How to Create Content Planning in Marketing?
Content marketing planner - Did you know that 63% of companies do not have an established content marketing strategy? According to CMI and MarketingProfs' most recent research, this is the case. It should come as no surprise that organizations with a strategy are more likely to be satisfied with their content marketing efforts.
It's all down to chance whether you succeed or fail without a plan in place, and that means your hard work could go to waste. As a result, 64% of respondents think that one of their most pressing educational needs is understanding how to develop a content strategy.
For those of you who fall into this category, we can show you how to develop a content marketing strategy for your company.
Since OptinMonster initially started in 2013, we've utilized content marketing to build our own traffic and increase conversions, and we want to share what we've learned with you.
This guide will take you through a simple 11-step process for creating and implementing a content marketing strategy that can help you build your business while saving you both time and money.
Your content strategy plan should begin with a purpose statement for your content marketing efforts. An effective content marketing strategy begins with a clear understanding of what matters and what doesn't when developing content.
The following is an outline of what a content marketing mission statement states:
- The people you're attempting to reach
- The type of information you'll employ to get their attention
- The advantage they will derive
While your content marketing strategy's mission statement focuses on what your audience will get from it, you should also consider the benefits to your company. That's where setting business objectives comes in.
The following are examples of common objectives:
- Your content marketing plan will help you make more money.
- Achieving your income targets by increasing sales and generating more high-quality leads is key.
- increasing the number of visitors to your website, as more visitors mean more opportunities to achieve your other goals.
- Improving your company's image so that you earn power and influence and are recognized as a thought leader.
- More traffic results from SEO success.
- Reduced marketing expenses as your content gets more successful.
- Engagement on social media can help with traffic as well as authority.
Setting defined and quantifiable goals is the best method to attain them. Setting KPIs for your content marketing plan entails identifying essential metrics that will help you measure your success.
By giving check-off milestones, the KPIs will let you know when you've reached your goals. They'll include your revenue goals, sales goals, traffic goals, SEO goals, and other digital marketing goals like email marketing and social media marketing goals.
The majority of the time, they'll be identified by a certain number. For instance, you might want to:
- Reach a monthly, quarterly, or annual sales objective.
- Increase the number of people who sign up for your lead magnet as a sign that you're obtaining higher-quality leads.
- a specific amount of fresh email subscribers
- Get more people to come to your site, and have them spend more time engaging with your content.
- Boost the traffic to a few of your critical pages by improving their search ranking.
- Achieve a specific number of mentions, shares, and comments on your pillar content
- Accept an invitation to take part in important industry gatherings.
You'll also want to pay attention to marketing expenses, track your spending on various initiatives, and keep an eye on the price of obtaining leads and selling.
As previously stated, a successful content marketing plan necessitates knowing your target audience well enough to develop relevant material for them. There are three things you should do.
Compile a list of demographic information
To begin, gather demographic information on your site visitors, email subscribers, and social media followers.
Your audience's: Web analytics, social media analytics, and email subscriber analytics will provide the information you require:
You'll also learn about their primary hobbies and interests. Go to Audience » Interests » Overview in Google Analytics to locate this data. You'll be able to tell which market categories your website visitors fall into.
Many companies have previously published content on the internet. This includes your blog's material, as well as social media content, podcasts, and videos, to name a few.
What follows is a determination of whether or not the content in question has contributed to your attainment of your objectives.
(If you're just starting out and have no material, move on to Step 5 – Identify the Best Content Channels.)
An audit of your material is required to accomplish this. So, to sum it up:
- Keeping track of all content, such as blog entries, guest posts, and so on
- Identifying the areas that need improvement
Another thing to consider is how your content stacks up against your competitors' and how fresh material fits into the market.
Let's take a look at an example of how your content marketing approach could benefit from this.
While going through this procedure, you'll begin to see where your audience hangs out online, and where you already have a solid online presence. Instead of trying to achieve everything at once, concentrate on what's working and expand from there.
However, you'll have to re-examine your web analytics data to be certain. Go to Acquisition » Social » Overview in Google Analytics to see the most popular social networks where your content is shared. The majority of the social activity can be found on YouTube, as can be seen in the screenshot below.
Similar data can be found by using Buzzsumo. Enter your domain name into the search box on the Content Analysis tool's screen to begin analyzing your site's content. Enter the code to see the following graphs:
- Shares by the network
- Shares of various types of content
- Shares according to the content's length
- The most popular articles of the last year
To get even more specific results, you can narrow your search keywords. You'll be able to target the right social media networks for your content based on this information.
Next, decide what kind of content you'll be creating. Every content marketing plan must incorporate certain content types.
Most successful content marketing methods rely on having a core of information published on your own site (or home base) that can then be repurposed and shared on other sites (outposts).
In other words, blog posts remain an important aspect of your content marketing strategy and continue to yield impressive results. As a general rule, the better your blog entries are - the more shares you'll get - the better.
As soon as you've determined what kind of material you'll produce, who it's for, and where you'll distribute it, it's time to make sure you're prepared to execute your content marketing strategy. As an example of questions you might be asked,
In order to develop the content you'll need a combination of human, physical, and digital resources.
Do you plan on using a publishing approach that includes content planning?
Who is in charge of the creation of new content?
This is a role-allocation query. Think about who is in control of everything and who is in charge of delivering each piece of material.
This will be determined by the size of your firm and content team, as well as whether or not you're producing all of your content in-house or outsourcing it.
