Your Own Content Marketing Plan

27 Mar 2018

A content marketing plan – Sound intimidating doesn’t it? Like this 80-page plan you need to write before you can even get started writing content. And it was already daunting and something you have been postponing… And now you need a PLAN???

Don’t worry! A content marketing plan doesn’t have to be long, complicated or taking a lot of time. All it means is that you know why you are doing what you are doing.

Let’s get out a paper and write down the answers to these questions:

  1. Who are you talking to?
  2. What is their problem?
  3. Where will you meet them?
  4. What will you talk about?
  5. When will you be talking about it?

Step 1: Who are you talking to?

First up: who are you talking to? This is important to know because it might influence the way you write.

In quite a few languages for instances there are multiple versions of ‘you’, a more distant, formal one, and a personal one… You will need to decide which one fits depending on who you are talking to. But no matter the language the way you write might differ on who you are writing to and how you are connected to them.

And knowing who they are can affect what you are writing about. Writing to working mums of young children might differ from writing to young guys that are making career and don’t have families.

Just write down a few notes that you feel are important about your audience.

Step 2: What is their problem?

Now jot down on your content marketing plan paper what their problem is. What are they coming to you for?

They will have a problem they know they have and there might be underlying problems you know they (might) have, but they don’t that yet themselves. You can read some more info about that in a blog post I wrote quite a while back: ‘What’s their problem?

Write down what you know about their problems & the solutions.

Step 3: Where will you meet them?

So next, where you will meet them. If you ever done a marketing plan then you will have the channels written down already. If not, just think about which channels you will use for connecting with your audience.

You might write down: Facebook, blog, YouTube, Instagram for instance. But it might be totally different too. Just make sure you know where you want to post.

Step 4: What will you talk about?

Ok, so you know their problems and the solutions. Now it’s time to brainstorm what you will be talking about. Because a content marketing plan isn’t very useful without the actual content.

Of course this will all relate to those problems & solutions but you need to be more specific.

  • What questions do you get asked?
  • What do you want people to know before they start working with you?
  • What tips do you often tell people?
  • Do you have testimonials of happy clients?
  • ….

Make a list of anything you can think about. This doesn’t need to take very long but could probably give you a list of 50 to 150 ideas.

Step 5: When will you be talking about it?

Now you need to come up with a schedule. How many blogs will you post a month? How many posts will you make on Facebook? Do you want to post 3 times a day on Instagram?

Come up with a schedule, start writing down all the dates for the posts and write down the topic of your post behind it. Like so:

[27 march] Blog Post | Your own content marketing plan
[27 march] Facebook | Video on how to post to Instagram from the computer

You can now make this content and if the channel allows you can already schedule it in or write in your calendar to post it that day.

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