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You can’t tell where you’re going if you don’t know where you’ve been. It is often used by businesses in order to: Attract attention and generate leads; Expand their customer base; Generate or increase online sales If you are like most marketers, you begin your content marketing efforts with the best of intentions. Starting your marketing plan off on the right foot is … In short, the editorial calendar is the working document that provides everyone involved in your content effort with the information they need to produce, deliver and promote the content strategy plan. Plan and organize your content efforts according to content type and buyer lifecycle stage, and then assign writers and set deadlines. According to a research conducted by the Content Marketing Institute, 54% of B2B marketers who don’t have a content marketing plan are planning to implement one within the next year. Decide Why You’ll Use Social Media for Business, and Identify KPIs. You’ll also want to note what’s in your content “library” so you can reuse that content in your strategy document. She has over 20 years of experience creating compelling communications that advance an organization’s goals. It describes business activities involved in accomplishing specific marketing objectives within a set time frame. This level of content goes beyond an education and includes a high level of persuasion. This year, we got you covered with a complete content marketing plan what we like to call, “The Napkin Content Strategy.” It’s only one page long. This presentation is a great tool for b2b or b2c companies looking to impact thru content. The editorial calendar is a good place to note what can be repurposed and how. What matters is aligning against business goals, not all the abstract things you can measure. Creating quality content isn’t low cost but can be easy with a content marketing plan. Understanding the value your content strategy brings is a good first step. You’ll be curating content like a boss in no time. If your goals are built around developing brand awareness, driving traffic to your website, generating sales leads, converting leads into customers, and improving customer retention, it goes without saying that you’ll need to create content that allows you to accomplish all of these things. Creating a winning content plan for your Instagram account doesn’t need to be painful – in fact, today we’re going to give you a step-by-step of what you’ll need to do to create the perfect Instagram content plan. Not surprisingly, the percentage of B2B and B2C marketers that have documented strategies is almost identical to the percentage of marketers that say their strategy is extremely or very effective. So they give up. What do they share, tweet, pin, and like? To avoid falling into this trap, you need to know where you’re going and how you’re going to get there. | All rights reserved. Note the emphasis on strategy in this statement. Moreover, you have a road map or guide that you can share with others in your organization. Keyword research means using tools like Mangools or SEMrush. This ensures that your content marketing goals are in alignment with—and are fully supporting—the goals of your organization. When she is not writing, Marion can be found in meditation or walking her Bassador, a sweet combination of Basset and Lab. Here’s a comprehensive guide we put together on blog ideas: 20 Creative Blog Ideas for Writers: Never Run Out of Blog Ideas Again with This List! How to Develop a Content Marketing Plan with Templates, Todd Wheatland, Author and Speaker, Global Strategy at King Content | @ToddWheatland, Adele Revella, CEO of Buyer Persona Institute | @buyerpersona, Larry Kim, CEO of MobileMonkey & Founder of WordStream | @LarryKim, Share How to Develop a Content Marketing Plan with Templates on Facebook, Share How to Develop a Content Marketing Plan with Templates on Twitter, Share How to Develop a Content Marketing Plan with Templates on Linkedin, Share How to Develop a Content Marketing Plan with Templates via email, The Emergence of the Content Marketing Platform, read this in-depth look at how to connect content with your buyers, read more about how to capture and track this information, dozens of ways to measure the effectiveness of your content strategy, How To Unlock More Profitable Content With AI, How Content Marketing Drives Sales Throughout the Buyers’ Journey, Content Crush Nov. 17: SEO Strategies and the Revenge of the Creatives, Content Marketing Conferences: The Ultimate List, Content Marketing Job Description & Titles for Executives, Directors, Managers and Specialists, 11 Effective Ways to Use Social Media to Promote Your Content, The Insider's Guide to Content Marketing World 2017, Content Marketing KPIs: Mapping Content’s Organizational Influence. What are these prospects telling your salespeople about their problems, the industry, and the role your product or service plays in making their life better? Don’t have the time, staff, or budget to produce enough content for all of your marketing channels? Now we’re going to show you how to develop one. And then publish your content there. As you generate this information, you can begin to shape your content messaging in a way that resonates with the audience that you’ve identified. I work with a lot of content marketers in a lot of different organizations. Be sure to allow enough time for the development of written or visual elements you’ll