Having a solid content plan in place is vital for your marketing success for many reasons. Without a plan, you may lose your focus and stray away from your ultimate goals and objectives.
There may be lots of topics you want to tackle, and plenty of goals you want to reach, having a plan can help guide you towards the success you envision. In fact, with a content plan, you position your business as a leading authority and develop resonance with your target audience.
This will help you establish a strong brand identity, and ultimately generate more leads and conversions, which will lead to a higher ROI.
Making a content plan that outlines what and how much content you create and where your distribute it is key to effectively keeping track of your progress and provides a organized system from which you can plan.
Now that you see the primary reasons why developing a content plan is crucial for your marketing success, let’s explore the most important steps you need to take to create it.
Defining a Content Plan
What does it mean to define your content plan? It means creating a full, comprehensive plan for setting your content marketing strategy in motion. You could have the best possible content marketing strategy, but it may be doomed right from the start without a clear plan for executing it.
Your plan serves as your guiding framework for achieving the results you set out for. A guide through your entire workflow, including what content you’ll create, the schedule for producing and distributing it, and the metrics you’ll track to evaluate your content’s effectiveness.
So, map out your content vision and objectives. Think about everything you want to accomplish with your content marketing and put it on paper. Consider all the challenges that you may encounter along the way, and come up with effective solutions.
Most importantly, think about your target audience. Think about who they are, and what their needs, preferences, and pain points are so that you can know how to properly address them when creating your content and provide your audience with real value.
Now that you have your vision and an outline for executing your strategy, you need to consider your goals. Do you want to drive more traffic to your site? Are you looking to generate more leads you can convert? Do you need more sales? Are you looking to increase your ROI? Or maybe build your email list and later turn subscribers into customers?
There are numerous goals you can strive to achieve with content marketing. Thoroughly think about the ultimate goals you want to reach, the core purpose and objectives of all your content marketing efforts.
Knowing your goals will help you produce the right type of content that your audience will resonate with. You’ll create content that will resonate with your brand message. You will have the necessary clarity for setting your priorities and taking all the right steps towards achieving those goals.
The next step when developing your content plan is deciding what types of content you are going to create. You should strive for variety so that you can broaden your reach and attract a lot of new leads.
The most successful types of content are blog posts. They deliver strong results, but only if they are relevant, unique, shareable, and offer actionable tips and advice.
Other high-performing types of content you can produce include videos, podcasts, eBooks, case studies, white papers, graphs, images, infographics, quizzes, surveys, checklists, and webinars.
You have plenty of options with each of these types. You can focus on tips and tricks, lists, industry news, expert interviews, and pretty much anything you can think of, as long as it’s relevant to your audience and pushes you towards your goals.
The content types you choose will mostly depend on what your audience is looking for, but also on the goals you want to reach. Choose wisely, but be sure to include videos, as they will increase your online visibility and attract a wider audience.
All your effort will be in vain if you don’t properly promote your content, especially if you’re just starting out. If no one knows about your blog or website yet, how are they going to engage in your content? Even if you’ve been in business for a while, you still need to market every new piece of content you publish.
So, how frequently are you going to create and publish new pieces? Where are you going to upload them? What about the links to your content? Which platforms will you use? Will you reshare your content, or just share it once and be done with it?
Definitely reshare. Create a schedule for content creation and promotion, and stick to it. It will help you build consistency and trust. Share your content on social media, but choose the platforms that your audience is already using. You need to be where they are so that you can capture their attention and engage them in your brand.
Promoting content on social media gives you an opportunity to interact with your audience and connect with them on an emotional level, so be sure this is a big part of your plan and strategy.
Analytics and Results
If you don’t analyze your content’s performance, you won’t know if your efforts are paying off. You won’t know how far, or close, you are from achieving your goals.
Establish your KPIs (key performance indicators), and utilize tools that will help you track them. Your KPIs could be the number of new email subscribers, a revenue target for a particular time period, a certain traffic increase, SEO ranking, or anything else related to your goals.
You can use Google Analytics to measure your desired metrics, but there are plenty more tools you can use, such as SEMRush to evaluate the performance and social reach of your content, and Google Keyword Planner for optimizing your keywords.
Results Analysis and Reiteration
Once you generate reports and analytics that give you an insight into the performance of your content, you need to further analyze the results.
What are the results telling you? Are they satisfying? Are they pushing you in the right direction? Do they indicate that you’ve already accomplished a particular objective? Or do they call for reiteration?
