Your content marketing plan should ensure that you achieve a specific goal with each piece of content you publish. You want to improve the customer experience by informing and educating your customers. You also want to use content to build trust and credibility.
Well-crafted content can achieve all of this and more if you first create a solid content marketing plan. Here are eight steps to follow.
Check your current content
It is important to examine what content you currently have and how it is affecting your results. In this case, your bottom line will consist of conversions, such as subscribing to your list, but also sales or any calls to action you’ve captured.
Study your audience
Even if you’ve already done some research, continue to research your audience. Today’s audience may be the same as yesterday’s, but technology and education can sometimes change your view.
Understand your purpose
In this case, you need to understand your overall purpose and then how each piece of content fulfils that purpose. Start with content you already have. What was your thought process when you created it and how does it fit with your goals?
Developing an editorial calendar
A full editorial calendar includes product development, blog content, sales pages, social media content and more. Include all the content you need for every product or service you want to promote, on every site you want to put them on. You can create a basic editorial calendar and then break it down into different categories so it’s not so cluttered.
Developing content
Start developing your products and content. Well-developed content educates, informs, engages and inspires action. Make sure you can link all your content, in whatever form you create it, to its raison d’être. Don’t just create textual content. Create content in other formats, such as images, audio and video. The more types of content you can create, the better for your audience.
Promote your content
Now you need to promote all the content you publish. Promote it through social media and other channels so that everything gets the attention it needs. The attention any content gets means more visitors, more newsletter sign-ups and more sales.
Measuring results
It’s important to always measure results in everything you do. That’s the great thing about online content marketing – the opportunity for continuous improvement. If something isn’t working, don’t assume it’s the product or the content. Change a few small things about the layout and wording and test, test, test.
Refine and improve
Finding things that work for you and your audience will make your job easier. You’ll find out what works for your audience and you’ll get better and better at creating and promoting content.
You should consider all your objectives when preparing your online marketing plan. You need to understand who your target audience is, how they find out about you, and what their buying process is so that you can create the best online marketing plan for them.
Here is an online marketing plan.
Website management and updates
From the start, create a website that takes all SEO rules into account. Do this on the first page you create, on every page that contains links, and on every article, blog post or image you include. Everything should be something you know will contribute to your marketing goals.
SEO: on-page and off-page
Learn everything you can about SEO because organic traffic that you don’t pay for directly through pay-per-click or other forms of advertising is worth even more than paid traffic. Why? Audiences who search for you, rather than the other way around, are more likely to become paying customers. They are much more likely to buy from someone who reads and responds to your ad.
Creating links on and off the website
Link building helps search engines, but it also helps your audience find information in a more organised way. Rethink your link building strategy and create an action plan for the future that provides links to your content outside of your site, as well as links to additional content within your site.
Email marketing
No online marketing plan is complete without email marketing. Email marketing is vital to your online marketing plan and is the foundation of your online marketing program. With email marketing, you can acquire leads, convert them into customers and much more.
Blogging
It all starts with your website or blog. All the content you create, all the products you promote and all the services you provide are on your blog or website. Even if you have a shop, your website or blog is the core of your online existence.
Social media
Using social media to promote content and information to your audience is a great way to get the word out. It’s also a great way to communicate and build trust with your target audience. You can have conversations, share interesting things you’ve read, share information shared by others, and more.
Pay per click
With Google Ads, Facebook Ads, Twitter Ads and other ads, you can run pay-per-click campaigns that deliver great results and complement other forms of online marketing.
Reputation management Use articles, online reports, white papers, publications and more to improve and manage your online reputation. This is a useful aspect of online marketing that should not be overlooked.
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