Unique creative content is integral for a comprehensive marketing plan. However, content isn’t simply just good writing. This guide to creating a content marketing plan will help you to understand the importance of a cohesive dynamic approach to content that will help you increase your search engine rankings and keep you ahead of your competitors.
Digital Marketing Strategy & Plan TemplateBidur Acharya
The template of this digital marketing is provided by NSW IT Support. NSW IT Support, is a reputed and well known IT consultant in Australia. For more detail about digital marketing strategy, please visit: http://nswits.com.au/digital-marketing-company-strategy/
Learning Digital Marketing - A Beginner's guide to Online MarketingAarti Mohan
Digital marketing is important, innovative, crucial, complex and lots of fun. Here's a brief guide to simplify digital marketing to help you take your products, services, ideas to the masses.
Online marketing will continue to grow in importance so it's critical for all business owners to deeply understand how this medium works and how they can leverage the internet to grow their businesses.
This presentation is a broad introduction on the power and importance of digital marketing and social media marketing. Please share if you like this!
Digital Marketing Strategy - A FrameworkMarkus Neuert
THOUGHTS ON A DIGITAL STRATEGY
I put this presentation together based on a loose framework I have used and expanded on since starting my production company Cyclefilm in 2006. I credit this model with identifying an expansion opportunity into the Tampa event management space with the Downtown Crawlers to support the marketing and launch strategy of my social App Kyngo. The model works equally well for identifying opportunities in both digital and traditional marketing.
I focused the presentation on media and tech collaboration opportunities in an attempt to find the right questions. The exact answers must be worked out individually for each company, taking into account the current business environment, unique strengths and opportunities.
A STARTER PACK
The presentation is a simple starter pack for any company that wants to win in digital by creating a comprehensive digital strategy document. This document can then be used as a central guidebook when developing actionable tasks and initiatives.
THE HOLISTIC APPROACH - FROM SILOS TO UNIFICATION
I wanted to provide companies with a framework to hang digital ideas and integrate them into the overall marketing strategy. Moving away from 1-off efforts in silos, and steering towards a holistic approach that encompasses the customer journey as a whole - from initial customer contact to purchasing the product. Every real world initiative must have a digital component that leverages the power of Email, Search and Social, as well as VOD, Podcasts and Blogs, from the smartphone to the store.
NOT COVERED
I did not venture deeper into a Social Media Channel Strategy, since this requires detailed insights and further analysis of the current state of social within each company.
I also did not touch on retail collaborations since this requires a deeper understanding of each company’s customers infrastructure and digital capabilities.
Digital Marketing Strategy Workshop - Abed JrabAbed Jrab
This was a free digital marketing strategy workshop, this Digital Marketing Strategy workshop covered an overview of how to begin on digital channels. Before even starting any digital campaign or digital communication you must have a strategy in place which will define your activities, your target audience and the results you wish to achieve.
What it included:
● What is a Digital Marketing Strategy
● Why you need a digital marketing strategy
● Introducing RACE Planning System
● Developing personas
● Setting SMART objectives
● Online Value Proposition
● Free Ebook Giveaway (Blogging the smart way, Jeff Bullas)
● Many other resources to be shared
● Live examples
Introduction to digital marketing- Social media marketing-Facebook MarketingSofthat IT Solutions
The Social Media Revolution 2017
Does social media have the power to change the world?
How Has Social Media Helped In Bringing Social Change?
What Are The Most Popular Social Media Platforms Amongst You?
Marketing your Business via Social Media
Marketing
Traditional Marketing
Digital Marketing
Traditional Marketing VS Digital Marketing
Social media marketing (Social Media Networks)
Facebook
Twitter
LinkedIn
Instagram
Digital Marketing Strategy & Plan TemplateBidur Acharya
The template of this digital marketing is provided by NSW IT Support. NSW IT Support, is a reputed and well known IT consultant in Australia. For more detail about digital marketing strategy, please visit: http://nswits.com.au/digital-marketing-company-strategy/
Learning Digital Marketing - A Beginner's guide to Online MarketingAarti Mohan
Digital marketing is important, innovative, crucial, complex and lots of fun. Here's a brief guide to simplify digital marketing to help you take your products, services, ideas to the masses.
