If you're having trouble planning for the upcoming year or need some fresh ideas to include in your plan, read on. Starting a podcast will help audiences find your brand if they don't have time or interest in reading content every day. The list below describes each piece of a strategic plan in the order that they’re typically developed. Another popular CMS is WordPress, to which you can add the HubSpot WordPress plugin for free web forms, live chat, CRM access, email marketing, and analytics. Content strategy is the strategic plan for creating and managing your content marketing efforts. Being able to circle back to the strategy allows you to keep the train firmly on the tracks headed toward its destination. Provide a brief summary of a topic, identify the content’s unique angle, pinpoint your target reader, decide which types of content you’ll need, and describe your main goal. Content strategy is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry. As you run out during the year, you create more but under the same themes. 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. 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. Once you make these decisions and have that strategy set, you can move on to planning. The content strategy should be part of that, but content marketing is broader. Marketing automation software. Planning a content strategy can seem overwhelming to a lot of marketers. Is every piece you are planning going to be useful, helpful, and relevant to your audience? What is a marketing plan? We're committed to your privacy. The Four Elements of a Content Marketing Strategy. Strategic plans can come in many different shapes and sizes, but they all have the following components. 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. Content not only includes the words on the page but also the images and multimedia that are used. @jus10mcgill. Free and premium plans, Sales CRM software. After all, you've got more competition than ever. If you haven't already noticed, you're currently reading a blog post. Revisiting your audience parameters by conducting market research each year is crucial to growing your audience. Taking a strategic approach to your content plan ensures your message cuts through the clutter and reaches your target audience with the right information at the right time. Let’s see why these elements are essential for Content Marketing and how you can start implementing each of them. Content Strategy can be very difficult to build up, especially if you do not know where to go from where you have been. Figuring out how you'll create and publish all your content can be a daunting task. The content strategy helps you identify what content you need, what content you don’t need, and where to put your resources for the most ROI. Couldn’t you just start planning based on your corporate knowledge? This is where content comes in. A content strategy, perhaps? 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? Content strategy refers to the management of pretty much any tangible media that you create and own: written, visual, downloadable — you name it. 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. There is a better way, though, than struggling your way through. 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. HubSpot's blog team found this to be key to increasing traffic to the Sales Blog over time — read about their blog strategy here. 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. 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. Know your goals before you begin planning, and you'll have an easier time determining what's best for your strategy. Just as your business might have more than one type of customer, your content strategy can cater to more than one type of reader or viewer. See all integrations. The planning is the part where you actually decide what you will do and when. A unified content strategy is a business plan for content. HubSpot also recommends this actionable content marketing workbook. 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. Build Your Healthcare Technology Content Marketing PlanGet our new webinar recordingDownload. Content strategy is not planning and it’s not execution. When you try to find “the” definition of content strategy online, you are hit with lots of variations. Is it a marketing plan? Videos require a bigger investment of time and resources than written content, but as visual marketing increases in popularity — after all, it's 40X more likely to get shared on social media than other types of content — it's a medium worth experimenting with. The Essential Tools to Plan and Execute Your Content Strategy. Start with the product, tell your audience some insights about your company, introduce them to the culture. That's right, case studies can take the form of a blog post, ebook, podcast ... even an infographic. A good starting point for your content strategy plan is to set out a content marketing mission statement. 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. You can also interact with other businesses that have a similar audience as your own. Blog posts? A few vital parts of content management include content creation, content publication, and content analytics. “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. 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. Use this content plan template to organize and prioritize potential topics by theme or by any category that suits your needs. Download this goal planning template for help figuring out the right content goals. 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. Now, it's time to start coming up with ideas for your next content project. By the same token, your content coaches and educates your audience through this problem as they begin to identify and address it. Why do you want to produce content and create a content marketing plan? 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. Ebooks are the next step in the inbound marketing process: After reading a blog post (such as this one), visitors might want more information. 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