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Content Marketing Plan: 9 Steps to Dive In


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Ready to create a marketing process that brings in leads? Follow this easy nine-step content marketing plan.

Published in: Marketing

Content Marketing Plan: 9 Steps to Dive In

  1. 1. TO DIVE IN 9 STEPS Content Marketing Plan:
  2. 2. for the first time is way harder than actually swimming. INTO THE POOL DIVING “
  3. 3. LET’S DIVE! (But once you jump in, you’ll get used to the temperature in no time.)
  5. 5. WHAT’S THE POINT? You can create pages and pages of content, but if there’s no PURPOSE and no GOAL behind it,
  6. 6. Every piece of content you create should have a SPECIFIC MARKETING OBJECTIVE IN MIND.
  7. 7. A CAMPAIGN LAUNCH The best way to do that?
  8. 8. A campaign should be focused on ONE GOAL, such as: Drive more email subscriptions Encourage repeat purchases Sell more of a new product or service Convert more contacts of a specific buyer persona
  9. 9. Let that goal be the driver for every blog post, social media update, email, and landing page you craft for the campaign.
  11. 11. Now that you have a goal, you’ll want a plan for creating content that YOUR IDEAL CUSTOMER CAN EASILY FIND ONLINE.
  12. 12. Search engine optimization is one of the best ways to get found online. But how do you identify SEO targets?
  13. 13. AHOY, KEYWORDS!
  14. 14. The key is KEYWORD RESEARCH, which should: Be done early in the campaign process Guide the strategy of all (or most) of your content topics Determine the angle of site pages, too Be implemented naturally — never stuffed into content!
  15. 15. There’s a lot to learn about SEO best practices and keywords when you get started with your content plan. Visit our full blog post for a list of resources!
  17. 17. BUT HOW? When done correctly, content marketing is meant to turn strangers into customers.
  18. 18. MARKETING & SALES FUNNEL. By consistently providing contacts with helpful and relevant information, you can swiftly send them through the
  19. 19. There are a few key pieces of content you need for these workflows:
  20. 20. CONTENT OFFERS PREMIUM First, you need for every stage of the Buyer’s Journey.
  21. 21. The Buyer’s Journey consists of three stages of content: Awareness: Top-of-funnel content (like blog posts and eBooks) that addresses/alleviates buyers’ problems — should be majority of content. Consideration: Middle-of-funnel resources (like white papers and eBooks) that suggest solutions and introduce your product. Less of this content. Decision: Content (like demos or case studies) that explain why you’re the best choice. Few key pieces.
  22. 22. You’ll also need a series of nurture content (often emails) to move contacts from one stage to the next — and down the funnel.
  23. 23. DOWNLOADS TOP-OF-FUNNEL OFFER NURTURE EMAILS DOWNLOADS MIDDLE-OF- FUNNEL OFFER These emails persuade contacts to take a subsequent action — and move from point A to point B.
  24. 24. You’ll need blog posts to publish periodically throughout your campaign. These are related to your premium content offers.
  25. 25. LANDING PAGES And finally, you’ll need to tie it all together. These are “gated” pages that tease your premium offers. Utilize forms to gain information on leads before they can download.
  26. 26. How it all fits together: AWARENESS CONSIDERATION DECISION Top-of-funnel content Landing page w/ form Nurture Nurture Top-of-funnel offer Middle-of-funnel content Landing page w/ form Middle-of-funnel offer Bottom-of-funnel content Landing page w/ form Bottom-of-funnel offer
  27. 27. Create a list of the content you’ll need for every stage of the campaign.
  29. 29. Now, determine when to publish your content. You’ll particularly want to space out your blog posts (i.e., one post per week).
  30. 30. FREQUENCY of posting is unique to your business — based upon your capacity, writing process, and industry. Be realistic and reliable!
  31. 31. CONSISTENCY IS KEY. Above all, Be it daily, weekly, or monthly, your readers should know when to expect you. Push yourself to stick to it!
  32. 32. There are plenty of tools for creating a calendar, like Google Calendar, Trello, or HubSpot’s built-in calendar. Choose what works for you.
  34. 34. DON’T DIVE IN! When starting to write your content,
  35. 35. Start with an outline. Heading 1: Have only one designated H1. It is the title of your piece and should include the keyword you identified earlier. Heading 2: Decide up on the body of your piece with a few H2s, or section titles. Keywords are good here, but don’t overdo it! Heading 3: If you need to break it down further, use H3s. Keywords aren’t as important here.
  36. 36. in the outline stage. It’ll shave time off your writing process. This includes gathering links. DO YOUR RESEARCH “
  37. 37. Also gather feedback at the outline stage to make sure you’re on the right track. (It’s a good time to request assets from your designer, too!)
  39. 39. LET’S WRITE! All right — no more procrastinating. Your plan is in place... now,
  40. 40. When you start writing your masterpieces, remember: Your buyer personas and their questions The buyer’s journey stage you’re targeting (awareness, consideration, decision) Keywords identified in your keyword research The campaign “next step” readers should take
  41. 41. COMPELLING STORY CRAFT A It’s beneficial to with your content to pull readers in.
  42. 42. Make sure your writing is hyper-focused on the topic you identified for your buyer persona. Give them a clear takeaway — and a next action!
  44. 44. Now’s the time to take your writing live. Have a teammate look over your work for any last-minute edits — and proofread!
  45. 45. When your writing is ready, take these final (important!) steps: Build your blog posts in the website’s editor Insert graphic or photo elements Add hyperlinks and anchor them to keywords Optimize with a meta description and tags
  46. 46. And, finally, link your pieces together to create a true pathway for your reader. Use links, calls-to-action, and landing pages!
  47. 47. DISTRIBUTE STEP 8:
  48. 48. Your content is ready, but you’re not finished yet! Now’s the time to get your content out there. It’s an active process that includes several channels.
  49. 49. EVERGREEN SOURCE of traffic if you keep posts optimized. Organic traffic will do its job if your keywords were on point. It’s an
  50. 50. But social media is YOUR BEST TRAFFIC MAGNET. You must promote to social across all of your channels.
  51. 51. UTILIZE EMAIL to promote your content to existing contacts. Include it in a monthly newsletter or weekly blog update email.
  53. 53. WITH ANALYTICS The content marketing process ends the same way most marketing processes do:
  54. 54. IF IT WAS EFFECTIVE? if you launch a campaign but don’t measure its metrics, how will you know
  55. 55. Seek out data that aligns with YOUR CAMPAIGN GOAL. Use the data to refine your process for next time.
  56. 56. For example, If you wanted email subscribers, track the new size of your email list compared to the old. If you wanted more qualified leads, note your new conversion rate. If you wanted increased traffic, pay attention to where new traffic came from, and how big the increase was.
  57. 57. You’ll continually refine your content process with time — but you’re off to a great start! ON YOUR FIRST CAMPAIGN! CONGRATS “
  58. 58. Want to step up your marketing process with an inbound marketing strategy? Grab our guide: INFO.SPARKREACTION.COM/IMPLEMENT- AN-INBOUND-MARKETING-STRATEGY