Online marketing will continue to grow in importance so it's critical for all business owners to deeply understand how this medium works and how they can leverage the internet to grow their businesses.
This presentation is a broad introduction on the power and importance of digital marketing and social media marketing. Please share if you like this!
Digital Marketing Strategy - A FrameworkMarkus Neuert
THOUGHTS ON A DIGITAL STRATEGY
I put this presentation together based on a loose framework I have used and expanded on since starting my production company Cyclefilm in 2006. I credit this model with identifying an expansion opportunity into the Tampa event management space with the Downtown Crawlers to support the marketing and launch strategy of my social App Kyngo. The model works equally well for identifying opportunities in both digital and traditional marketing.
I focused the presentation on media and tech collaboration opportunities in an attempt to find the right questions. The exact answers must be worked out individually for each company, taking into account the current business environment, unique strengths and opportunities.
A STARTER PACK
The presentation is a simple starter pack for any company that wants to win in digital by creating a comprehensive digital strategy document. This document can then be used as a central guidebook when developing actionable tasks and initiatives.
THE HOLISTIC APPROACH - FROM SILOS TO UNIFICATION
I wanted to provide companies with a framework to hang digital ideas and integrate them into the overall marketing strategy. Moving away from 1-off efforts in silos, and steering towards a holistic approach that encompasses the customer journey as a whole - from initial customer contact to purchasing the product. Every real world initiative must have a digital component that leverages the power of Email, Search and Social, as well as VOD, Podcasts and Blogs, from the smartphone to the store.
NOT COVERED
I did not venture deeper into a Social Media Channel Strategy, since this requires detailed insights and further analysis of the current state of social within each company.
I also did not touch on retail collaborations since this requires a deeper understanding of each company’s customers infrastructure and digital capabilities.
Digital Marketing Strategy Workshop - Abed JrabAbed Jrab
This was a free digital marketing strategy workshop, this Digital Marketing Strategy workshop covered an overview of how to begin on digital channels. Before even starting any digital campaign or digital communication you must have a strategy in place which will define your activities, your target audience and the results you wish to achieve.
What it included:
● What is a Digital Marketing Strategy
● Why you need a digital marketing strategy
● Introducing RACE Planning System
● Developing personas
● Setting SMART objectives
● Online Value Proposition
● Free Ebook Giveaway (Blogging the smart way, Jeff Bullas)
● Many other resources to be shared
● Live examples
Introduction to digital marketing- Social media marketing-Facebook MarketingSofthat IT Solutions
The Social Media Revolution 2017
Does social media have the power to change the world?
How Has Social Media Helped In Bringing Social Change?
What Are The Most Popular Social Media Platforms Amongst You?
Marketing your Business via Social Media
Marketing
Traditional Marketing
Digital Marketing
Traditional Marketing VS Digital Marketing
Social media marketing (Social Media Networks)
Facebook
Twitter
LinkedIn
Instagram
I am glad to share my 2nd (#TASK1) internship task at The Sparks Foundation for batch #GRIPOCT21. The task was aimed to create a marketing plan for The Sparks Foundation. I have created a general digital marketing plan which is purely assumption-based. I strongly believe that the exact execution of this plan will bring long-term success & sustainability to The Sparks Foundation.
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignTrinfinity
Having a solid digital marketing plan for every month may seem like over
optimization but the benefits are indisputable. The sooner you can put a monthly plan into action, the sooner you will be reaping the rewards of Digital marketing – more leads, at a lower cost, generated by a completely scaleable strategy.
Use this template to create a detailed digital marketing plan defining the digital channel strategy for each major market/proposition to provide focus and direction for the future.
Make sure your digital plan is well integrated with all marketing communications and aligns with your business objectives.
Here’s a taste of what you’ll find inside:
- Setup Goals and Metrics
-Define your buyer personas
-Identify your marketing triggers
-Keyword strategy
-Outline your content strategy
-Design your marketing funnel
-Implement & setup support platforms
-Recruit for the skillsets you need
Published at <a>Trinfinity</a>
Digital marketing strategy for B2B sectorMoses Gomes
Here is a simple DIY for B2B and entrepreneurs on how to use social media and internet marketing strategies for lead generation, engagement and branding. This presentation presents some simple key techniques to help on different social media and technology elements for engagement with customers.
Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)Alex Mari
Digital Academy Training
Importance of Facebook; Social Media Advertising Spend; Facebook Algorithm (EdgeRank) and Organic Reach; Converged Media; Fan Page and Facebook Insight; Creating the perfect ad (right format, right audience, right journey stage; right context).
Search marketing strategy - Rahul, Manish, Mrinalini - GoogleJigserv Digital
Rahul, Manish, Mrinalini from Google were at the ISB Digital Summit 2014 to conduct a session on Search Marketing Strategy: Adwords paid search & Mobile Ads strategy as part of the Digital Boot Camp workshop.
One page template: Digital Marketing Strategy, the formula to strategise your digital strategy successfully. Follow these steps to generate a comprehensive digital marketing plan.
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
The Search Performance Brief (SPB) is Brafton's proprietary data-driven content creation process that maximizes the likelihood of ranking for target keywords and driving qualified traffic.
Ecommerce Marketing Strategy Guide How to Create a Stellar PlanSevenAtoms Inc.
With the bevy of ecommerce platforms available today, setting up shop on the internet has become a far easier task than it once was. But the hurdle for today’s ecommerce companies isn’t getting started—it’s how to keep going.
If you’re having a difficult time getting your brand to take off, you’re probably in need of a solid ecommerce marketing strategy. Lucky for you, we’ve developed this handy guide to help you design a custom ecommerce marketing plan that will help you achieve maximum success for your online business.
This guide is broken up into several chapters outlining the different areas of your ecommerce marketing strategy that you’ll need to develop. In chapter one, we’ll discuss the importance of an ecommerce content marketing strategy and how you can develop content for your ecommerce site that will best appeal to your target audience. Chapter two details how to use SEO to get the best visibility for this content. In chapter three, we’ll go over how you can use paid campaigns to build out your audience, and chapter four will demonstrate how email marketing can help you nurture and maintain that audience.
I am glad to share my 2nd (#TASK1) internship task at The Sparks Foundation for batch #GRIPOCT21. The task was aimed to create a marketing plan for The Sparks Foundation. I have created a general digital marketing plan which is purely assumption-based. I strongly believe that the exact execution of this plan will bring long-term success & sustainability to The Sparks Foundation.
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignTrinfinity
Having a solid digital marketing plan for every month may seem like over
optimization but the benefits are indisputable. The sooner you can put a monthly plan into action, the sooner you will be reaping the rewards of Digital marketing – more leads, at a lower cost, generated by a completely scaleable strategy.
Use this template to create a detailed digital marketing plan defining the digital channel strategy for each major market/proposition to provide focus and direction for the future.
Make sure your digital plan is well integrated with all marketing communications and aligns with your business objectives.
Here’s a taste of what you’ll find inside:
- Setup Goals and Metrics
-Define your buyer personas
-Identify your marketing triggers
-Keyword strategy
-Outline your content strategy
-Design your marketing funnel
-Implement & setup support platforms
-Recruit for the skillsets you need
Published at <a>Trinfinity</a>
Digital marketing strategy for B2B sectorMoses Gomes
Here is a simple DIY for B2B and entrepreneurs on how to use social media and internet marketing strategies for lead generation, engagement and branding. This presentation presents some simple key techniques to help on different social media and technology elements for engagement with customers.
Social Paid: Facebook Advertising Strategy by Alex Mari (Fennex)Alex Mari
Digital Academy Training
Importance of Facebook; Social Media Advertising Spend; Facebook Algorithm (EdgeRank) and Organic Reach; Converged Media; Fan Page and Facebook Insight; Creating the perfect ad (right format, right audience, right journey stage; right context).
Search marketing strategy - Rahul, Manish, Mrinalini - GoogleJigserv Digital
Rahul, Manish, Mrinalini from Google were at the ISB Digital Summit 2014 to conduct a session on Search Marketing Strategy: Adwords paid search & Mobile Ads strategy as part of the Digital Boot Camp workshop.
