The Content Marketing Plan Free Tutorial Download
if you are like most marketers, you begin your content marketing efforts with the best of intentions. You have great ideas for content that you are sure readers will connect with. You have some thoughts about places to promote that content. And you know that you’ll find the time and resources you need to develop a content marketing plan.
But then you don’t.
To realize the potential content marketing offers, it’s critical to have a plan. It sounds simple, yet it’s a step many content marketers don’t take. 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).
That’s because creating such a plan is daunting. It requires marketers to analyze where their marketing efforts have been and what they want it to achieve in the future.
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.
Content Marketing Plan Is More than Just Content
Why is it so hard for marketers to create a strategic plan for their content? 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.
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.
The Value of a Content Marketing Plan
More than an editorial calendar, a content marketing plan document is your road map to a successful content marketing effort. There are several benefits to having this level of planning in place before you start sharing content.
To start, a good strategy document will clearly define the key elements of your effort. 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.