How to Build a Digital Marketing Content Plan…
Why do Website Visitors become Customers?
Somehow your content caught people’s attention. Maybe it was informative, fun, lively, serious, controversial, or made them curious. They absorbed it and then they made contact. That’s a beautiful thing isn’t it?
Unfortunately, it does happen often. If visitors stick around and make contact, it’s because the content (pages, videos, infographics, blog posts, tweets, etc.) related directly to an issue they were struggling with or it gave them confidence somehow.
To create content like that and get it where it can be seen, you need a content plan. It’s your blueprint for creating new customers online. We want to get you into the “great content” mindset by seeing how important the process is.
What Content Should We Have?
There’s plenty of good questions about content you’ll be asking such as:
- What should our goals and objectives be?
- Who specifically are we targeting online?
- Which content will be of interest to them?
- How will we time the release of new content?
- How do we assess performance or results?
In general, managing your stream of new content helps to ensure you hit all communications goals and eliminate gaps in coverage. If you create and publish casually, each content piece doesn’t support the rest. Your power comes through focus.
What’s In your Content Mix?
You don’t need all the latest high tech content formats such as podcasts, video or HTML5 animation to be effective. You will need to create something of unique value to your audience, which can be delivered through these formats:
- Case studies
- White papers
- Blogs with research numbers
The key to a good plan is content that reaches your targets, builds their interest, solves their problems, and lets you measure the performance of your content. Your plan might even have an automated marketing extension that gives you lead scoring and nurturing capabilities — very helpful for some companies which need to step up the lead development process.
We’re going to introduce you to content planning in the next few posts. We’ll touch on the big picture issues such as quarterly campaign planning, goals and objectives, content brainstorming, key performance indicators, and content scheduling.
This is a process we use for our clients, and it’s one that you need working for you. The big advantage of content planning, which we hope you’ll explore, is how a plan focuses your budget, effort, and brings your creative content together to make an impact on the exact right audience.
See you soon!