One page template: Digital Marketing Strategy, the formula to strategise your digital strategy successfully. Follow these steps to generate a comprehensive digital marketing plan.
Presentation for MBA students at Southampton University about what is to do Digital Marketing for B2B today...it is mainly lead generation: Connect, Engage, Monitor and Convert
The Search Performance Brief (SPB) is Brafton's proprietary data-driven content creation process that maximizes the likelihood of ranking for target keywords and driving qualified traffic.
Ecommerce Marketing Strategy Guide How to Create a Stellar PlanSevenAtoms Inc.
With the bevy of ecommerce platforms available today, setting up shop on the internet has become a far easier task than it once was. But the hurdle for today’s ecommerce companies isn’t getting started—it’s how to keep going.
If you’re having a difficult time getting your brand to take off, you’re probably in need of a solid ecommerce marketing strategy. Lucky for you, we’ve developed this handy guide to help you design a custom ecommerce marketing plan that will help you achieve maximum success for your online business.
This guide is broken up into several chapters outlining the different areas of your ecommerce marketing strategy that you’ll need to develop. In chapter one, we’ll discuss the importance of an ecommerce content marketing strategy and how you can develop content for your ecommerce site that will best appeal to your target audience. Chapter two details how to use SEO to get the best visibility for this content. In chapter three, we’ll go over how you can use paid campaigns to build out your audience, and chapter four will demonstrate how email marketing can help you nurture and maintain that audience.
Have you created a customer avatar for your business? It is important to know your target market and what problems they have so you can begin creating content that meets those need and engages your audience.
All You Need to Know About Content Marketingsangerarayal
As more and more marketers have begun to realize the power of digital marketing, content marketing has quickly become the name of the game.
While many may be under the mistaken impression that it all comes down to posting content on your business website, it is much more.
Editorial calendars, or content calendars, let brands like yours plan regular, targeted content updates to reach your audience in the most effective way possible.
Editorial calendars have long been used in print journalism, and they’re equally essential as part of the modern marketing mix.
Marketing directors and other corporate marketers are intimately acquainted with the need for continuous new content to fuel their campaigns and maintain their relationship with their audience, and the centrality of a blog in supplying said content. As is so often the case, however, familiarity can breed contempt, and many people in your audience might simply be tired of the same old, same old when it comes to the content you're sending them.
But the rewards of a high-impact blog are undeniable: companies like Groove, HubSpot, and Net-Results have found that a high-quality blog can become the biggest single contributor to growing their earned audience and their sales leads.
Make no mistake, business blogging is not for the faint of heart. Knowledge of a product, service or even entire industry or profession is not, in and of itself, sufficient to effectively blog about it. Expertise does not necessarily a good storyteller make. And a successful business blogger is just that: A storyteller.
The Art And Science Behind Killer ContentRob Bonham
Whether you are an in-house or agency marketer, strategic content development is crucial to drive qualified web traffic that converts. Learn how to develop strategic content backed by data to drive SEO success and beyond.
Originally presented at WordCamp Riverside 2019 by Michael Tesauro (slides 1-9) & Rob Bonham (slides 10-19)
https://2019.riverside.wordcamp.org/session/the-art-science-behind-killer-content/
It’s time for some tough love: If your content marketing isn’t performing as well as you expected it to, it’s probably not the discipline’s fault — it’s yours. Content marketing works — we’ve seen the success stories from dozens of businesses, large and small. But it’s not a “set-it-and-forget-it” kind of
technique. It takes time, dedication, and a solid plan right from the start. It also takes flexibility and the willingness to continually tweak your formula so that you’re always getting peak performance. If your content marketing program is bringing in leads, engaging prospects and customers, and achieving strong ROI, then this e-book isn’t for you. But if you are running into problems that are keeping you from reaching the success you deserve, it might be time to take out your chemistry kit and make some adjustments to your formula.
Because every troubleshooting expedition can use a map, we’ve gathered some helpful guidance from Neil Patel — founder of KISSmetrics, and one of CMI’s most prolific and experienced contributors. Neil’s words of wisdom can help you overcome the barriers to success and get back on the right path.
