While there are a large number of B2B marketers using content marketing, only a few have a working/documented content marketing plan.
Businesses that keep their content marketing on track see high rates of success. But staying on track is relevant only when you have a plan. Otherwise what are you tracking to?
Your content marketing plan is the road map that provides a way of making informed decisions.
While you need to document your goals, of equal importance is documenting the daily activities you’ll do to achieve those goals.
Your plan must include not only your assumptions, but how you’re going to test them.
You won’t know what activities work or not until test them.
So, how do you create your content marketing plan?
The 1st step is to check what your competitors in the industry do
Review their content to get an idea of how they’re promoting your industry to the community.
The next step is to lay a foundation
The foundation consists of standard marketing stuff:
- What do you sell?
- Who do you sell to?
- Why do they buy?
- What decision process do they go through when they buy?
- What messages are likely to attract quality leads?
As well as content marketing specific stuff:
- What blog post category names make sense for your desired audience?
- What blog post topics make sense?
- What “lead bait” makes sense?
The next step is to start publishing, frequently
Nothing attracts organic visitors like publishing quality content at frequent and regular intervals.
Then analyze your strategy
Track your strategy (two free analytics tools that help are Google Search Console and Google Analytics) to see what’s getting traction and what isn’t. This helps you understand what course corrections make sense.
Content marketing is the engine of successful online marketing strategies for business. A well-documented plan greatly increases your odds of success.
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