Content Marketing Plan

Content Marketing Plan

Creating a content marketing plan is essential for any business, regardless of size or industry. A well-thought-out content marketing plan will help you stay focused and produce better quality content.


Why Do You Need a Content Marketing Plan?

A content marketing plan is a roadmap for creating and distributing relevant, engaging content across channels over time. In short, it helps you achieve your content marketing objectives.

If you're looking to improve your digital presence, boost traffic to your site, increase conversions, build brand awareness, or generate leads, having a plan in place will make things much simpler.

Without a clear plan, you won't know whether your efforts are paying off or not. And if you don't know where you're headed, how do you know when you've arrived?

66 percent of respondents stated that they were planning to increase their B2B content marketing spending in the following 12 months, out of which 20 percent planned to increase it by more than nine percent.
- Statista
Essential Elements

5 Essential Elements of a Content Marketing Plan

1. Define Your Goals

The first step in any content marketing plan is to define your goals.

  1. What are you hoping to achieve with your content marketing efforts?
  2. Do you want to make your brand more visible and recognizable?
  3. Drive organic traffic to your website?
  4. Generate leads?
  5. Enhance customer relationships

Once you've identified your primary goals, you can begin to develop a plan for achieving them.

If you have the liberty and patience, stick to a max of 3 goals. Once you have them in place, now define SMART Goals for them.

A SMART Goal in content marketing is a goal that is Specific, Measurable, Achievable, Relevant, and Time-based. For example, "I want to increase brand awareness by 20% within the next 6 months."


2. Know Your Audience

If you want your content to be successful, it's important that you know your audience. Who are you trying to reach with your content? What are their pain points? What kind of content will they find valuable?

When you understand your audience, you can produce content that resonates with them and drives results.

When defining your audience, keep 2 things in mind, be sure to define a buyer persona, and keep this to a max of 3. While working with our clients, we've realized that these end up being the top 3 types of customers (depending on the industry) they have had or intend to target.

Once you have a buyer persona in place, spend time researching and gathering buyer insights. The value this adds to the personas is amazing. A lot of times, this is right in front of you, existing data such as google analytics or checking with your sales team on their interactions with the customers will be a great start.


3. Create good quality content

Good quality content is the foundation of a successful content marketing plan. Without strong, valuable content, you won't be able to achieve your content marketing goals.

A few things to answer before creating any content are:

  1. Who is it for (persona)?
  2. What stage in the buyers' journey (awareness, consideration, or decision) is the user at?
  3. How is this content going to help the user?
  4. What is the CTA (call to action) you want the user to perform?

The above questions are in no way the ultimate list to answer before creating content, but will definitely help create good content.

If you want users to consume and engage with your content, it needs to be compelling.

If you already have a good amount of content previously created, this would be a good time to perform a full content audit to know exactly what you have in inventory. A lot of times, there will be some good quality content that can be repurposed.

4. Promote Your Content

Once you've created good content, it's time to promote it. This does not mean using paid ads. There are a number of ways to promote your content, including social media, email marketing, and paid advertising.

The key is to experiment with different channels and find the ones that work best for your audience. Remember that each platform has a different content consumption pattern that you can learn from and implement.


5. Measure Your Results

Last but not least, don't forget to measure your results. There's no point in creating a content marketing plan if you're not going to track its success. By measuring things like completed CTAs, traffic, and engagement, you can get a good idea of how well your plan is performing and make adjustments as necessary.

Creating a successful content marketing plan requires careful planning and execution. Make sure to have the 5 essential elements in your plan and you can follow the 12 steps mentioned below to create a content marketing plan.


12 Steps

12 steps to creating a winning content marketing plan

Creating a successful content marketing plan is not an easy task. It requires a lot of hard work, dedication, and planning. We will walk you through the 12 steps that you need to take in order to create a winning content marketing plan.

1. Plan

Before you can start creating content, you need a plan. And not just any old content plan, but a strategic one that will help you achieve your business goals. That's where content marketing comes in.

But before you can get started with content marketing, you need to develop a comprehensive content marketing plan. This plan should include everything from identifying your audience and setting objectives to mapping out a strategy for execution and measurement.