How to Improve Your Lead Generation Strategy - Understandingecommerce.comMike Doherty, PMP
You may keep wondering how some companies grow 600% in a few years while some get stuck at the same point. You might think that the only way out to increase your customer base and revenues is to involve so-called Ad Fraud. However, as 2018 showed, honest strategies to lead generation are even more effective and, what’s important, ethical and legal. That is one more reason to read this article.
Based on the top lead generation strategies that worked in 2018, find here a list of 10 most effective tips for you
By looking at the overall picture before drilling down to specific contents or topics, you will allow each piece to be designed to create an impact from the start.
Learn how you can create powerful contents for your marketing initiatives.
Did you know social media is the number one daily activity among Americans, topping time spent on email and Google?
According to a survey, 93% of marketers use social media to promote their business.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
2. CONTENT
WHAT A CONTENT MARKETING PLAN LOOKS LIKE���������������������������������������������������3
WORKING WITH AN EDITORIAL CALENDAR������������������������������������������������������������������7
DEVELOPING YOUR OWN VOICE AND STYLE�������������������������������������������������������������11
GETTING BEYOND THE BASIC BLOG POST���������������������������������������������������������������� 14
OPTIMIZING YOUR CONTENT FOR CONVERSIONS�������������������������������������������������18
CONTENT MARKETING SUCCESS DOESN’T HAPPEN BY ACCIDENT����������������22
3. 1
WWW.WEBFULLCIRCLE.COM CREATING A CONTENT MARKETING PLAN THAT WORKS
Stop us if this sounds familiar: you get excited
about search engine optimization, lead
generation, and branding opportunities online.
That leads to a decision to prioritize content
creation as part of your Internet marketing
strategy. Your team generates 4 or 5 blog posts
or videos, and then you suddenly find that
pressing deadlines, client requests, and other
day-to-day obligations get in the way. Before
long, your campaign is stuck in neutral.
That’s a common scenario we hear from
new clients who are frustrated from a lack of
progress with their content marketing. Another
similar challenge arises when a business owner
or manager feels as if they’ve been writing (or
buying) content regularly for weeks or months
but don’t seem to be getting any results. They
throw new pieces and ideas online, but it
doesn’t lead to any improvement in sales or
search positioning.
4. 2
WWW.WEBFULLCIRCLE.COM CREATING A CONTENT MARKETING PLAN THAT WORKS
There are a lot of reasons businesses struggle
to both generate content, and create a bottom
line impact with it. A big part of the issue,
though, can usually be traced back to the fact
that they don’t have a coherent strategy in the
first place. They are generating content – or at
least thinking about it – but aren’t quite sure
how the different pieces they produce could,
or should fit together.
We want to help you avoid those kinds of
mistakes. Content marketing is extraordinarily
valuable, but only if you know how to create a
system that attracts visits from search engines
and social media platforms. Additionally, those
visits have to turn into conversions before they
have value.
With that in mind, let’s look at what you have to
know to create a content marketing plan that
works for your company…
5. 3
WWW.WEBFULLCIRCLE.COM CREATING A CONTENT MARKETING PLAN THAT WORKS
To a lot of marketers, a “content marketing
plan” essentially equates to a promise that
the owner of the business will sit down to
blog for half an hour every weekend. That’s
certainly better than nothing, but it’s not
the kind of strategy you need to help your
business thrive.
Even if your company is comprised of a single
person, you need an actual plan to help
you create and disseminate your marketing
messages. Certainly, a production goal (so
many blog posts and videos per month, etc.)
is going to be part of that. But there are other
elements to consider, too.
For one thing, time and consistency are
important factors. You can certainly choose
to create content in batches, or to hire a
creative professional or team to generate
WHAT A CONTENT MARKETING PLAN
LOOKS LIKE
6. 4
WWW.WEBFULLCIRCLE.COM CREATING A CONTENT MARKETING PLAN THAT WORKS
content for you in bursts. However, for the
maximum marketing effect, you’ll want to
space the release of each new piece of
content out over time. In fact, it’s a good
idea to follow a calendar that keeps you on
track. That’s something we’ll get to in just a
moment.