Whichever the case, you need to keep repeating every step. Content marketing isn’t a one-time job, so regularly produce fresh and unique content that your audience will love. Your results analysis will show you what pieces of content are performing great, and where you may need to make some adjustments.
There’s always room for improvement, so keep optimizing and creating new content, sharing and resharing, and regularly analyzing every little detail.
As you can see, creating a content plan isn’t at all difficult. It may take a bit of time to get everything right, but that’s where analytics tools come in. Start follow tips from this article today, and you’ll reach great marketing success before you even know it.
We can be super choosy. With so many people selling us tools and methods and apps that (they say) we absolutely MUST have for our business or our life, let’s use a solid criterion for selecting. If their proof of results consists of “it worked for me so it will work for you”, then hide your wallet. If the proof is based on independent empirical data and is couched in the solid research of others, then it may be a good choice.
I frequently talk about bad mindsets that we have that are brought on by these experts and gurus that teach us things that simply won’t work. One that’s come up more and more often that I see is buying something from a guru because they say
“Hey, it works for me. It’s going to work for you.”
I am going to put this in a perspective here…
Imagine that you are sick. You’ve got some condition then you go to your doctor and explain what you have and the doctor says “I know just the cure. I’m going to prescribe this medicine. Take this twice a day, you’ll be all set.”
You take the medicine and get the prescription filled. You come home, you pull into your driveway and your neighbor is standing there. You tell your neighbor “I have this condition and went to the doctor who prescribed this medicine.”
…and he laughed.
He says “You have just wasted your time. I had that SAME illness so I experimented around in my kitchen for a long time. Through my own experience and mixing different combinations of stuff in my kitchen, I discovered after long research that if I mix together goat’s milk and jalapeno and a banana, with a dash of cinnamon and put it into a blender, whirled it up really good and I drank two of those in a day, it just knocked it right out.”
My question for you is: Would you listen to your neighbor and drink the milkshakes or would you take the doctor-recommended medicine?
Most of us will take the medicine, right? But what if your neighbor continued, “You know, this worked for me – it’s going to work for you. In fact, it worked for three of my buddies. I told them about the jalapeno- banana-cinnamon milkshake and they tried it and it worked for them too. All three of them got immediately healthy. It’s going to save you a ton of money. It worked for me; it’s going to work for you.”
Now I ask you, what if it worked for your neighbor and three of his buddies?
Now you have testimonials that the milkshake worked. I imagine most of you will still take the medicine, but I am amazed how many people will drink the milkshake when they see it online. They’re told about these methods and techniques and platforms that will bring in more customers and make them lose weight and solve all their problems. The whole basis of it is “It worked for me; it’s going to work for you”.
What I’m telling you is that when you hear that, keep an eye on your wallet because you don’t want the milkshake, you want the medicine. There are plenty of successful techniques and methods out there that are firmly rooted in psychology and science.
They’re rooted in the research that works.
This is frustrating to me in a couple of levels because there are some out there that are trying to sell you techniques and methods and platforms that simply won’t do the research.
They simply will just say “Hey it worked for me; it’s going to work for you”.
Well, it might have worked for them. Even stuff that CANNOT work, can still work 3 to 5% of the time.
How can that be?
Imagine, you drank the jalapeno-banana-cinnamon milkshake and you started feeling better. Maybe you were starting to feel better anyway and the timing was just right. Or maybe you feel better because you drank so much milkshake that it filled you up and you weren’t hungry anymore – and turns out something ELSE you were eating was causing the problem. But because you were full, you did not eat it.
There are many ways that something that totally cannot work, works for some people, and this is where the testimonials often come from.
Many people sell you products and services. It might work for 3% of the people just by chance –just by randomness, and those people will write their testimonials and the rest of us, 97% will say…
“How come this didn’t work for me? I guess I didn’t follow the steps carefully enough”.
It’s so frustrating to watch this knowing that these techniques do not work and they don’t work for you. And so you think “Gee, I must have missed something. Maybe I should reread the lessons. Maybe I should follow the steps more carefully.”
It doesn’t matter. It won’t work. It worked by chance.
It doesn’t have anything to do with you. It had to do with a platform, a method, an idea that is not firmly rooted in anything. It’s sad because the research is out there and a lot of folks will borrow some from psychology.
The Truth: Dark Psychology Sells But Is Not In Your Best Interest
The problem is they often borrow only the “dark psychology” – tactics taken from the studies of compliance, conformity, obedience, and influence.
