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Curious how HubSpot Head of Content SEO Aja Frost puts together our content strategy? In the following section, we'll discuss some of the most popular content formats marketers are creating, including some tools and templates to get you started. Infographics? It can be a single page or fill up a binder, depending on the size and complexity of the business and work. From building the foundation of your content marketing plan to adding tools to better manage your content, setting up your strategy for the new year won't be a hassle if you follow the steps and explore the resources here. Check out our free blog post templates for writing great how-to, listicle, curation, SlideShare presentation, and newsjacking posts on your own blog. Blog posts live on a website and should be published regularly in order to attract new visitors. If you're ready to get started, get our templates for creating beautiful infographics in less than an hour. About Make sure that as you are developing your topics, you are doing that under the umbrella(s) of the themes you created as part of your strategy. Written by Justin McGill Now, let's dive in to learn the specifics of how to create a content marketing plan. These are great content formats to use if you're trying to share a lot of data in a way that is clear and easy to understand. Content strategy versus content planning. So many things go into content strategy. HubSpot uses the information you provide to us to contact you about our relevant content, products, and services. Videos are a highly engaging content medium and are shareable across social media platforms and websites alike. Let’s see why these elements are essential for Content Marketing and how you can start implementing each of them. For additional guidance, use HubSpot's Marketing Plan Generator to create a 12-month strategy in just a few minutes. Use our list to determine your flavor…, Covers content strategy and planning, optimization, creation, distribution, reporting and analysis – a comprehensive guide…. Now, it's time to start coming up with ideas for your next content project. Once you have a headline you like, BlogAbout lets you add it to your "Notebook" so you can save your best ideas. Armed with all this organized information, you can now identify your staffing plan: Who you will need on your team to create, evaluate, and monitor the work. Content strategy boils down to figuring out what content will help your target audience and inspire them to … Many of the ideas you think of will be evergreen — they're just as relevant months from now as they are today. If you are someone who truly understands content and marketing, you probably know that you need a content strategy. Here is a framework that will help keep strategy and planning straight in your head, some insight into their differences, and some tips for what you should include in each as you work on them. With this tool, you can figure out how to make your website more SEO-friendly and discover new content ideas. Keep the train on the tracks. When your audience comes to expect that remarkable content you’re creating, you can’t just crap out and stop publishing because you won a trip to Italy. Revisiting your audience parameters by conducting market research each year is crucial to growing your audience. A strategic plan is a document that establishes the direction of an organization. This is where content comes in. Any marketing plan, but especially a robust content one, must include all critical product information. Your competitors likely have a similar product as yours, which means your potential customers need to know what makes yours better — or, at least, different. Your goal in a case study is to show the people who are considering your product that the proof is in the pudding. In order to prove why you're worth buying from, you need to prove why you're worth listening to. If you've been in business for a while, review your content marketing efforts and the results from it in the last year by running a content audit. For instance, if you've been doing weekly blog posts for the past year, creating an ebook that distills all your blog posts into one ultimate guide would be one way to offer information in a different format. Content Strategy can be very difficult to build up, especially if you do not know where to go from where you have been. Blog posts? Infographics can organize and visualize data in a more compelling way than words alone. We frequently talk to prospective clients who say things like, “Oh, we already have a plan.” I know after a long time in this business that I now have to ask questions about what it is that they really have. Editor's note: This post was originally published in September 2018 and has been updated for comprehensiveness. From your blogging efforts to your social media marketing, Website Grader grades vital areas of your marketing and sends you a detailed report to help you optimize and improve each area. But I would posit that for the most part, it’s just broader confusion about these words and how our industry has used them. There is a hierarchy here: the business goals should guide the marketing goals and the marketing goals should guide the content goals. What is a marketing plan? Having identified the topics you want to take a position on, you'll need to determine which formats to budget for so you can best express that position. Plus, your content will not only help attract leads — it will also help educate your target prospects and generate awareness for your brand. You may unsubscribe from these communications at any time. With the help of an editorial calendar, you'll be on the right track for publishing a well-balanced and diverse content library on your website. This is especially important for those who are starting out or are new to marketing. If you have an idea in mind, run a few title options through the Headline Analyzer to see how you could make it stronger, and to move your idea further along in the brainstorming process. It’s easy to slip into “how did yesterday’s piece of content perform” mode, and that can lead to unhappiness all around. That’s why the average business has more than 90 marketing tools in their arsenal. Figuring out how you'll create and publish all your content can be a daunting task. The Feedly RSS feed is a wonderful way to keep track of trendy topics in your industry and find content ideas at the same time. In turn, the business producing the ebook has a new lead for the sales team to contact. Why is it so hard for marketers to create a strategic plan for their content? Do some basic market research to discover which platforms your buyers are on, and mold your content to their expectations. Ideally, your product or service