Before you worry about when your content
will be produced and released, it’s important
to have a sense of what you want to
accomplish. Who should read or see the
content? What kinds of impressions do you
want them to have about your company?
Which actions are you hoping they will take
as a result?
To answer that, you have to have an
understanding of your target market, your
personality as a marketer, and your unique
7. 5
WWW.WEBFULLCIRCLE.COM CREATING A CONTENT MARKETING PLAN THAT WORKS
selling propositions. Moreover, you need to
be able to identify the places and platforms
that will let you reach the buyers you are
looking for most efficiently. Do they look for
products and services like yours on Google,
or spend their time on Facebook? Are they
likely to read your emails, or are you better
off posting material to your blog?
There probably isn’t an “either-or” answer
to these questions. Most likely, your plan
will have to include a variety of buyers and
influencers, as well as several different
marketing channels where you can post your
content. Still, it’s important to consider these
issues from the start. Otherwise, you could
find yourself playing the Internet marketing
version of whack-a-mole, trying to generate
some momentum with your content in one
place only to find your customers are flocking
to another.
8. 6
WWW.WEBFULLCIRCLE.COM CREATING A CONTENT MARKETING PLAN THAT WORKS
A content marketing plan isn’t a to do list,
or the notion of things you are hoping will
happen. To be functional, it has to have a
goal, schedule, and focus. That should lead
to a list of executable items, but those only
come after you’ve established what your
content is supposed to do for your business,
not to mention the people who will see it.
9. 7
WWW.WEBFULLCIRCLE.COM CREATING A CONTENT MARKETING PLAN THAT WORKS
Once you know what you’re trying to accomplish
with your content marketing, it’s time to put all the
pieces together in a way that keeps you focused
moving forward. The easiest way to do that is by
using a simple editorial calendar that is reviewed
and updated on a regular basis.
If you aren’t familiar with the way an editorial
calendar works, just look at your TV listings.
Scroll forward through the hours and dates on
your remote, and you’ll see that most popular
programs have been assigned a date and time
weeks or months in advance. If you were to go
farther behind the scenes, you would notice
the way writers and producers map out entire
seasons of your favorite shows before they start
filmingasingleepisode.That’sbecausetheywant
to know where they’ll start, how things will finish,
and which spaces they can sell to advertisers.
WORKING WITH AN EDITORIAL CALENDAR
10. 8
WWW.WEBFULLCIRCLE.COM CREATING A CONTENT MARKETING PLAN THAT WORKS
You may not have advertisers to please
and ratings to worry about, but you should
know which pieces of content you will be
producing in the future, along with when and
where they’ll be distributed. The biggest
benefit to this kind of approach – whether
your calendar is cv built on a spreadsheet,
a word processing document, or scheduling
app – is that it keeps you focused and
motivated. You never have to wonder what
you should be working on next, because the
answers are right in front of you.
Aside from preventing writers block, using
an editorial calendar also allows you to
coordinate and consolidate your message.
It keeps you from posting one thing on
your blog and then going in a whole new
direction through your social feeds or email
newsletter. In other words, it lets you make
BLOGGINGBLOGGING
11. 9
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a bigger impression on buyers, and come
off as more polished, because each of your
posts, images, and videos reinforces the
others.
Scheduling your content also allows you to
look ahead so you can tie your marketing
into external events that can be anticipated.
For instance, you might not know what the
next breaking news item in your industry will
be, but you can anticipate major holidays,
conferences, and product release dates.
Why not build your content along the same
themes your customers are already talking
about and looking up online?
Don’t think that an editorial calendar is just
about timing and topics, though. There is
also the issue of responsibility. If you have
several different individuals creating content
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for your marketing plan, or working with
an outside vendor to generate things like
pictures, post, and videos, then you can
keep everyone on the same page with a
list of topics and deadlines. That can go a
long way towards improving your workflow,
increasing cooperation, and making sure
every piece of content produced finds its
way to the right destination.
We began this report by advising you to
turn your content marketing wishes into
a concrete plan of action. Setting a firm
editorial calendar into place makes that job
a lot easier and ensures you don’t go too far
off track with your messaging.
