7.02 – Creating Credible Content Marketing Plans
Content scarcity remains a significant hurdle for modern marketers, complicating the effective use of marketing technology. Crafting compelling content that is simultaneously newsworthy, actionable, clear, consistent, attention-grabbing, persuasive, and accurate is no easy feat. Once content creation is mastered, the next crucial step is devising a strategy to reach your audience.
To embark on a successful content marketing journey—whether through articles, blogs, press releases, white papers, or social media—it’s essential to start with a well-defined plan. A strategic content marketing plan not only ensures consistency but also enhances engagement and brand visibility.
Conducting a Communications Audit
Begin by conducting a comprehensive audit of your brand’s communication efforts across all customer touchpoints. Gather examples from traditional advertising, online communications, packaging, signage, radio scripts, podcasts, and more. Organize these examples into a structured format, such as a spreadsheet, to evaluate each channel effectively.
- Messaging: Evaluate whether your messaging is brand-centric or customer-centric.
- Purpose: Define the intended purpose of each communication piece, whether it’s sharing best practices, engaging prospects with case studies, or establishing thought leadership.
- Frequency: Track how often content is published on each channel.
- Expense: Monitor expenditures on channels like Google Ads, retargeting platforms, and social media ads.
- Audience Engagement: Measure the response rates across different channels, including shares, comments, likes, and other interactions.
- Utilization: Assess the effectiveness of printed materials like handouts and brochures at events.
Regular communications audits are vital as consumer interests and preferences evolve. Consider conducting audits biannually to adapt to changing trends effectively.
Balancing Quantity and Quality
In content marketing, both quantity and quality play pivotal roles. While frequent content distribution increases visibility, high-quality content ensures relevance and value for your audience. Aim to create content that not only engages your audience but also attracts organic backlinks, boosting your SEO and expanding your reach.
Increasing Content Distribution
To enhance content visibility and engagement:
- Theme Calendar: Develop a monthly theme calendar focusing on topics of interest to your target audience, such as selecting CRM systems or leveraging data analytics.
- Social Media Promotion: Regularly share content across platforms like Facebook, LinkedIn, and others frequented by your audience.
- Content Serialization: Break down longer posts into digestible segments for easier consumption.
- Utilize New Media: Experiment with cost-effective banner ads on various websites to drive traffic to your content.
- Constant Promotion: Integrate blog and website URLs into all digital communications and leverage email signatures for continuous visibility.
- Strategic Press Releases: Maintain a balanced approach with press releases, focusing on newsworthy topics relevant to media outlets.
By consistently delivering valuable content, you position your brand as a trusted partner capable of providing valuable insights and support.
