Curation can help. Moreover, you have a road map or guide that you can share with others in your organization. ), 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). Apps. Marketing Plan Sample. Washington Post's List-based Article. Then include information that shows them new ways (such as your product) to solve that problem. The editorial calendar is also a good place to keep the URLs associated with where your contented has been posted. With this audience defined, you then want to consider what action you want your content to inspire. She says: It makes no difference whatsoever what MY most important content marketing metric is—the real question is: what metric, what key performance indicator is most important to your business? You can’t tell where you’re going if you don’t know where you’ve been. 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. Who? By keeping the lesson plan design simple, the focus is really on the content of the lesson plan. Please also see worked example Care Plan for information. Care Plan template and completed example Care Plan. This can include your owned channels such as your Facebook Page, blog, website, YouTube channel, email newsletters, etc. Be sure you have the data you need to fully demonstrate just how valuable it is. Template example. If they are up to date, these composites of ideal customers will help you understand the current needs and problems. Sharing your plan also gets others in your organization to buy into the role that content plays in making the organization successful. What matters is aligning against business goals, not all the abstract things you can measure. Excel and Google Sheets can be cost-effective tools for building marketing calendars. It is an approved document that serves as the roadmap for the project and defines the execution of the project, how it will be monitored and controlled. A business plan is a written document that describes your business. BufferBuffer’s one of our favorite content marketing examples, due to their three-pronged content marketing strategy.The compan… 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. This is the old-school hardcopy solution. Plan is the first step in building a successful content marketing strategy. Content Marketing One-Page Plan. Your current landscape is … Although the sample plan covers marketing in general, you can easily adapt it for use with content marketing specifically. Taking a look at some content marketing plan examples and templates can help you get an idea of how to put together your own. 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. 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. The following are illustrative examples of an operations plan. We’ll email you a copy as well, but click here for some instant gratification. To start, you’ll want to see what content was most successful and what didn’t meet your expectations. The editorial calendar is a good place to note what can be repurposed and how. Instead, it’s a full on how-to guide to putting together a comprehensive strategy and plan. 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. Every other facet of content strategy starts here. Get My Copy! Publish one podcast a week. See the webinar for an example of each. You know you need a plan and strategy if you want to succeed as much as possible with content marketing. Understanding the value your content strategy brings is a good first step. 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. Free Download: How to Curate Content Like a Boss Try to get a sense for the reasons behind these outcomes. 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. Now let’s look at how to create that strategy and at the templates that are available to guide the process along the way. Who on your content team is responsible for the creation, posting and promotion of the content? They stress the importance of sticking to just a single sheet of letter-sized paper. The distribution plan explains how you’ll deliver your product or service. 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. Care plan; Posted: 17/08/2020. That’s why the first step in creating your content strategy plan starts with a content audit. 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? You can gather a wealth of useable information in one conversation. Why is it so hard for marketers to create a strategic plan for their content? Content plan: What is it. 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. More than an editorial calendar, a content marketing plan document is your road map to a successful content marketing effort. 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. Is it a video, blog post, infographic, or podcast? 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. It will specifically outline who you will be talking to, what you will say and how to say it, where the content will be promoted, and how you will know when you have been successful. 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). What is a content plan? Provide your organization with data on how well content marketing is supporting lead generation and lead nurturing activities. Before we jump into calendaring our content, let’s talk about what a content calendar actually is and a few baseline requirements for success.We define a content calendar as Strolleria. To realize the potential content marketing offers, it’s critical to have a plan. You’ll also want to note what’s in your content “library” so you can reuse that content in your strategy document. 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. That section of the sample is an ideal location for an editorial calendar. A social media calendar—espec… What information will it include and what is the desired action you want the reader to take? What outcome do you expect to receive from this effort? Now that you’ve got a solid base for the topics and … For the other map, you’ll then want to map the content to the goals of the users of the site. Everything from SEO research and engagement tracking, to blogging and white paper writing, are included in a content plan. Keyword: high-level. 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. And you know that you’ll find the time and resources you need to develop a content marketing plan. Creating an action plan when teaching your lessons is a great mindset for creating engaging lessons and proactive teaching. 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. 