1. Building a Content Marketing Plan
2-28-13
Kelly Weppler Hernandez
www.whandassociates.com
kelly@whandassociates.com

2. Agenda
•Making Content Easier
•Content System
•Content Delivery Platform
•Content Themes
•Building Your Content Marketing Plan
•Tools

3. Making Content Easier
•Plan
•Create
•Curate
•Collaborate
•Repurpose

4. Content System
•List of monthly foundational content themes
•Develop your content delivery platform
•Integrate content with Core Business Objectives

5. Content System
•Use what you know about key search terms
•Identify a theme for each month
•Substantial topic related to your business or
industry
•Think of it as a book
• At the end, each month represents a chapter
in the book

6. Content Delivery Platform
•Blog
•Newsletter
•Guest posts
•Webinars
•Speaking events/Partner Events
•Ebooks

7. Content Themes
•Develop a list of core content topics
•Assign one to each month for next 12 months
•Each should be substantial topic related to your
business or industry

8. How To Select Themes
•What part of your business do you want to
grow?
•Content around a new product or service
•Build content around your core business
objectives

9. Building Your Content Marketing Plan
Step 1
•Get a calendar out—monthly or yearly
•Note holidays

10. Building Your Content Marketing Plan
Step 2
•Look at core business objectives/marketing calendar

11. Building Your Content Marketing Plan—cont’d
Step 3
•Look at strategic partners
•Do they have any events, webinars to promote
•Interviews with strategic partners

12. Building Your Content Marketing Plan—cont’d
Step 4
•Develop a series
•Maybe once a week you post a gallery of images
•Something on the Lighter Side
•Wordless Wednesdays

13. Building Your Content Marketing Plan—cont’d
Step 5
•Where are the remaining holes in the calendar?
•What are the most popular posts and comments
•What are prospects and clients asking you that you
could put on your blog
•Fill in the holes

14. Building Your Content Marketing Plan—cont’d
Step 6
•Finding content on TedTalks
•Pulling content from an article
•Sharing a video from YouTube
•Sharing an infographic

15. Tools That Can Help
•Use Scoop.it
•TedTalks
•AllTop.com
•Huffington Post
•Quora

16. For more information on our services check us out on the web at
www.whandassociates.com
kelly@whandassociates.com
And connect with me on-line:
Facebook | WH & Associates
www.twitter.com/marketingkelly