Post Fetaured Image

Creating a long term content plan

A long-term plan is a roadmap for your content. By being consistent with your plan, you are giving yourself the best chance at achieving ROI from your content efforts.

The best approach to creating a long-term content plan are the following 3 steps:

  1. Set marketing goals
  2. Audit your organizations initiatives
  3. Identify the buyers journey for your buyers personas

By setting marketing goals, you are giving yourself long-terms vision and short-term motivation. For example, if you want 15 new customers every quarter and you know you need 50 leads to turn that out, your goal is to have 1,000 website visits. Now consider the content required to attract those website visits. Keep your goals SMART: Specific, Measurable, Attainable, Relevant, Timely.

Auditing your organizations initiatives is broken in to 2 tasks; a content audit and an event based audit. A content audit is identifying existing marketing assets that can be found in your shared drive, CRM, sales tools, ultimately saving time by utilizing existing content that's at your disposal. Once you've collected the content, you can organize them in to categories:

  • Content Title
  • Buyers Journey Stage
  • Marketing Funnel Stage
  • Format or Type of Content
  • Which Buyer Persona its Targeting
  • Any Additional Notes that Provide Value or Context

This list will help identify gaps and opportunities for content creation for your long-term plan.

An even based audit is taking in to consideration any events, priorities or upcoming projects. This exercise will give insight to your buyers journey connecting that back to your initiatives through your inbound marketing.

Remember that you're creating content that's meant to attract and pull your buyer personas through every stage of the buyers journey. With a full content compass or calendar, you can remain reactive and agile with your content that will align with your organizations goals and initiatives.

Krystyn Symsyk

AUTHOR: Krystyn Symsyk

Related posts
The PESO Model - Here are the four types of media and how to use them effectively

The PESO Model - Here are the four types of media and how to use them effectively

Your four types of media are what drive your business’s marketing initiatives. Understanding each type of media and their benefits can help you to make the most of your marketing efforts. The...
See ya later likes - Instagram

See ya later likes - Instagram

Instagram has eliminated the highly coveted like count on the bottom of each user post; or, Instagram has done this in Canada, as a test. If you are outside of the Canadian market, you probably...
Controlling Your Company Narrative through Storytelling on Social Media

Controlling Your Company Narrative through Storytelling on Social Media

People are social creatures. We resonate with stories. A compelling company narrative is a great way to get people to interact with your company. Get your customers listening and engaging.

Subscribe to receive our articles direct to your inbox.

Get In Touch

Elevate the way you do business. Redefine your brand with H&C Inc.'s cutting-edge strategies, collaborative thinking, and constant reinvention. Your focus is growth. So is ours.