Most companies fail with content marketing. Generally, the same companies do not have a content marketing plan. This presentation streamlines the process of creating a content marketing plan to drive successful content marketing programs. Use the guide to put your plan together fast and efficiently.

1. Fast-Track Your
Content Marketing Plan

2. Most companies don’t have
a content marketing plan.
Most companies don’t succeed
with content marketing.
You can connect the dots.

3. Here’s a solid plan for creating a solid
content marketing PLAN.
? Sounds like a
good plan, doesn’t it

4. The idea is to
document a strategy.
The planning shall hereby commence.

5. Establish your main objective.
The objective of our content marketing
plan is to
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.)
.
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6. Define a metric for your objective.
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.

7. Document how you’ll keep score.
We will measure
objective, with metric
and record it with
tool
every
time interval
.
For example:
We will measure leads, with opt-ins,
and record them with Campaign Monitor reports
every week.
Create a list of:
• Top objectives
• Reporting tactics
• Intervals

8. The plan is beginning to take shape.
Next up...
target market personas.

9. 2 Create personas.

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

11. STORY? What’s your
We’ll document this now.

12. Establish your
unique value
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...
An emotion.
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13. Unique value proposition
A fictitious example...
SayHeyPayDay puts employers’
minds at ease knowing they
don’t have to fuss with the
tedious task of issuing paychecks.
Document your value proposition now.
Note the emotional appeals above.

14. 4 Establish your
content marketing
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 of Content Marketing Institute)

15. Content marketing mission
A fictitious example...
SayHeyPayDay publishes a blog
and information resources for
employers of 5 - 5,000 people to
teach them ways to create a happier
and more productive workplace.
Document your content marketing mission.
Did you cover Joe’s 1, 2, & 3?

16. You nailed your story.
Why you matter
and why your
content
will too.
Write it all down in your fast-evolving plan.

17. Examine your sales funnel.
The top...
At the top of your sales funnel a stranger discovers your company.
You’ve achieved awareness.

18. Examine your sales funnel.
The middle...
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.

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

20. Here’s an example.
Content types at three levels.

21. Another example.
Content types at three levels.
Source: http://spinsucks.com/communication/plan-your-content/

22. Create a matrix.
Content types at all three levels.
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.
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23. You defined potential customers.
You decided why people do business with you.
You stated your content’s purpose.
You listed your content production needs.
Now it’s time to satisfy them.

24. Consider your options.
Popular content formats.
• Blogs
• Newsletters
• Social media
• Events (online and off)
• Case studies
• Videos
• Podcasts
• eBooks and white papers
• Presentations
• Infographics
• Webinars
• Research reports
• Microsites
• Apps

25. Create an
editorial calendar.
Get a sample editorial calendar template, which you can download and customize to your team’s specific needs.
Courtesy of Content Marketing Institute.
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26. Now you should plan for
distribution.
You want
to amplify
your reach.

27. “Content is fire.
Social media is gasoline.”
~ Jay Baer, Convince and Convert

28. Consider your resources
(and of course, your audience)
and make smart distribution choices.
• Social media networks
• Advocacy programs
• Email
• Search
• Paid search
• Advertising
• Sponsored content (on blogs and social networks)
• Guest posts
• PR
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29. Map your promotional strategies.
~ Examples ~
We’ll promote our blog via
(Twitter, LinkedIn & Google+).
We’ll promote our webinars via our
(eNewsletter and PPC ads.)
Again, adjust to your needs.
Your plan is getting progressively powerful.

30. Measure what matters.
The objectives you’ve documented inform
the metrics you’ll use.
Make a short list of the most meaningful metrics
that indicate your progress and create a
simple dashboard for tracking them.
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31. And that’s your
PLAN. content marketing Accomplished marketers understand the content marketing plan
is the foundation of a successful content marketing program.

32. Steps to Fast-Track Your Content Marketing Plan
Objective(s)
Personas
Unique value proposition
Content marketing mission
Content matrix
Editorial calendar
Content distribution
Measurement
Measurement
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33. Additional content marketing planning resources.
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/

34. Fast-Track Your Plan With
Feldman Creative
Click anywhere to visit now.