At a minimum, your channel plan should account for: The DIY tool: To build your channel plan, download (go to “File > Download As >” and select the format you would like) a copy of my sample template (below), and customize it to fit the specifications of your own program. It’s not enough to just create and distribute the content you think your audience will want to read. If executives don’t understand what content marketing is, how it works, and what results they can reasonably expect to achieve, you’ll be hard pressed to get their support when there are obstacles to be cleared, let alone their permission to take necessary risks on the road to success. The six stages of this marketing plan framework include: As the same diagram PowerPoint template series, you can also find our Data Mining, Machine Learning, cloud computing, Artificial Intelligence, Industry 4.0 and BlockChain, Digital marketing PowerPoint templates. Content marketing promotion can take many forms, such as sharing your published content on your social channels, enlisting the assistance of industry influencers, or incorporating native advertising and other paid promotional techniques. The IDEA framework process: The DIY tool: This multichannel content marketing planner created by strategy expert Lisa Copeland is an easy-to-use, easy-to-share way to capture data and insights that lead to strategically aligned content creation. In fact, creating a documented content marketing strategy is so important that it’s the very first step of the NewsCred Methodology, our proven playbook for content marketing success. I was running a tiny online magazine (mostly for fun, certainly not for profit). It can help you prepare a compelling case and assure stakeholders that your content marketing program will be well positioned to reach its goals. @joderama, Proofing and Editing: How to Make Your Content Less Frightening, 4 Metrics to Track Impact of Content Marketing on Brand Awareness, quick-start guide to paid content promotion. This includes identifying who on your team should be involved/responsible at each step, as well as what tools, approvals, and collaborations, and quality assurances will be necessary to complete the process. Content strategy, and all content marketing, is a form of storytelling. A content marketing mission or core content strategy statement is a summary of your company’s reason for creating content, and the priorities and perspectives it will uphold in pursuit of that mission. 1. Think of those fairy tales you heard as a child. A good content marketing plan isn’t only about content, but that part is critically important. While there’s a certain charm to content produced under the deliberately flawed “glitch aesthetic” style, content unintentionally riddled with typos, grammatical errors, tech issues, or factual inaccuracies can cost you the trust and respect of your audience –and, possibly, their patronage. 2014-09-23T05:58:06-07:00. The DIY tool: If you want your curation efforts to get results, focus on these three tactics recommended by Ross Hudgens. Think of it as a syllabus of sorts, covering the five core elements necessary for running successful, scalable, and highly strategic content marketing operations within an organization: Purpose and goals: Why you are creating content and what value it will provide Presentation needs like social media, SEO, and both inbound and outbound digital marketing. This hands-on guide teaches you what the Content Marketing Pyramid is, why it works, and how you can implement it … Download Governance framework template from Official Microsoft Download Center Microsoft 365 Premium Office apps, extra cloud storage, advanced security, and more—all in one convenient subscription Premium. A content marketing have to be something to plan before any process. The DIY tool: Before you release any piece of content into the world, sign off on all the items Nayomi Chibana has outlined in her fact-checking checklist: Not every idea you generate will be a good fit for your content marketing strategy. Without personas to guide your decisions, you are more likely to revert to creating content around what you know best (your products and company) instead of around the information your audience is actively seeking. Premium. Instead, your business may be better served by amplifying the value of the high-performing content you have or repurposing it so it can reach and engage new audiences. @joderama, easy, yet actionable content marketing personas, Use a one-page #contentmarketing strategy to hit the ground running. Download our free Content Marketing Methodology, which uses this tool to help you implement a Content Marketing Program that … It … Pricing Strategy Template ... Use this Product Marketing Framework to define the activities required to successfully create, plan and execute a product marketing plan. How to Plan Your Content Marketing Strategy. Now, let’s put it to work with these eight steps. The DIY tool: Looking to make your content ideas a bit more imaginative? You shouldn’t start any new marketing strategy … Bring in more sales leads? But if you want your content to truly contribute to your business goals on an ongoing basis, you need to do more than just entertain. Consider investing in paid promotion if you want your content to get discovered, says @joderama. When situations like these arise, it’s helpful to have a process to determine the value and urgency of each content idea. We’ve outlined them here so you can take your own content marketing strategy and plan to the next level, too. Make