Fail To Plan Then Plan To Fail
Without a solid content marketing strategy and plan any inbound or content
marketing process is destined to fail.
• Content marketing is resource intensive.
• A lack of focus dissipates effort and wastes time and money.
• Avoid blind alleys and shiny new objects.
• A reference to refer back to.
• It’s a marathon not a sprint – A step at a time – Avoid tangents
• Monitor results and check progress
The Planning Process
The steps to take to build a sound content marketing strategy and
plan are, in principle, no different to the long established standard
marketing planning process
• Establish the required outcome.
• Review analysis and build scenarios
• Select a scenario and define objectives
• Build strategies to achieve those objectives
• Break down those strategies and build a plan
Establish The Required Outcome
Must come from senior management.
What does the business wish to achieve – where is it headed
What are they key numbers – what represents success
What are the timescales
What resources are available and when
What is the role of inbound (content) marketing
Analysis is the foundation upon which any successful content marketing plan is built
Where is the business now – its markets, its customers, the numbers
How did it get there
Define the customer base and segments
Why do customers buy – what are the drivers
Product / service range analysis – Stars and Dogs – And why
Organisational / operational strengths / weaknesses
Where the business
Where the business
Would like to be
How To Get From
A to B
Limited By Available
Possible Routes =
Make A Choice
WARNING : The Wrong Choice Can Be
A Disaster In The Medium To Long Term
Limited By Results
With The Route Established Set Way Markers (Objectives)
Define The Objective – And Numbers
Define How The Objective Fits With The Route Chosen
Define The Timescales
Strategy And Planning
Strategies Are The Way In Which An Objective Will Be Achieved
What Are The Elements
Build Those Many Elements Into A Plan With Timescales And Outcomes
The content marketing strategy and plan therefore delivers
focus, timescales and required outcomes. Without a plan it
is all too easy to drift, deliver content that is not appropriate
to the task, on an ad hoc basis and fail as a result.
Content Marketing Strategy – An Overview - Content Strategy
What is content marketing? – A complete guide - What is content marketing
CIM marketing strategy and planning overview - Chartered Institute of Marketing
Get In Touch
Contact Phil Smith – Chartered Marketer, MCIM
Tel : 01670513378 Email : firstname.lastname@example.org