Fast Track Your Content Marketing Plan
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This document outlines the key components of an effective content marketing plan in 8 steps: 1) establish objectives, 2) create personas, 3) define unique value proposition, 4) develop a content matrix, 5) create an editorial calendar, 6) map distribution strategies, 7) measure what matters, and 8) document the overall content marketing mission. It provides examples and guidance for how to develop each component of the plan to help "fast-track" success with content marketing.
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Fast Track Your Content Marketing Plan
- 2. Mostcompaniesdon’thave acontentmarketingplan. Mostcompaniesdon’tsucceed withcontentmarketing. You can connect the dots.
- 5. Establishyourmainobjective. Theobjectiveofourcontentmarketing planisto generate leads establish greater authority build community increase retention Select ONE as your main objective. Add secondary objectives if you plan to measure them. (Your objectives can differ from the examples listed.) . 1
- 6. Defineametricforyourobjective. Lead= an email opt-in. Authority = X Community = Y Retention = Z Adjust per your needs and analytics capabilities. . Align each of your objectives to at least one metric.
- 7. Document howyou’llkeepscore. Wewillmeasure andrecorditwith every tool Create a list of: • Top objectives • Reporting tactics • Intervals . objective, with metric time interval For example: We will measure leads, with opt-ins, and record them with MailChimp reports weekly.
- 10. Name Job/role Most pressing needs Responsibilities Pains, pleasures Role in decision Influences Media Fillintheblanks. Createafictional customer. *Add and subtract fields as needed. **B2B and B2C personas will differ. ***Create multiple personas as needed. but realistic >
- 12. Establishyour uniquevalue proposition Why do people do business with you? The answer is probably not the thing you sell. Delve into the who, what, when, where and why and uncover something magical... Anemotion. 3
- 13. Uniquevalueproposition Afictitiousexample... SayHeyPayDayputsemployers’ mindsateaseknowingthey don’thavetofusswiththe tedioustaskofissuingpaychecks. Note the emotional appeals above. Document your value proposition now.
- 14. contentmarketing mission 1. Articulate your approach to the content and industry 2. Clearly define whom the content is for 3. State how the content will satisfy the needs of those that consume it (Mission statement definition by Joe Pulizzi, founder of Content Marketing Institute) 4 Establishyour
- 15. Contentmarketingmission Afictitiousexample... SayHeyPayDaypublishesablog andinformationresourcesfor employersof5-5,000peopleto teachthemwaystocreateahappier andmoreproductiveworkplace. Did you cover Joe’s 1, 2, & 3? Document your content marketing mission.
- 16. Younailedyourstory. Whyyoumatter andwhyyour willtoo. Writeitalldowninyourfast-evolvingplan. content
- 18. In the middle of your sales funnel a prospect demonstrates interest. He or she is doing research. You are challenged to help them with evaluation. Examineyoursalesfunnel. Themiddle...
- 19. At the bottom of your sales funnel you are attempting to drive action. Your content should inspire a purchase. Examineyoursalesfunnel. Thebottom...
- 21. Createamatrix. Contenttypesatallthreelevels. Awareness Evaluation Purchase Plug in content types. What do you have? What do you need? Make a buying cycle matrix to cover all the bases. Think big. It’s useful to create a matrix per each customer persona. 5
- 23. Consideryouroptions. • Blogs • Newsletters • Social media • Events • Case studies • Videos • Podcasts • eBooks and white papers • Presentations • Infographics • Webinars • Research reports • Microsites • Apps Popularcontentformats.
- 24. Createan editorialcalendar. Get a sample editorial calendar template, which you can download and customize to your team’s specific needs. Courtesy of Content Marketing Institute. 6
- 26. “Contentisfire. Socialmediaisgasoline.” ~ Jay Baer, Convince and Convert
- 28. Mapyourpromotionalstrategies. Yourplanisgettingprogressivelypowerful. We’ll promote our blog via (Twitter, LinkedIn & Facebook). We’ll promote our webinars via our (eNewsletter and PPC ads.) Again, adjust to your needs. ~ Examples ~
- 29. Measurewhatmatters. Theobjectivesyou’vedocumentedinform themetricsyou’lluse. Make a short list of the most meaningful metrics that indicate your progress and create a simple dashboard for tracking them. 8
- 30. Andthat’syour contentmarketing PLAN. Accomplished marketers understand the content marketing plan is the foundation of a successful content marketing program.
- 32. Wanttobeefupyour contentmarketingplan? Consider adding the following: • Competitive overview • Current metrics • Keyword strategies • Lead capture and lead nurturing ideas • Content sources for subject matter expertise • Roles and responsibilities • Budget(s)
- 33. Additionalcontentmarketing planningresources. Just click. This presentation is based on a blog post, “The Content Marketing Plan that Quadruples Your Leads.” http://feldmancreative.com/2014/11/content-marketing-plan-quadruples-leads/