In this presentation, you will learn: - Why content marketing is so important for your business - 5 steps to developing a content plan - Using A Content Calendar - How to create world-class content

1. Building An Effective Content
Creation Plan For Your Business
In 2017
Sharon Okanlawon

2. What You’ll Get Out of This…
1. What ‘content’ really is
2. Why Content Marketing is so important
3. 5 Steps to developing a Content Plan
4. Your Content Calendar
5. How to create world class content (Bonus)

3. First of all…
What is Content?
Content is everything from words to visual media, audio to
infographics, print to digital information. Any piece that is passing
information across.
It is such a powerful tool used throughout marketing, spanning across
search, social media, etc.

4. The best content is one that is relevant to the audience it is trying to
reach, be it to entertain, to educate, or to be interesting.
This invariably means that…
The first step of a content strategy is research. You MUST have deep
insight into the people that you want to speak to or target...their pain,
frustrations, desires, needs, etc.
This is the only way your content will be relevant.

5. Why Is Content Marketing So Important?
1. People are losing trust in traditional advertising now more than
ever before.
2. People are constantly searching for information and Content
marketing meets that need.
3. Relevant content has a strong effect on you search engine ranking.
4. It has the power to influence a consumer’s buying decision

6. 5. It delivers strong ROI (especially for the long term)
6. Social Media feeds on relevant content
7. Positions your business as an expert in your industry
8. Helps you to build authority and credibility
9. Provides value with no strings attached
10. Develops lasting relationships with your audience

7. 5 Steps To Developing Your Content
Marketing Plan

8. Step 1: Define Your Goal
Great content is created for a specific purpose, and this purpose needs
to be defined.
Ask yourself if you are creating content to…
Boost Brand
Awareness
Generate
Leads
Strengthen
Loyalty with
Existing
Customers
Improve
Search
Engine
Ranking
Attract
Strategic
Partners
Build trust
and rapport
with your
audience

9. Step 2: Decide How Often You Want To Release
Content
At this point, decide on the number of times you will release relevant
content to your audience…
It could be daily, weekly, twice a week, etc. Whatever your choice is
(based on the need in your industry and what you can realistically do),
the key is to be consistent.
Note that momentum is best built
when there’s a pattern or habit

10. Step 3: Determine The Best Channels To Use
To decide what channels to distribute your content should primarily
depend on where your audience ‘hangs out’; where they are gathered
so you can speak to a large audience at the same time, as well as the
people being laser-targeted.
Is it…
Note that using multiple channels is a plus however…
Facebook A Blog
Your Email
List
Other SM
Platforms

11. Step 4: Determine The Medium
Infographics
Video
Audio
Articles

12. Step 5: Draw Up Your List of Targeted Titles
• With a solid idea of the purpose of your content and where it’s going
to be placed, you can now start to create optimized titles for your
plan.
• Here, you will need to refer to your market research findings to help
you create content around themes that you have discovered your
target audience is searching for.
The bottom line is to always think of the user’s needs first, before the
search engines.

13. Your Content Calendar

15. How To Create
World Class Content

16. 1. Know your ROLE and your AUDIENCE

17. 2. Create for OUTCOMES
What does your customer want to achieve?
Does it help them achieve/be something
specific?
If you just inspire and they don't learn anything
new,

18. THEY WILL
LEAVE YOU!

19. 3. Include Core Elements:
B. The
Possibility
C. The
Perspective
E. The Plan
D. Your
Personal Story
F. Positivity
A. The
Problem

20. 4. Organised by FRAMEWORKS:
You have to make it ‘chunckable’ for
them to receive.
World class content is always
sequential; it moves people from
point A to B.

21. Still on Frameworks…
You are trying to get them from point A to B
with a plan.
A FRAMEWORK helps to break
that movement down into understandable
elements.

22. IDEA/DIRECTIVE
Give
Examples
Share a
Story
Teach
strategies
IDEA/DIRECTIVE
Give
Examples
Share a
Story
Teach
strategies
An Idea: “Good Nutrition”
A Directive: “Eat Fresh Vegetables Everyday”
IDEA/DIRECTIVE
Give
Examples
Share a
Story
Teach
strategies
IDEA/DIRECTIVE
Give
Examples
Share a
Story
Teach
strategies
DESIRED
OUTCOME

23. THANK YOU