{"panels":[{"content":{"params":{"text":"

This introductory section should make a compelling case for the strategy you have chosen. Catch the reader\u2019s attention and concisely explain why the approach your team has taken is the best one. Outline the impetus behind the proposed content marketing plan and include a more refined summary of the overall strategy and predicted outcomes.<\/span><\/span><\/span><\/p>\n"},"library":"H5P.AdvancedText 1.1","subContentId":"e543af58-f51e-48df-8111-116b79130e51","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"title":"Overview"},{"content":{"params":{"text":"

This section provides detailed profiles of target audience group(s). It should clearly showcase the exact users that the plan is aimed at engaging, and may include buyer personas<\/a> Start with simple demographic data points, like where your intended customers live, their age range, job titles\/types, and day-to-day habits. Consider adding lifestyle factors, personality traits, and media consumption patterns as well. The more information you can provide here, the more you can help tailor your content to reach its intended audience. <\/span><\/span><\/span><\/p>\n"},"library":"H5P.AdvancedText 1.1","subContentId":"e5a905b8-e3a5-4d20-acf9-068afb2e672f","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"title":"Target Audience(s)"},{"content":{"params":{"text":"

This section should provide specific goals and objectives that will guide your plan (see the next section of the module for more on goal setting). At least 5 goals\/objectives should be provided here, and all should be SMART\u2014that is, specific, measurable, attainable, relevant, and time-bound. Include both short- and long-term goals and corresponding KPIs (see Measurement Plan, below).<\/span><\/span><\/span><\/p>\n"},"library":"H5P.AdvancedText 1.1","subContentId":"68cbcaae-6ff9-4335-a7e8-3dfb74ed4d55","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"title":"Goals & Objectives"},{"content":{"params":{"text":"

This section should provide a crystal-clear picture of which platforms, channels, and tactics the content marketing plan will leverage in order to meet its goals. For each platform and channel that is discussed, demonstrate exactly how the plan for its use will unfold over a defined period. This section should be very detailed and provide your company or client with an actionable implementation roadmap for all relevant platforms.<\/span><\/span><\/span><\/p>\n"},"library":"H5P.AdvancedText 1.1","subContentId":"57b7a2ab-6160-44ec-b1bc-80c15fd7c22c","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"title":"Tools & Tactics"},{"content":{"params":{"text":"

This section should provide a measurement and analytics program that the organization can use to measure the results of the content marketing plan. A measurement plan can include at least 10-15 specific metrics or key performance indicators (KPIs). Some commonly used metrics are social media engagement, click-throughs, new website traffic, email subscriber growth, time spent on site, brand mentions, and video views.<\/span><\/span><\/span><\/p>\n"},"library":"H5P.AdvancedText 1.1","subContentId":"7dd7a218-ba02-4a2d-9b2f-eed324521503","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"title":"Measurement Plan"},{"content":{"params":{"text":"

This section should include a spreadsheet or calendar-style document that outlines up to three months\u2019 worth of suggested content for the brand. It should include the suggested date and time the piece of content will be published, as well as the platform and place where it will be published (e.g., IG Stories, IG post, company blog, etc.). It should also include the proposed copy and creative assets (i.e., photos or videos) required, along with links and tags to be included in the posts. Editorial calendars are discussed in greater depth in the final section of this module.<\/span><\/span><\/span><\/p>\n"},"library":"H5P.AdvancedText 1.1","subContentId":"6f0e6458-c11c-4793-8ed0-e45e3ac0e3f4","metadata":{"contentType":"Text","license":"U","title":"Untitled Text"}},"title":"Editorial Calendars"}],"hTag":"h2"}

Key Elements of a Content Marketing Plan

Liam Stockdale