Your Business Does Need A Content Marketing Plan


MAY, 2018

Most companies today know that content marketing is a crucial component of their overall marketing strategy.
Organisations of all types and sizes have realised that effective kick-butt content marketing not only attracts customers, it actually retains them too. And it does this though the creation and curation of content that is consistently relevant and useful enough to change consumer behaviour.

You see, epic content marketing turns potential customers into actual buyers. Over and over again.
Here’s the thing though. Knowing that content marketing is important is one thing. Actually putting a proper content marketing plan in place is quite another.

So what are the steps that you need to take to put a content marketing plan together?
Here are 6 of them:

1. Audience. Determine who it is.
Not everyone wants or needs your products or services. So determine who it is that you actually should be aiming for and strategize how to reach them. Find out where your target audience is. Most likely, they’ll be online or on their mobiles so get there as well and discover everything you possibly can about them, their age (demographics), their location (geographic), their interests, their needs, what they’re talking about, and so forth.

2. What are you trying to achieve? Write down your objectives.

  • What is it that you want your business to achieve with content marketing?
  • Drive brand awareness?
  • Increase consumer engagement?
  • Turn leads into sales?
  • Enhance your competitive advantage against other competitors?
  • You need to answer these questions before your can move forward.

3. How will you achieve your objectives? Define your goals.
Once you have ascertained what you want your business to achieve, work on defining the goals you need to attain to get there. Why? Because without predefined goals, you have no way of implementing an effective content marketing strategy that will help you realize them.

4. Establish the type of content you want to put out there. And time it right.
Content is not only written. Video, graphics, photographs, infographics, slideshows, the variety is vast. So determine the content mix that is relevant to your brand and that will cater to your particular audience. Then calendarize how frequently you will publish it.

People are drawn to consistency. So make sure that you produce quality content that is published regularly enough to retain your audience’s attention.

5. Keep on creating.
Creating content is not a once off endeavour. It’s an ongoing process. It may seem daunting but really, with proper planning, it can be done. And with the rapid rate at which content needs to be produced, remember, if you don’t have something original to generate, content curation is a great alternative. But as Steve Rosenbaum says on Mashable; Share. Don’t Steal.

6. Promoting your content.
Once you’ve figured out the type of content you need to be producing and for who, identify what channels you will utilise to distribute that content. Concentrate on those that will optimise the content being seen by your target audience, be it through email, social media platforms, digital advertising, or any other medium. Whatever the mix, the channels that best reach your audience are what need to be integrated into your entire content marketing plan.