Content Marketing Plan: 4 Key Points

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If you're like most marketers, you're probably putting all of your efforts into content marketing . You have great ideas that you're sure will resonate with your users. Plus, you've thought about where you're going to promote that content, and you know you'll have the time and resources to develop your content marketing plan.

But then it's not like that.

In order to execute all possible content ideas and formats, it is crucial to have a plan. It sounds simple, but I assure you that many marketers do not do it. According to some statistics, around 70% do not have a consistent and integrated strategy and 29% of marketers admit to systematically reusing their content.

This happens because, as I said before, it seems easy but it is not. Creating a plan is tedious and sometimes even discouraging. It especially requires that we professionals analyze where we have put our efforts and what we hope to achieve with it.

If you belong to that 70% who work without a plan, I'll tell you that you're in luck. In this post we'll tell you the key points to create a foolproof content marketing plan. But wait a minute! Before creating the plan, do you need to know how to develop your content marketing strategy? We also have the answer for that in this post .

1. A content marketing plan is more than just “content”
Why is it so difficult to create a strategic plan for your content? Let’s first take a look at what “content marketing” actually means.

The Content Marketing Institute defines it as follows: “A marketing technique that involves creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience, with the goal of driving profitable customer action.”

2. The value of a good marketing plan
We're not talking about an editorial calendar , which you'll definitely need. A buy democratic donor email database list content marketing plan is a document that lays out the entire marketing department road map. There are many benefits to having this level of planning. Here are a few:

- A good document will clearly define the key elements of your efforts. It will specify who the content is directed at, what we will say to them, where we will publish it and of course what metrics we should take into account to analyze the success (or not) of the different actions we take.

- These plans allow everyone involved in content creation, distribution, etc. to work in an aligned and coordinated manner, thus ensuring maximum use of resources. From writing to publishing, sharing and tracking, each team member knows exactly what needs to be done and when it needs to be done.

- The road map or guide will serve as a tool to share this information with other members of the organization. This will help the marketing department's objectives to align with the rest of the objectives.

- The plan not only helps you to implement objectives, but also helps the rest of the organization, beyond knowing the objectives, to be aware of how much marketing influences the company's success. The plan not only supports your efforts, it also shows a team of employees who are committed and willing to share the company's content.

3. How to create the best content plan for your brand
You need to be very methodical if you want to create original, high-quality content. You need to follow a process that allows you to learn from your mistakes and helps you improve day by day. Your initial content will guide you to a second, better, more efficient content, and so on. Creating content for a blog, website, etc. is, as we have already told you, quite a tedious job and requires dedication.

A job that must undoubtedly consider the following:

- Clear and well-defined objectives

- Know your buyer persona

- Analyze your competition

The last point is especially important as it can help you decide when to publish a particular piece of content or not.

Knowing what your competition is offering to their customers will help us find the right path. A good strategy is focused on creating content that is 80% directed at your customers and 20% at your brand. In this way, your customers will feel listened to and cared for. Focusing more on consumers will provide us with valuable information on their part, while we can personalize the information they receive from us. There is no magic formula to create attractive and popular content, but by following certain parameters you will reach your goal.

- It is better to write a short and personal message than a long and impersonal one.

- The content must be adapted to the specific moment in which your user is (if they are in the awareness or consideration phase, or if they are close to purchasing...)

- Of course it has to be tailored to the needs and preferences of your target audience.

- Must be original and innovative

- Let's not forget the calls to action or CTAs that are the key to getting your users to take a specific action (whether it's leaving their personal data, or buying a product or service from you, or subscribing to the NWL)

Once you have all this clear, it is time to publish, distribute and measure.

4. Content analysis and measurement
The different methods and tools that exist to analyse and measure content will allow us to find out which content works best. In this way we can measure the effectiveness of our messages and check whether the communication with our client is adequate or if, on the contrary, it does not give the expected results. Being able to monitor our actions and their results will help us to correct errors, know the reactions and opinions of our audience and, of course, whether we are achieving our objectives or not. In order to correctly measure and analyse our strategy, we must follow the SMART criteria.