In this era, information based on facts drives the decision-making process. The majority can conveniently tune into the digital world since they can access the internet using their computers, laptops, and mobile phones. So, an industry engages in presenting the information to feed the curiosity of the customers.
Having a content marketing plan is the new sales tool!
Content marketing has emerged as a new way of discovering the needs and wants of society. It generates demands and produces goods and services in the economy.
According to a study by a Content Marketing Institute, 58% of marketers in the world spend more money on the creation of content.
Content Marketing is a genre in marketing that aims to target an audience and offer them valuable, relevant, and consistent content. It incorporates a variety of formats, whether written, audible, or audio-visual. Today content marketing also brings awareness in society.
The content marketing plan is indeed the necessity of business houses, as it aims to attract and engage the audience through its content.
In the long run, it has helped to gain trust, boost conversions rate, and generated revenues.
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Effective steps on how to create a Content Marketing Plan
Identify your short and long term goals
A good content marketing strategy should be able to identify the mission statement. It sounds tough, so you need to conceptualize all the grounds that why are producing the content.
Sketch out all the relevant aspects and eliminate the futile ones.
The mission statement can include the followings:
- Content used to reach the audience.
- Target audience and how they will benefit from it.
Apart from the mission statement, you need to focus on developing your business goals. It typically begins with attracting volumes of traffic based on SEO success.
You must include rich contents which is crucial to create authority and gain influence for reducing the overall marketing cost. This will help to improve revenue and generate more sales.
Analyze and track performance and progress
The progress can be tracked by setting goals that are realistic and achievable. In content marketing strategies key performance indicators (KPIs) play an important role.
KPI alerts about achievements through SEO, traffic, sales, revenues, and other aspects of digital marketing like social media metrics and email marketing. You can expect this to improve your search rankings and get you, new email subscribers.
It can also increase site traffics, reach a specific revenue target, get invited to certain industry events, etc.
Focus on other important aspects like:
- Awareness about industry expenditure,
- Cost of acquiring leads and sales, and
- Track your spending’s on various campaigns.
Also, be proactive in setting goals for the upcoming year and give your best to fulfill them.
Understanding your target audience
Content has been the foundation in educating the audiences. But a successful content marketing plan involves delivering the right content to the audiences.
“Joel Anderson, CEO of Walmart points out- “You can’t just open a website and expect people to flood in. If you really want to succeed, you have to create traffic”.
The first step is about collecting demographics about your audiences from
- Web analytics
- Email subscribers’ analytics
- Social media analytics
It will provide data related to age, gender, income, education, and interest. Similarly, customer feedbacks are equally important to get insights.
The combination of demographics and customer feedback will help to figure out the buyer personas. Here you will understand their behavioral motivators and how your content will be useful to them.
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The best channel of communication
A successful online presence is the best channel of communication. As you proceed further, you will get an idea of where your audience is hanging out.
Web Analytics is a good way to take help and get assured. You can check the Google Analytics and go to Acquisition » Social » Overview and see in which social media network your audience shares your content.
You can also get similar data in another platform called Buzzsumo, where searches can be refined to get more details.
“According to an email marketing survey, almost 57% of all content is shared on Facebook”.
All these analytics will help you decide about your target network for getting maximum shares and social media engagement.
Finalize on the type of content you want
There is a variety of content through which you can seek the attention of the audience. However, your content marketing strategy should focus on what type of content you want to create.
“The TopRank Marketing CEO Lee Odden aptly said: “Content is the reason why the search began in the first place”.
Go for a content marketing mix that must include core content in the form of a blog published on your site. Video marketing should also be there to get audience engagement on the site for a long duration.
You can also create infographics and memes for social media shares. Other content forms to tap better lead generation includes e-books, webinars, worksheets, podcast, etc.
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Build upon resources
The content marketing plan doesn’t pause with content creation and sharing but it also requires effective delivery of the strategy.
After the CEO approves the content strategy, a manager in charge of delivery needs to co-ordinate regularly with the content team.
Building resources requires content creators, freelancers, and specialists who together contribute to the content team. These individuals will then generate content based on their skills.
Analyze your current position in the market
After the content gets delivered, the next task is to evaluate whether your content is helping to accomplish the goals. You can perform this with the help of a content audit.
It will address the gaps and also assess the credibility of the content. It will also present a comparison of your content with that of the competitors.
Tools, like SEMrush, are useful in detecting content gaps related to keywords, questions asked by the target audience, and improvement of the content.
Based on the SEMrush reports, you can implement the changes to fetch better results.
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Formulate a posting plan
One of the key mistakes in content marketing is the lack of proper posting plan. If you wish to look beyond content, your marketing strategy should also focus on the organization and documentation of the content.
“Content Marketing Institute reports suggest that 53% of successful marketers had their content marketing plan documented”.
The use of content calendar schedules all publishes and keep a track of the diversified content library on the website. You can also post content on special holidays that creates an appeal to the audiences.
Check out the social media holidays whenever you are designing your content calendar.
Image Credit: https://contentmarketinginstitute.com/wp-content/uploads/2017/03/editorial-calendar-tools-templates.png
Create quality content
There is a list of preparations on content marketing strategy before you finally produce a quality-rich content.
“Content builds relationships. Relationships are built on trust. Trust drives revenue”. This was quoted by Andrew Davis, Author & Keynote Speaker, Monumental Shift.
While you are researching your content, keep in mind that your content should add value to the audiences. Research the topic very well and represent it from a new perspective.
Including relevant keywords in the content will improve the SEO rankings. At this point, you must not forget to reflect on your brand personality while writing.
Effective distribution of the content
Distribution and marketing are the core parts of a content strategy. To obtain desired results it is crucial for you to handle these things properly.
The following aspects can be helpful in the process:
- There must be a proper schedule to share content on social media both on an immediate basis and also through the drive campaigns.
- Email marketing is also a useful way to share content with subscribers.
- Notify the influencers to share your content on a large scale.
Analyze results and compare for growth
The success of your content marketing strategy depends mainly on the results. Once again you have to get back to the KPIs which you have used earlier and assess whether the changes are striking the targets.
There are many tools available for measuring:
- Content performance
- Marketing campaigns
- Social media shares
You can also know about your KPIs in search ranks and track your email sign-ups in your email marketing software.
By evaluating your progress rate, you can refine your content marketing strategy timely.
One can easily predict that content marketing will stay for a long time. The growing competition between the businesses will give momentum to the content marketing world.
In fact, it is a decisive factor that will determine the success and failure of any business.
“The Demand Metric survey states that – “Content marketing costs 62% less than conventional marketing and produces almost 3 times as many leads”.
If anyone prefers to be on the top of the content marketing game, they have work on cultivating their content strategies and planning.