sure everyone involved understands your organization’s expectations, and has the required skills and know-how to fulfill them. Content Mapping Template . It is useful, for example, when you need to provide a strategic overview of your marketing strategy to executives or advisory boards. Digital Marketing is NOT… A one-size fits all marketing solution. I’ve been there. Download this template for creating an effective B2B content marketing strategy. Everything you do as a content marketer should flow from a constructed #contentmarketing strategy. Very useful template. Analyze them, learn from them and apply this knowledge to your own marketing plan. Break down your #contentmarketing program into manageable steps, says @joderama. Content marketing is a popular and growing marketing strategy. B2B Content Marketing Strategy Checklist Template will provide you with a framework that you can use for planning content development and marketing prioritized against your objectives and audience. Shahzad Ahmed. Premium. Here you can watch our Content Marketing Framework guide and download […] Informa UK Limited is part of Informa PLC. These 7 core steps provide the quintessential framework for long-term success. Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action. Product Marketing Objectives Scorecard . Enter Curata’s Content Marketing Pyramid™, a strategic framework enabling you to execute a content campaign, assuring optimal content consumption, reuse, and reach. Before you proceed, download your free brand messaging template below. This framework helps marketers view measurement on a multi-dimensional continuum that aligns with the marketing funnel and ties content promotion to overarching business goals. The DIY tool: This checklist is part of the article How to Win Your Battle for Content Marketing Buy-in [50+ Stats]. This template will help you to generate new ideas to improve your content assets. Want to work on your content marketing toolkit in person? Content marketing focuses on the tactics and execution—the actual creation, curation, and editing of content that's specifically created for the purposes of marketing. We started off with no idea what we were doing, then we luckily stumbled onto a bunch of frameworks that changed everything. . Providing your audience with a rewarding experience is the point of content marketing. Content Marketing Strategy Example by Buffer The DIY tool: Considering the high volume of content competing for attention online and the general decrease in organic reach on social media, if you want your content to get discovered by the right audience at scale these days, you need to consider investing some budget in paid promotion techniques. The DIY tool: If you are looking to create content that not only grabs your audience’s attention in the short term but also compels them to act and extend the engagement after they’ve consumed it, build your stories around one of the crave-worthy content themes outlined by Scott Aughtmon: Curation is a great way to maximize your content resources and get the most value out of every piece of content. If you happened to catch our collection of content marketing predictions for the upcoming year, you may think you’re in for a bumpy ride. The six stages of this content marketing framework include: Within each stage there are a series of essential activities that need to be performed to ensure alignment between content and customer needs as well as alignment with organizational objectives and priorities. Following the above advice will give your content a strong strategic and creative foundation that you can build on over time. As our content marketing research indicates, 33 percent of B2B marketers and 41 percent of B2C marketers cited the inability to measure as a significant challenge. At ReferralCandy, we’ve been running our blog for almost two years and have made plenty of content marketing mistakes. I had just graduated from college with a degree in journalism and knew I liked to write. 2014-09-25T21:14:20-07:00. It’s essential to understand their consumption preferences, engagement habits, and pain points – as well as how those needs may change over time – if you expect your content to deliver the kind of value that will help you forge deeper, longer-lasting customer relationships. 2018 Content Marketing Toolkit Templates And Checks. Content Marketing Framework Template. KPIs can also offer clues as to what steps you should be taking to get poor-performing content back on track. By using Content Marketing Institute, you. Step 1: Craft Your Value Proposition. @riverwordguy and @joderama, How to Define a Workflow That Keeps Content Production On Track, Editorial plans should outline brand identity characteristics, voice, style, & standards. This includes determining how to model your content operations as well as outlining why you are creating content (your purpose), who you want it to reach (your audience), and the expected impact of your content efforts on the business (your goals). Simply fill out the form fill below to download a copy of our free content marketing strategy template. Optimizing your content marketing for search can feel like the board game of Clue – a process where you may encounter a lot of false starts and dead ends before finding the right path to success. Use this Microsoft Excel template to identify the pieces of collateral that address your buyer personas pain points and key questions at each stage of the buying cycle. Building a dashboard where you can display all your data in one place on an ongoing basis