When she is not writing, Marion can be found in meditation or walking her Bassador, a sweet combination of Basset and Lab. It also provides a description of what each component of a SWOT analysis means, and how they influence a marketing plan or strategy. ), Content you already own (include keyword research, social media content, email content, as well as website and other online content), Who can create the content (analysis of your team, whether you need to hire more or outsource some work). How many product pitches do you make? Content plan: What is it. Where?What channels will you use to promote the content? Taking a strategic approach to your content plan ensures your message cuts through the clutter and reaches your target audience with the right information at the right time. ), Audience personas (full and detailed, versus the CMI’s snapshot versions), Connect your brand’s solutions to the audience needs (i.e., how do you solve their problems? Also, look at your buyer personas. Add [email protected] to your trusted senders list. This ensures that your content marketing goals are in alignment with—and are fully supporting—the goals of your organization. Here’s an example of content marketing analytics and the type of information that can be detailed in your report. We use machine learning, natural language processing, and artificial intelligence to power two software platforms: Curata Content Curation Software (CCS), and Curata Content Marketing Platform (CMP). Why is it so hard for marketers to create a strategic plan for their content? In addition to her corporate work, Marion is also a freelance writer whose work has been published in The Boston Globe and Skirt! Are you struggling with how to better quantify content marketing’s impact on your organization, especially. The Content Marketing Institute has put together the layout for a one-page marketing plan that will help your brand assemble its first content marketing plan. © 2021 IZEA. 2. Planning on attending any upcoming marketing conferences? Content marketing plan template consists of typical ready-made tasks. Provide your organization with data on how well content marketing is supporting lead generation and lead nurturing activities. The tricky thing is, you’re not sure what to include in your plan, or how to go about creating one. Without a social media plan, your content is going to have a shorter lifespan. 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. Free Actionable Bonus: Free Actionable Bonus: Want to create better content for social media? Now let’s look at what you want the audience to do with the content you create. A content calendar template to organize and plan your content in advance. 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. To realize the potential content marketing offers, it’s critical to have a plan. 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. According to the Content Marketing Institute’s one-page plan, here’s what you should include: While the Content Marketing Institute’s plan takes a less-is-more approach to getting the content marketing ball rolling, Buffer’s strategy template takes a more-is-more approach. Strategy Most business strategies have an operations component. To find out, start with the information gathered in the content audit. A project plan is a formal part of the project that is created by the project manager along with inputs from key stakeholders and team members. There are dozens of ways to measure the effectiveness of your content strategy. Social media image sizes. Fill out the form below to get your copy instantly. Curata is a content marketing software company based in Boston, MA. The scale of your marketing plan will greatly depend on the purpose or type of business it is for. In fact, your boss expects to see a copy of your team’s plan so that they can evaluate whether it will be worth the upfront cost, and to verify that you have some actual way of carrying out content marketing. Are these still the right messages for the right audience? Purpose is a big topic but essentially it comes down to two important elements: who are you targeting with your content, and what do you want them to do with the information you provide? Before you dive on into creating content for Instagram, … To start, gather all your content that is currently produced by your organization: keywords, blog, website, social media, etc. Who? A content marketing roadmap charts the high-level strategy for a content team. Here’s a simple example of mapping content to the goals of the client: Mapping Content to the Goals of the Site Users. Let’s start by taking a look at what content marketing is: The Content Marketing Institutedefines it this way: Note the emphasis on strategy in this statement. You have great ideas for content that you are sure readers will connect with. In addition, this question also asks to whom are you targeting this content? Objectives: Incre For any given slice of updates—say, your past 10 Facebook posts—what is the balance of content shared from your blog and from the blogs of others? Curation can help. A typical content plan starts with a main topic accompanied by content recommendations based on: Keyword variants; User intents; Superlatives; Questions; Take for example the topic “apple pie.” A “Guide to Apple Pie” would make an ideal piece of pillar content. When most people think of types of content marketing, they think of blogging as a starting point.Blogging helps you get visitors’ attention with helpful information, and provides content to flesh out your social media presence and fuel your SEO efforts, too. Having this type of plan keeps everyone involved in creating and sharing your content on the same page, ensuring you have the resources needed to manage all aspects of a successful content campaign. But when you bring these two teams together, it can have a positive impact your content strategy. After you’ve done your research, you’re ready to create content for your … Every content marketing plan must be well structured and with the correct amount of information towards conversions. Content Plan Sample Template Use this content plan template to organize and prioritize potential topics by theme or by any category that suits your needs. What is a Content Marketing Plan? Or, include data that shows how the content strategy is supporting sales, helping to fill the pipeline and move prospects along until they ultimately drive revenue. Here you’ll want to define the purpose of your content marketing plan. Your current landscape is … Your content can also be used to change perceptions. For inspiration, we’ve selected six great examples of social media content from brands that are getting it right. A marketing plan will obviously be different for a local coffee shop than a thriving corporation like Coca-Cola. Read more about how to conduct an audit. >. The important thing is to keep it to a single page that can be easily shared to maximize its impact and usefulness with executives and content creators. For example, if your organization values the consumption of content, then you will want to provide details