On this episode of "Inbound & Down," co-hosts Jon Sasala and Danielle Esposito of Morey Publishing discuss content plans, and how these valuable strategies can streamline your marketing efforts to reach your SMART goals.
According to the Content Marketing Institute, a global content marketing education and training group, 70% of B2B marketers surveyed say they are creating more content this year than they did in 2016. So, with more competition than ever, we, as marketers, can’t be creating content just for the sake of creating content. The best way to beat your competition is to have a smart content marketing plan with a focused end goal!
So what is a content plan? It's a strategic marketing approach comprised of specific mandates to guide your marketing efforts toward a clearly defined end goal. So instead of creating content on a whim, this helps you focus on creating the best content, identifying its ideal audience, and planning its optimal rollout time.
Think of your content plan as a road map. You have a SMART (specific, measurable, attainable, relevant, and timely) goal you want to reach, and your content plan is the path you must take to achieve it. In the end, you'll create quality, relevant, and consistent content valued by potential customers.
"It's super-important to have a content plan, because without one, you're blogging out of the blue," explains Esposito, Morey Publishing's senior inbound strategist. "You might come up with some topics and write about them, but you're not actually writing for the bigger purpose."
Key Takeaways From This Episode:
Devise a focused plan before you start producing content.
Google is a great, free resource for keyword research.
Create fewer high-quality pieces, instead of more frequent, lesser ones.