makes it easier to identify performance outliers (both good and bad), as well as report your results to your supervisors and stakeholders. Once you have identified the path your customers are looking to take, you want to map the specifics of how to enable your content to facilitate that journey – including your editorial processes, guidelines, and tactics, as well as the team resources to get it all done. Web Content Management System RFP Template, Content Marketing & Distribution System RFP Template, Content Marketing & Distribution Vendor Evaluation, eWorkshop: Content Experience Impact Webinar, eWorkshop: Content for the Buying Process, Content Experience Impact and the Buyer’s Journey Report, Developing Content Strategy from Journey Maps, Content & Buyer's Journey Benchmark Report. I’ve been helping companies weave content strategy into plans for years at Right Source Marketing. (SCORE!) This tip sheet from Andy Crestodina will show you how to find several of them. A smooth workflow is the secret sauce of successful content marketing operations. With stakeholder support, you can move on to develop the core building blocks of a content-first strategy. When you are cultivating a newsroom-like environment – one capable of consistently producing high-quality content on multiple channels and platforms on an ongoing basis – it’s essential that you enable your team to operate as effectively and efficiently as possible. The DIY tool: Dashboards can be created and customized in many ways and, with the right tools, you can get granular; the simple measurement template shared by Michael Brenner can start you with a broad view of how your content performs against common metrics over a trended time. The Zen of Content Marketing: Higher Consciousness, Better Performance. Repeat after me: “Content marketing works best when you plan for its success.” You need an operational plan that outlines all the insights, actions, people, and procedures necessary to take your content marketing program from a lofty strategic ideal to a fully functional and productive content marketing engine. But just because you likely need to work a bit harder to keep your content marketing maturity level on track with your competition and on pace with innovation doesn’t mean you can’t take advantage of a few shortcuts along the way. Cheers! When I have a tough job to do, I like to break it down into smaller, more manageable parts and tackle one at a time. They can help you tackle your usual tasks with less effort, so you can conserve your time and energy to prepare for whatever surprises 2018 might bring. The DIY tool: Answer the goal-related questions CMI founder Joe Pulizzi shares in his simplified strategy approach to quickly define the strategy that your content efforts should support. Isla McKetta. If your content program could only achieve one goal, what would it to be? The DIY tool: Fill in the blanks of Meghan Casey’s core content strategy statement template to home in on the unique value your content can provide – to both your audience and your business. You can also use this template to align the marketing team around a common set of objectives. If you’re looking for a refresher on the essentials or some help filling a knowledge gap, read on for a handy tutorial – and our best resources – on the subject. Content Marketing Vendors Matrix ... Use this content marketing framework to define the activities required to successfully create, plan and execute a content marketing plan. This template is part of the article How to Define a Workflow That Keeps Content Production On Track. Allow us to introduce the redesigned Content Marketing Framework for 2017. The DIY tool: Applying the information from your audience personas to this customer journey map template (originally shared by Marcia Riefer Johnston, along with a walk-through of the mapping process) will help identify the content topics, story ideas, formats, and channels that best suit your audience’s needs – now, and as they progress through each stage of their buyer’s journey. Ready or not, 2018 is on its way. You must gauge how well that content does its job of driving readers to take further action and establishing the kind of trust and credibility that satisfying customer relationships are made of. Registered in England and Wales. @joderama, 30 Habits of Highly Productive Content Marketing Teams, 20 Lesser-Known Tools For Smart Content Creators, Content riddled w/ grammatical errors or inaccuracies can cost you the trust of your audience. The DIY tools: Use this workflow template, originally shared by Robert Mills, as a quick-start reference tool. Introduce your business to new audiences? 1 0. The DIY tool: The CMI team uses a multi-tabbed spreadsheet to keep our content ideas organized from conception to completion. 