Marketing Plan Template: Content Marketing Strategy Steps

Marketing Plan Template

Thanks for dropping into the Content Marketing Strategy portion of our Marketing Plan Template tutorial

We aren’t fans of guess-work, I mean, how much of your day is already comprised of the unknowing? There’s a lot of facts, figures, and variables to take into account for any Inbound Marketing Strategy, and in order to make sure businesses and individuals are on the right track, a Marketing Plan Template is in order. 

We know you know at least a few of the ingredients of a functioning strategy, but we also know that detailing each step is a lot more helpful than taking a stab in the dark. If you’re new here, and new to the world of Inbound Marketing, check out What is Inbound Marketing? 

Definine your Goals

You first must figure out what your reason for creating a Content Marketing Strategy in the first place. Don’t be shy, your answer will likely align with everyone else, seeing as the goal for most is to drive more traffic, become more popular, and finally, to generate a ROI

Now that we have that out in the open we can talk about a more concise goal you may have rattling around – let’s chat. I get it, you started a business recently, and you’re eager to get the ball rolling. Your first instinct might be to start publishing blog posts and images willy-nilly, without any real plans in place. Your best defense before jumping the gun is to analyze and plan first, write later. What I mean by that is, in order to have a functional Content Marketing Strategy, you have to know what you’ll be discussing, to make sure that you’re reaching the right prospective customers.

Tips for Identifying your Goals:

  • Be as specific as you can about the metrics you want to hit
  • Make sure your goals can be tracked
  • Assure that your goals aren’t too crazy, make sure to set a reasonable target that your employees can reach
  • Make sure you’ve set enough time to reach your goals 

Determine your Audience

Your target audience is what is known as your Buyer Persona. Everyone knows you wouldn’t “put the cart before the horse”, or any one of those old school idioms you’ve chosen to ignore over the years. That’s why having Buyer Peronas help, because they act as a compass for all of your Inbound Marketing efforts, created by you, are fictional people you are trying to target.

Click here for a full breakdown of how to create Buyer Personas

Buyer Personas are developed around initially, and are the catalyst for what your promotional content and context, including everything from social media posts, to blog posts, and everything in between. In order to create usable Buyer Personas, you’ll need to understand the patterns of the type of customer you’re currently looking for, or base them off of your current customers. The good thing about creating these profiles is that there is tons of information for you to assess and look at including your prospective customer’s job roles, income, goals, or even family size.

Developing Content

One of the best pieces of advice I can offer you is to create often, that is, if you’re willing to keep it within your Content Marketing Plan.

What do I mean by that? Generally speaking you should be blogging every day if you can, even if one or two of those days are a short post or an image. We’ll get to the many types of content examples there are out there, but I just want to stress a few of the ways you can make sure your content stands out from the crowd, ranks on Google, and leads more prospective customers to your Digital Storefront.

Switch it up
Use a variety of different Content Formats to delight your audience. The more variety the better, and more of a chance that you’ll be catching the eye of your target audience – imagine the power of a viral video.

Stay Social
Don’t forget to post all of your articles and other content on all of the Social Media Platforms you utilize, giving yourself a broader virtual net to cast.

Search Engine Optimization
If you haven’t already, gather keyword sets you believe your target customers will search for. Once you discover the proper keywords, use them throughout your content (Title, body, URL, alt images, and in your meta description) 

Content Marketing Strategy


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