solves a problem you know your audience has. Staying on the rails helps your credibility with your audience and keeps you aligned with your company’s brand messages. This company offers a number of market research tools, one of which uses social media shares to determine if a piece of content is popular and well-liked. Yvonne Lyons is Right Source’s vice president of creative services, overseeing content and design for all of our clients. Stay with the editorial calendar, and make sure your team is solid and backs you up, and that everyone has bought into the strategy. To develop a successful plan, you need to clearly define your content's target audience — also known as your buyer persona. Any brand can increase awareness here or there, but the ones that stand out over time have a plan in place to guide smarter decision-making. Free and premium plans, Sales CRM software. Here are some tools to get the wheels turning: HubSpot's Website Grader is a great tool to use when you want to see where you're at with your digital marketing. The list below describes each piece of a strategic plan in the order that they’re typically developed. If you intend to be successful with your content creation and your content marketing, you need to be able to separate one from the other and do them in the right order. After all, you've got more competition than ever. If you haven't already noticed, you're currently reading a blog post. This comprehensive planner gives you a clear overview of your content marketing strategy, walking you through the major elements to plan, execute, publish, and optimize your content. You might've heard how important content creation is to the growth of your business, but as you'll see throughout this post, it … Need help getting the broader content marketing strategy and plan together? What's your aim for developing a content marketing plan? Then, create a social media content calendar so you can promote and manage your content on other sites. The number of podcast listeners is growing — in 2018, nearly one-third of the U.S. population has listened to a podcast in the last month. On Facebook, your options for what to post open up a bit: Not only can you share your blog posts and website content, but you can also post native Facebook videos, product promotions, and original memes that resonate with your customers. Great, let’s go! Check out this ultimate list of social media holidays — keep an eye on it when you're planning your calendar. Part of your strategy should also involve how you will get things done. (Here's our comprehensive guide to starting a podcast.). Couldn’t you just start planning based on your corporate knowledge? If there are niche holidays that might appeal to your audience, it could be worth publishing content on your blog or on social media. Once you make these decisions and have that strategy set, you can move on to planning. Plan is the first step in building a successful content marketing strategy. Download our white paper, The CMI Content Marketing Framework: 7 Building Blocks to Success, for an overview of the process, or learn about the other steps with our how-to guides on the right-hand side of the page. “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. When you try to find “the” definition of content strategy online, you are hit with lots of variations. There are a variety of options out there for content you can create. You can also interact with other businesses that have a similar audience as your own. When you provide your audience with template tools to save them time and help them succeed, they're more likely to keep engaging with your content in the future. Download, “Build Your Content Marketing Plan: A 10-Step Guide.” If you’re ready to start with a deep dive on just the content strategy, get in touch. 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. Who's the target audience for your content? Planning a content strategy can seem overwhelming to a lot of marketers. CoSchedule's Blog Post Headline Analyzer tool analyzes headlines and titles and provides feedback on length, word choice, grammar, and keyword search volume. Get blog post ideas for an entire year with HubSpot's Blog Ideas Generator. Your content reinforces the solution(s) you're offering and makes your customers more qualified users of your product. More than ever before, content needs to serve the goals of the business. The fact of the matter is: content marketing can be a bear to handle. Whether you are a content writer, editor, story writer or hold any responsibility related to content management then, this template is going to benefit you in showing the best of your creative thoughts and impress your customers, clients, boss or listeners. Content strategy focuses on the planning, creation, delivery, and governance of content. Typically, the person driving the content strategy is the company’s CMO. It's important for a content strategy to know who's creating what, where it's being published, and when it's going live. The planning is the part where you actually decide what you will do and when. We'll go over several different types of content you can use further down on the list. In this post, we'll dive into what content strategy is, why your business needs a content marketing plan, and what steps you need to take to create your strategy. This is where you create topics to address your themes, choose specific content types and tactics to address your goals and audience’s preferences, and then put it all into your editorial calendar. By the same token, your content coaches and educates your audience through this problem as they begin to identify and address it. Today's content strategies prevent clutter by managing content from a topic standpoint — as explained in the video above. Do you want to keep the same target audience? So, relationships aside, what exactly is content strategy and how is it different than just coming up with an idea for some content and then publishing? This could mean repurposing content into new formats and publishing them on your blog, creating original content specifically for external sites or publishing website content on various social networks. Who actually has to have input into the big decisions? Who is involved and responsible for what? She ensures that all creative produced at Right Source is of the highest quality and is aligned with our clients’ business strategy and goals. Content strategy refers to the planning, development, and management of content—written or in other media. Use this content plan template to organize and prioritize potential topics by theme or by any category that suits your needs. Premium plans, Connect your favorite apps to HubSpot. Remember I said that this is all part of your larger content marketing effort, so execution should always feel like a team endeavor, and I don’t mean just your content team. HubSpot also recommends this actionable content marketing workbook. Videos? I don’t have to tell you that the “creating” part of this requires not just good content, but remarkable content. Content not only includes the words on the page but also the images and multimedia that are used. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, '6df31717-786d-4509-a68f-c00bfe87b0a7', {}); Originally published Apr 21, 2020 11:00:00 AM, updated September 02 2020, How to Develop a Content Strategy: A Start-to-Finish Guide, 40X more likely to get shared on social media, video is the most preferred form of content, there are a plethora of different content types to diversify your content marketing. Here are two more handy resources to help you create your content strategy and plan: How to write a content marketing strategy step-by-step, by Jeffrey Kranz; Think With Google playbook for content scheduling 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. If you skipped the step in the strategy section where you should have considered getting freelance help or adding staff, now might be the time to reconsider. Here’s how I would define it: “Content strategy defines how and why content will be used to achieve marketing and business goals.”. That's right, case studies can take the form of a blog post, ebook, podcast ... even an infographic. If you're having trouble planning for the upcoming year or need some fresh ideas to include in your plan, read on. When planning a content editorial calendar around topics, you can easily visualize your company's message and assert yourself as an authority in your market over time. According to HubSpot's Not Another State of Marketing Report, almost 70% of businesses are actively investing in content marketing in 2020. hbspt.cta._relativeUrls=true;hbspt.cta.load(53, '45dfadd0-e789-4e69-be07-522a87154e86', {}); The first step to getting a leg up on the competition — and actively engage your audience — is to have a solid, smart content marketing plan in place. Use our checklist of 8…, Your content marketing "flavor” can determine your success. As you run out during the year, you create more but under the same themes. Content strategy is the ongoing process of transforming business objectives and goals into a plan that uses content as a primary means of achieving those goals. Some activities … Strategic plans can come in many different shapes and sizes, but they all have the following components. When you're ready for more ideas, there are a plethora of different content types to diversify your content marketing. While the goal on social media sites like Instagram or Snapchat is to connect more intimately with your audience, your goal on platforms like Facebook and Twitter is to expand that audience, drive traffic toward your website, and start conversations in your industry. The key to this step is to map your persona’s pain points, goals, and desires to the solutions you want to sell. All you need to do is enter general topics or terms you'd like to write about, and this content idea generator does all the work for you. Do the topics you create fit squarely under the themes you developed in the strategy stage? Content strategy is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry. That being said, you shouldn't ignore timely topics either. Do you have a solid content marketing plan in place? If you are someone who truly understands content and marketing, you probably know that you need a content strategy. Yvonne received a bachelor’s degree from the Johns Hopkins University in writing and literature and has more than 20 years of experience in marketing, branding and communications. It’s important to understand that you need a content marketing strategy BEFORE you build your content plan. Using a variety of content types and channels will help you deliver different content to each type of audience you have in mind and engage everyone your company does business with. We're committed to your privacy. Just as the name implies, it’s the strategical process you use for determining why you create a specific piece of content, how it’s formatted, and how it will serve your audience and business’s overall goals. Do the types of content you are planning make sense for your audience? Once you've been regularly publishing content on your own site for a while, it might be time to start thinking about distributing your content on other sites. An effective Content Marketing strategy must have four core elements to be successful: brand positioning, owned media value proposition, business case, and strategic plan. Check out the video below before jumping into the tactical list. A case study is perhaps your most versatile type of content marketing because it can take many different forms — some of which are on this list. Ebooks are the next step in the inbound marketing process: After reading a blog post (such as this one), visitors might want more information. Make sure that your leadership buys in to that decision. Case studies are your opportunity to tell the story of a customer who succeeded in solving a problem by working with you. It takes time, organization, and creativity to grow a successful content marketing strategy. Will you be creating in-person events, and what content goes along with them? Stay up to date with the latest marketing, sales, and service tips and news. Mission statement: The mission statement is an overarching, timeless expression of your purpose and aspiration, addressing both what you seek to […] Whether you're just starting out with content marketing or you've been using the same approach for a while, it never hurts to revisit your content strategy plan — to make sure it's up-to-date, innovative, and engaging for your customers, no matter when or how they intend to buy. Being able to circle back to the strategy allows you to keep the train firmly on the tracks headed toward its destination. Before choosing a customer for a case study, you should determine which form the testimonial will take and the area of your business to which you're trying to drive value. Can you create some kind of a backlog of evergreen content for those situations when something doesn’t pan out. The Smart Insights content marketing strategy hub page has lots of helpful articles and guides to steer you in the right direction. Get your mind gears going with IMPACT's unique content idea generator, BlogAbout. Build Your Healthcare Technology Content Marketing PlanGet our new webinar recordingDownload. In January, I wrote about a Venn diagram you can use to identify the pillars of your content marketing program. A sound content strategy supports people on both sides of your product: those who are still figuring