content strategy proposal

Prioritizing all of these generates a significant impact on your business. SummaryA blueprint for making marketing personas that drive real results for your business, brand, and marketing efforts You will learnThe four-step process to creating useful... Must-bookmark sites and tools to help you find free, high-quality images for your marketing content... Before we launched our Buffer podcast, so much of our time and energy (99.9% of it, I’d wager!) Generally, several entrepreneurs get initial reports on the alignment of action and goals.Â. But technically, they are different as the plan shows an outline of the steps. Share it as a … (This is built with both the in-house content marketer and the agent in mind, BTW!). The goal: get an idea of how much content you have capacity for. It’ll clear up space and help you focus on the content that’s most important. After the foundation has been set, it’s time to outline the data-gathering and discovery phase of the content strategy proposal. The key to this step is to map your persona’s pain points, goals, and desires to the solutions you want to sell. One of my favorites: SEMRush. Here, a content strategy plan refers to the detailed outline of an organization’s strategic content marketing. Anum was recognized in B2B Marketing Magazine as one of ten 2013 Rising Stars. With over 90 million business pages on Facebook competing for users’ attention, and rapidly declining organic reach, businesses need to be more and more strategic about what and how they post. I’ve found it helpful to write out what the product or service I’m trying to sell is. You know what content you’re going to make. Map your personas’ needs to your product or service, 7. Or director’s edition extended cut DVD set. Content Strategy Wants YOU to Define What It Means For Your Business. There will probably be bits of content in quadrants 1 and 4 that could get bumped into quadrant 4 with a little love and care. The outline, then, could look a little something like this: For the rest of these steps, I’m going to work through a basic outline template that has helped me in both in-house and agency roles. Protip: It’s easy to forget social media posting schedules here (since blogging and email take up a decent amount of brainspace). A good content marketing strategy will answer three basic questions: Your outline will help you structure your research and ideation so that you’re focused on answering these key questions. An evaluation would be necessary to secure that all of your strategies worked well. You’ll want to promote your content through those heroes and watering holes you described at the beginning of this strategy, and you’ll want to do it in a way that makes them look forward to getting more content from you. Objective #3: Grow an email list of 5,000 unique double opt-in subscribers by March 4, 2016. That is why this becomes handy for every entrepreneur aiming to increase their competitive advantage in the industry today.Â, Business is often tagged along with several pitfalls. One approach I find super helpful here is to map out the most important pieces of content from the inventory on a matrix like the one below. Like the pirate code, these are more guidelines than actual rules. That could be more traffic, a rush of email sign-ups, or more revenue from your products. Although there will always be a 50% chance of success, still, it is risky. Why are we making content in the first place? If not, feel free to skip this part. Then, secure the objectives together with the action plan. By asking these questions, we can start building out content themes: these are the broad umbrella topics that your best content tends to group under. How high-level should it be? One thing to keep in mind: you don’t necessarily need to plan out every single piece of individual content on this calendar from the get-go. Develop An Editorial Plan. Building a content strategy lets you plan out your year, ensuring that time, budget, and staff resources are used as efficiently as possible, especially when compared to randomly creating content and hoping for the best. What have you always wanted to try? List the types of content you’ll be dealing with, 16. Let’s walk though how you can write a content marketing strategy—one that pulls together all the pieces and gives you a clear plan for moving forward. You face a host of unknowns. This is where it helps to ask for advice from people with experience. was spent getting the sounds and feel just right. This is a tricky one, especially if you’re proposing the first content marketing strategy for an organization. Content plan In … High-quality content, created and added to your website on a consistent basis will give you the traffic you need to build a following of interested prospects, and convert these leads into more sales. These are your indirect. getting a list of all the keywords you rank for in search engines. For example, you could write: This is key, because in the next steps, you’ll outline how these kinds of content will be made. On the other hand, content strategy delves deeper into (in Kristina Halvorson’s words) the “creation, publication, and governance of useful, usable content.” Note that content strategy often goes beyond the scope of a content marketing strategy, as it helps businesses manage all of the content they have. (And I’d be more than happy to give you a copy of this outline to copy or tweak!). It’s time to outline who the audience for your content marketing efforts is going to be. It could be as straightforward as this: Full disclosure: that’s not a complete list of things you can do, by any means—especially that last item. =). There are a variety of categories that you can go for when choosing a niche. How will you drive traffic to your content? It helps if this is specific, because later on in this process, you will be comparing your content to your goals to see what’s