By taking the time to develop a well-rounded content marketing plan, you'll be setting yourself up for success from the start.


2. Audience

Who is your target audience?

This is an important question to answer before you begin creating content. After all, without understanding who you are creating content for, it will be difficult to make anything that resonates.

To get to know your target audience, consider their demographics, such as age, gender, location, and interests.

Once you have a good understanding of who your target audience is, you can begin creating content that appeals to them. Think about what kinds of content they would find valuable and informative, and then craft your message accordingly.

By taking the time to understand your target audience, you can ensure that your content marketing efforts are more likely to succeed.


3. Story

Experienced content marketers know that the best way to engage readers is to tell a story. A well-crafted narrative can captivate an audience and make them want to learn more about your product or service. And while crafting a compelling story may seem like a daunting task, it doesn't have to be.

With the help of a team of experienced strategists, designers, writers, and editors, you can create content that wows your readers and drives conversions.

So if you're looking to take your content marketing to the next level, consider investing in a team that can help you tell your story.


4. Channels

As a marketer, you know that reaching your target audience is essential to your success. But what's the best way to reach them? There are a lot of options out there, from content distribution to social media to email marketing.

It can be tough to figure out which ones are right for your business. That's why it's important to take the time to identify the right mix of channels and content types for your business. Once you've done that, you'll be able to get your content in front of the right people at the right time. And that will help you reach your goals.


5. Strategy

The fifth and most important step in developing a content marketing strategy is to align your business goals with the needs of your target audience. This means developing a holistic strategy that covers everything from a content calendar to lead generation to brand awareness to Search engine optimization and outreach.

By doing this, you'll be able to create content that not only meets the needs of your target audience but also helps you achieve your business goals.

So, take some time to sit down and develop a comprehensive content marketing strategy. It'll be worth it in the long run.


6. Content Creation

When it comes to creating great content, it really does take a team effort to come up with good content ideas. That's why it's so important to have a process in place that ensures everyone on your team is working together towards a common content goal.

One way to do this is to make sure you have a dedicated content team, consisting of writers, designers, and developers. Having all of these different skill sets working together will allow you to create truly amazing pieces of content.

Another way to ensure your team is working well together is to set up regular check-ins and feedback sessions. This will allow everyone to stay on the same page and make sure that the final product is something that everyone is happy with.

Content creation is a collaborative process, so it's important to make sure everyone is working together. By following these tips, you can be sure that your team will be able to create incredible content that achieves great results.

Different types of content (content formats) can be created for your business, below are a few common ones:

  • Interactives
  • Quizzes
  • Videos
  • Competitions
  • White Papers
  • Microsites
  • Social media posts
  • Blog posts
  • Landing pages
  • Email content
  • Organic social media content
  • Infographics
  • eBooks
  • Guides & Step Guides
  • and more!
7. Conversations

The best content marketing doesn’t just talk at your customers; it talks with them. By engaging in two-way conversations with your audience, you can build deeper relationships that lead to better engagement and conversions.

Content marketing should be about more than just pushing out information; it should be a dialogue that helps you understand your customers’ needs and desires. Only by listening to your audience can you create the kind of content that truly resonates.

So don’t be afraid to start conversations; it just might be the best thing you ever do for your business.


8. Optimization

Content marketing is an ongoing process that requires regular revisiting, refreshing, and auditing to ensure that your strategy remains on track. That's why we always recommend that you take an agile approach to content marketing, which allows you to rapidly respond to changes in your industry or market. And it's why we advocate for a continuous cycle of creation, optimization, distribution, and measurement.

In other words: good content marketing is always evolving. So as you create new content pieces, be sure to set aside time to revisit and optimize your existing content as well.

Doing so will ensure that your content strategy is always performing at its best.


9. Distribution

One way to get engagement for your content is to develop and execute a distribution strategy. This will ensure that your content reaches your target audience and drives results.

There are a number of ways to distribute your content, including social media, email, and paid advertising. Each platform has its own strengths and weaknesses, so it's important to choose the right one for your needs.

The best distribution strategy will vary depending on your goals and budget.