6 Examples of a Marketing Plan. If you’re new to content marketing – you may want to start your journey by reading our comprehensive Essentials of a Documented Content Marketing Strategy e-book and browsing our archive of strategy-related insights. But that doesn’t mean content marketers need to start publishing more and more content or generate new material for every conceivable platform to make a meaningful impact. Oh, and we also include a free content marketing strategy template to help guide you along the way. 35 Example: Content Strategy Framework CORE STRATEGY Evolve our print production model to deliver single-source, omnichannel content. In addition to your workflow, your editorial content plan should outline the defining characteristics of your brand identity (as it relates to the content you will publish), the preferred voice and style of your content, and the editorial rules and standards that will govern your content efforts. This site uses cookies to provide you with the best user experience possible. You have your free content strategy template. The challenge: she wants to see a content marketing plan . To help you succeed, use this proven marketing plan template, and the information below details the 15 key sections you must include in your marketing plan. If you want to avoid being mocked for producing lazy, low-quality assets or labeled as a purveyor of fake news, carefully proof, test, and fact-check every content effort to ensure that it is as clear, functional, error-free, and above reproach as possible. Team brainstorming sessions are a great tool for getting the creative juices flowing and coming up with new ideas for content creation. Ready or not, 2018 is on its way. I started working in content marketing nearly (ahem) 10 years ago. Because there are so many moving parts to effective content marketing creation and distribution, each team member needs a clear understanding of all the tasks involved in the process, who is responsible for each task, and how their own work contributes to the organization’s content goals. Why not try the five-step improv exercise Cisco Systems’ Tim Washer developed through his experience as a comedy writer? These composite sketches help characterize key segments of your audience in terms of who they are, what their relevant challenges and concerns are, and what role they are likely to play in their company’s purchasing process. We created our Content Marketing Matrix to help our members audit their content marketing assets as part of creating a content marketing strategy. Central to the framework is the idea that great content marketing starts with Motivation – a combination of core business values and a specific business goal. The DIY tool: Use this publishing guidelines cheat sheet to help document and distribute the procedural information your team needs most. Tracking the right key performance indicators (KPIs) can help provide insight into whether your current marketing efforts are moving the needle in the right direction. Thanks for the information. Although the brand messaging framework ladders up from messaging pillars to the tagline, we find it helpful to start with your value prop, as it is the core of who you are/what you do. 4. Let’s get started. The DIY tool: Meghan Casey has crafted a content decision-making matrix, which her team uses to evaluate and prioritize story ideas. To reach the right people at the right time, on the right channels, and drive them to act, you need accurate audience data to inform your publishing plans, as well as the content ideas you will execute to deliver on their needs. Because there are hundreds (if not thousands) of factors to consider when creating or refining a content marketing program, this guide will take you through some of the most important elements. Everything you do as a content marketer should flow from a deliberately constructed content marketing strategy. Not only can it help identify and characterize the unique value your company will provide through its content, it’s also a critical component for governing your storytelling efforts and guiding your decision-making throughout the life of your program. Jodi Harris is the director of editorial content and strategy at Content Marketing Institute and serves as editor-in-chief of its digital magazine, Chief Content Officer. Our quick-start guide to paid content promotion will help you compare the available opportunities and decide which ones might work best for you. You probably already collect some of the information you need to build a robust persona – basic demographic and geographic data. Undefined workflows make it difficult to keep track of multiple projects at once and stay on schedule, let alone understand the time and team resources spent on your content program – which is essential for determining its potential ROI. The DIY tool: Make sure all your bases are covered by checking out the 10 content marketing roles Joe Pulizzi advises every brand to fill if it wants its initiatives to be successful. These can include: The DIY tool: This quick and dirty guide will walk you through the basics of creating easy, yet actionable content marketing personas. Copyright © 2020 Informa PLC The content marketing matrix smart content marketing strategy a to developing an actionable introducing race a practical framework content marketing framework demand metric. Go ahead and download the content marketing dashboard template and customize it to your team’s needs. Register by December 31, 2017 for the lowest rates! This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. If you have any questions about the template or how to create a content strategy, please reach out. Section 1: Executive Summary. But there are more strategic ways to plan and manage your SEO efforts so your content draws in your target audience and delivers the value they are looking for. For example, the basic requirements for successful, scalable content marketing operations can be divided into the five core elements outlined in our latest Content Marketing Framework: With this construct in mind, let’s start from the very beginning. Content marketing strategy and program frameworks – overview and advice. Also use this workflow template, originally shared by Robert Mills, as comedy. 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