Want to have better planning tools for your Content Marketing strategy? That is the topic of this week’s show with Nathan Ellering, Content Marketing Lead at CoSchedule, the content marketing and social media editorial calendar. We learn a little about how Nathan got into marketing, what problems CoSchedule solves, the importance of guest blogging, and how software solutions for Content Marketers will change the way we distribute content.
We asked Nathan what three content planning tools he uses to help him plan the content for CoSchedule. Here is his list:
- MOZ – SEO tools with amazing add-on benefits for keywords and competitive analysis
- KISS Metrics – Data analysis tool for your content
- Mention – Social listening platform to help measure success
Nathan gave us two bonus tools: Evernote and Google Docs that are essential for his planning rhythms.
The idea of content marketing started becoming a thing. I know it’s nothing new, but it started gaining popularity a couple years ago. I just found myself naturally progressed into that direction of content marketing, the idea of providing helpful content, to help people learn, and thereby just connecting with your product and your brand. That’s how I made my way into marketing and content marketing. It’s been a pretty fun ride.
It’s all actual content. It’s focused on education, more so than anything else. We barely mention the tool, the CoSchedule tool in our content. Really, what our philosophy is there, is that if we can help people do all of this on their own and become better bloggers, they’ll actually have a better reason to plan ahead with an editorial calendar. Once they learn how to do what they do better, and they want to take it to the next level, CoSchedule is an natural next step for them.
Another problem I had with Excel spreadsheets is really, I was the only one who ended up looking at it. No one knew how to find, or where the file was that I was working from. It was just a mess. Planning without a tool design to help you plan content is tough. The more tools that come around to help you do those specific things the better. I know that we’re going to talk about some tools here in a little bit. I absolutely love tools that help me do what I do better and more efficiently. While you can scrape by with something like an Excel spreadsheet, there’s a tool designed to do it better. You’re going to save tons of time and work more efficiently with your team. I’m right there. Technology and software is really going to take content marketing to the next level.
That’s definitely something that we use Maz to help us market those key words that are right for a business to help people find content that they’re searching for CoSchedule to make that first touch point. Maz is a huge tool, and I absolutely love it.
Sometimes, I also use it to search for key words in my industry, and see what people are saying about a certain topic. Whenever I write blog posts for a different site, like Convince and Convert or [inaudible 00:14:00], or whatever it is, we then track the key word that we targeted in those posts using Mention, so that we can thank anybody who shares it on social media. Then there is that nice way to get two touch points out of your content.
We also use them for pitches to other blogs. A lot of times, you have to write out three headlines and your outline for those posts. We’ll do that using Evernote so everyone can see. Pitches are a pretty big deal. If you mention the wrong thing, use the wrong word, people may not take your pitch. That’s a way for the whole team to be involved in understanding what other blogs they’re going to pitch and how we’re going about doing that. It’s between Evernote and Google Docs, those are some great tools to do that with.
They don’t provide any super-actionable stuff that I can implement right after reading. We try to take that philosophy that has built our blog up. It has become super-popular. We have more than 33,000 email subscribers right now, and 20-something thousand subscribers on social media. I feel like we’re on the right path with our concepts, that there is an audience out there that needs super-actionable stuff that helps them, the people in the trenches doing the work, do the work better. Our philosophy with guest blogging is to bring that philosophy to other blogs, where they have a similar audience to ours, but they may not know CoSchedule.
We can show them our idea of, we are there to help you execute. By doing that, there is something to be said with having the CoSchedule name on other sites like Convince and Convert, and [inaudible 00:18:06], and Social Media Examiner. Those are pretty big names in the industry, and those are only a couple that we are looking at writing for. There’s that recognition factor there, and then a way to spread the word that CoSchedule provides super-helpful content.
My second person is actually Garret Moon. He’s our cofounder at CoSchedule. He has helped me a lot with content marketing, and just really opened my eyes to agile processes, working quickly, efficiently, staying focused. He, along with Justin is our other cofounder. Both of them are just great people to have in our corner for strategic direction, and I really look up to the both of them. It’s really fun. They inspired to burning every single day, and always getting better at what you do.