want to include with your content, including images, illustrations for infographics, and charts. But, as Rebecca Lieb, Digital Advertising, Media & Content Analyst, Altimeter (@lieblink) notes, what matters the most is that you are providing data on the metrics that are important to your organization. To find out, start with the information gathered in the content audit. There are essentially five goals that content marketing can help you achieve: You also need to know if what you’re doing is helping you get closer to reaching them. More than an editorial calendar, a content marketing plan document is your road map to a successful content marketing effort. To realize the potential content marketing offers, it’s critical to have a plan. Here’s a sneak peek of how it works if I was to type in the term ‘content marketing plan’: Answer the Public is a fun tool to use and can be an amazing resource for generating targeted topics for your content. Use this content curation plan template to create standards on the process of compiling and selecting topics that align with business and marketing goals. To start, gather all your content that is currently produced by your organization: keywords, blog, website, social media, etc. Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. As you probably already … This way, it's easier to reach them. With a daily social media content plan, you can schedule the bulk of your content the day before, placing promotional posts of your existing content and adding curated content that appeared that day. CoSchedule’s Ben Sailer said it well: there are three main reasons to define your target audience. Avalaunch Media put together a fun infographic that identifies the personalities of users on different social media platforms that can help with this: Content audits are important for many reasons. Magazine. You’ll also want to note what results you achieved from your content marketing activity. But as you will see later in this post, it gives you the details needed to build your content marketing plan. Free Download: How to Curate Content Like a Boss Content Marketing Plan: This plan could highlight different strategies, tactics, and campaigns in which you'll use content to promote your business or product. Once you’ve defined your goals, consider the best content … Curation can help. Add blog@curata.com to your trusted senders list. Use this customizable content marketing calendar template to develop your content strategy. But what about making sure that the type of content you’re creating is actually accomplishing the goals you’ve laid out for your content marketing plan? In this strategy, I teach the usage of three main content marketing goals that lead to profits, and what types of content you can put in each bucket to get there. Learn more here. Your content can also be used to change perceptions. As this article notes, all too often sales and marketing act as a silos, each focused on its own effort. Data sourced from Curata CMP, our content marketing platform. Take action and get started with your content marketing plan today. But it doesn’t have to be that difficult. In the space included, you can establish process guidelines, assign role ownership, and set deadlines to identify key opportunities for adding value to existing content. And this guide is going to help you do just that. There are several benefits to having this level of planning in place before you start sharing content. Some platforms to promote your content include: Guest posts: these are relevant pieces of content on bigger industry sites that can increase your exposure. Learn more about building your best #contentplan yet for #contentmarketing results, Marketers that have a documented #contentmarketing plan have more success. It is critical to keep that spirit of collaboration alive during the reporting process. If you’ve used the content audit template we have provided along the way, then you now have the information you need to develop your editorial calendar. This type of content can encourage a new understanding of your product but should never be an all-out sales piece. @JuliaEMcCoy, goals that content marketing can help you achieve, In this guide to creating a detailed target persona. Our marketing training, courses, events, and free resources on topics like content marketing and email teach marketers the skills they need to plan and execute campaigns that deliver results. Now let’s look at how to create that strategy and at the templates that are available to guide the process along the way. And you know that you’ll find the time and resources you need to develop a content marketing plan. You can gather a wealth of useable information in one conversation. Who? Now that you’ve got the high-level view of how to create an editorial calendar, read more about how to capture and track this information so that your team – and your strategy – stays on target. So you’ve got your home run piece (which is the turkey served on Thanksgiving). So long as it’s extremely useful and relevant to your target audience, and something that they actually want, you’re good to go. Be sure you have the data you need to fully demonstrate just how valuable it is. Now let’s look at what you want the audience to do with the content you create. As she says, “I love using the turkey analogy…you start out with the turkey at Thanksgiving and that’s the main event, and then everybody knows that after Thanksgiving you’re eating turkey sandwiches, you have