aXent’s 45 day marketing campaign framework unpacked

By on Sep 12, 2013 in Strategy

aXent Marketing Campaign FrameworkWe’ve had a lot of questions recently about our online marketing campaigns, why we use them and how they work. So we thought we’d get everyone up to speed in an article on the subject. Yesterday we talked about strategic thinking and how important it is to be flexible in your approach to achieving your vision of your business. The 45 day strategy that we use in our marketing campaigns works on a very simple principle: we create a plan based on our current knowledge of marketing principles, and then we implement it while analysing the effects and changing things as we learn from the campaign to grow the business.

Current marketing knowledge

What we know about marketing is based on years of learning, experimenting and analysing, and our knowledge is constantly evolving. This is because we put a lot of stock in thinking strategically and acting on what we know, as well as taking action to gain more knowledge. So we use our current marketing knowledge to lay out a campaign that is geared to make the best use of the tools at our disposal. For online marketing this means we need to use the business’s website and blog (in its role as news delivery service) as a basis for publishing content that aims to speak to the target market, grow the circle of influence, and convert browsers into buyers. In order to lay out this campaign we need to have a structure around it. In our case we work on three months’ worth of ideas, applied in two 45 day rolling campaigns.

Start at the end and work backwards

For each 3 month campaign we start with an end goal in mind and then break it down into its component parts to create a framework within which to work. The three month period is split into two 45 day segments that focus on the specific areas of the business that we are aiming to draw attention to, and then we brainstorm the content we need so that we can create the best path to get the whole message communicated in the most engaging manner. Once we are halfway through the first 45 day campaign, we evaluate how well the campaign is doing and make adjustments accordingly to ensure that what we are doing is achieving the desired results. The great thing about having this framework is that it enables us to stay on track while being flexible enough to allow for complete directional changes in the world of technology. For example, if a fantastic new mobile device came onto the market that could boost the campaign we’re working on, our infrastructure allows us to incorporate it and benefit from it in whatever way is required.

Plan your content

In this post, we discussed the different types of content that could be incorporated into the marketing campaign. Making the most of each one of these is what helps to grab the attention of your customers and your prospects. The best way to leverage these types of content is to plan back from the ultimate goal that you are trying to achieve. This way you can ascertain what information you need to provide and which type of content will best express that information so that all aspects of the message are covered. For this we use a framework built around the three months, broken into two 45 day lists. We then identify which types of content will work the best, and break those up according to a rhythm that works best for the company we are working with. We then carefully plan how we will roll out the information in bite-sized chunks that work well for the short attention span of web browsers, but that also aim to capture their attention. Once we have planned the content, we get writing and designing so that we are well prepared to ensure that the campaign runs smoothly and are able to also postpone things if any ‘breaking news’ needs to be added to the campaign. Meeting the demands of content marketing can be overwhelming and time-consuming, and setting up your infrastructure and being prepared are the things that will keep you sane. Having a strategic vision for your business and supporting that vision with a framework, into which you fit carefully considered information that educates and informs, as well as captures the imagination of your clients, is fundamental for your success. Ensuring that your framework is flexible enough to accommodate the constantly evolving world of business online, is paramount. Being online is no longer an option, and it’s the reason why content marketing specialists exist. If you think your company will benefit from collaborating with professional writers, designers and strategists, then give us a call now to begin your successful online marketing campaign.

Jane Hendry is Writer-in-Chief for aXent Associates. Her passion for education has led her to home school her children, and she reads voraciously to quench her own insatiable thirst for knowledge. Follow Jane on Twitter or Google+. Visit her blog to read about content marketing and life-long learning.

Great content writing, combined with a marketing strategy based on decades of online marketing success form the foundation of a potent relationship marketing plan.