Content Marketing Planning

I.Why You Need a Content Marketing Planning

The adoption rate of inbound marketing has risen dramatically in recent years. The numbers of marketers who state they are practicing inbound marketing rose from 60% last year to 85% this year.

To be successful at inbound marketing, companies need to invest in content because great content helps fuel successful inbound marketing campaigns. This is reflected in the amount of content being produced by marketers, with 69% of B2C and 70% of B2B marketers producing more content this year than they did last year.

But, is all of this additional investment in content proving to be successful?

It would appear that planning for content marketing has a major influence on that answer. In a recent study by CMI, they found B2B marketers who had a documented strategy were a lot more effective than those who simply had a verbal one. Of those who had a documented strategy, 60% consider their organisation to be effective at content marketing, compared to only 32% who had a verbal strategy.

II. How to Use the Templates

Content planning will undoubtedly have a major impact on the success of both your inbound marketing campaigns and the effectiveness of your content marketing overall. That’s why in this guide we’ve created 4 steps and templates that will help you put together an effective content marketing plan for either your business or those of your clients.

The templates will help you to:

STEP 1: Complete a SWOT analysis on your content marketing efforts and develop a plan to improve them.

STEP 2: Define the right objectives and KPIs for that plan.

STEP 3: Brainstorm content ideas and map these across your funnel.

STEP 4: Create a timeline for your content plans.

How should I use these templates?

To make it easier for you to implement these steps, each one has a standard structure explaining how to use it.

• The benefit of completing the step.
• Instructions to complete the step.
• An example of what a completed template looks like.
• An empty template for you to fill out.

Who has created this content marketing planning template?

HubSpot has teamed up with digital marketing planning experts Smart Insights who use a similar approach in their member resources for developing and creating digital strategies and managing digital transformation.

Step 1. Review current use of content marketing planning

Template to use
SWOT analysis of current content marketing efforts.

Instructions to complete the SWOT analysis:
First, select 3-4 major internal strategic strengths and weaknesses in your current content marketing efforts.

Why you should do this
A SWOT analysis of your current content marketing efforts is an essential part of creating your plan. It allows you to create a plan of action based not on what you’re interested in doing or on your gut-feel, but what you need to do given the situation in the marketplace. It provides a strategic view of the main opportunities and challenges available from content in your market.

The outcome of this analysis should be a high-level action plan of the most important tasks that will impact the success of your content marketing.

In these two boxes you want to identify what’s working well and what weaknesses you have. If you have yet to begin content marketing for your company, you can still complete this. For example, one of your strengths may be expertise in a topic your target audience is extremely interested in, and a weakness could be a lack of a dedicated resource to begin producing that content for you.

How to use the template

To use this template we have broken it down into two really simple steps.
Next, you identify both the opportunities and threats that can apply to anyone working within your market.

In our example, the addition of paid social media distribution is an opportunity. It can be used to further promote our content plus it’s less competitive (and costly) than Adwords. On the other end of the spectrum there is a potential threat to our successful whitepaper strategy. Competitors can easily replicate this, as its success is heavily reliant on well-optimised Adwords campaigns.

Download E-book to read full:

Content Marketing Planning



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