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To a lot of business owners, content is
content. They see is something has to be put
on a website, blog, or social feet, but as long
as the ideas are coherent and the keywords
are in the right places, they tend not to worry
too much about the rest.
That’s a shortsighted point of view. For one
thing, Google’s algorithms are getting better
at measuring engagement, authenticity, and
authority. Having strong content matters if
you want to attract visitors to your website.
The bigger issue, however, is that content
needs to be compelling and persuasive
if you want to make an impression on live
humans. They don’t want bland, generic,
keyword-stuffed articles. They want a unique
point of view that addresses their issues and
concerns.
DEVELOPING YOUR OWN VOICE AND STYLE
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For that reason, every marketer should be
aiming to develop a voice and style that is all
their own. In the same way that two singers
might approach the same song in entirely
different ways, two marketers can address
a popular topic in a way that reflects each
one’s distinctive audience, strengths, and
knowledge base.
Usually, a prolific content marketer will
develop their own style over time. The more
they practice, the easier it is to figure out
what feels natural. However, there are a few
things you can do to move the process along
and stand out in a very crowded Internet.
The first is to consider what the marketing
personality of your organization should be
like in the first place. Do you want to be
serious and solemn, or lighthearted and
witty? Would you prefer that people see you
and your business as the premier source of
information in the industry, or as a group that
delivers fun facts in an entertaining fashion?
Another good idea is to find one or two
individuals who can serve as the public
face of your business. This is usually the
owner, but it could also be a spokesperson
or family member. When customers see the
same person in numerous videos, photos,
and biographies, it becomes easier for them
to associate that face with the business as
a whole. They feel like they are “getting to
know” the individual, and that carries over to
the company.
In order to ensure consistency in your
communications, you could also create a
stylesheet that indicates what colors you’re
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going to use in your messaging, which types
of grammar preferences and abbreviations
you’ll stick to, and even which words or
terms should be prioritized. These types of
documents can help with building a brand,
and make it easier for you to create pieces
of content that seem like they go together.
The goal of content marketing isn’t just to
have people view your ideas and marketing
pieces. Instead, it’s to carve out a niche in
buyers minds and show them what makes
you different from your competitors. By
expressing yourself with a unique voice
and point of view, you make it easier for
customers to know you, like you, and pick
out your content again and again.
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Most content marketers use a blog as the
focal point of their distribution efforts. That
makes perfect sense, given that every new
post counts as a fresh page in Google’s
eyes, and someone who clicks through to
your website to read one article is likely to
stay and peruse others.
But, as you consider filling your blog with
informative 500 word items, consider a
couple of things: first, your blog isn’t just
about text and keywords; and second, there
are still other places you should share and
promote your ideas.
Obviously, written content is likely to be
the focus of your blog. That’s the easiest
and cheapest type of content to produce, it
stands out clearly to Google and the other
search engines, and is convenient for your
readers. However, your posts don’t just
GETTING BEYOND THE BASIC BLOG POST
BLOG
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need to consist of paragraphs and search-
friendly text.
Although the titles of your blog posts are
going to be the first thing readers notice, the
images you attach to them convey meaning
and emotion almost instantly. It’s amazing
to see how two different posts can perform
when one has a stunning visual next to it
and the other doesn’t. If you want to attract
attention and create interest, pay as much
attention to the pictures you put on your
blog as you do the text.
You should also think through the details as
you craft the body of your posts themselves.
Few people enjoy reading long, unbroken
blocks of words. You can transmit key points,
and make your content see more interesting,
by including subheadings, bullet points,
and numbered lists. These help the reader
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to retain key thoughts, and make your content
seem more inviting.
As easy and helpful as it is to work with text,
keep in mind that you can comprise entire posts
of images and video. In fact, you may consider
taking some of your ideas that have been
popular in a written post format and translating
them into different mediums, like video clips and
infographics. That lets you get more mileage out
of your best concepts, reach a wider audience,
and engage potential buyers who might not have
noticed your content otherwise.