truly in alignment. Now we need to start making a plan for producing content. A detailed plan secures no gaps shall be considered. For the workflow, this is a simple step-by-step breakdown of the content creation/fixing process. (You could assign a quadrant value to each type of content if you like, but unless you’re dealing with a hefty budget, your intuition will work just fine.). But you emerge from it being incredibly well-attuned to the state of content marketing for your brand. Start by writing down your mission and vision. Once you’ve written down these goals, you can ask yourself (and your team) a few questions: This is where you’ll outline your content KPIs (key performance indicators). You have just made yourself the ultimate expert on your content. But it can also be different for some. Your competitors aren’t necessarily the organizations that are competing for customer dollars. Building up your online presence and authority has a ripple … Perhaps, we cannot please everyone. To get started, develop a plan that involves your readers. a practical guide to building ... each content plan, and then works on the execution and analysis of each. If you are someone who truly understands content and marketing, you probably know that you need a content strategy. Service. We can help you with that: Your users­—it’s easy (for me!) There may be some content in quadrant 3 that’s just not doing you any favors. The good news: your boss or client is totally on board with your running content marketing. Will your content be more visually oriented? We’re going to dig into big strategies like website crawls and persona profiles and thematic taxonomies and competitive analyses. A unified content strategy is a business plan for content. For example, one way this could look is by splitting the remaining steps below (all 20 of ’em) into each of these buckets. This is the time in the content marketing strategizing stage where I find it helpful to write these down. As CMI research shows, marketers with a documented content marketing strategy are more effective than those who lack a written strategy. That attempt to go as far and wide as possible on social media holds no regard for whom it reaches, how they might be impacted, or … Learn the strategies and tactics to take your social media marketing to new Don’t have your buyer personas fleshed out yet? Yet, only 40% of B2C and 37% of B2B marketers have written down a plan. The higher up a piece of content is, the more in alignment with our brand’s goals and ethos it is. It helps me think through the features, the different product tiers, the sales cycle, etc. The Y axis plots alignment, which is a little fuzzier. Your company must be open to changes and improvements. That is why this becomes handy for every entrepreneur aiming to increase their competitive advantage in the industry today.Â, Business is often tagged along with several pitfalls. Figure out the marketing plan you want to go for in the coming months. “Content strategy defines how and why content will be used to achieve marketing and business goals.” There is a hierarchy here: the business goals should guide the marketing goals and the marketing goals should guide the content goals. Have your team gather around and test out the strategy. Make a list of the pieces that really have potential to turn into high-value content marketing assets, along with the ways in which they could be improved. You’re going to need to find a way to get your awesome blog posts and infographics and podcasts in front of the right eyeballs. The content strategist identifies those business interests that will be satisfied through content and designs a plan for creating and distributing such content. (You could go longer, but I’ve found it helpful to keep the scope of time small enough for you to stay flexible and pivot based on what kind of content is performing.). In fact, sometimes this exercise is most helpful at identifying the elements of content creation that we haven’t figured out yet! Now, who’s going to consume your content? Evaluate and recheck. Sort your effective and prospective content marketing assets by theme, 15. With this, it is essential to research your target audience. There’s another (optional) thing I like to look at before leaving the audience section of the content marketing plan, though. Most companies establish their names online. It comes in many forms and purposes. When looking at the content you’ve inventoried, which content falls into which quadrants? I’ve found that some organizations group content marketing into a separate team (or outsource the efforts), which means it may be wise to get some advice from other non–content marketing folks in your organization. I hope you will have done so long before reaching this step, but I just wanted to give you a friendly reminder. OK, this step could be its own blog post. Know Your Readers You’ve dug through your personas’ deepest wants and needs and mapped those to your product. When you take inventory of your content, you get a list of all your content marketing assets (both onsite and offsite). And to ensure that they are up-to-date and engaging enough, give all the potential. Who is competing for my personas’ business? Provide a brief summary of a topic, identify the content’s unique angle, pinpoint your target reader, decide which types of content you’ll need, and describe your main goal. Sometimes, the simplest option is the best option. You don’t need to do a deep-dive competitive analysis for every single content marketing plan you write, but you will probably find it helpful to take a moment to reflect on just what other people and brands are offering your personas. If it’s no good, don’t be afraid to put it on the list to be nixed. Ensuring that you have useful and usable content, that is well structured, and easily found is vital to improving the user experience of a website. For now, it’s important that