, of our content from other sources. Here they are.

• http://cdn2.hubspot.net/hub/53/file-26429033-pdf/how-hubspot-does-inbound-creating-a-

content-machine.pdf

• http://www.mediapost.com/publications/article/178011/how-to-create-a-content-calendar-you-

can-stick-to.html?print#ixzz2b2m7Nk3E

• http://offers.hubspot.com/blog-editorial-calendar

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