How To Make A Content Marketing Plan

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How To Make A Content Marketing Plan

If you are wondering how to make a content marketing plan, then a content marketing plan example can be a good starting point. Many elements go into website content planning, and given that online content forms the backbone of any digital marketing campaign, having strong, effective examples of how to create your own can be key to your success. 

Developing a strong content marketing plan takes work and planning. Some steps to follow include:

  • Lay out your mission and goals
  • Define your key performance indicators (KPIs), or the benchmarks that will be used to measure the success of your content 
  • Define your target audience
  • Figure out your current position
  • Plan on  what types of content you will be posting Identify and allocate resources accordingly
  • Develop a content calendar and distribute high-quality content according to that schedule
  • Monitor your campaign’s performance and measure your results

Working from the top down, the first thing you should focus on is setting out your mission statement. This statement will help you define your overall objectives and the goals that go with them. A mission statement should be a brief explanation of what your business is looking to achieve and how your content marketing strategy will align with those goals. Your mission statement should also identify your target audience, the content you will use to reach them, and the benefits that target market will be gaining from this content.

Following the development of your mission statement, it may also be worth revisiting those key performance indicators, or KPIs, that you developed in an earlier step. Your KPIs will help you decide if you are hitting your milestones, so it’s important to make sure they consist of the right kinds of goals. Some common KPIs deal with online traffic, sales growth, SEO stats, or revenue increases. Think carefully about your KPIs, since they will be used to measure the success of your campaign.

What Is a Content Plan?

If you’ve ever found yourself wondering, “what is a content plan?” then it’s worth knowing that this is both a resource and a tool. A good content plan includes all the marketing assets and processes that your business uses to achieve its content strategy goals.

Several elements go into a successful content plan. SEO research, content engagement tracking, blogging, and reporting are all included, and to organize these elements, a content calendar is vital. In fact, a content calendar can be a good starting point for your new content plan, since it will give you and your teams a concrete idea of when digital marketing products should be planned, created, reviewed, and published. 

Some of the questions that the calendar element of a content plan can answer include: when will the emails from an email marketing campaign go out? What about posts on social media? Are those social media posts staggered, so that content isn’t exactly the same on Twitter and Instagram? When do pictures need to be sourced, in order to support an article being published at a particular time? 

As you begin developing a content plan, it’s also worth knowing that there are tools you can use to automate parts of this process. For example, including due dates on the content calendar can also send out notifications to your team. It’s also possible to produce content in advance and then just schedule it to go up at a certain time. Project management tools such as Asana can also be more useful than the traditional spreadsheet, making it easier to keep track of content through multiple stages.

How To Create A Content Strategy

Another helpful step toward creating a content strategy is to identify and allocate the resources that creating this content will require. Even if you are using or developing a free content strategy template, this will still take resources, even though they may not be the traditional financial ones. 

In terms of resources, some questions to consider might include: how many people does your business have participating in your content strategy? Who posts it, and who monitors it? How are digital tools and resources going to be used to support the people producing and distributing your content? How will the strengths of your content be assessed? 

These are all important questions to answer if you are trying to develop a strong content strategy. Especially for business and marketing leaders, you already have a lot to do on a daily basis, so you need to delegate these resources accordingly.

Content Marketing Plan Template

A content marketing plan template can be useful in helping you figure out your target market.

If at this point you still are wondering, “what is content marketing strategy,” then you may want to refer to a content marketing strategy PDF, which are often created to share highly successful strategies. By looking at examples of how other businesses have successfully managed content in your shared industry or for your target audience, then you will gain a better sense of how to reach those buyers successfully, instead of simply guessing and creating content in a vacuum.

After reviewing some good content marketing plan templates, move on to your own position. Review your KPIs, such as your current SEO results, and compare this to where you want to be. You can also complete a thorough content audit to see what’s performing as hoped and what’s underperforming.

Content Marketing Strategy Examples

The next part of your content marketing strategy is to identify the best channels at your disposal for the distribution of your content. You should include this step in every example, template, and framework that you create, since where content is published plays as much of a role in its success as the content itself. By being strategic about channels, you can get a sense of where your target audience tends to be online, and optimize your content to reach them there. 

When you are developing a content strategy for a website in particular, it’s also worth  figuring out exactly what type of content you want to create. Demand pages are an important part of your content mix, since they tend to attract the most visits from organic search traffic. However, websites (even more than social media) can support and host numerous types of content, ranging from  blog posts and  articles to images, videos, infographics, and even podcasts. 

By paying close attention to which channels your target audience frequents and what types of content they engage with there, you can get a sense of what your content marketing strategy should account for.

Content Plan Template

Beyond planning for content marketing itself, it can also be helpful to utilize content plan templates. This option, which might also include a social media strategy template PDF, will help you plan for what that content should actually be or include. 

For example, a content plan template could help you produce an outline that will cover the important images and information that needs to be included on every web page, blog post, and article. A content plan template can also include the branding or contact information needed across all content: in this way, a template can also support the overall marketing plan for your brand.

So, what information should be included in this template? While some details will differ by industry, you should typically include your overall goals, timeline, and internal stakeholders,  as well as information about who is responsible for producing various types of content, how the content will be reviewed, and what types of resources are at your disposal to manage this process. 

All in all, a good content plan can help you track this information, while a content marketing plan looks at the larger picture of how that content fits into your marketing campaign.

Content Strategy Example

Once you have all the other elements of your content strategy in place, the last step is to produce your content and distribute it. So, when looking at a content strategy example, make sure that includes useful means of producing and distributing that content.

Even this brief introduction shows just how much preparation needs to go into your content marketing strategy. Before you actually create a single piece of content, you have to know how it’s all going to work together. In this way, you will be able to present a unified brand and company image to customers, as well as gaining the ability to evaluate your content and see if it’s achieving the desired results. 

Likewise, content marketing and content creation are closely intertwined with other digital marketing processes, particularly search engine optimization or SEO. No matter how interesting and engaging your content is, it also needs to be SEO-friendly if you want search engines to get it in front of your target audience.

Therefore, keep keyword research and monitoring strategies central to your digital marketing strategy too, instead of treating them as completely separate from your content marketing plan. This will maximize your chances of success moving forward.

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