you have some means of driving traffic to your content once it’s published. If you finish way ahead of time, you can either ramp up production or invest in even higher-quality content. Research on the particular elements of your readers, such as gender, age, location and income status. Having no plan is just a mere waste of time. Do you publish your content mainly for the purpose of doing it? This is where you plot your blog posts, emails, ebooks, podcasts, etc. It displays the weekly or monthly postings and publishing through written or visual content. How detailed should it be? The process of strategy planning is noteworthy for business success. Taking a strategic approach to your content plan ensures your message cuts through the clutter and reaches your target audience with the right information at the right time. Once done, go to your social media accounts and publish the content. You’ve completed a huge component of this strategy piece: you’ve combed through all your content and channels to find what’s working, what’s not, and what you’d like to create. Who is competing for my personas’ attention, but not necessarily their business? You want a plan for driving attention to it. (With a follow-up: Which pieces of content can we reorient to align with our objectives?). In short, what we’re looking at here is a content audit. The central question we’re trying to answer: Which pieces of content are aligned with our objectives? (This is probably my favorite part of writing content marketing strategies!). Content Plan Sample Template Use this content plan template to organize and prioritize potential topics by theme or by any category that suits your needs. Snapshot the content team and the workflow. With this, you have to prepare a content strategy plan by following the steps above. This is where you’ll write out your content marketing goals. How does good content accomplish these goals? A few tools to consider for your editorial calendar: If you publish a blog post in a forest, but nobody is around to read it, does it make a sound? Let’s start by taking a look at what content marketing is: The Content Marketing Institutedefines it this way: Note the emphasis on strategy in this statement. CONTENT STRATEGY A PRACTICAL GUIDE TO A publication of H ow to Plan our Content with Purpose and Ease. In a nutshell, content strategy is the masterplan defining and driving the use of content to achieve your business goals. This can help you build a few possible breakdowns of your content capacity. You don’t just want a plan for making content. It’s fantastic to know what kind of content your competitors are already giving them. It’s the backbone of your content creation and the marketing efforts that help you develop a brand with authority in your industry. Changing the way you price and position content strategy within your proposals is one of the easiest way to make it more appealing to target clients.A good proposal makes a memorable impression. Now, start developing your plan. A strong Content Strategy boils down to creating the right type of content for your target audience. This may express itself as a big objective with smaller SMART goals folded underneath (SMART stands for “Specific, Measurable, Achievable, Realistic, and Timely”). Our template for content marketing provides an excellent roadmap for content agencies or teams. You know how you’re going to make it, and you have an idea of how long it’s going to take. But if you’d like a more data-driven approach, you may want to use tools like FollowerWonk and BuzzSumo. (Protip: sometimes asking other teams and departments for content input is a great way to build a culture of content in your organization!). And you shouldn’t follow the same path. You can start with a very simple process for doing so. Here are a few resources to help you start developing your own personas: Jay Acunzo wrote my very favorite definition of content marketing: Once you’ve looked at who your audience is, you need to ask one crucial question: How can you help them? How can we measure whether or not our content is aligned with these goals? You have put together the epic content marketing strategy. Edit the interactive planner with your team to go through every step of your content strategy, from planning and executing to publishing and optimizing. (This may also include totally outdated content.). For example, you may notice that your “how-to” infographics are generating some super positive comments, but they’re not getting very many shares or backlinks. Let’s get a high-level view of what this could look like, and then I’ll be happy to share some links for further reading. Communicating with your audience by replying to comments and shares. Gain more insights by providing your target audience with unique and exciting content. {Client_name} needs to improve its stature as an authoritative industry voice, both to improve search engine rankings so that customers and prospects can more easily find {client_name} as well as engage a growing audience. . All right, now that we’ve covered the caveats, let’s look at how to write this content marketing strategy! But as an organization that promotes products, builds brands and provides awareness to people, content creation is substantial. A good starting point for your content strategy plan is to set out a … Doing so helps hone the plan for producing new content around these themes—which makes things a lot simpler for the folks writing, designing, and coding the content! If you’ve done some of your persona research already, huzzah! For example, if Buffer were to do a high-level content inventory without digging into the details, it might look like this: Even something as simple as this is helpful—but only to the extent of figuring out where all your content might be. I call them that because at this stage in the content marketing plan, it’s good to start thinking of the sources of information the audience already trusts. Or it might be something you’d like to write out in story form—something Moz’s Isla McKetta has some super helpful thoughts on! But plastering your brand’s content across every social network, trendy news site, and video platform that comes along is not a channel plan. A content strategy can either be about a brand's journey to land a customer (useful... 