Here's an example of how it may appear:
- The content and content strategy are approved by the CEO or chief marketing officer in final approval.
- Your content marketing manager is in charge of implementing your content marketing plan on a daily basis and will collaborate with the content team.
- Individuals will contribute content based on their areas of expertise.
The next step is to determine how you'll really develop the material. Your content creators may include the following people:
Content authors who work for the company
video creators, podcasters, and graphic designers, for example
One approach to rapidly locate amazing freelancers is to return to your Buzzsumo search results and see who's created the best content. There's no harm in reaching out to them to see if they'd be interested in joining your content team. Likewise, networks like Contently, NDash, and ClearVoice, among others, can help you locate exceptional independent content creators.
Next, determine how you will go about creating new material. For example, in order to write a regular blog article, you might have to:
- Draw up a plan and get approval on it
- Post your thoughts and ideas on the blog.
- Create images to go with your text.
- Send the article to the editor's inbox.
- Any alterations you want to make
Your content strategy should include a plan for when you want to publish your material on each of the channels you intend to use.
Lack of preparation is a common problem in content marketing, which is why creating a content calendar is critical. There are numerous approaches to this.
You can, for example, use Google Calendar to track the due dates for each piece of material. That's a good strategy if you don't have a lot of stuff to publish.
In the beginning, this is the easiest approach, but as your business grows, you'll need more functionality to keep up with a growing staff of content creators and the production pipeline that your company has chosen.
You can use productivity and task management tools like Asana (seen below) or a platform specifically designed for managing editorial calendars like CoSchedule to handle this chore. Both of these tools allow you to plan out various stages of the content development process. You can start by doing some preliminary research to discover the issues that will pique the interest of your target audience.
It was previously suggested that you should generate content based on the desires of your target audience. Question Analyzer on Buzzsumo or Answer the Public are two tools that can help you learn more about what people are asking.
The Answer the Public search box lets you see what questions others have actually looked for on Google about the topic you've entered.
Then, select on the type of content you want to create, such as blog posts, and then add a title to your calendar. Continue this approach until you've planned out all of your material for the foreseeable future.
As you've seen, there's a lot of planning involved in your content marketing strategy before you produce any material. But the time has come for you to act. We'll use a blog post as an example, but these pointers apply to practically any sort of content creation.
You'll know what kind of blog post to write based on your prior study. Lists and how-to blogs, for instance, are well-liked by our readers.
Next, choose a topic from the content calendar and get to work on it!
In order to begin writing, you'll need to learn:
- How far have we already come
- What value your new material can bring to your readers or viewers
This entails conducting a Google search, reviewing the most popular information on your field, and determining how you might improve upon it. This is referred to as the skyscraper approach.
If you're collecting the correct kinds of data, consider doing some original research as a viable option.
Incorporate keyword research to discover the most important search terms and increase your search engine ranking. We go into great detail about the keyword research process in our guide Keyword Research 101.
Last but not least, begin writing or generating your content. You'll have to think about how to convey the personality of your brand in the material you write at this point.
Depending on your situation, you may wish to dress more formally or more casually. You'll also need to strike a balance between demonstrating your experience and not being patronizing to your audience. Here's some advise from Sprout Social on how to keep your brand's voice consistent while also considering vital SEO ranking elements for your content. See what works in content marketing by looking at these case studies.
A content marketing plan document serves as a road map for a successful content marketing campaign. Having this level of preparation in place before you begin distributing information has various advantages.
To begin, a solid strategy document will spell out the specifics of your campaign. It will detail who you'll be talking to, what you'll say, and how you'll say it, as well as how and where your material will be promoted and how you'll know when it's a success.
Having a strategy in place ensures that everyone engaged in the creation and distribution of your content is on the same page and that you have the resources necessary to manage all facets of a successful content campaign. From writing and posting to sharing and tracking, everyone on the team is on the same page.
As an added benefit, you have a road map or guide that you can share with others in your company. This ensures that your content marketing objectives are aligned with and fully support the objectives of your organization.
The structure of content planning dictates which content initiatives should be implemented when and how often they should be done. It's all about the workflows and processes.
A content strategy can assist you in overcoming the obstacles you experience on a daily basis when it comes to content marketing.
- Assuring the uniqueness and relevance of the content: When you collaborate on your planning, you may collect and utilize the input of multiple stakeholders.
- Consider the available resources: a more efficient and productive team is made possible by better workflows and processes.
- You'll be able to give each piece of content the attention it requires with a content plan, so that it maintains a high level of engagement.
- A content calendar helps content teams remain on top of schedules, tasks, and projects, allowing them to complete their work on time and on budget.
Only 8% of respondents in CMI and MarketingProfs' Content Marketing Benchmarks, Budgets and Trends Report said their project management flow was "Excellent," while another 28% said it was "Very Good." Many organizations are plagued by inefficiencies and snags. Poor planning or a lack of planning usually results in them, and they cause methods to become disorganized.
In order to meet the objectives outlined in your content strategy, you'll need a content plan that includes all of your marketing assets and data-gathering functions. In a content plan, you'll find everything from SEO research to engagement tracking to blogging and white paper writing. As your content marketing budget grows, so will your content plan.
You've seen the value in content marketing in terms of generating new leads, increasing audience involvement, and enhancing your brand's visibility. How on earth are you going to keep up with this? Making a content plan can help you stay on track with your marketing efforts and focus on the goals you've set. This document should be a companion to your content strategy, just to be clear.