How to Create a Marketing Plan for Content

If content marketing is part of your marketing plan, then it is a good idea to create a marketing plan for your content. 

It will help you to maximize the returns that you get out of it by ensuring you and your company are creating highly engaging and relevant content that leads to increased sales over time.

Creating a marketing plan for your content allows you to review your current content marketing strategy so you can keep it up to date and innovative, no matter the size of your business or which industry you are in. Your competitors probably have a plan, so you should too.

Why should marketers create a content marketing plan?

A well-executed strategic content marketing plan will help you drive website traffic and new leads in a cost-effective way. 

For example, let’s say your business sells CBD products. If you publish a series of blog posts that inform readers of the benefits of taking CBD products and how to safely take them, this content, if well-written and optimized for SEO, will rank high in search results when internet users are looking for information about them. You then have the opportunity to convert this increased traffic into paying customers.

How to create a digital marketing plan

If you want to have a successful content marketing strategy, then you need to have a plan. Here’s how you should go about it.

1. Define campaign goals

The first step to creating a marketing plan is to clearly identify the goals of your content marketing strategy. 

Think about the aim of your content – for example, to educate readers of the benefits of your products and service, to have a percent of readers convert to customers, etc. You need to establish your goals so that you can determine every other part of your strategy.

2. Research your target audience

A successful marketing plan for content requires you to make sure that you are producing high-quality content that is targeted at the right audience. 

The easiest way to do this is to create a ‘buyer persona’ that lists the characteristics of your target audience. For example, if your target audience is medical professionals looking for information about CBD oils, then this will be completely different from if your target audience is average consumers with much less knowledge of the product.

3. Review existing content

If you have existing content that is published, then it is a good idea to review it to see what has worked well for you in the past and what content hasn’t. 

If, for example, you have a company blog with lots of blog posts, but they haven’t had many page views, then this might be because the topics are not relevant, the posts aren’t informative enough, they aren’t original content, or SEO principles haven’t been applied to them.

Once you have done your review, you will be able to use this information to create your marketing plan.

4. Pick a content management system

As part of your marketing plan, you will need to ensure that you have a solid content marketing system (CMS) to help you with organizing, creating, publishing, and managing the content that you create. 

A couple of options are WordPress and HubSpot’s CMS product.

5. Choose the content you will produce

There are several content types that you can create as part of your content marketing plan. 

This includes everything from blog posts, press releases, articles, ebooks, social media posts, and more. The type of content you choose is dependant on what kind of product or service you sell. 

For example, if you sell software development services to small-medium businesses, then you could choose to produce informative blog posts and articles, but if you sell products directly to consumers, then short product videos and social media content might be a better content type for your company.

6. Determine who will create your content

Now that you know what type of content you are going to create, the next part of your plan is to work out who will write and produce it. 

In broad terms, you can either produce it in-house or outsource your content creation to freelancers and/or content companies. 

If you want to produce your content in-house, then you will have to make sure that you have the staff who can do it, and if not, then hiring outside content companies or freelancers will be a better option. For example, if you require dental content to be produced but don’t have staff inhouse with the knowledge and writing skills to create it then outsourcing might be a better option.

7. Publish and measure your content marketing

The final step is to plan when and where you will publish your content and how you will measure its success. 

A great way to plan content marketing is to have a ‘content calendar’ that lists all the content you will produce and publish.

You can measure your content’s success by using tools like Google Analytics to see how many interactions each piece of content receives. 

You can then use this information to improve your content marketing over time.

The bottom line

To get the best results with your content marketing, you need to have a plan. This way, you will be able to assign resources and measure your results.

Great online content marketing plans start with defining your campaign goals, then defining your target audience, reviewing your existing content to see how it can be improved, and then choosing a great CMS to use. 

Once this has been established, you can then decide what types of content you will create and work out who is going to write it. 

Finally, always measure your content so that it can be improved in the future. If you follow these steps, you will be on your way to having a great content marketing plan to deploy! 

Don’t forget to share this article!

Share on facebook
Share on twitter
Share on linkedin

Related articles