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Content Marketing Plan
What is Content Marketing?
Definition, How It Works, Why It’s Right for Us
“Content builds relationships.
Relationships are built on trust. Trust
drives revenue.”
- Andrew Davis, Founder of Monumental Shift
Content Marketing
kon-tent mahr-ki-ting (noun)
"Content marketing is a marketing technique 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."
– Content Marketing Institute
Statistics That Tell A Story
Definition, How It Works, Why It’s Right for Us
Examples of Effective
Content Marketing
Companies Who are Doing it Right, What We Can Model
After
B2C Marketers Who Use Content Marketing
0%
14%
Use Content Marketing
Do Not Use
86%
B2B Marketers Who Use Content Marketing
0%
14%
Use Content Marketing
Do Not Use
86%
Traditional Marketing vs. Content Marketing
Leads
Costs Involved
Traditional Marketing
Content Marketing
Lead Generation for B2B Companies Who
Blog vs. Don’t Blog
Leads Generated
Companies Who Blog 1-2x a Month
Companies Who Don't Blog
What Our Competitions is Doing
Competitors who are doing content
marketing well or not well at all
Goals for our Content Marketing
What we should reach for in our efforts
Content Marketing Goals
More Traffic
Brand Awareness
More Leads
Better Customer Service
More Business
Higher Conversion Rates
Improved Financial
Performance
Thought Leadership
Shorter Sales Cycle
Authority in our Niche
Better Qualified Leads
More Sales
Our Content Marketing Strategy
Our high level strategy and implementation plan.
Research
Ideation
Brainstorming
Audit of existing content and resources
Planning
Map out content calendar
Assign topics to internal team member or outsource to
external resources
Long-term and short-term strategies in line with industry
shifts, product releases, events, etc
Content Creation
Infographics
Videos
Blog articles
Off-site guest posts
Off-site guest articles
Datagraphics
Free Guide & Whitepapers
Webinars
POV documents
Email marketing
Product updates
Discounts & coupons
Measurement
Traffic
Conversions
Leads
Length of Sales Cycle
Fans & Followers
Sales
Views, Hits, Shares
Internal Resources
What and who we’ll need to tap
into internally to make this work
Help We Will Need
Internal content experts
External resources
Graphic designers
SEO writers
Freelance content writers
Time for content marketing
management, strategy, planning,
etc
Internal buy-in (workshops,
training, education)
Budget & Timeline
What you really want to know about
What We Need to Make This Happen
$1000 a month for 6 months to prove XYZ results
Objections
Perceptions that just don’t hold true
“Content marketing is more than a buzzword.
It is the hottest trend in marketing because it is
the biggest gap between what buyers want
and brands produce.”
- Andrew Davis, Founder of Monumental Shift