Content Marketing Plan

 Content Marketing Plan for Marketers & Bloggers

If you are ambitious, your goals will not be achieved without a plan.

What is Content Marketing? It’s all about the creation of content,  optimizing it for the search engines and also promoting it to your own audience. It is also that ” know like and trust” factor. Becoming known by your ideal customers by the publication of information that your ideal customer is searching for.

If you have a business, you probably have a content marketing plan. Most companies don’t succeed without a  marketing plan of some kind.  If you don’t have one, you need to get one together as soon as you can.

I’m going to give you a solid plan for creating a  content marketing plan.


Document Your Strategy

Do you have tasks you never seem to get done? You have a  non-existent system for tracking your work like Blog posts on your WordPress blog, or scrambled Social Media items? Let’s make your content marketing plan short and simple.

  • Later on, when you’re implementing your plan, you can make changes and add things. The plan you’ll put together today may prove ineffective for later on. You can always make an amendment to it. Even the best-laid plans get amended.


What Are Your Objectives?

To begin your content marketing plan, start by establishing your objectives.

If you don’t have an objective, you don’t need a content marketing plan. But—you also have no business doing content marketing if you do not have a plan. Don’t waste your time. Time is the one thing we all do not have enough of. Manage it well by planning it well.

Objectives – another of my articles  Social Media Business Goals 

Measure your leads monthly, record your email list growth weekly in a spreadsheet report. Google Docs, Spreadsheets.

Now you’ve documented and defined an objective

Additional objectives could build your community, establish your greater authority. See my article link above for more on objectives.


Content Marketers

Effective content marketers know precisely who their customers are and what that their target market wants, and where to find them.  “Personas” (who your market is represented by) results in giving your potential customers faces, names and their motivations.

Start with the ideal customer. Most marketers develop a target person,  There may be some research involved, but you really should know your customers. Who are they? Where do they hang out?

What do you want in the new year?

Develop a ” Persona Template” for yourself.B2B personas will differ from B2C personas.

• Name (consider using a photo you like as well )
• Job/role  -Basically field in which they work
• Job responsibilities -or life responsibilities
• Toughest challenges What keeps them up nights
• Pain points and or (and pleasures)
• Role in decision-making Makes her own purchases
• What influences him or her? People they follow

Editorial Content Calendars Another of my articles on using an Editorial Calendar

Your content marketing mission
As a content marketer, you are a publisher. Your content marketing mission needs to:

• Articulate your approach to the content and industry
• Clearly, define whom the content is for
• State how the content will satisfy the needs of those that consume it
(The list above comes from a LinkedIn Influencer post by Joe Pulizzi of Content Marketing Institute.) Hubspot

Your Marketing Funnel

Content marketing plan
“The funnel”, a metaphor symbolizing the progression of a person from -stranger to -prospect to -customer.  Description  -the buying cycle in your customers’ journey.

Stranger. She didn’t know your company before.  Thanks to your content marketing, you’ve achieved awareness. This is the first step – Awareness.
Prospect. The person has demonstrated interest. She is doing her research. As a marketer, you are helping them with evaluation. Second step – Interest.
Customer. The person is making the action you seek, buying. You’re a useful marketer because your content has inspired a purchase. The Third step – Purchase.
Different organizations will have different names for the steps. Different descriptions. Often, they’ll have more steps. It’s your funnel, so have it your way. What matters is you’re comfortable with a reasonable amount of steps.

Your personas define your potential customers. Your selling proposition and mission statement defined your story.

Content : Consider the most popular, and often, the most effective options. Like…

• Blogs
• Newsletters
• Social media
• Events (online and off)
• Case studies
• Videos
• Podcasts
• eBooks and white papers
• Presentations
• Infographics
• Webinars
• Research reports
• Microsites
• Apps

Research and Testing

Long-term, you will do some research. You’ll test. You’ll analyze your metrics. You’ll repurpose winners, dump losers, and refine middle-of-the-road stuff. But short-term, you’ll speculate, make some decisions and create a content marketing calendar. Bloggers tend to call it an editorial calendar.

Content marketing expert Jay Baer often says, “Content is fire. Social media is gasoline.”  A Good way to think of it.

Jay also wrote, “You must market your marketing and create a distribution plan for each piece of content.” Solid advice. Consider your resources (and, of course, your audience) and attempt to make smart choices amongst:

• Social media networks
• Email
• Search
• Paid search
• Advertising
• Sponsored content (on blogs and social networks)

Map your strategies per content type

For instance…

• We’ll promote our blog via (Twitter, LinkedIn, and Google+).
• We’ll promote our webinars via (our e-newsletter and PPC ads).
• And so on

The planning process, it need not be overly complicated. Apply this simple approach: the objectives you’ve documented inform the metrics you’ll use.

You need not track a massive list of metrics. Document your objectives. Make a short list of the most meaningful metrics that indicate your progress and create a simple dashboard for tracking them. I use Google Docs, Spreadsheets.

And that’s your plan  – put together today.



If you would like to chat for 15 mins for (free) pick a time here on my calendar.

About Kathryn Maclean
A certified Social Media Campaign specialist using Facebook, Twitter Pinterest and Google +. Affiliate Network Marketing using resources such as PAC Power Affiliate Club – PAC Welcome Coordinator.