They’ll borrow those things that scare people into buying –the sense of urgency, the sense of scarcity. It does work, that’s why it’s borrowed; but there’s so much more from psychology that could be borrowed that works –decades and decades of research.
Take the medicine. Don’t listen to your neighbor who says “It works for me, it will work for you”.
I have written and created over 7,000 surveys and gathered over 6,000,000 data points. Which is a lot but only a speck compared to ALL the solid psychology data gathered over many decades by researchers dedicated to finding what works. You just need to tap into it.
Use Good Psychology To Get Engagement & Customers
When you apply the psychology that works, you will get the engagement and retention of customers that you’re looking for.
My challenge for you this week is to look for experts and gurus who have the data and the research and the findings to back it up; that they’re not just saying “Well, it worked for me and my three buddies, it will work for you,” but they can point to all those that came before them. That there solution is built on something solid in psychology.
Psychology is the study of human behavior.
Why people buy, why people do what they do, why they say the things that they say.
There ARE science-based and research-based solutions out there. If you’re going to spend your time and your money on these practices and templates and techniques, they should work nearly 100% of the time – just like the doctor’s medicine.
How To Find The Templates That Work
Learn how to use the good psychology to enroll more from your webinars during our SocialBuzzU webinar.
Have you seen the term PLR and think that’s not relevant to you or your business? In this post, we hope to open your mind to the incredible opportunity that PLR content has.
What Is PLR Content
Essentially, PLR (Private Label Rights ) or “white label” content is done-for-you content that you can publish as your own. This may come in the form of eBooks, courses, articles, reports, graphics, audio, video and more!
This article was inspired by a common type of question we get from our PLR customers and prospects on a fairly regular basis.
The question goes something like this…
“What type of website (topic, theme, etc…) should I create to be able to use the PLR products I have purchased”
Warning…If this is a question you are also asking, please pay special attention to this article because you are very likely going to need to make some changes to your current approach.
PLR Is A Business Tool…
You can purchase courses to learn about Facebook advertising.
You can buy software that helps you setup a membership site.
You can setup a dedicated server to run your company website.
You can purchase PLR to help you build content for your business.
Realize that all of these are simply tools to help you grow and manage your business. While they are all important tools, you must have an actual business to use them on.
Imagine going to Home Depot and purchasing some power tools, lumber, cable, piping and so on. You load up your cart, you head to the checkout and as you pay, you ask the clerk how to use all of these tools to get a return on your investment!
Should you become a builder?
Should you start up a general contracting business?
Maybe you could become a carpenter?
Obviously it doesn’t work this way 🙂
It is the other way around. Once you have a business and you have specific work to do, then you would head to the store and acquire the supplies you need to effectively finish the job you’ve been hired to do.
If you’ve been asking this question about PLR (or any digital tool, software, etc…), it is time to take a step back and look at the bigger picture.
You must first create a business then decide on which tools (i.e. PLR products) you can use to help you manage and grow that business. Tip 6 will help you make this decision if you are struggling.
Notice if you have any thoughts like the following…
“I don’t know what business to go into. I’m afraid of choosing a business model that won’t make money? What if I choose wrong?”
Realize that if you are thinking along the lines of my example in Tip 2, this is not “entrepreneurial thinking”. No one can tell you if your business model is going to make money. No one has a crystal ball and can predict the future.
These kind of questions or thought patterns come from a “security” mentality (thinking like an employee versus a business owner).
It is OK to think this way as long as you are able to recognize it and make the adjustments necessary to change your mindset and behavior.
We’ve all heard great stories about entrepreneurial success. It is inspiring to hear about amazing business owners who defied the odds and created massive success for themselves.
We hear about their stories of repeated failure, making one mistake after another, ultimately “failing their way to success”. We nod our heads and agree that this is generally how it goes.
Now it is time to live this…
If you have been “on the fence” about your business plans, GET STARTED. Take a chance. Go for it. Test out your ideas, see if you can turn a profit. Learn, grow, adapt and become an unstoppable entrepreneur.
Will you choose the wrong business? Possibly. But maybe you’ll choose the right one too!
“It doesn’t matter how many times you have failed,
you only have to be right once.” — Mark Cuban
Going back to the talk track in Tip 2, imagine if someone came to me asking what business they should go into to ensure they could be successful and turn a profit.
The most obvious answer I could give would be my own business.
