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How to Create A Content Marketing Plan

Develop your content marketing plan with these 7 steps

Content marketing is a cornerstone of any successful digital marketing strategy. Creating an effective content marketing plan can be one of the most challenging, yet transformative, investments you make in your business.

Creating an effective content plan will help you define your audience, understand the type of content they’re looking for, and ensure that the content you create is optimised for maximum impact. Moreover, it will help define who you are as a company and how customers perceive your value proposition; it also strengthens customer loyalty and helps build an engaged online community. 

Taking the time to create a comprehensive content plan can reap huge rewards in increased visibility, conversions, and ROI—but only if it’s done properly. A successful content marketing campaign gives you the power to capture potential clients’ attention and draw them into your brand universe. 

If you’re ready to level up your content marketing game and start seeing tangible results come from your efforts, you’ve come to the right place to learn how to craft a winning content plan. Read on for our tips on how to create a comprehensive content marketing plan that will inspire your target audience and move them to act!

Create your content marketing plan with these 7 steps

For each step ask yourself the focus questions to align your content marketing plan with your goals:

  1. Define your marketing goals. What result are you aiming for with your content plan?
  2. Define your target audience. Who are you trying to reach with your content?
  3. Research your competition. What are they doing that’s working; how can you do it better?
  4. Identify content opportunities. Which keywords and search terms engage your audience?
  5. Create an editorial calendar. How will you know what to publish and when?
  6. Measure your success. How will you track people engaging with your content?
  7. Ask the experts. When is it time to seek expert help and guidance?

Define your marketing goals

Having a content marketing strategy is key to any successful content operation—and it’s essential to have goals in mind that are attainable and measurable. Your goals will help you align your strategy and track the progress of your content marketing efforts. For instance, defining your content marketing goals should include quantifying how much traffic you expect to see on certain pages as well as what kind of engagement you want from readers.

Measuring performance through metrics such as conversions, impressions, clicks, and visits is also important for an effective content marketing campaign. Keeping an ambitious yet realistic content schedule and articulating it clearly in a strategy can help focus efforts and increase the effectiveness of content communication initiatives.

Define your target audience

When crafting your content marketing plan, it’s important to understand who you are trying to reach. Your target audience should be created based on considering your current and potential ideal customers including their needs and wants. You need to be able to accurately identify which of your content will be appealing and engaging to them.

When you’ve identified your target audience, that content can be tailored towards them with the right tone and style of content production. You should also consider where they get their information from so that you can find suitable content distribution channels to engage them. Having an understanding of your target audience allows you to create a content marketing strategy that’s tailored towards achieving positive engagement and maximum effectiveness for the message and story you want to tell.

Research your competition

When it comes to content marketing strategy, researching your competition can help you gain a significant competitive advantage. Identify what content your close competitors are producing and how they’re utilising their content to grow their presence in the marketplace.

Think about how you can do things and what content is missing. Is there room to expand the content scope of your competition? Can you create content more frequently, or tailored towards your target audience? Create content that’s unique to your business and true to your brand’s identity, as well as content that resonates with your particular audience. By differentiating yourself from the competition, you have a greater chance of standing out and becoming even more successful in the space.

Identify content opportunities

To get the most out of your content marketing plan, it’s important to understand which SEO keywords and search terms your target customers are engaging with. Performing keyword research using free tools such as Google Trends and Ubersuggest is a good place to start and will help you get insights into how words and phrases related to your content are performing as well as what content topics people are looking for online.

In addition, analysing industry trends and competitor content can provide more ideas for new content posts. Once you’ve identified content opportunities specific to your business’s goals, you can then create content that aligns with those opportunities to effectively gain exposure, increase engagement, and generate new leads.

Create an editorial calendar

An editorial calendar is an integral part of content marketing planning. It helps content creators plan content strategically and ensure content is published regularly. The calendar should be created before content creation begins so you can track content as you produce it. The content should reflect the organisation’s overall brand mission and any relevant topics, campaigns, or initiatives they are focusing on.

An effective content marketing strategy also includes outreach strategies which can include press releases, guest posts, and email campaigns to boost content-sharing potential. A well-structured editorial calendar makes it easier to measure ROI for content marketing efforts and track analytics for successes over time. When content creators incorporate this into their routine, creating engaging content becomes a habit rather than a chore—and this is key to producing engaging and effective content!

Measure your success

Tracking how many people are engaging with your content lets you know if you’re providing content that resonates with audiences. Keeping an eye on metrics like views, interactions and shares will help you tailor your content accordingly so you can reach even more people. That way, you can keep refining and improving your content in real-time, ultimately allowing you to measure your success and further optimise your content strategy as you continue publishing regular posts.

Ask the experts

Investing in expert help and guidance can be the missing piece to content marketing success. A content marketing consultancy, for instance, can help you to develop a content marketing plan that considers objectives, targeting and segmentation, content types, distribution channels and strategy. They can also provide actionable insights regarding content production activities as well as ideas for how to measure engagement with content once published. If you find yourself struggling to make content marketing work, don’t hesitate to seek expert assistance—it could make all the difference in meeting your content marketing goals.

We’re here to help your content marketing plan produce results

Achieving success with a content marketing strategy requires careful planning and execution. By following the steps outlined in this blog post, you can set your business up for content marketing success. Be sure to define your goals, your target audience, and measure your progress along the way so you can make adjustments as needed. And if you need help getting started or staying on track, don’t hesitate to contact us today. We’re here to help you get the most from your content marketing plan and achieve your desired results!

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