There are several benefits to having this level of planning in place before you start sharing content. More than an editorial calendar, a content marketing plan document is your road map to a successful content marketing effort. 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. Note the emphasis on strategy in this statement.
The Content Marketing Institute defines it this way:Ĭontent marketing is the strategic marketing approach of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience-with the objective of driving profitable customer action. Why is it so hard for marketers to create a strategic plan for their content? Let’s start by taking a look at what content marketing is: Content Marketing Plan Is More than Just Content If you are one of the 70 percent of marketers operating without a plan, take heart: we’ve got the information and templates you need to guide you through the planning process and produce a content plan that can generate results. It requires marketers to analyze where their marketing efforts have been and what they want it to achieve in the future. That’s because creating such a plan is daunting. Seventy percent of marketers lack a consistent or integrated content strategy ( Altimeter), and only 29 percent of leading marketers systematically reuse and repurpose content ( Curata). It sounds simple, yet it’s a step many content marketers don’t take. To realize the potential content marketing offers, it’s critical to have a plan. And you know that you’ll find the time and resources you need to develop a content marketing plan. You have some thoughts about places to promote that content. You have great ideas for content that you are sure readers will connect with.
If you are like most marketers, you begin your content marketing efforts with the best of intentions.
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