In the same way, remember that a lot of what you
consider to be blog content can also be shared,
promoted, or repackaged in social media. While
it’s important to have content on your website
for search engine optimization purposes, it’s
often easier to bring in viewers from platforms
they already know and use every day. So, while
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you might have a written article on your own
blog, you could post a shortened, image-
based version to Facebook, and then use
the resulting script to make a short video that
is distributed via YouTube. Taking that kind of
approach increases viewership across the
board and helps you leave a bigger footprint
online.
Finding the specific answers that work for
your business might require you to tweak
theseapproaches.And,bystudyingyourweb
analytics you’ll discover what your customers
do and don’t respond to. What matters most,
though, is that you take a bigger picture of
content marketing that isn’t just constrained
to a few paragraphs that go on to your blog.
The worldwide web is huge, and you need
to be using every type of media – in several
different platforms – if you want to reach as
many buyers as possible.
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For all the advice we give about creating
interesting and insightful content, it’s
important to remember that we aren’t
trying to turn you into a novelist or a media
personality. Or to put it another way, the point
of creating content is to help your business
grow. Otherwise, why would you bother
at all?
It used to be that you could post a lot of
material online, get visitors from Google,
and watch your sales increase. Now, though,
the web is so crowded and competitive that
even people who are good prospects for
your products or services are likely to read
what you have to say and then take their
attention elsewhere if you don’t give them
a good reason to hang around. That’s why
your content has to be optimized specifically
for conversions.
OPTIMIZING YOUR CONTENT FOR CONVERSIONS
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Generating conversions from your content
is a two-step process. The first is making
sure as many people as possible can find
and view your ideas. Naturally, that includes
all the great advice about search engine
optimization we like to give out in our blogs
and reports. You want someone who turns
to Google to come across your thoughts as
frequently as possible.
You shouldn’t settle for simply search
optimizing your content, though. In 2017,
there are a lot of different ways you can
promote your ideas to a larger audience.
For instance, you can put links to your
blog posts in your social feeds. Or, you can
promote one social media item from another
(tweeting about your latest YouTube video,
for example). You can even use advertising
options like Facebook’s “boost” feature to
reachabiggerandtightly-targetedaudience.
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Likewise, you can draw in more readers and
viewers by cross-promoting your content through
internal links, email newsletters, and even PPC
ads. All of this ensures the effort you put into
developing unique content style will pay off
broader exposure.
When you’re satisfied your content is reaching
the right audience, you can make it pay off by
including a focused call to action at the end of
every piece. Don’t hope someone who sees
your post or video will take the next step – invite
them specifically to move forward and sign up for
your newsletter, follow you online, or download
a report you put together. Give them a specific
benefit so they have a reason to stay in touch.
Ultimately, content marketing is still marketing. If
you aren’t promoting the pieces you put online,
then they aren’t going to be seen and won’t have
a noticeable effect on your company. Likewise,
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if it isn’t clear what someone who likes your
content should do to learn more, you’ll
constantly lose prospects who might have
turned into buyers if they had remained in
your sales funnel.
Given the time, money, and effort it takes to
buildandexecuteastrongcontentmarketing
plan, it makes sense to give yourself every
possible chance to generate conversions.
Are you doing enough to see bottom-line
results?
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CONTENT MARKETING SUCCESS
DOESN’T HAPPEN BY ACCIDENT
In this brief guide, we have walked you
through the steps needed to create a
comprehensive content marketing strategy
and bring it to life. It’s not uncommon for
new clients to tell us they’ve thought about
different elements of their campaigns in the
past, but hadn’t ever put the pieces together
to achieve the right results.
If you’ve dabbled in content marketing, or
even if you’ve put it off because it seemed
overwhelming, this is your chance to turn
the page and start carving out your identity
on the web. By following the tips and advice
we’ve provided here, you can figure out what
you’re trying to accomplish, set an editorial
calendar, reach buyers through a variety of
platforms, and even generate inbound leads
or sales.
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Of course, each of these steps gets a lot
easier when you have the right creative
team working on your side. Reach out to the
creative minds at Web Full Circle today to
schedule a free consultation see how we
can help you get started!
$
26. CONTACT US
1000 NC MUSIC FACTORY BLVD.
SUITE B9
CHARLOTTE, NC 28206
980.216.8847