Editorial and Campaign Planning

Project Date

Ongoing

Business

ADI Global Distribution, a distributor of AV, security and other low-voltage products for installers and dealers

Challenge

While our team had a process for marketing requests/submissions and project tracking, we did not have a process or calendar for planning upcoming campaigns and non-promotional content. We needed a single place to view all upcoming content we were publishing and distributing across multiple channels.

Objective

• Create a calendar for all non-promotional content across multiple channels and content types, including articles, webinars and emails

• Implement weekly editorial meetings with my content team and bi-weekly meetings with my demand generation counterpart

• Launch a hub to house articles and other editorial content

Result

By brainstorming and planning content with editorial and campaign meetings, and implementing a calendar, we’ve been able to plan execute campaigns and other content that align to our strategy of shifting away from promotional-heavy marketing to provide value to customers.

In March, I launched ADI’s first-ever content marketing hub to house editorial articles that we’re publishing on a monthly or bi-monthly basis and worked with design to bring this vision to life. The articles in our hub have so far driven more than $500,000 in revenue since January and have received thousands of page views.

With our calendar and processes in place, my team and I plan up to a year ahead to execute multi-channel, content-driven projects that align to business goals, customer interests and industry trends.

View Editorial Calendar and Content Hub