Content Marketing: Planning Guide for Beginners
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This is a simple and reusable guide with worksheet templates that can be applied in launching a content marketing strategy. This short slide deck assumes that little or no work has been done to align content with target market profiles or depth in the buyiers journey, conversion cycles or funnel stages.
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Content Marketing: Planning Guide for Beginners
- 1. Content Planning for Beginners 1. Isolate a segment and personas to target 2. Outline conversion stages 3. Select marketing channels for stages 4. Assign assets to selected channels by stage 5. Whiteboard your implementation plan
- 2. Segment/Persona Isolation Example • B2B Manufacturer • Health and Fitness Sector • North America • Executive or Above
- 3. Marketing Channel Worksheet Example Channels SEO PPC/ Remarketing Social Web Site Email Telequal Event Unexposed Exposed/Suspect Converted/ Inquiry/Prospect MQL SQL Nurturing
- 4. Asset Planning Grid Channels Assets Funnel Depth SEO PPC Social Web Email Call Event Other Video Brochure Article/Post PPT Webinar SWAG WP Unexposed Suspect Prospect MQL SAL SQL Customer (Won)
- 5. Go to the whiteboard • Start mapping out your automations and drip flows • Plan CTAs • Schedule A/B testing at all points • Schedule KPI reviews
Editor's Notes
- Jeremy and Tom Merryfield are the primary users, although we refer to these on our iPads in Salesforce1 and we regularly send out links to them. Responses are the recorded lead/contact behaviors that imply ROI revenue eligibility for campaigns. This data point encompasses the behaviors of all database members in a period, not just new leads created in a period. SQLs are not readily available for these dashboards.
- Jeremy and Tom Merryfield are the primary users, although we refer to these on our iPads in Salesforce1 and we regularly send out links to them. Responses are the recorded lead/contact behaviors that imply ROI revenue eligibility for campaigns. This data point encompasses the behaviors of all database members in a period, not just new leads created in a period. SQLs are not readily available for these dashboards.
- Start generally by planning the channels you can or want to tap at what level of engagement.
- Next, be specific. Spell out what you want by topic or asset title.