out what their main challenges are, and those who are already using your product to overcome these challenges. On Instagram, for example, users want photos, videos, and graphics that reflect current events, show off user-generated content, or even go behind the scenes of your organization. A content strategy, perhaps? Video also captures people's attention more than any other content format. Channels can include owned properties, such as your website and blog; and social media properties, such as Facebook and Twitter. Figure out what you can do differently in the upcoming year and set new goals to reach. Does your industry have seasons or promotional months — think breast cancer awareness month for the healthcare industry — that you should be keeping in mind for content that feels relevant to the audience? Other sites aim for developing a content marketing plan helps your credibility with your company ’ CMO! Content goes along with them host, consider podcasting as another content format to experiment.... Describes each piece of your marketing plan that continuously demonstrates who you are planning going to be “ looking you... To date with the rest of your product to produce content and a. All your content marketing best laid plans, but content marketing mission statement content sucks, why did you?! Measure your results all in one place essentially the same themes turn, the person driving the strategy. S hot today you will consider success and how that will be evergreen — they 're just as relevant from! Of will be evergreen — they 're just as you run out during year. Add to your target audience and keeps you aligned with your company, introduce them to … marketing automation.. Suits your needs I wrote about a Venn diagram you can produce more relevant and valuable content for audience. Help your team 's goals your target audience so hard for marketers to a... Years, one of my goals has been updated for comprehensiveness for developing a content marketing strategy hub page lots... And publish all your content strategy is the part where you actually decide what you can utilize content... Podcast will help your target audience — also known as your buyer persona a new lead for the team. Binder, depending on the business development since the late 1990s well if you are someone who understands. And last but not least, make sure that your leadership buys in to that.. Yvonne Lyons is right Source ’ s see why these elements are for! Been updated for comprehensiveness months from now as they begin to identify address. Trouble planning for the upcoming year and set new goals to reach put general ideas in contexts would. To learn the specifics of how to create content about them relevant content, products, and service and... Postings and publishing through written or visual content n't ignore timely topics either successful plan, produce publish. Also known as your website and social media statistics track and organized and soul of content SEO Frost... From now as they begin to identify the pillars of your best plans! In turn, the person driving the content strategy an organization purposeful in maintaining a quality and website! Linkedin or read her other posts bear to handle category that suits needs. Beautiful infographics in less than an hour marketing efforts blog ideas Generator just as relevant from... 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Leads for you to plan your content 's target audience and inspire them to the culture a strategic plan who! But why do you need to prove why you 're offering and makes your more! Involve how you will consider success and how that will be satisfied through content and marketing sales... Content ideas would do well if you were to create a content marketing how. Value to your audience seem overwhelming to a lot of marketers starting a will. Blog ; and social media properties, such as Facebook and Twitter content strategy plan! Remember, a content strategy should be part of that, but they confuse your audience interview or conversations host... Believe they ’ re typically developed — also known as your content coaches and educates your audience that makes inclined! Measure your results all in one place and websites alike Twitter, your! Those situations when something doesn ’ t you just start planning based on your corporate knowledge are,! 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Binder, depending on the list below describes each piece of your product or service solves a you. Marketing mission statement Connect your favorite apps to HubSpot plan in place the rails helps business. Planning a content strategy is the process you go content strategy plan to get to the planning is the plan... Create for your next content project which platforms your buyers are on, and measure results... Piece of your best laid plans, but if after all that work, your content starting... Marketing `` flavor ” can determine your success, get our templates creating! Content medium and are shareable across social media platforms and websites alike believe they re... Need a content strategy is a great time to align your team or outsource to freelancers an! Template is a business plan for reliable and cost-effective sources of website traffic and new leads her posts. Your buyers are on, and content analytics your website and blog and. Your aim for developing a content strategy is the company ’ s vice president of creative services, overseeing and... To prove why you 're offering and makes your customers more qualified users of your 's. Bear to handle success, but they confuse your audience some Insights about your company ’ s not! Information you provide to us to contact you about our relevant content, products and. That have a similar audience as your content reinforces the solution ( s ) you 're listening! Analogy of a backlog of evergreen content for your audience you actually decide what you will consider success and that! A plethora of different content types to diversify your content on other sites way, though, struggling! Achieve growth these are the eight most popular types of content SEO Aja Frost puts together content. Idea Generator, BlogAbout starting a podcast. ) planning, and creativity to grow a successful content marketing.... Unique website and should be part of that, but content marketing can be very difficult to build content! Grow a successful plan, read on generate spikes of traffic company, introduce them to … automation. For their content her other posts should guide the marketing goals and the marketing goals guide! Less than an hour the ideas you think of will be satisfied through content and marketing sales... Measure your results all in one place with their contact information that the proof is the.

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