Ocere Blog

How to Create a Content Marketing Plan

[fa icon="calendar"] 01-May-2018 18:48:13 / by Ben Beard

Ben Beard

- How to Structure a Plan for B2B Content Marketing

- Content Marketing Examples

- SEO and Content Marketing

- Content Marketing Tools

- What Types of Content Deliver the Best Results

When talking about a content marketing plan, it is important to note that this is more than just simply creating, distributing and sharing content in an attempt to engage audiences and improve on your brand. With a content marketing plan, you will also be looking to create a strategic approach that then fits into a broader strategy.

Think About the Marketing Funnel

A content marketing strategy will analyse the many ways in which content marketing can be used throughout the buyer journey, the customer life cycle and the many different customer experience touch points. It will also look at how content marketing can be used within other forms of marketing, customer strategies and sales strategies too.

Below, we take a closer look at how you can create a fantastic content marketing plan.


How to Structure a Plan for B2B Content Marketing

When you are creating a B2B content marketing plan, the first thing that you will need to do is decide on what your goals are. Everything else in your B2B content marketing plan should then be working towards this goal.

The next thing you will have to do is explain your research as this will be the foundation of the marketing plan. Here, you should include competitive analysis, SWOT analysis which is an analysis of your company’s strengths, weaknesses, opportunities and threats, understand your buyer persona which should include the demographics of the buyers that you are targeting and also those that you would like to avoid. Finally, you should also include here information about how, when, where and why your target marketing is the reason to converting leads.

Getting Into Detail

The following stage of your plan is where you should detail your strategy. During this part of the plan you should be defining your goals, setting out what your unique selling points is, optimising your website, improving your brand, putting an SEO strategy in place, creating amazing content and working out what distribution channels you are going to be using such as social media and email.

How to Measure Results?

Once you have written down your research and strategy, you can then define your KPIs and measurement methods. Here, you should be looking at previous marketing strategies and their results and then how you can change these strategies to improve the company’s return on investment. You should constantly be measuring before, throughout and then after the campaign. How often you choose to do this is completely up to you! This will ensure that you are continually seeing positive results for your strategy, and if you aren’t, then you can change them.

Finally, you should list your overarching strategy and tactical plans. We would recommend trying to focus on a couple of main tactics for the course of the year and then developing these plans around the tactics.


Content Marketing Examples

According to recent research, 60% of companies are struggling to produce content consistently and 65% find it challenging to produce engaging content. However, there are some great content marketing examples out there that you can take inspiration from. Buffer, implement a fantastic strategy that covers three different areas. The first part is guest blogging to increase their growth and this attracted their first 100,000 users. They focus on producing high-quality and shareable content and they now have four blogs of their own. They also share their best content via email marketing and the brand is now extremely reputable and trusted across the globe.

How to do it Right - At Scale

Another great example of content marketing done right is by the company Hubspot. They write in-depth blog posts and issues concerning their customers and are constantly adding content upgrades such as ebooks to the blog posts. What’s more, they have also developed an educational and content sharing hub where they can promote the certification and partnership programmes.

Lastly, they have also created lots of videos for Facebook that encourage a tonne of engagement and they also use LinkedIn to send the traffic to these videos. Hubspot is now a multi-million dollar company and so is a fantastic example of how you can implement content marketing strategy.


SEO and Content Marketing

While the content that you create is key to your strategy, there is no use in having great content if no one can find it. SEO content marketing will help the major search engines index your pages so that they can be more easily found by potential buyers. If you want to implement effective SEO content marketing, you need to ensure that your content is optimised. This means all content – from the smallest of blogs to landing pages.

To do this, you will need to create a list of keywords and work these into your content strategy. A successful SEO strategy will include social media and link building.


Content Marketing Tools

What’s great about content marketing is that there are plenty of great tools out there for you to optimise your strategy. For example, you can use a system such as ClearVoice. This service combines efficient workflow software with a marketplace for exciting creative collaboration. You will be able to connect with talented content creators who can bring your ideas to life. Another fantastic service is HubSpot. This is a great in-bound marketing platform where you can create an effective content marketing blog, landing pages and other content marketing campaign initiatives. This platform also offers social media analytics too!


What Types of Content Deliver the Best Results?

So, the big question is what type of content will deliver the best results? However, there is no straightforward answer to this question as there is no single type of content that will appeal to every type of visitor. For this reason, we would recommend varying your content to see what works best for you and to get a more rounded content marketing strategy. This can include, blogs, long form articles, infographics, video, images, webinars, polls and email newsletters. If you are unsure of what content will best suit your business, then use the content marketing service from a professional company for the best results.

Topics: SEO, Content

Ben Beard

Written by Ben Beard

Digital Marketing Assistant