Updated: Nov 25
Before you start diving into content marketing, you should have a solid plan in place. This plan describes your strategy with a big-picture view, so you know exactly where you’re headed and can make the right decisions to get you there. It also increases your efficiency by preventing you from wasting time on activities or channels that won’t help you reach your goal.
A content marketing plan is like any business’s marketing plan but relates specifically to your content. It’s a document that succinctly explains what your plan is all about.
Your plan should include a mission statement. This explains the “why” behind what you do. Another way to think of it is, how does your business seek to make the world a better place? Your mission statement is the ultimate reason why you’re creating this content.
Target Market Profile
A key component of your content marketing plan is a profile of your target market. This person most benefits from your content, products, and services. You’ll also appeal to others, but this is where you want to focus your energy, and you’ll get the most results.
The profile should include demographics and psychological factors such as values, attitudes, and problems they face. Give your avatar a name, and even include a picture to make them more real and relatable.
The Nuts and Bolts of Your Content Marketing
Identify the types of content and topics you’ll cover and where you will engage your audience with this content. The target market includes where your audience members spend time online and what help they’re looking for. This part of the plan describes how you will engage your audience and where.
Your Unique Value Proposition
Your plan should explain your unique value proposition, or UVP. The UVP explains how you uniquely meet the needs of your audience. If you haven’t thought about what makes you unique, this is a good time to do so. Your UVP demonstrates your market position and why people should choose to consume your content rather than a competitor’s.
Set Key Performance Indicators
Included in your plan should be KPIs, or key performance indicators. These are the metrics you will use to determine whether you’re reaching your goals. Choose only the most important metrics that will help you monitor success.
It could be a sales target, audience size, or the number of interactions to show engagement. As you implement your plan, you’ll use your KPIs to evaluate what’s working and what isn't.
No magic bullet will make your content marketing a success, but your plan gets down to the basic outline, and you can always modify it later as your content marketing evolves. What’s most important is just to have a plan in place to get you started.
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About The Author
Angela M Mitchell is a best-selling author, speaker, coach, and result-oriented digital marketer and content creator.
She is the Executive Director of Sales and Marketing for Victorious You Press and has an extensive background in email marketing, content creation, social media marketing, copywriting, digital marketing, brand development, and more. And she is passionate about helping companies position themselves for long-term sustainable growth.
Angela is also the founder and CEO of Back to Her, where she teaches and supports women entrepreneurs and service-based business owners to eliminate mindset barriers, identify their expertise, and grow their digital presence by creating content that converts.