Content Marketing Plan
1) Auditing – You’ll want to review all your content for optimization.
Does your content include the best keywords to drive organic traffic
to your site?
Auditing will also help you assess what content you already have
that’s working. If you have content that isn’t resonating with your ideal
audience, then you’ll need to decide if you should delete it or rework
You will also discover what content you’re lacking. Depending on your
goals and audience needs, you can determine the types of content
you still need to create.
When auditing your content, pay special attention even if the content
seems popular, whether it is in alignment with your goals. If you have
content that doesn’t address or align with your current goals, then it’s
nothing but random content with no purpose.
Researching trends and influencers in your niche will give you insight
into whether the content you’re creating will resonate with your ideal
2) Produce – When writing articles, always stay on track with your
editorial strategy. This will aid you in creating content that will help
you reach your goals.
Write about topics your ideal audience needs. Offer high-quality
content that addresses their struggles and provides them with a
Format your articles according to industry standards. Write in short
paragraphs and include headings and subheadings. For length, aim
for 1000 words or more.
Given the fact that most individuals prefer visual content, create
infographics to enhance your content. This will give a more preferred
visual aesthetic, while still providing the necessary information.
I’ve read, that videos are predicted to amount to 79% of online
content in 2017. That’s a number to sit up and take notice of. If you’re
not creating video content already, you need to start.
Email marketing has evolved over time and is continuing to evolve.
Your list, as it’s called, is something to guard within an inch of your life.
Unlike followers you may have on other platforms, your email
subscribers are the only list you outright own.
Email is one of the best ways to create and distribute your
promotional content. What you put in your emails is determined by
the goal(s) you want to execute.
Setting up an editorial calendar will keep you organized. It provides a
framework for producing the right content at the right time.
3) Distribution – Consider this the tentacles of content marketing. You
want the content you create to get found by the largest audience
possible. The way to do this is to have a strategic marketing plan.
Publishing content on a regular basis does a lot of the work for you. If
your article is keyword optimized then search engines will take care of
the rest. Yet, your content will most likely be distributed on page
never never land, a.k.a page 22.
The goal is to have your content rank higher with the best SEO, so it
ends up on page one. But, your marketing should not end here.
Share your content on social media platforms that your ideal
customers are active on. Google’s algorithm also considers social
signals important to ranking. They view socially shared content as a
vote of approval.
Webinars are a high-impact way to share your content. If executed
strategically, they can drive traffic and conversions. Incorporate
webinars into your content marketing plan as another way to reach
your ideal client.
Your email marketing should also include sharing your most recent
content. It’s important to share it with your list to build your brand’s
message and foster relationships with your readers.
Pay to play social ads are unprecedented in audience reach, traffic,
and conversions. That is, when they are well crafted and targeted.
Even if an ad doesn’t result in conversions, they may still result in
social shares or inbound links. This will only help improve your SEO.
Ads are tricky. If your not well versed in how to create attention
grabbing copy, then consider outsourcing this task. Your money will
be well spent.
A well thought out strategic marketing plan is what produces results.
If you’re creating random content and marketing it on an inconsistent
basis, your business will die an untimely death.
Measuring Your Results
There’s a multitude of metrics you could track to measure your
content marketing results. Don’t make the mistake of trying to set too
many goals. Focus the metrics you measure on your specific goals at
Tracking two or three metrics on a monthly basis is a good place to
start. Business owners might want to track traffic and leads. While
bloggers will most likely want to track traffic and subscribers.
You will need to measure social media metrics as well because the
more followers you gain, the more traffic it will drive.
Tracking these metrics will help you not only determine what’s
working, but also identify issues before they become a problem.
Take inventory of existing content
Align your content with your business goals
Create high-quality on target optimized content
Create content in different formats
Automate marketing processes where possible
Use proper SEO keywords to get found
Track specific metrics for results
1) Don’t make the process too difficult. Create processes that are easy
to adhere to and stay consistent with. Content marketing should be a
long-term plan, not a once in awhile when I feel like it kind of thing.
2) Automating some of your processes will save loads of time, but
choose your content marketing software wisely. Find the ones that
are easy for you to understand and operate.
3) Create a plan that will grow along with your business. What that
means is, keep future plans for your business and algorithm changes
in mind. Do your research. Stay on top of industry trends, and develop
a strategy that can evolve as the industry changes.
Businesses that develop a content marketing strategy which includes
a solid measurement framework have a better chance of achieving
As the online business industry matures, a haphazard approach to
content marketing will become more unlikely to work.
You owe it to yourself and your business, to develop a solid content
marketing strategy. You want to ensure your content gets in front of the
right audience, at the right time.