WE•DO Marketing Map (FREE Download)
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Make a copy of this template to use for yourself. Simply go to File > Make a copy
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Why Use This Template?
We believe your content strategy is critical to building an audience or communicating with your existing one. We designed this tool to be a container for brainstorming what you want to say, how you want to say it, what channels to use, and at what frequency to communicate your messages. We include some instruction here, but it is only meant to serve as a guide post and not a rule book.
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See our explainer video to learn how this tool plays out
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Step 1
Create a Keyword Universe:
Research keywords that you can use to build a message around. A good starting point for identifying keywords is to consider the services or products that you offer and think of what words and combinations of words your customers are likely to use in order to find your business. Use the first tab, Keyword Universe, by dropping in the keywords you and your team agree on. You will find a Dropzone (row 2) for you to drop in keywords from your brainstorming session. Once you have the Dropzone loaded up, you need to start organizing your keywords into Topic Categories (rows 4-7). (If you need help with this initial step you can reach out to our team, we offer keyword strategy sessions)
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Step 2
Populate the Topic Schedule:
Now that you have a pile of keywords to work with you can start deciding on which topics to focus on for each month. We believe you should make your plan as simple as possible to keep to one topic each month and find sub-topics to create content to support the main message. Also, find transition points to make a fluid move from one topic into the following month. Use the Topic Schedule to drop in your ideas and plot where your messages fall over the course of the next quarter or year.
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Step 3
Build Out Your Posting Calendar:
This tab is designed for plotting out what kind of content you plan to produce (column B), which channels you plan to use (column C), and when you plan to post the content (columns D - BC). Make sure to plug your topics into each month (row 3, columns D - BC). The structure here is setup to provide many options, but please be realistic with your capacity as an organization or as an individual in what you can actually accomplish. In other words don't fill up the entire thing because you will end up with a plan that you can't execute and the entire effort could fall to the wayside.
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Step 4
Complete Each Topic Tab:
Now you are down in the nitty gritty of using this tool. Use the tabs following the Posting Calendar to unpack your topic and sub-topic ideas. Here you can develop the message a little further for each month and come up with compelling content around the parent topic. List out your subthemes (column B), keywords (column C), the channel(s) its assigned to (column D), and the gist of the message (column E).
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Step 5
Write & Implement:
So you have a plan now and it's time to write your articles, social media posts, record your podcasts, and edit your videos. This part is up to you. Our template helps you reach this point with a clear strategy and actions to take. We wish you the best in using this tool.
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If you need additional support with strategy or developing content reach out to us here
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Or call our office at 828.595.3261
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Instructions
Keyword Universe
Topic Schedule
Posting Calendar
Month 1
Month 2
Month 3
Month 4
Month 5
Month 6
Month 7
Month 8
Month 9
Month 10
Month 11
Month 12
 
 
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