But just because we have been able to build a sustainable business in the “content creation” or “digital licensing” space, does that mean it will work for the next person?
In fact, someone could copy my exact website, themes, topics, sales pages, etc… and STILL come up short.
Because the number of intangibles that go into building a business. We’ve invested FULL TIME effort into this for 8+ years. Working our way through many failures, drawbacks, roadblocks and problems.
Just like every other business owner.
If you are prepared to do the same, then Tip 6 will help you get started.
Read the following 1 Page PDF —> https://toolsformotivation.com/wp-content/uploads/2019/03/OnlinebaselineTFM.pdf
While this guide does not contain any specific tips or advice about implementing PLR, it is still vitally important to first understand the concepts covered here.
For specific examples of implementing PLR, please check out the following link:
We appreciate you taking the time to go through this training segment. I hope it has been a valuable investment of your time and I welcome any questions you may have at our help desk: https://toolsformotivation.com/contact-us/
When you think of creating a movement, you may naturally think of Ghandi who supported the liberation of India from British rule, Martin Luther King who campaigned for civil rights, and even the #MeToo movement for ending disrespect and violence against women. These are big history making and society changing processes. But how is a movement born?
Social Buzz Club, Founder, Laura Rubinstein interviewed transformationist Joseph Ranseth about what is a movement and how does one launch it. This article is a summary of this in-depth interview. Be sure to watch the interview that is embedded within this article below.
The word “movement” has become a buzzword in the online marketing space and many who simply want to move product make their objective it sound grander with the word movement. Marketers can use their tools and strategies to engineer transactions. They identify the words, colors and experiences to stir the emotions that lead to the predictable actions that they want you to take. That works to get a certain number of transactions done.
However, the purpose driven entrepreneur who has experienced hard earned life lessons typically has a heartfelt desire to serve others are passionate about causing transformation and serving others. For these people relying upon marketing tools and strategies is not effective. Great marketers not only have the tools and strategies, but they also understand human behavior and what drives decision making.
Master marketers have this knowledge of what drives human behavior along with the tools, but they are not trying to move product transactions. Instead they use it to engineer transformation. They ultimately give people a new lens for how they see themselves or the world around them. Then there are natural actions that occur. Change comes from two places discipline (decision based) and disposition (natural inclination). Discipline change is about creating a new habit or using will power. Under stress the discipline goes out the window. Disposition based change is about a belief that has been activated. It has a deep foundation and causes more sustainable change. For example, when a grandfather who has smoked his whole life sees his newborn granddaughter and realizes he wants to be around for her graduation, he makes the choice in an instant to stop smoking forever.
Disposition based actions cause sustainable change and master marketers work to create just that. In marketing and creating a movement when you focus on giving people a new lens, that change happens automatically.
To start a movement, Joseph suggests identifying these three keys:
1- Big Idea – Identify a big idea that is bigger than ourselves. It has the power to bring people together for a common cause without them giving up their identity. This concept allows people to celebrate their differences, yet they can come together because there is a universal truth or principle that resonates and the idea can grow from. For example, Dr. Martin Luther King was not focused on passing a civil rights bill, he was promoting the big idea that all people are created equal. Once you have the big idea then start thinking about how do you express it in physical form.
2- Clear Message – The heart of the message is easily recognizable and repeatable and people just get it. “I have a dream” is what is remembered in context of everyone getting along not the full 16 minute speech Dr. King gave. When people get it, it anchors them to it and they naturally take action in alignment with it. You must capture the universal truth in a such a way that it lands in the hearts and minds of people and transforms them. This is where the art of choosing words that help things go viral that Joseph consults about.
3- An Army of Advocates for the Cause – You need evangelists. Find the eternal truth behind this – helping people care for families before it becomes an emergency. There was no way that Dr. King took on people getting along and treating each other as equals on his own shoulders. Thousands and eventually millions got caught up in this movement. Here at Social Buzz Club, we love bringing influencers and advocates together to grow movments.
Marketing is about promoting a product, person or a company. When you elevate it to a conversation that everyone can be a part of, you have the foundation for a movement.
A movement elevates human consciousness. It’s not just about achieving a goal. It’s about impacting the human trajectory of humankind for the better. Thereby allowing future movements to build upon that. When you identify that thing that is helping to elevate human consciousness, then you look at it as a process that is distinct from asking the question how do I get a whole bunch of people to buy stuff. Instead we build on an eternal truth that causes transformation.
