“Marketing Backstage.” As I’ve had experience running live webinars, I was invited to contribute to the project, which soon went to another level in our strategy. Rock Content is a market leader in terms of content marketing and has many experts working every day to make marketing better. So, why not count on our experts to spread the word and show how we get things done? The initiative first aimed to broadcast to students only, but we saw a good opportunity to make it wider, not only educating the audience but also generating marketing results.
After that, I became responsible for managing and running the Marketing Backstage session, and local marketing email list now I will tell you more about it. Planning the initiative The first step was understanding if the project fits into our editorial calendar. If you want to kickstart a new and robust project like this, you should evaluate not only if you have the slots in your calendar but also the time, resources, and workforce needed to run the project successfully.
In our case, we did not have any impediments so we decided to move forward, having one session every month. The next step was developing the narrative and branding for the project. We decided that the narrative around Marketing Backstage is to show our general audience how our experts get things done, which can be achieved by giving them a step-by-step demonstration. We counted on our designers to define the brand identity according to this narrative, so we were able to develop the presentation template, broadcast page, and other promotional materials aligned with the brand.