We’ve discussed The Importance of Content Marketing in Part 1 and your Content Marketing Needs in Part 2. Now, you’re ready for Part 3: How To Create The Perfect Content Marketing Plan.
And guess what? Although it may seem pretty intimidating, it’s a lot more simple when you follow these principles. In this lesson, we’ll be taking a look at the different components of a content marketing plan, as well as the roles you’ll need within your company to sustain your content plan.
Creating the Perfect Content Marketing Plan
When creating a piece of content, ask yourself the following five questions:
- Which section of the funnel is this piece for? The bottom, middle, or top?
- Who do I want to see it? Which customer avatar(s)?
- What is it? (Video, text, audio?)
- How will I publish it? On what channels?
- How will this piece of content encourage customers to ascend to the next stage? Which call-to-action will I employ?
The best content is created thoughtfully – not just because it’s fun or trendy. Make sure you can answer each of these questions before you get to work on writing any piece of content.
Metrics: How to Measure the Success of Your Content
You’ve created and published your content. How do you know if it was effective? Here are the numbers you need to pay attention to:
New Marketing Qualified Leads (MQLs)
– How many leads have you gained in the middle of the funnel that needs a little bit more persuasion before converting?
– Measure and analyze the traffic you get from various sources, such as Facebook, Pinterest, Google, and Twitter.
New Sales Qualified Leads (SQLs)
– How many people are engaging with your bottom of funnel content? This is a valuable metric to know. It answers the question: how many people are prepared to make a purchase?
– Measure the conversion rate by taking your page visits and dividing by the number of conversions. Do this for several content assets: calls to action, product pages, lead forms, etc.
To talk the talk of a content marketer, here’s a quick list of all the essential terms:
This is something that draws a lead towards your organization. This is generally free, and usually the prospect opts-in to receive it, often by supplying you with their email address. This means they’re ready to move up the customer ladder. The goal is to attract targeted, warms leads towards your offer.
Top of Funnel (TOFU) Content
Assets like blogs and social media posts. TOFU content creates awareness for your brand or offer.
Middle of Funnel (MOFU) Content
This type of content often takes the form of a Lead Magnet – free content your prospect consumes in exchange for an email address. It identifies a warm lead and encourages them to move further down the funnel.
Bottom of Funnel (BOFU) Content
Assets like webinars, testimonials, and product demonstrations. This content encourages the prospect to pull the trigger and convert.
Roles in Your Content Marketing Strategy
So who in your organization needs to be involved with your content marketing strategy?
There are three departments that must be involved in your strategic plan and execution:
How does your organization’s PR materials coincide with your content marketing assets? Make sure they harmonize with each other.
Salespeople know how to close deals! They can provide valuable insights on your marketing approach, especially at the bottom of the funnel content.
No surprise here. Your content strategy affects all channels: SEO, email, social, and advertising. Each of these managers needs to be proficient in the basics of content marketing.
Blogs are key, but the best content marketers know blogs are just a single part of the strategy and not the entire thing. What you need is a comprehensive strategy that thoughtfully moves your customer from the top of the funnel to the middle, then to the bottom to conversion. Use the five questions from above to make sure each piece of content makes sense in your strategy, and you have the makings of a solid content marketing program.
Now that you know how to develop your perfect content marketing strategy from a bird’s eye view, let’s dive into what a Content Marketing Funnel is in the next article.
Do you have other tips on how to create the perfect content marketing plan? Let us know in the comments section below.
Up Next: What is a Content Marketing Funnel?