ContentMarketingPlan
Fast-TrackYour

Mostcompaniesdon’thave
acontentmarketingplan.
Mostcompaniesdon’tsucceed
withcontentmarketing.
You can connect the dots.

Here’sasolidplanforcreatingasolid
contentmarketing
PLAN.
Soundslikea
goodplan,doesn’tit

Theideaisto
documentastrategy.
Theplanningshallhereby
commence.

Establishyourmainobjective.
Theobjectiveofourcontentmarketing
planisto
generate leads
establish greater authority
build community
increase retention
Select ONE as your main objective.
Add secondary objectives if you plan to measure them.
(Your objectives can differ from the examples listed.)
.
1

Defineametricforyourobjective.
Lead=
an email opt-in.
Authority = X
Community = Y
Retention = Z
Adjust per your needs and analytics capabilities.
.
Align each of your objectives to at least one metric.

Document howyou’llkeepscore.
Wewillmeasure
andrecorditwith
every
tool
Create a list of:
• Top objectives
• Reporting tactics
• Intervals
.
objective, with metric
time interval
For example:
We will measure leads, with opt-ins,
and record them with MailChimp reports
weekly.

Theplanisbeginningto
takeshape.
Nextup...
targetmarketpersonas.

Createpersonas.
2

Name
Job/role
Most pressing needs
Responsibilities
Pains, pleasures
Role in decision
Influences
Media
Fillintheblanks.
Createafictional customer.
*Add and subtract fields as needed. **B2B and B2C personas will differ.
***Create multiple personas as needed.
but realistic
>

STORY?
What’syour
We’lldocumentthisnow.

Establishyour
uniquevalue
proposition
Why do people do business with you?
The answer is probably not the thing you sell.
Delve into the who, what, when, where and why
and uncover something magical...
Anemotion.
3

Uniquevalueproposition
Afictitiousexample...
SayHeyPayDayputsemployers’
mindsateaseknowingthey
don’thavetofusswiththe
tedioustaskofissuingpaychecks.
Note the emotional appeals above.
Document your value proposition now.

contentmarketing
mission
1. Articulate your approach to the content and industry
2. Clearly define whom the content is for
3. State how the content will satisfy the needs of those that consume it
(Mission statement definition by Joe Pulizzi, founder of Content Marketing Institute)
4
Establishyour

Contentmarketingmission
Afictitiousexample...
SayHeyPayDaypublishesablog
andinformationresourcesfor
employersof5-5,000peopleto
teachthemwaystocreateahappier
andmoreproductiveworkplace.
Did you cover Joe’s 1, 2, & 3?
Document your content marketing mission.

Younailedyourstory.
Whyyoumatter
andwhyyour
willtoo.
Writeitalldowninyourfast-evolvingplan.
content

Examineyoursalesfunnel.
Thetop...
Atthetopofyoursalesfunnelastrangerdiscoversyourcompany.
You’ve achieved
awareness.

In the middle of your sales funnel a prospect
demonstrates interest. He or she is doing research.
You are challenged to help them with
evaluation.
Examineyoursalesfunnel.
Themiddle...

At the bottom of your sales funnel you are
attempting to drive action.
Your content should inspire a
purchase.
Examineyoursalesfunnel.
Thebottom...

Here’sanexample.
Contenttypesatthreelevels.

Createamatrix.
Contenttypesatallthreelevels.
Awareness Evaluation Purchase
Plug in content types. What do you have? What do you need?
Make a buying cycle matrix to cover all the bases. Think big.
It’s useful to create a matrix per each customer persona.
5

Youdefinedpotentialcustomers.
Youdecidedwhypeopledobusinesswithyou.
Youlistedyourcontentproductionneeds.
Nowit’stimetosatisfythem.
Youstatedyourcontent’spurpose.

Consideryouroptions.
• Blogs
• Newsletters
• Social media
• Events
• Case studies
• Videos
• Podcasts
• eBooks and white papers
• Presentations
• Infographics
• Webinars
• Research reports
• Microsites
• Apps
Popularcontentformats.

Createan
editorialcalendar.
Get a sample editorial calendar template, which you can download and customize to your team’s specific needs.
Courtesy of Content Marketing Institute.
6

Nowyoushouldplanfor
distribution.
Youwant
toamplify
yourreach.

“Contentisfire.
Socialmediaisgasoline.”
~ Jay Baer, Convince and Convert

Consideryourresources
(andofcourse, youraudience)
andmakesmartdistributionchoices.
• Socialmedianetworks
• Advocacyprograms
• Email
• Search
• Paidsearch
• Advertising
• Sponsoredcontent(onblogsandsocialnetworks)
• Guestposts
• PR
7

Mapyourpromotionalstrategies.
Yourplanisgettingprogressivelypowerful.
We’ll promote our blog via
(Twitter, LinkedIn & Facebook).
We’ll promote our webinars via our
(eNewsletter and PPC ads.)
Again, adjust to your needs.
~ Examples ~

Measurewhatmatters.
Theobjectivesyou’vedocumentedinform
themetricsyou’lluse.
Make a short list of the most meaningful metrics
that indicate your progress and create a
simple dashboard for tracking them.
8

Andthat’syour
contentmarketing
PLAN.
Accomplished marketers understand the content marketing plan
is the foundation of a successful content marketing program.

StepstoFast-TrackYourContentMarketingPlan
Objective(s)
Personas
Uniquevalueproposition
Contentmatrix
Editorialcalendar
Measurement
Measurement
Contentmarketingmission
Contentdistribution
1
2
3
4
5
6
7
8
8

Wanttobeefupyour
contentmarketingplan?
Consider adding the following:
• Competitive overview
• Current metrics
• Keyword strategies
• Lead capture and lead nurturing ideas
• Content sources for subject matter expertise
• Roles and responsibilities
• Budget(s)

Additionalcontentmarketing
planningresources.
Just click.
This presentation is based on a blog post, “The Content Marketing Plan that Quadruples Your Leads.”
http://feldmancreative.com/2014/11/content-marketing-plan-quadruples-leads/

FeldmanCreative
Fast-TrackYourPlanWith
feldmancreative.com