on how many people are consuming your content, how often it is being shared, and by whom. Why is it so hard for marketers to create a strategic plan for their content? Consult our ultimate list before you decide what to hit and what to skip. Excel and Google Sheets can be cost-effective tools for building marketing calendars. Be sure you have the data you need to fully demonstrate just how valuable it is. You’ll receive an email alert when new articles are published to the Curata Blog, about 2 times a week. Our template for content marketing provides an excellent roadmap for content agencies or teams. What outcome do you expect to receive from this effort? One thing that is particularly useful about the marketing plan is that it includes a SWOT analysis, examining the company’s current overall strengths, weaknesses, opportunities, and threats. If leads and sales are the yardstick by which your efforts are measured, you’ll want to offer a different set of statistics. Instead, it’s a full on how-to guide to putting together a comprehensive strategy and plan. Everything from SEO research and engagement tracking, to blogging and white paper writing, are included in a content plan. Sharing your plan also gets others in your organization to buy into the role that content plays in making the organization successful. If you absolutely need more space, use legal-sized paper or even an 11- by 17-inch piece. You know you need a plan and strategy if you want to succeed as much as possible with content marketing. The Smart Insights content marketing strategy hub page has lots of helpful articles and guides to steer you in the right direction. BufferBuffer’s one of our favorite content marketing examples, due to their three-pronged content marketing strategy.The compan… Customers, prospects, the market as a whole? But how should you use social channels to promote your brand? Ensure you are creating a variety of content rather than getting stuck focusing on one channel. If anything starts to go off track or you’re not sure what the next steps to take might be, you can refer to the plan to help you get back on track. The editorial calendar is a good place to note what can be repurposed and how. A content calendar can be anything used to plan, schedule, and organize content and other marketing projects. This can include your owned channels such as your Facebook Page, blog, website, YouTube channel, email newsletters, etc. Ideally, a content marketing plan will include: Now that you know what a content marketing plan should include, let’s take a look at a few content marketing plan examples. 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. Keyword: high-level. This is the old-school hardcopy solution. Magazine. Taking a look at some content marketing plan examples and templates can help you get an idea of how to put together your own. From writing and posting to sharing and tracking, each member of the team knows what needs to happen and when. We’ll email you a copy as well, but click here for some instant gratification. This type of content can shed new light on a business problem your prospects have. For example it could look something like: Publish two blog posts a week. Template example. You can’t tell where you’re going if you don’t know where you’ve been. But as you will see later in this post, it gives you the details needed to build your content marketing plan. By having a content plan in place that clearly answers the Why, What, Who and How, you will be able to be more adaptable and reactive with your content.” Sejal Parekh, Brand and Creative Strategist @holasejal. This type of content can encourage a new understanding of your product but should never be an all-out sales piece. The Care Plan template is provided for your reference as a starting point for the documentation that you should have in place as a provider of care and support services. The operations component of the plan would include procurement, manufacturing and logistics strategies that enable … Then include information that shows them new ways (such as your product) to solve that problem. Now take the time to analyze the results. Taking a strategic approach to your content plan ensures your message cuts through the clutter and reaches your target audience with the right information at the right time. Plan is the first step in building a successful content marketing strategy. This template gives you a pre-defined structure of your marketing project. At high level, your editorial calendar needs to answer the critical questions of who, what, where, when and why of your content strategy: Also, what format will the content take? Spreadsheets. The key part of the process though is ensuring you achieve the right flow. These are just a few ideas. What matters is aligning against business goals, not all the abstract things you can measure. Every other facet of content strategy starts here. Copy-editing the text, fact-checking information, or even vetting it with organizational stakeholders like the legal team or C-suite, are all a lot easier when you’re working days or weeks in advance. Whether you decide to put together a single-page content marketing plan or an in-depth, detailed plan, the important thing is to have a plan in place. This content marketing strategy template fits on one side of standard printer paper. Then, using a content inventory spreadsheet, to chart how successful each of these elements has been to your content strategy. These examples range from simple templates (to help you “fill in the blanks” and get started) to actual marketing plans produced by brands and organizations. See the webinar for an example of each. The following are illustrative examples of an operations plan. Finally, no matter what type of content you create, be sure that your content is compelling enough to give the reader the information he or she needs to think or act in a new way. You have some thoughts about places to promote that content. Now let’s look at how to create that strategy and at the templates that are available to guide the process along the way. What information will it include and what is the desired action you want the reader to take? If you are one of the 70 percent of marketers operating without a plan, take heart: we’ve got the information and templates you need to guide you through the planning process and produce a content plan that can generate results. To start, you’ll want to see what content was most successful and what didn’t meet your expectations. Get My Copy! That section of the sample is an ideal location for an editorial calendar. Distribution Plan. Otherwise, it’s possible to go too in-depth and get bogged down in the details. The plan includes a relatively brief executive summary, which identifies who the company or brand is, then highlights the aims and topics of the plan overall. One of the foundations of a social media content plan is figuring out the ideal ratio for the content that you’ll share. The roadmap is not a place to list every single content piece your team publishes. If you want to gain sales or interest in your product or service, then your