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. Content marketing plan template consists of typical ready-made tasks. For example, if you are trying to gain awareness in your marketplace, then content that is education-based will be beneficial. Every content marketing plan must be well structured and with the correct amount of information towards conversions. In addition, this question also asks to whom are you targeting this content? Collaborate with your sales and marketing teams. If you absolutely need more space, use legal-sized paper or even an 11- by 17-inch piece. I work with a lot of content marketers in a lot of different organizations. Customers, prospects, the market as a whole? 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? The roadmap is not a place to list every single content piece your team publishes. From writing and posting to sharing and tracking, each member of the team knows what needs to happen and when. 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. 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. 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. 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. 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. 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. Here’s a simple example of mapping content to the goals of the client: Mapping Content to the Goals of the Site Users. For example, if a train manufacturer develops a plan to expand revenue by 50% that plan will include a marketing, sales and operations component. Here’s an example of content marketing analytics and the type of information that can be detailed in your report. This template gives you a pre-defined structure of your marketing project. It covers objectives, strategies, sales, marketing and financial forecasts. To find out, start with the information gathered in the content audit. The operations component of the plan would include procurement, manufacturing and logistics strategies that enable … While the businesses and messages are different, they all want to know. A marketing plan will obviously be different for a local coffee shop than a thriving corporation like Coca-Cola. After you’ve done your research, you’re ready to create content for your … 2. Distribution Plan. As this article notes, all too often sales and marketing act as a silos, each focused on its own effort. Sometimes, the simplest option is the best option. 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. When she is not writing, Marion can be found in meditation or walking her Bassador, a sweet combination of Basset and Lab. You’ve done your audit, defined the audience and the goals of your content strategy. 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. Social media image sizes. If leads and sales are the yardstick by which your efforts are measured, you’ll want to offer a different set of statistics. Why is it so hard for marketers to create a strategic plan for their content? The tricky thing is, you’re not sure what to include in your plan, or how to go about creating one. It requires marketers to analyze where their marketing efforts have been and what they want it to achieve in the future. You can easily import and export Excel files to work with your tasks online, manage dates, track progress, and estimate marketing budget. 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. In addition to her corporate work, Marion is also a freelance writer whose work has been published in The Boston Globe and Skirt! What?What is the goal of the content? When?You need to plan all the critical dates associated with creating and distributing your content. This type of content can shed new light on a business problem your prospects have. No two marketers’ objectives are exactly alike. Okay, calling this a template might be a bit of a stretch, but it will save … Strategy Most business strategies have an operations component. 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. It also provides a description of what each component of a SWOT analysis means, and how they influence a marketing plan or strategy. To start, gather all your content that is currently produced by your organization: keywords, blog, website, social media, etc. You have some thoughts about places to promote that content. Find out how to use Curata’s powerful analytics and calendar functionality to upgrade your marketing here. This presentation is an excellent tool for b2b or b2c companies looking to impact thru content. 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). This type of content can encourage a new understanding of your product but should never be an all-out sales piece. Content marketing can be a vital resource for an organization. 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. Planning your posts ahead of time means that you can build failsafes into your workflow. CLARIFY THE LIFESTYLE YOU’RE SELLING. 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. With the audit completed, you’re ready to take the next—and most critical—step in developing your content strategy. Good news is on its way! This level of content goes beyond an education and includes a high level of persuasion. 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. Download our hands-on guide and learn time saving ways to sift through the noise and quickly find content gold! Otherwise, it’s possible to go too in-depth and get bogged down in the details. This content marketing strategy template fits on one side of standard printer paper. Where?What channels will you use to promote the content? 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. The template isn’t just a template. ), Research on competitors (what content are your competitors producing, and what other sources of content are out there? 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. 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. Review the information you compiled in your content audit to see who is responding to what content. 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. 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. How many product pitches do you make? The scale of your marketing plan will greatly depend on the purpose or type of business it is for. 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. Keep in mind that a lot of the content you create can be repurposed in another format. 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. Here’s how you might map content to some of the goals of site users: What Are These Content Maps For? Marion Williams-Bennett is a corporate communications consultant working in Boston. 