But one thing is for sure: if you want your content marketing efforts to be successful, you need to make sure that your content is seen by the right people. Otherwise, all of your hard work will go to waste.


10. Repurposing

Content marketing is a process, not a one-time event. That's why it's important to have a plan for repurposing your content across multiple channels.

By repurposing your content, you can reach more people and achieve better results. Here are some tips for repurposing your content:

  • Create an infographic: An infographic is a great way to take complex information and present it in a visually appealing way.
  • Turn your blog post into a video: Videos are a great way to engage your audience and get your message across.
  • Create a SlideShare presentation: SlideShare is a great platform for sharing presentations, infographics, and other visuals.
  • Turn multiple blog posts into an eBook: eBooks are a great way to repurpose your content and give readers more value.
  • Use social media: Social media is a great way to promote your content and reach new readers.

By following these tips, you can get the most out of your content.

11. Promotional

Sometimes, even the best content needs a little extra push to get it in front of the right people. That's where promotion comes in.

There are a number of ways to promote your content, including paid media, influencer marketing, and other channels. Paid media can be a great way to reach a larger audience quickly, but it can also be expensive.

Influencer marketing can be a more cost-effective way to reach your target audience, but it takes time to build relationships with influencers. And other paid channels, such as native advertising, can be effective but may not be suitable for all types of content.

The key is to experiment and find the promotional mix that works best for your business and your budget.

There is no one-size-fits-all solution when it comes to content promotion, so don't be afraid to try out different tactics until you find what works for you.


12. Measurement

There's no question that measurement is a critical part of any effective content marketing program. But what, exactly, should you be measuring? It depends on your goals, of course. But here are five essential key performance indicators to track, regardless of your specific goals:

  • Leads generated
  • Conversion rate
  • Web traffic
  • Social media engagement
  • Dwell time on page/site

By tracking these essential metrics, you'll get a clear picture of what's working and what isn't in your content marketing program. And that data will be invaluable as you work to improve your results over time.

Creating a content marketing plan that will succeed is not easy. It requires a lot of hard work, dedication, and planning. However, if you are willing to put in the effort, you can create a winning strategy that will help your business grow.

If you're looking for help in any of the above steps for your business, get in touch with our team of experts. We would be happy to assist you in any way we can.

42 percent of respondents stated that they expected their content budgets to increase over the next year; 20 percent expected them to stay the same, and three percent to decrease.
- Statista
Stay Focused

How to Stay Focused on Your Content Marketing Plan?

One of the most difficult things about content marketing is staying focused on your plan, especially when you don't have big marketing teams working for you. It's easy to get sidetracked by new ideas or to become overwhelmed by the amount of work that needs to be done. However, it's important to stay focused on your goals and objectives and to stick to your schedule as much as possible.

Here are a few tips to help you stay focused on your content marketing plan:

Make a long-term list

Make a long-term list of your goals and objectives.

Think of it as a roadmap. This will help you stay on track and ensure that you're not getting sidetracked and it's helping you achieve your overall goals. Trello is a great tool that you can use for this and even collaborate with your team in there.

Write down what needs to be done

Write down what needs to be done for each stage of the plan.

Using visual mapping tools like Miro or Whimsical works great and this will help you stay organized and make sure that you don't forget any important steps.

Create a content calendar

Create a content calendar, and set a schedule for each week and month.

You'll be surprised by the results that you can achieve with just 1 hour a day with a defined task. Ex: Audits, research, ideation/creating content, outreach, and measurement. This will help you stay on track and ensure that your content is of good quality and that to keep publishing content on a regular basis.

Take breaks when needed

It's important to take breaks so that you don't become overwhelmed or burn out. Spending 5 hrs in a day instead of spreading it across the week will definitely not have the same output. However, make sure that you get back to work as soon as possible so that you don't fall behind.

Keep the above tips in mind and you'll be able to stay focused on your content marketing plan.

Creating a well-thought-out content marketing plan is essential for any business that wants to succeed online. By taking the time to think about your target audience, your goals, and the type of content you want to create, you'll be able to create a plan that will help you achieve your objectives. And, as always, remember to keep refining your strategy as you go.

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