In addition to her corporate work, Marion is also a freelance writer whose work has been published in The Boston Globe and Skirt! Excel and Google Sheets can be cost-effective tools for building marketing calendars. Are you struggling with how to better quantify content marketing’s impact on your organization, especially. For example, if a train manufacturer develops a plan to expand revenue by 50% that plan will include a marketing, sales and operations component. If you are like most marketers, you begin your content marketing efforts with the best of intentions. Data sourced from Curata CMP, our content marketing platform. Planning your posts ahead of time means that you can build failsafes into your workflow. Who? The Smart Insights content marketing strategy hub page has lots of helpful articles and guides to steer you in the right direction. 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. © 2021 IZEA. Know What Type of Content You Want to Create. It requires marketers to analyze where their marketing efforts have been and what they want it to achieve in the future. Are the content marketing KPIs you use selling your work short? But as you will see later in this post, it gives you the details needed to build your content marketing plan. What?What is the goal of the content? Then, using a content inventory spreadsheet, to chart how successful each of these elements has been to your content strategy. Every other facet of content strategy starts here. 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. What matters is aligning against business goals, not all the abstract things you can measure. ), 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). We’ll email you a copy as well, but click here for some instant gratification. 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. The editorial calendar is also a good place to keep the URLs associated with where your contented has been posted. 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. 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. Marion Williams-Bennett is a corporate communications consultant working in Boston. 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. Then include information that shows them new ways (such as your product) to solve that problem. Is it a video, blog post, infographic, or podcast? You’ll receive an email alert when new articles are published to the Curata Blog, about 2 times a week. 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. While the businesses and messages are different, they all want to know. To start, a good strategy document will clearly define the key elements of your effort. Now take the time to analyze the results. Now let’s look at what you want the audience to do with the content you create. Content plan: What is it. What is a Content Marketing Plan? Provide your organization with data on how well content marketing is supporting lead generation and lead nurturing activities. 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. Why create this content? Everything from SEO research and engagement tracking, to blogging and white paper writing, are included in a content plan. What information will it include and what is the desired action you want the reader to take? 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. Download our hands-on guide and learn time saving ways to sift through the noise and quickly find content gold! Keyword: high-level. Moreover, you have a road map or guide that you can share with others in your organization. You’ll be curating content like a boss in no time. 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? If they are up to date, these composites of ideal customers will help you understand the current needs and problems. When?You need to plan all the critical dates associated with creating and distributing your content. Your content can also be used to change perceptions. The scale of your marketing plan will greatly depend on the purpose or type of business it is for. It covers objectives, strategies, sales, marketing and financial forecasts. A social media calendar—espec… You have some thoughts about places to promote that content. 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. The editorial calendar is a good place to note what can be repurposed and how. Create … 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. 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. Distribution Plan. Fill out the form below to get your copy instantly. These are just a few ideas. To realize the potential content marketing offers, it’s critical to have a plan. This ensures that your content marketing goals are in alignment with—and are fully supporting—the goals of your organization. You can easily import and export Excel files to work with your tasks online, manage dates, track progress, and estimate marketing budget. A marketing plan will obviously be different for a local coffee shop than a thriving corporation like Coca-Cola. 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. Now that you’ve got a solid base for the topics and … Before you dive on into creating content for Instagram, … By keeping the lesson plan design simple, the focus is really on the content of the lesson plan. 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 . No two marketers’ objectives are exactly alike. Who on your content team is responsible for the creation, posting and promotion of the content? Publish one e-book each quarter. Care Plan template and completed example Care Plan. A content calendar can be anything used to plan, schedule, and organize content and other marketing projects. Customers, prospects, the market as a whole? 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. 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. 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. Plan is the first step in building a successful content marketing strategy. This type of content can shed new light on a business problem your prospects have. 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. 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. 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. That’s why the first step in creating your content strategy plan starts with a content audit. The operations component of the plan would include procurement, manufacturing and logistics strategies that enable … 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. That’s because creating such a plan is daunting. A content calendar template to organize and plan your content in advance. This is the old-school hardcopy solution. In addition, this question also asks to whom are you targeting this content? Okay, calling this a template might be a bit of a stretch, but it will save … 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. For a detailed editorial calendar template, look here. 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. What outcome do you expect to receive from this effort? Ensure you are creating a variety of content rather than getting stuck focusing on one channel. A content marketing roadmap charts the high-level strategy for a content team. 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. ), 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? 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”. 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. If you absolutely need more space, use legal-sized paper or even an 11- by 17-inch piece. Our template for content marketing provides an excellent roadmap for content agencies or teams. To find out, start with the information gathered in the content audit. Apps. Curation can help. The following are illustrative examples of an operations plan. After you’ve done your research, you’re ready to create content for your … Planning on attending any upcoming marketing conferences? CLARIFY THE LIFESTYLE YOU’RE SELLING. Marketing Plan Sample. Template example. Try to get a sense for the reasons behind these outcomes. This content marketing strategy template fits on one side of standard printer paper. See the webinar for an example of each. 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. And you know that you’ll find the time and resources you need to develop a content marketing plan. This level of content goes beyond an education and includes a high level of persuasion. You can also include any paid promotions that further promote your content. Here are three common types of content calendar: Printed calendars. This template gives you a pre-defined structure of your marketing project. Your current landscape is … In the marketing implementation section, you can focus on the type of content your brand will create, and identify who will create it. Ask your sales team about the customers and prospects they talk to on a regular basis. You can gather a wealth of useable information in one conversation. 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. 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. Add email@example.com to your trusted senders list. Publish one podcast a week. Consult our ultimate list before you decide what to hit and what to skip. More than an editorial calendar, a content marketing plan document is your road map to a successful content marketing effort. Be sure you have the data you need to fully demonstrate just how valuable it is. If leads and sales are the yardstick by which your efforts are measured, you’ll want to offer a different set of statistics. With this audience defined, you then want to consider what action you want your content to inspire. Strategy Most business strategies have an operations component. Why is it so hard for marketers to create a strategic plan for their content? - 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? Project Plan Example: What is a Project Plan? 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. For example, if you are trying to gain awareness in your marketplace, then content that is education-based will be beneficial. 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