content will need to be more focused on specific benefits while still being educational. More than an editorial calendar, a content marketing plan document is your road map to a successful content marketing effort. A plan for content promotion Now that you know what a content marketing plan should include, let’s take a look at a few content marketing plan examples. List-based articles are powerful opportunities to win Google's … Ask your sales team about the customers and prospects they talk to on a regular basis. Here are a few examples of companies getting it right.1. And you know that you’ll find the time and resources you need to develop a content marketing plan. Care Plan template and completed example Care Plan. It requires marketers to analyze where their marketing efforts have been and what they want it to achieve in the future. Data sourced from Curata CMP, our content marketing platform. Now that you’ve got a solid base for the topics and … With the audit completed, you’re ready to take the next—and most critical—step in developing your content strategy. Don’t have the time, staff, or budget to produce enough content for all of your marketing channels? A blog post can easily be turned into an infographic, for example. More specifically, a content calendar enables a business to: Make a note of key events in the industry calendar. If you’re … Free Download: How to Curate Content Like a Boss While a content marketing strategy outlines what your goals are, who your audience is, and so on, a plan covers the execution of content marketing so that you can reach your goals and connect with your audience. In the marketing implementation section, you can focus on the type of content your brand will create, and identify who will create it. Collaborate with your sales and marketing teams. This level of content goes beyond an education and includes a high level of persuasion. Are the content marketing KPIs you use selling your work short? Apps. The editorial calendar is also a good place to keep the URLs associated with where your contented has been posted. Planning your posts ahead of time means that you can build failsafes into your workflow. If you are like most marketers, you begin your content marketing efforts with the best of intentions. Note the emphasis on strategy in this statement. Strolleria. The distribution plan explains how you’ll deliver your product or service. Download our white paper, The CMI Content Marketing Framework: 7 Building Blocks to Success , for an overview of the process, or learn about the other steps with our how-to guides on the right-hand side of the page. Here’s how you might map content to some of the goals of site users: What Are These Content Maps For? Is it a video, blog post, infographic, or podcast? Care plan; Posted: 17/08/2020. Instead it maps key content projects across different stages of your marketing funnel—or current status. A vital part of your content marketing plan is the editorial  calendar. You can also include any paid promotions that further promote your content. That’s because creating such a plan is daunting. Create your content plan; I wrote this on the YouMoz blog last year as a introduction to content planning and it contains some useful elements around beginning to structure your editorial calendar, or plan, by using key elements. Marion Williams-Bennett is a corporate communications consultant working in Boston. Publish one e-book each quarter. A social media calendar—espec… 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. Good news is on its way! Why? If they are up to date, these composites of ideal customers will help you understand the current needs and problems. As this article notes, all too often sales and marketing act as a silos, each focused on its own effort. 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. A Basic Content Plan. There are several benefits to having this level of planning in place before you start sharing content. 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. For a detailed editorial calendar template, look here. Content Marketing One-Page Plan. They stress the importance of sticking to just a single sheet of letter-sized paper. What is a content plan? Creating an action plan when teaching your lessons is a great mindset for creating engaging lessons and proactive teaching. 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. It sounds simple, yet it’s a step many content marketers don’t take. Content strategy is the ongoing process of translating business objectives and goals into a plan that uses content as a primary means of achieving those goals. Try to get a sense for the reasons behind these outcomes. You’ll also want to note what’s in your content “library” so you can reuse that content in your strategy document. As we have noted all along, sharing your content strategy with others in your organization ensures that you get their buy-in and demonstrates how the content strategy supports other sales and marketing initiatives. 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. A content strategy can either be about a brand's journey to land a customer (useful when a brand is new or has lost its way), or a content strategy can be about a customer's journey and how the brand can help. In the simple lesson plan example, the tasks in the lesson plan have been labeled as an “action plan”. While the businesses and messages are different, they all want to know. Provide a brief summary of a topic, identify the content’s unique angle, pinpoint your target reader, decide which types of content you’ll need, and describe your main goal. 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? Why create this content? A content plan is comprised of all the marketing assets and data-gathering functions needed to achieve the goals set forth in your content strategy. ), Research on competitors (what content are your competitors producing, and what other sources of content are out there? To adapt the sample plan for content marketing, you could adjust the marketing mix section to focus specifically on existing content, and your methods of distributing and promoting it. Who on your content team is responsible for the creation, posting and promotion of the content? The content audit will take some time and effort. Project Plan Example: What is a Project Plan? Know What Type of Content You Want to Create. To be inspired, read this in-depth look at how to connect content with your buyers. Here are three common types of content calendar: Printed calendars. Moreover, you have a road map or guide that you can share with others in your organization. Seventy percent of marketers lack a consistent or integrated content strategy (Altimeter), and only 29 percent of leading marketers systematically reuse and repurpose content (Curata). What they want it to achieve the goals of your organization to buy into the role that plays... Ll deliver your product ) to solve that problem content of the plan! Positive impact your content strategy brings is a great mindset for creating engaging lessons and teaching. 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