Download the Content Marketing Planning Template at http://www.fourquadrant.com/product/content-marketing-planning-template/ A Content Marketing Plan will help consumption, retention, sharing, engagement and conversion. Completing the Content Marketing Planning Template will help you: - Align the goals of Content Marketing with the organization’s objectives - Document the Content Marketing Strategy - Secure executive sponsorship - Identify and nurture relationships with your subject matter experts -Understand your audience through the development of personas - Integrate content marketing across the organization - Organize the content marketing function - Measure, track and learn What You Get: - 24 professionally designed PowerPoint slides (editable). - A proven process, compelling graphics and examples. - Download the Content Marketing Planning Template to provide the foundation to create a strategy that will be effective. The processes that are shared to develop a Content Marketing Planning Template has been tested and proven at Fortune 1000 companies, start-ups and are used in an advanced marketing class taught at the executive MBA level. Download go to market planning templates at http://www.fourquadrant.com/products/

1. DOWNLOAD YOUR COPY NOW!
!
!CLICK HERE
Content Marketing Planning
Template!

2. Content Marketing Goals!
Content !
Marketing!
Goals!

3. Measure, Learn and
Adapt!
Manage Conversations
and Conversion!
!
Create a Content Plan!
Optimize, Aggregate and
Create Content!
The Content Marketing Process!

4. SME’s! Exec’s!
Prod!
Mgmnt!
PR!
Prod!
Mktg!
Social!
Customers! Influencers!
DemandGen!
SocialMedia!
Content!
Tasks!
Content Marketing – The Framework!

5. Buyer Behavior Model !
IT!
Initiate!
Evaluate!
IT leads the project!1!
Ops! Finance!
Mktg! Sales!
IT!
§ Budget depends on org size and
structure!
§ Unbudgeted requires “pass the hat”
for funding!
§ Budget for Initiate is usually
budgeted within IT!
§ Regardless, Finance has to release
budget!
§ For Initiate, IT will seek approval
from Ops, Sales and Marketing!
§ For Evaluate, IT needs to provide
its approval!
§ ROI often required!
§ IT typically desire a trial version or
sandbox environment!
• IT asked to
evaluate
solution
proposed by
Operations,
Sales, or
Marketing!
• IT initiates if
they own and
are revamping
partner portal,
or a broad IT
initiative to
reduce costs
or to advance
the IT
architecture!
Typical!
Scenarios!
2! IT pulled into the project!
Self educate
based on a formal,
existing process to
buy tech!
Typically, a formal
process exists to
compare, contrast and
evaluate desired
functionality!
Operations to
support a self
service model to
Sales and
Marketing!
Leverage search
to find specific
information (how it
works) - keywords!
Decrease IT
operational costs
(dollars and people)!
CRM integration!
Increases to
revenue,
productivity, partner
satisfaction &
decreased costs!
Network with technical
peers to get the real
story!
Speed and ease of
deployment and
support!
Desire technical
information & want
to use the product to
see for themselves!
Will perform a
comparative review
of solutions vs build
vs repurpose!
Convert labor
intensive manual
tasks with
automation!
Want proof that it
works and how it
works, from trusted
sources!
Hosting
Infrastructure!
Contact technical
resources at
current sales
automation
provider!
Provide a user
experience that
engages partners
and makes doing
their job easier,
faster, better!
Trigger! Search! Consider! Choose! Buy!
Operational costs,
TCO!
Reduce IT burden
by providing a high
level of self service!
Conduct a competitive
and comparative review!

6. § Why (Market Category) Now?!
§ Market Category Evolution!
Trigger!
(why now)!
Search!
(what info)!
Consider!
(end state vision)!
Choose!
(attribute,
differences)!
Buy!
(steps to process)!Medium!
§ Case Studies!
§ Buy vs Build Comparison!
§ Competitive Assessment!
§ Forrester Wave Report!
§ Gartner Magic Quadrant!
§ Revenue Acceleration!
§ Operational Efficiencies!
§ End-users become Self Sufficient!
§ Scalable, Reliable Infrastructure!
§ Web Pages – Trigger Specific!
§ Blog Posts!
ü Company Posts!
ü Guest Posts!
§ Pay Per Click!
ü LinkedIN!
ü Google!
§ Tweets!
§ SEO images and screen shots!
§ Add FAQ section to website!
!
§ Conferences !
§ Affinity Groups !
§ Speaking Opportunities !
§ Thought Leadership!
§ SlideShare Decks!
§ Pinterest Image Pins!
§ Instagram!
§ Introductory Videos on!
ü Marketing!
§ ROI!
§ TCO!
§ DIY Gotcha Videos!
ü 3 Feature Videos!
§ Primers – Plant Landmines!
ü Integration!
ü Costs!
ü Administration!
ü Usability!
§ Bridging Content!
ü Topic to Thought Leader!
ü Thought Leader to Tech!
ü Technology to Company!
ü Company to Solution!
§ YouTube video!
§ Vimeo Video!
§ Trends, Issues & Opportunities
Overview of Market Category!
§ Customer Testimonials !
§ Analyst Quotes!
§ Inffluencer Reviews!
§ News Mentions!
§ Press Releases!
§ Sandbox Environment!
§ Role Based Vision Presentations!
§ Considering (Market Category)!
§ Customers Matter Most !
§ Market Category Key Message
Videos!
§ Customer Success !
§ Business Problem Videos!
§ Webinar – Wave Report!
§ Free Demo !
§ ROI Calculator!§ Free Download!
§ The Definitive Guide to!
§ mpact of Social on Market Category!
§ Impact of Mobile on Market Category!
§ B2B Multi-Channel Communication!
§ Benchmark Report!
Content Marketing - Journey Board!

7. Content Marketing Plan Fundamentals!
The state of the deliverable: digital,
printed or face-to-face !The phases or steps in the buying process that
are outlined in the buyer behavior model !
The channels or vehicles used to deliver and present
the content to the buyer !
Content Platform!

8. Is it Disruptive or
Diverse?!
Is it Relevant &
Meaningful?!
Is it Actionable?!
Is it Credible, Defensible?!
Content Marketing – What to Create!

9. Content!
Topic!
When to Compete With Existing Content?!
Degree of Differentiation!
High! Low! High!Low!

10. DOWNLOAD YOUR COPY NOW!
!
!CLICK HERE
Content Marketing Planning
Template!