turkey on your salad, and maybe a little turkey hash. The best part about this tool is that it scours the web for questions that people are already asking on social platforms like Quora. Sharing your plan also gets others in your organization to buy into the role that content plays in making the organization successful. How to Create a Content Marketing Strategy 1. Once you know the demographics and psychographics of your target audience, simply find out where those people are spending their time. For Kessler, a home run can mean anything from a 65-page ebook to a 30-page white paper. . Charting this information ensures that your content aligns with the goals of your organization, and can also show you where you need to add additional resources or subject areas. Charmin took it to the next level with #4 on our list … Content marketing can be a vital resource for an organization. And then, after a little while, nothing happens. Let’s start by taking a look at what content marketing is: The Content Marketing Institute defines it this way: Content marketing is the strategic marketing approach of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience—with the objective of driving profitable customer action. Why? When?You need to plan all the critical dates associated with creating and distributing your content. The best way to achieve goals is to make them specific and … They create 1 or 2 500-word blog posts a week, post them to their blog and social media pages for a few months, and hope for the best. Take a look at this infographic from the team at Impact: As you can see, 89% of B2B marketers and 86% of B2C marketers are using content marketing. Content marketing subscribes to the notion that delivering high-quality, relevant and, valuable information to prospects and … You have some thoughts about places to promote that content. They stop posting. 20 Creative Blog Ideas for Writers: Never Run Out of Blog Ideas Again with This List! Defining a … The Keyword Explorer from Moz is an amazing tool as it gives you up to 1,000 keyword suggestions based around a specific term or phrase. Fill out the form below to get your copy instantly. Here’s the top 9 demographic areas you should know about your persona: personalities of users on different social media platforms. Our template for content marketing provides an excellent roadmap for content agencies or teams. But when you bring these two teams together, it can have a positive impact your content strategy. Before engaging your content strategy, ask what metrics are important to your company and be sure you can provide the relevant data on that metric. In addition, this question also asks to whom are you targeting this content? Instead, you should utilize the information gathered from your target audience research and content audits to determine what will work best for you. However, content marketing like any other type of marketing requires strong planning. To start, a good strategy document will clearly define the key elements of your effort. Look at what content areas were successful, and ask yourself the following: Analyzing what content was successful with which audience gives you a start on developing your content messages. Use these tools to make the process faster: The goal of completing a content audit for your own website and those of your competitors is to be able to answer three main questions. As you probably already know, marketing doesn’t work very well if you attempt to target several different audiences. Here’s an example of content marketing analytics and the type of information that can be detailed in your report. Having the financial resources to market your brand and your products is important. Ask your sales team about the customers and prospects they talk to on a regular basis. Now that you understand your target audience, have performed a content audit, and have plenty of ideas for content, creating an editorial calendar is the easy part. Your business plan for content marketing: This covers the goals you have for your content program, the unique value you are looking to provide through your content, and details of your business model. Coming up with content ideas is a major source of frustration for many marketers. Required fields are marked *. Your email address will not be published. Why is it so hard for marketers to create a strategic plan for their content? Are the content marketing KPIs you use selling your work short? Get My Copy! Whip out your phone (if you aren’t cradling it in your hands already) and get ready to content plan like a … From the LinkedIn marketer’s guide, for example, Miller and his team were able to generate 50-60 smaller pieces of content that included everything from webinars and infographics to SlideShare decks and blog posts. The easiest way to do this is by taking a look at the social behavior of people that fit your basic demographics. Content Mapping is an important stage of a content marketing plan which is used to delivering the right content, to the right target audience, at the right time. This not only supports your efforts but also gives you a team of employees who are engaged and willing to share the company’s content. Your email address will not be published. Make the decision that this is going to be the year that your business dominates with content marketing. With this audience defined, you then want to consider what action you want your content to inspire. 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