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? In the simple lesson plan example, the tasks in the lesson plan have been labeled as an “action plan”. Free Actionable Bonus: Free Actionable Bonus: Want to create better content for social media? These are just a few ideas. List-based articles are powerful opportunities to win Google's … 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? Are you struggling with how to better quantify content marketing’s impact on your organization, especially. But as you will see later in this post, it gives you the details needed to build your content marketing plan. Ensure you are creating a variety of content rather than getting stuck focusing on one channel. For a detailed editorial calendar template, look here. Strolleria is the content marketing example that proves you can use content to promote … One of the foundations of a social media content plan is figuring out the ideal ratio for the content that you’ll share. You can also include any paid promotions that further promote your content. This ensures that your content marketing goals are in alignment with—and are fully supporting—the goals of your organization. Including details about the actual outcome helps you understand where your success has been and lets you prepare for the next content audit! Why create this content? More specifically, a content calendar enables a business to: Make a note of key events in the industry calendar. A ... you need to decide how often you’re going publish each type of content. Don’t have the time, staff, or budget to produce enough content for all of your marketing channels? Plan around seasonal events, such as Christmas or Easter. For example it could look something like: Publish two blog posts a week. If you are like most marketers, you begin your content marketing efforts with the best of intentions. Ask your sales team about the customers and prospects they talk to on a regular basis. Know What Type of Content You Want to Create. Project Plan Example: What is a Project Plan? But how should you use social channels to promote your brand? To be inspired, read this in-depth look at how to connect content with your buyers. 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. 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. Are the content marketing KPIs you use selling your work short? A Basic Content Plan. Here you’ll want to define the purpose of your content marketing plan. Then, using a content inventory spreadsheet, to chart how successful each of these elements has been to your content strategy. >. There are several benefits to having this level of planning in place before you start sharing content. Here are a few examples of companies getting it right.1. You’ll be curating content like a boss in no time. You’ll also want to note what results you achieved from your content marketing activity. You’ll receive an email alert when new articles are published to the Curata Blog, about 2 times a week. You have great ideas for content that you are sure readers will connect with. 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. 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. A vital part of your content marketing plan is the editorial calendar. Planning on attending any upcoming marketing conferences? 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. In the marketing implementation section, you can focus on the type of content your brand will create, and identify who will create it. Your content can also be used to change perceptions. 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. That’s because creating such a plan is daunting. © 2021 IZEA. Before you dive on into creating content for Instagram, … Why? Spreadsheets. She has over 20 years of experience creating compelling communications that advance an organization’s goals. Now take the time to analyze the results. Instead it maps key content projects across different stages of your marketing funnel—or current status. Step 1: Complete a SWOT analysis of your content marketing efforts and develop a plan to improve them; Step 2: Define the right objectives and KPIs for that plan ; Step 3: Brainstorm content ideas and map these across your funnel ; Step 4: Create a timeline to put your plans in action Without a social media plan, your content is going to have a shorter lifespan. 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. It sounds simple, yet it’s a step many content marketers don’t take. For inspiration, we’ve selected six great examples of social media content from brands that are getting it right. Fill out the form below to get your copy instantly. A content marketing plan should provide you with a map or step-by-step guide for implementing content marketing at your company. 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. 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. Add email@example.com to your trusted senders list. Note the emphasis on strategy in this statement. A Content Plan is a technique that will assist you in setting and programming the information that you will provide to your target public.. Every content marketing strategy will include a content plan that will save you a lot of trouble . Are these still the right messages for the right audience? The Smart Insights content marketing strategy hub page has lots of helpful articles and guides to steer you in the right direction. The first step is to determine the format that you will use: content for your blog, corporative website or social networks. Objectives: Incre Create … If you’re … What is a Content Marketing Plan? ), 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? The Buffer Content Marketing Plan template includes: Cengage has produced a sample marketing plan for a small software company. As you do this, be aware that some of the business problems or trends that were an issue in the past might not be relevant to the strategy you are building today. There are dozens of ways to measure the effectiveness of your content strategy. A blog post can easily be turned into an infographic, for example. The content audit will take some time and effort. Read more about how to conduct an audit. - Terms of Service | Privacy Notice | California Privacy Notice, sample marketing plan for a small software company, Your brand’s message, or what it’s trying to say, A description of your team and their responsibilities, An editorial calendar with a schedule for content creation and distribution, List of goals (a measurement of your company’s objectives), Strategy for content (what will the content do), Metrics (how you’ll measure and what you’ll pay attention to), Topic ideas and length suggestions/type of content ideas, Call to action (how will you get people to act? Curata is a content marketing software company based in Boston, MA. Data sourced from Curata CMP, our content marketing platform. Also, look at your buyer personas. 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. 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