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
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