Build a Plan for Success
We are trying to build a relationship with our audience online that eventually leads to a buy in or conversion point. We want to connect with that target audience and take them down a path. The audience will vary as we have discussed in previous posts and we need to plan for each persona to achieve a meaningful result. We do not want to focus in on product knowledge or special offers – we are not in “sales mode” we want to connect and show understanding with a purpose.
Often the outcome of many content marketing efforts gets lost as too many cooks ruin the recipe for success. This may be due to the lack of ownership of the content. There is a poor plan in place that has the task of generating meaningful content left to someone in sales or management who does not really understand the plan. We want the following process to occur.
You need to ensure that the person writing the story has the following:
- a clear purpose in mind for that reader
- an understanding of the channels the content is going to be distributed on
- an understanding of the audience and their “pain”
- an understanding on the process and how this will help qualify the audience for sales
- a next step towards conversion
This of course involves a proper plan for your content marketing efforts. Start with a clear objective in mind. It may be something obvious like introducing a new solution or it may be something long-term like building loyalty amongst existing clients.
Now you need set out your tasks and timeline. I will not get into the minutia here but give you an overview of key considerations.
- Define the Mission – set targets and expectations that can be measured at the end of the campaign
- Know the audience – you should have stats and demographics on the target audience
- Use your stats to help determine the best distribution channels to use for this group
- Draft a content plan with several stories that focus on different aspects of the clients issues
- Tell a story that relates to one of the real life issue for your audience
- Use your skill and tools – images, keywords, video, references, etc
- Assign this to one content marketer
- Set out your schedule for execution of your content. Most campaigns generate meaningful stats after 90 days.
- Set a clear path where you lead your readers to a point of conversion.
- Monitor and measure your success of conversion using Analytics or other campaign tools.
- Review, refine and revise your strategy for the next time. There may be seasonal needs or timing issues that you have uncovered.
At the end of your campaign survey, or better yet, talk to your customers. Have someone follow up with your readership to find out if the relevancy of the topics and stories had merit.
If your campaign has a solid content marketing plan then you can gain a solid and meaningful result for your team. If things are left to chance with loose task assignments then you will have comments come back from the sales team or management saying how ineffectual the campaign was.
Remember at the foundation of Content Marketing is the creation of lasting online content that continues to work after the campaign is completed. You are building an online asset that can be referenced months or years from now. It does not end like advertising once the campaign is completed.
All the more reason to plan the work and work the plan!