panmcillan

How Pan Macmillan Publishers use GatherContent
to plan and schedule their marketing content.

Pan Macmillan are one of the UK’s largest general book publishers.

Overview

Main areas of success with GatherContent:

  • Using GatherContent for on-going content planning and scheduling
  • Focus on blog posts, social and email newsletter content
  • GatherContent centralises schedules across the organisation

A content planning and scheduling strategy driven by GatherContent

Pan Macmillan, a large national publishers, have a lot of products to publicise and therefore a lot of ongoing content needs. They’ve been using GatherContent for 18 months as a key piece of their content planning and scheduling strategy.

The Senior Content and Communities Editor works with content teams across the marketing and publicity department. They each have their own content goals and schedules, so the need to centralise content is less about production and collaboration and more about planning and alignment.

Producing all editorial content in one place

The current focus of Pan Macmillan’s content strategy is crime, history and women’s fiction novels, with the core output being blog posts for those sections of the website.

“Once written in GatherContent, the draft is tagged with all those who need to provide feedback.”

The team have a monthly planning session to come up with their blog content ideas. Once they have agreed on a list of articles they will be scheduled immediately after that meeting for the relevant writers to deliver. Once written in GatherContent, the draft is tagged with all those who need to provide feedback and after one or two rounds of edits it will be marked as approved and therefore, ready to be published.

“Using GatherContent for our blog content means that the content team isn’t inundated with emails.”

Rosanna Boscawen Senior Content and Communities Editor

Informing the team of marketing activity via GatherContent’s calendar

The Senior Content and Communities Editor encourages others in the business to look at their global calendar in GatherContent so there is organisation wide awareness of what marketing activity is happening and where the content focus is.

“By using the global calendar in GatherContent, there is organisation wide awareness of what marketing activity is happening and where the content focus is.”

Using GatherContent for email marketing

Pan Macmillan build the templates for their emails in the same way you could build a page template in GatherContent. Their digital producer, Dan Brown, built a custom email template builder on their server. This means content for eNewsletters can be written and collaborated on in GatherContent and then they use the API to pull this through into the template.

It’s as simple as dragging and dropping content types to create the template they want, exporting this to HTML and then dropping that straight into their email software to send to their mailing lists.

Pan Macmillan cited this as a better process that makes more sense to the people working on their content. Prior to using GatherContent, they used to go back and forth on email for ages in terms of editorial control and quality.

“The way we use GatherContent is incredibly useful for retrospectively working out why we had a big spike in traffic to our website on a certain day. We can easily see what was published when and marry the data to gain that insight.”

Rosanna Boscawen Senior Content and Communities Editor

Planning social content in GatherContent

With so much to say it can be challenging to manage all of the requests from around the organisation. GatherContent helps Pan Macmillan centralise these requests so they can manage all social content in a way that is conducive to their actual content strategy and editorial values.

“GatherContent helps Pan Macmillan centralise content requests so they can manage all social content in a way that is conducive to their actual content strategy and editorial values.”

Once a blog post is live, the link is added to the comments box in GatherContent and emailed to all those who worked on that post and need to share it. Book reviews or upcoming events that come from elsewhere in the business are also added to GatherContent using the predefined social media template.

The Social Media Manager acquires all of the information needed to publish and share the content being requested. The template in GatherContent ensures that contributors include links, the actual copy and any social media handles. This negates the need for a lot of back and forth and content can be requested, produced, published and shared efficiently.

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