It’s a little like piecing together a puzzle piece by piece when creating a content marketing strategy. Like the puzzle’s edge pieces, you need to start with a robust structure. All dynamic data and creative outputs fill in the gaps in the center. However, you must begin at the corners and work your way in, which may be accomplished in five phases.
Content marketing is not a precise science there are far too many variables for everything to go perfectly every time but if you follow these procedures, you won’t feel like you’re working on a puzzle with missing pieces.
In this piece, we’ll go over how to develop a campaign different from a content marketing plan (this should already be in place). A campaign is usually focused on a single issue or target demographic and lasts for a particular amount of time, such as 30, 60, or 90 days.
Let’s look at five steps to creating a content marketing plan.
Step 1: Define Your Objectives
The greatest place to start is with your goals. Despite this, a large number of businesses do not! Instead, they consider campaign creation to be purely transactional. They’ll send this email to this list and post content about it in various locations. But, more importantly, why? Why did you send it? What’s the point of posting it?
The goal should also be more specific than “for conversions.” Sure, that’s what you want, but try to give it a little more context. Begin with the assumption that if you do x, you can expect y.
A technological company, for example, is launching a new function. The purpose of a campaign promoting this feature and, more significantly, its benefits could be to raise awareness, increase social media interaction, and generate questions about it. These are specific objectives around which you might create a campaign.
Step 2: Know Who You’re Talking To
You must first understand your target audience and what they care about for successful marketing. It would help if you had detailed buyer personas at this point. Decide what’s most essential to them based on your persona information and the campaign’s theme, and utilize this to seed content ideas.
You won’t receive the response you want no matter how much content you develop or how many emails you send if you aren’t aligned with your audience.
Step 3: Figure Out How Many Assets You’ll Need and What Kind of Assets You’ll Need
Content is required for content marketing efforts. You’ll need to decide what assets to develop or repurpose for the campaign at this point. This is a fantastic moment to start planning your campaign’s content calendar.
Every asset and approach should be defined and presented by the date after the calendar. Anyone in your company should be able to glance at the calendar and figure out what’s going on that day.
Now you must fill that blank calendar with fantastic topic ideas and the format in which they should be presented. Video, eBooks, whitepapers, infographics, blogs, social media postings, and landing sites are all examples of content forms.
There are many different formats to pick from, but make sure you choose the ones that are most relevant to your audience. Do they give a damn about data? Whitepapers are required for reading. Or are they purely visual? The use of video is the way to go.
If you’re unsure what they prefer, look at the most popular types of B2B content from the previous year: social media postings, case studies, videos, eBooks, and infographics.
After you’ve decided on your formats, it’s time to think about themes and keywords.
Step 4: Identify Keywords and Choose Topics
You might start by looking for keywords with a lot of volume, competitiveness, and relevancy that give strong prospects. But don’t let them be the only factor in deciding what to talk about.
Content marketing isn’t as straightforward as writing a bunch of keyword-heavy content. Your aim as a content marketer is to educate and inform consumers to earn their confidence and drive valuable conversions.
You can use a variety of tools to help you choose topics. Use Buzzsumo to see what’s trending on the topic and get a preview of high-performing content for a specific topic. Another technique to come up with subjects is to see what questions prospects and customers have about the subject. Sales and service personnel should be well-versed in this area.
Setting up Google Alerts for topics, an excellent method to find out what’s trending or breaking is another free option to produce content ideas. Because the questions answered are from real people who potentially fit your customer persona, Quora, a question-and-answer site, can be a goldmine for topic ideas.
You should find keywords that are acceptable for the topic for any content ideas that didn’t start with a keyword. Formats, subjects, and keywords are now complete.
Step 5: Dissemination
Now that you’ve decided what kind of material you’ll be creating, it’s time to figure out how you’ll get it out there. This is an essential step, and it’s where many campaigns go wrong. Because the material isn’t hard to come by, you’ll need to think outside the box regarding how you’ll distribute it. Every month, WordPress publishes over 86 million blog posts.
Your website, social media, and email are all givens. However, there is a slew of other options for getting your material out there, including:
- Publishing a simplified version as a LinkedIn post from a company thought leader, with a link to the article or page on your site.
- Post the content to relevant LinkedIn groups, which should be instructional.
- Publish on a third-party site with a high authority number, such as Medium, but keep in mind that the text shouldn’t be identical. You’ll be penalized for having a duplicate copy if you don’t change it.
- Get involved on Reddit, which will help your business gain traction with Google.
- To add further thought leadership to the store, shop your content with industry publications.