Updated: Jun 4, 2019
How to Develop a Content Marketing Plan
Start by asking questions of various departments. Ask sales what their top three objections are. Ask Customer Service what their top three problems are. Ask production what the top three products are. Ask the Executive what their top three goals are. Collect data from as many departments and stakeholders as possible.
Once you’ve collected the answers from each department you will need to prioritize which content takes precedence over the next, hopefully, a common topic will emerge as a starting point. Create your content calendar to ensure you are maximizing the potential of each topic.
Research the topics you have identified and collect data to draw from to round out your content. The content you create should educated the reader, meet the goals of the Executive team, and answer the questions customers regularly ask. If you can entertain them at the same time, you'll be a content creating superstar.
The great thing about content creation is how many different types of content you can make about one topic. For example, once you have written a larger piece of content you can pull sound bites to fit the various social media and content platforms. You can interview someone for a podcast, then write a blog post, video the interview, and cut out sound bites for social media. There are multiple ways to tell a story.
Get the Most out of Content Marketing
Here are a few ideas about how you can use multiple media channels for a topic.
Write a case study
Write an FAQ sheet to answer questions
Create graphics to fit on Facebook, Twitter, LinkedIn
Create graphics to fit on Instagram
Create a videos for Facebook, Twitter, Instagram, YouTube, & Vimeo
Design an ad for a local print magazine or paper
Design a direct mail postcard to send to a specific Postal Code
Create marketing brochures and print materials
Record a podcast
Design a presentation
Create an explainer video
Do You Need to be Everywhere?
No. By understanding how the marketplace interacts with each media platform you will have a better understanding about where your ideal audience is.
If your business is B2C Facebook and Instagram are good places to start
If you business is B2B LinkedIn and Twitter are good places to start
If your product or service is complicated, an explainer video or presentation will be helpful
If your product or service is new, an FAQ section to your site will be necessary
If you have a sales team, information supporting their message will be appreciated
Analyze the top 20% of your customer base and check to see if they have social media profiles, websites, or any digital footprint. If they don't you will need to focus your efforts on traditional advertising channels to get in front of similar people.
Think of it this way, if your top 20% client needs you, so will people like them.
So do you need to do everything on this list or be everywhere? No. Be where you feel most comfortable and your ideal audience resides.
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Shannon Peel is a Professional Marketing Manager and Storyteller. She has authored three novels in three different genres. Her company, MarketAPeel, helps Professionals define their personal brands and tell their story through different channels, including writing their book.