1.
Content Planning
Future of the Internet
Stuart Dillon-Roberts

2.
Traditional
Marketing is
becoming less
effective
 We fast forward through TV adverts
 Surf the Internet, but automatically filter out the banners and ads
 Read content on mobile devices
To grab the customers’ attention we need to provide value in a way
that traditional marketing does not
= CONTENT MARKETING

3.
Content
Marketing
Providing consistent, regular, useful and
relevant content for your customers
to build a relationship that leads to business,
trust and loyalty
You want to become a resource that solves problems & puts you in a
position of authority

4.
Create a
Content Plan

5.
Target
Audience
 Who are we trying to reach with our content?
 Where do they spend their time online?
 How can we help them?
 How do they access content?
 Define your content audiences (or groups) and how best it is to
engage with them through different services.
ASK
YOURSELF
WHO IS OUR TARGET
AUDIENCE?
CREATE A PLAN

6.
Objectives
 Pick a couple of objectives
 Should be SMART
 What does success look like?
ASK
YOURSELF
WHAT ARE OUR
OBJECTIVES?
CREATE A PLAN

7.
Content Type Which type of content would best to deliver the message?
 Tutorials, “how-to guides”, Q&A
 Interviews, case studies, white papers
 Newsletters
 Infographics, concept visualisations
 Curated content
 Blog posts
 Customer testimonials or Community Stories
ASK
YOURSELF
WHAT TYPE OF CONTENT
WILL WE PRODUCE?
CREATE A PLAN

8.
Delivery
Mechanism  Podcasts, videos (YouTube, Vimeo), images (Pinterest, Instagram)
 Own website, third party websites (providing content for other to
share)
 Online presentations (e.g. slideshare)
 Social media posts (Facebook, Twitter, LinkedIn)
 Targeted emails,
 Newsletters, campaigns
ASK
YOURSELF
HOW WILL THE CONTENT
BE DELIVERED?
CREATE A PLAN

9.
Timeline
 What is our publishing schedule?
 Be consistent, varied and schedule if needed
 Always quality over quantity
ASK
YOURSELF
HOW OFTEN WILL WE
PUBLISH CONTENT?
CREATE A PLAN

10.
Metrics
 Engagement time – e.g. video, websites
 Number of emails opened, documents downloaded
 Verbal feedback
 Social media/webpage stats
 Newsletter uptake, duration or click-throughs
ASK
YOURSELF
HOW WILL WE MEASURE
SUCCESS?
CREATE A PLAN

11.
Answering the
previous
questions…
 Use the headings to help create the
structure of your document
 It may even fit on a single page
…will give you a
simple Content
Marketing Plan
Target Audience
Objectives
Content Type
Delivery Mechanism
Timeline
Metrics

12.
Planning the
Content
 Once you have your Content Marketing Plan you can start
planning the content
 And add content details such as topic, keywords, author, reviewer,
publisher
 Shared responsibility
 Sign off process – is it needed
 Retain content for future use – reuse it or produce targeted
information

13.
Just think ‘Per
Message’
Target Audience
Objectives
Content Type
Delivery Mechanism
Timeline
Metrics
Message
e.g. Professional males 20-30 years
e.g. Raise awareness of new product/service
e.g. Image (of product/service with
features labelled)
e.g. Facebook, Website news, newsletter
Scheduled publication date,
Scheduled expiry date (if required)
e.g. page likes, site stats
Topic, Keywords, Author, Reviewer,
Publisher

14.
It can be as
simple as an
Excel
spreadsheet
Publ.
date
Expiry
Date
Topic Objective
Content
Type
Target
Audience
Delivery
Mechanism Metrics Keywords Author
Reviewer/
Publisher

15.
Products and
Demo’s
MailChimp
Hootsuite, Sprout Social, TweetDeck
Hail.to

16.
Thanks
Any questions?