Remember this famous quote by Benjamin Franklin, “By failing to prepare, you are preparing to fail.” What does this quote signify? It highlights the fact that planning is very important in any occupation in life. When you plan, you have a roadmap in front of you.
You know where you are heading. This can help you take remedial measures in case things do not work out as they should. In business, you need effective marketing to succeed. One of the best ways to do so is content marketing. This brings the content marketing framework plan into the picture. Let us now examine how to plan a content marketing strategy.
Content Marketing – Business Connection
- 1 Content Marketing – Business Connection
- 2 Steps To Create Content Marketing Framework Plan
- 2.1 1. Do the basics right
- 2.2 2. Get your math on track
- 2.3 3. Know your Customer / Audience
- 2.4 4. Pay attention to your content
- 2.5 5. Research Well
- 2.6 7. Optimizing your content
- 2.7 8. Make your brand heard in the market
- 2.8 9. Have a distribution plan in place
- 2.9 10. Have a schedule and stick to it
- 2.10 11. Promote your content and update the same
- 3 Conclusion
Content marketing has a very important role to play in business. They help you to plan website traffic and generation of new leads. You need to be sure of the source of the traffic as well. Content marketing helps in educating your audience. They have the capacity of creating brand awareness. Hence, it is essential to have a strategic content marketing plan.
Let us look at the various aspects of having a plan in the content marketing framework.
Steps To Create Content Marketing Framework Plan
1. Do the basics right
This advice applies to every field in life. The main objective of having a content marketing framework plan in place is to improve the bottom line of the business. Being aware of this objective is the basic requirement. Your aim is to build awareness levels for your product. Therefore knowing your priorities is very important. What do you want your audience to know about your product? Do you wish to propagate your brand story? Do you wish to have an engaging audience that can promote your brand? Finding the answers to such questions is the basic part of a content marketing strategy. Once you get your basics right, you will be in a position to set up your priorities.
2. Get your math on track
Every organization has individual aspects as far as content marketing is concerned. These aspects are lead generation, nurturing, creating brand awareness, generating sales, customer engagement/loyalty, cross selling of products, etc. Each area is important. One should be aware of the organizational goals as a whole. Concentrating on one aspect while neglecting the others will not work. You need to maintain a perfect balance. An efficient content marketing strategy should look into these aspects.
3. Know your Customer / Audience
Nowadays, you find the KYC concept gaining ground in every sector. It certainly pays to know who your customer of the audience is. This can enable you to tweak your business plans to suit the audience. After all, they are the ones who generate the profits for you.
Knowing your audience is possible through research. You have analytics, social media, surveys, and other modes of gaining knowledge such as direct conversations to know and understand your audience.
A strategic content marketing plan does not end with knowing the audience. In fact, this is the starting point. Creating a buyer persona is the next step on the agenda. Identify the audience and classify them according to their specific niches. Collect information about their demographics. This will enable you to cater to their interests. This targeting of the audience can work wonders.
4. Pay attention to your content
You have done the basic right. You have also identified your goals and researched your audience well. The next step in a content marketing framework plan is to deliver the content. In addition to the audience preferences, you should know your strengths. This will help you to deliver quality content with authority.
The different types of content can be webinars, Infographics, surveys, product reviews/updates, case studies, or how-to-guides. Identify your strengths and concentrate on producing fresh, informative content. The trick in presenting quality content lies in doing so with a sense of humor. People love to read interesting content. Highlighting real-life incidents instead of offering generic information is always welcome.
5. Research Well
The only thing permanent in life is “Change.” In this age of technology, the changes are that much faster. Hence, it does pay to do a bit of research to understand the changing trends in the market. The trends can change from person to person as well as from industry to industry. Some marketers might need keyword-based content. Some might prefer interactive content marketing. Both these methods are equally effective but the preferences can change at times. Account for the latest trends while formulating an effective content marketing framework plan.
When you research trends, you are bound to face challenges. One of the biggest challenges is producing effective content. Consistency and audience engagement are important challenges. Identifying the challenges and bracing up for the same is the need of the hour. Your content marketing strategy should address these challenges.
6. Set your finances right
Everyone agrees that you have to deliver quality content. The ultimate objective of having a content marketing framework in place is to generate profits for the organization. However, there is no concept of a free lunch anywhere in the world. You have to invest in a plan. This requires you to set up a budget. Every organization has different demands whereby their budgets can vary as well. Setting your finances right is essential. Your priorities can play a great role in setting up your budget.
7. Optimizing your content
The search engines are the best source of traffic for the content websites. There are other avenues as well. They include social media, email marketing, and the traditional marketing techniques. However, nothing can come close to search engines. Therefore, optimizing your content to cater to search engine requirements is important. Each search engine has its unique algorithm. However, the basic qualifications are similar. Knowing them and optimizing the content to fit into the guidelines is essential. This is one of the most important steps to follow while formulating a content marketing strategy.
Your keyword research can come in handy in this endeavor. Doing your homework in keyword researching can help you a lot.
Mapping your content according to your buyer persona is the key to creating an effective and strategic content marketing plan. Each customer can be different in spite of having a similar buyer persona. The horses for courses policy is the best one.
There are three stages in your content marketing strategy. The first one is creating the awareness followed by consideration and finally deciding to go for the product. Each customer goes through these stages. Your content should guide him through each stage comfortably.
Customers can have queries galore. Satisfying them should be your priority. This can help to tweak your content marketing framework plan as well. Social media is an important cog in this wheel. Your content should be compatible for inclusion in social media circles. This media is the fastest growing one in the market today.
8. Make your brand heard in the market
Creating content and optimizing them to get a good rank on the search engine is one aspect of content marketing. Reaching out to the masses is another. Your content should not compromise on quality. Creating brand awareness should be the ultimate objective. You have the option of writing the content or utilizing the services of professional content writers. However, ensure that you highlight the core values of your brand. Incorporating the skyscraper technique is a good way to move forward.
9. Have a distribution plan in place
You have the optimized content ready with you. How are you going to ensure that this content reaches the ultimate customer? Will you be using the traditional newsletter route or post blogs? Digital magazines can come to your rescue as well. Anyway, the point is that you need an effective distribution channel to disseminate information. This is one of the most important aspects of a strategic content marketing plan. Your buyer personas can come in handy. You have collected the demographics. They can give you an idea about the distribution channels they prefer. Use them to get the message across.
10. Have a schedule and stick to it
Producing quality content is one aspect of your plan. The frequency of publishing the same is another important requirement. One should judge the right frequency before publishing the content. Some content require a weekly delivery while a fortnightly delivery can work for some types of content. You need to maintain an effective calendar. Your social media posts can play a great role in maintaining the freshness of the content.
11. Promote your content and update the same
Social media is the best vehicle for the promotion of your content. No one can underestimate the reach and power of social media. It does not take long for the message to get across to the other end of the world. Hence, updating the content is of paramount importance.
You have your content marketing framework plan in place. Now, that you have prepared well, there is no chance of failing in your endeavor. We finish with another famous anonymous quote. “There are three kinds of people in the world. One who make things happen, the second who watch things happen, and finally the third category belong to those who wonder what happened.” It is up to you to decide which category you wish to belong.