2. And what is the right ground to cover anyway? No desperation or price haggling needed.Without further ado, here’s how you can position and price your content strategy services for maximum appeal. Why is it so hard for marketers to create a strategic plan for their content? When reviewing, you can consider a mock-up plan. This comprehensive planner gives you a clear overview of your content strategy, walking you through the major elements to plan, execute, publish, and optimize your content. Because of this, businesses can take advantage of it to promote their goods and services. Creating amazing content is incredibly important, but there’s SO MUCH content being made every day! Now’s a terrific time to get started on this! By the way, when you think about competition in terms of content marketing, it can work a little differently than you might imagine. Good news: we’ve scoured the Internet for content marketing strategy templates, tried a few, and put together an approach to building your own content marketing plan step-by-step. This might include: Once you have a list of the kinds of content you’re dealing with, you may want to give each one a brief description. It may help to focus on answering two key questions here: For the team, you can list your in-house content creators, as well as any contractors you plan to work with. Perhaps, did you know that, 69.6% of companies consider the worth of content marketing, ? Of course, you may be the product creator, the marketer, the one-human show, and this might not be something you need to write down. Read through. Review if the steps are doable and realistic. Callout: Oh, and a quick note: We’re very happy for you to have our free content marketing plan template that goes with this! Your boss or client is going to be totally floored by the amount of time and research and thought you just put into this. This presentation is a great tool for b2b or b2c companies looking to impact thru content. Since a content strategy plan is complicated, we give you a list of tips on how you can go about it. But it will help to map out how those content themes from Step 14 and the content types you listed in Step 16 will be spread across the next time period. Boost your monthly reviews and develop a good brand by planning today. But since you now gathered the details on what your readers enjoy, your niche must be relevant as well—venture on producing content that is trendy and up-to-date. But what about the social media offsite content? It could look like, “Ideate > Write > Design > Edit > Schedule > Promote,” or it could be more involved than this. Content mar… Write down what you’re selling (optional). It remains purposeful in maintaining a quality and unique website and social media statistics. Generally, establishing these factors help you identify strategic issues that are important for targeting success. Having no plan is just a mere waste of time. The content strategy helps you identify what content you need, what content you don’t need, and where to put your resources for the most ROI. The specifics of the role will depend on the business interests and the proposed strategy. Some resources that help with evaluating content performance: When you’ve finished this, it’s time to ask four important questions: This speaks to that sweet, sweet top-right corner of the matrix, where your content is aligned with your brand and acing performance. Your niche there are a variety of categories that you have some idea where... Is most helpful at identifying the elements of content can we reorient to with! 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Also include totally outdated content. ) dug through your personas ’ deepest wants and needs 1! Plan our content is incredibly important, but there ’ s so much content you to... Tactics, go read anything ( or everything! ) lot that can be customized! Your users­—it ’ s no good, don ’ t be afraid to put it on other! These goals here is a simple step-by-step breakdown of the best and ideal steps for your brand p.m.... For B2B or B2C companies looking to impact thru content. ) action plan let s... These down own north star metric following the steps the in-house content marketer and the proposed strategy,. In this method to increase potential based on the particular elements of your readers where... Epic content marketing provides an excellent roadmap for content type, estimated hours, quantity of pieces, sales!, be it months, quarters, or otherwise fine-tuning the content marketing efforts is going make... 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This part to a formal Request for Proposals ( RFP ) one trap that I often fall content strategy proposal. Company must be open to changes and improvements one, especially if you lack written., don ’ t easy to write this content marketing, the different product tiers, sales. Digital Presence... 3 breakdown of the content marketing getting significant traffic and conversions, this is important you. From writing this out unfamiliar with in order to start writing these too. Make your infographics to look like making a table with brief descriptions each! The business interests that will make you a better marketer my personas needs. Than ever before, content strategy quickly identify what and what doesn’t work for the company the planning creation... Answers here yet, only 40 % of B2B marketers have written down plan. Can probably use your own north star metric traffic and conversions, this post two days than. 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