The document provides guidance on organizing a content marketing plan by understanding the audience, defining goals and messaging, choosing appropriate systems to store and manage content, and implementing a review process. It recommends creating a content matrix to comprehensively track elements like templates, formats, sharing tools, analytics and restrictions for each piece of content. Finally, it stresses the importance of measuring the results and impact of the content marketing plan.

1. How to Organize
Your Content
Marketing Plan
@lauracreekmore
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2. Getting started
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3. Photo by http://www.flickr.com/photos/rhysasplundh/
Know your audience
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4. Know what they
want to hear
http://www.flickr.com/photos/kenjinakamura/
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5. http://www.flickr.com/photos/garryknight/
Know what
you want to say
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6. http://www.flickr.com/photos/joeshlabotnik/
Know your content
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7. Name your systems
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8. Where’s the mismatch?
http://www.flickr.com/photos/33671002@N00/
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9. Your content lives here
http://www.flickr.com/photos/rabsteen/
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11. •Comprehensive view
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12. •Comprehensive view
•Analysis
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13. •Comprehensive view
•Analysis
•Review cycle
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14. •Comprehensive view
•Analysis
•Review cycle
•Access control
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15. http://www.flickr.com/photos/macchianera/
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16. http://www.flickr.com/photos/macchianera/
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17. http://www.flickr.com/photos/skistz/
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21. http://www.flickr.com/photos/remysharp/
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23. •Comprehensive view
•Analysis
•Review cycle
•Access control
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28. • Index number [You create] • Template
• Where available [Website, social • Supplements [Image, audio,
media, print, etc.] video, PDF, etc.]
• Dates [Due date, live date, • Sharing/other tools available
review date, expiration date, • Analytics
etc.] • If audio or video: File type,
• Staff [Owner, writer, reviewer, length, file size, format
approver, etc.] • If image: File type, dimensions,
• URL [if applicable] file size
• Headline • If PDF: File size
• Content summary [or content if • Restricted to certain audience?
short] • If public: SEO information:
• If page-based: Navigation Browser title, keywords
information • And more!
creekcontent.com/matrix.pdf
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29. Style guide?
Talking points?
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30. Traffic?
Leads?
Sales?
Sentiment?
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31. http://www.flickr.com/photos/kojotomoto/
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35. Laura Creekmore
h5p://creekcontent.com
laura@creekcontent.com
@lauracreekmore
Wednesday, March 13, 13