What is a One-Page Marketing Plan?
So you’ve decided to start a content marketing campaign! Great news. Do you know what this means? You’ve got all the power in your hand. You should feel pretty powerful!
My simple One-Page Content Marketing plan is going to make creating, publishing, promoting and measuring your content easier.
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This content marketing strategy template fits on one side of standard printer paper. If you absolutely need more space, use legal-sized paper or even an 11- by 17-inch piece. The important thing is to keep it to a single page that can be easily shared to maximize its impact and usefulness with Executives and Content Creators.
In this content plan you will address the following points with your team:
Objectives:
What is the main reason for this campaign? What does your brand want to achieve with this campaign? Are you wanting more followers? Expand the database? Provide information?
Strategy:
How will you manifest your objectives? What tools, resources, audiences and platforms will you use to implement your vision and objectives?
Metrics:
How will you measure your insights and how often? Google Analytics? Third party sited like Hootesuite, website metrics. What are tangible measures of success?
Who is this for:
Which brand persona is this for and what is the benefit for them? What problem are you solving or insight are you providing? If brand persona 'Sally' is who you want to target then don't focus content on 'Susan'. When you know who your niche is stick with them.
Content:
What information, insight or emotions align with your objectives? Will this be a video/social post/Behind-the-scenes look/article/EDM/blog post/podcast.
Call to action:
What can your customers do to meet your objectives? Will they buy/share/inquire/promote? What is it you want them to do with the content you provide.
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Content Marketing One-Page Plan
Objectives:
Increase revenue from product X over the next 12 months
Position this disruptive new product as a viable alternative to (competitor’s product)
Goals:
Increase revenue by X% to X% in 2017
Build buyer awareness to XX%
Strategy:
Become the best source of information on (customer problem or product category)
Deliver and thought-provoking insights and new information. Be relevant and entertaining.
Educate customers on:
How to address key technology and business challenges.
How to generate revenue, reduce expenses, and improve user experiences.
Metrics:
Increase - website traffic +XX% year over year
Convert - XX% of website users (You may track soft conversions and/or hard conversions.)
Add to - the sales pipeline XXX marketing-qualified leads per year, including $YY million in potential deals
Who we serve:
Capsule version of buyer personas
What’s in it for buyers?
Ideas to further buyers’ careers and their companies’ success.
Topics:
List topics where the company seeks to position its helpful content.
Serving sizes & frequencies
Time Words Media
7 seconds 23 Headline, tweet, sound bite, cartoon (daily)
2 minutes 400 Web page, blog, news release, video, infographic (2X/week)
5 minutes 1,000 Magazine article, contributed articles, long video (monthly)
20+ minutes 4,000+ White paper, application note, e-book, speech, webinar (quarterly)
Calls to action
Soft: Watch a video; read blog, magazine article, or white paper.
Hard: Enter demand funnel – read a gated white paper, sign up for a webinar, qualify at a trade show or event.
ONE LAST THING…
Don’t forget that your content should:
Have an objective and endgame.
Be specific to your audience and their needs.
Be sharable and informative.
Ulitize your metrics by choosing measurable strategies and goals.