Many people who start movements see a “wrong” that they want to “right.” It starts with the drama triangle. As the formula, life and most stories go, there is a damsel (or person) in distress captured by the evil dragon and the knight in shining armor saves the day. In other words, there is a victim to some sort of villain and a hero saves the day. Any time there is drama in our lives there are players in these roles. Movements are a lot of drama. Someone is the victim to a villain and the hero or person/solution/legislation is needed to save the day.
Usually this passion for causing a transformation (creating a movement) comes from something that is very personal. Knowing how bad it can be is a starting point. Many social justice movements, started with people who are wronged and want the logical conclusion of the opposite to solve this problem.
In order to have an effective movement we need to come to the place where we are no longer in the drama triangle. And rather we can observe it. That’s where our awareness is elevated to a place of seeing the whole (both sides) – not just heads or tails / right or wrong… But look, it’s a quarter and both are necessary. Then from this new perspective the dialog can begin. To ignite a movement you must move from here’s the thing that is wrong to the higher perspective that can actually change the conversation.
When you have an idea, Joseph puts their big idea through the 9 step rubrik to make sure it qualifies and get to their bigger vision so that does more than raise awareness. It changes a conversation and gives the world a new lens.
Great questions to transform your idea to a new lens for humanity include:
Joseph admires Dr. Diane Ansari-Winn who has invested her life in being a healer. While practicing anesthesiology she got burned out. As she came out of this, she wanted to help other doctors heal and prevent burnout. As she and Joseph worked though the vision and elevated the conversation from good/bad to the broader viewpoint, she launched the Physicians Vitality Institute that empowers healthcare organizations to incorporate more dialog around physician wellness and programs. This included training to help physicians do peer to peer coaching to prevent burnout amongst each other so eventually the whole discussion of burnout in the medical profession becomes obsolete.
Look for the timeless eternal truth. You can start with the problem, but then elevate it to something everyone can buy into. For example, people thrive when they are in healthy communities. Elevate your vision from engineering transactions to creating transformation.
Joseph leads the Global Influence Summit 2019 marks the 4th annual conference. Attendees with start engineering transformation with him March 21-23, 2019 in San Diego.
Our philosophies on how we lead and manage people have been ingrained in us over the years. Rightly or wrongly we follow in the path of those before us and emulate their behaviours. There has been a lot of literature and a number of different positions taken regarding leading and managing. Most of this has not had an impact on how most of us lead or manage. Why is that? Is it because our learned behaviour kicked in and we did what those before us were doing? Is it because we have been told rather than someone challenging us to think outside of our comfort zone? Is it because leaders are born and it is not something that we can learn to do? Some very thought provoking questions!
Are You Sufficiently Supporting The Growth Of Leaders?
When I take a look at some of our leadership/management development programs I hear the same message over and over again.
We spend a lot of money on training people to become good leaders and managers but the results are not always what we had expected. My first question is always what have you done to support the learning? Have you provided a mentor for your new leader/manager to work with to reinforce the learning’s that they have just realized? Think of it from a continuous learning process – assess, determine the gap, train, reinforce in the work place, assess and continue the process. Failure to do this, results in us setting people up for failure.
Fast forward to a time where you now have this new leader/manager in your workforce and they are struggling. What are some of the things that you are willing to do to assist them in their growth? I have seen this far too often and in most situations the new leader/manager is reaching out for assistance but we choose to ignore.
The Missing Keys To Successful Leadership Development
Two key elements seem to be part of why we don’t reach out to help these folks be successful.
First, we are not good at developing work relationships – helping each other grow personally and professionally. The other important element is that we seem to have lost the art of communicating effectively. The majority of the poison/negativity that exists in the workplace today is due to our poor communication and how we message with others. Sadly that poison/negativity can spread rapidly through an organization and most leaders never realize how bad it is till it is too late. Don’t let that be your organization – there are things we can do to change those situations!
Effective Leaders Have Great Mentoring Skills
I found this excerpt and wanted to share it with you as it speaks to a leader with mentoring skills. It is all about relationships, personal and professional growth and a huge focus on the positive.
“Relationship theories, also known as transformational theories, focus upon the connections formed between leaders and followers. Transformational leaders motivate and inspire people by helping group members see the importance and higher good of the task. These leaders are focused on the performance of group members, but also want each person to fulfill his or her potential. Leaders with this style often have high ethical and moral standards.”
Take your leadership and management skills to the next level through the “power of mentoring!”