5WPR CEO With Six Questions to Ask When Creating a Content Marketing Plan

If you don’t have one already, 2019 is the year to start working on your content marketing plan. Content marketing has grown to become an essential marketing tool. If you’re struggling with where to start and how to flesh out your plan, here are six questions to ask yourself to get the ball rolling:

1.    Who are you targeting?

First and foremost, it is important to determine your primary audiences. Once you’ve pinned down who your audiences are, everything in your content marketing plan needs to be created with these specific audiences in mind. Each piece of content, whether written, photo, video, or otherwise that you produce should be geared towards appealing to and attracting them. 

Defining your audience needs to go beyond just simple demographics such as age group or gender. It means finding out their preferences, income level, likes and dislikes, music taste, passions, and anything else that makes them who they are. 

2.    What do you want your target audience to know?

There’s a lot of things you could say about your brand and product. However, it is essential to be able to narrow down all the information that you could potentially relay to your audience. There is a lot of noise getting thrown at consumers and a good content marketing plan works towards cutting through it to get noticed. 

It’s important to be specific about what you want your priority audience to know – this should be a combination of what sets you apart from your competitors and why your product will make your audiences’ lives better. 

3.    How do you want to distribute your content?

There are many ways to distribute your content – blogs, email, direct mail, different social media platforms, etc. All these formats have their pros and cons.. The best approach is to select two or three primary formats so that you save your resources and energy, as well as have time to create quality content for each  distribution channel. 

4.    What is the social media strategy for your content?

Make sure you have a plan for social media engagement. While the social media landscape can be daunting at times, it is one of the most effective tools for engaging and reaching audiences. It’s important to choose a couple of social media channels and double down on creating, distributing, and engaging with content across those channels. 

5.    Who is responsible for the various stages of content marketing?

Having an effective and ambitious content marketing plan also requires savvy individuals to direct its different stages, such as developing, publishing, and distributing content. 

6.    How will you measure your ROI?

Last but not least, decide what metrics to use to track and measure engagement with and the impact of your content marketing strategy. This way you will be able to determine what works, what doesn’t, and what aspects of your plan might need some tweaking. 

About the Author: 5WPR CEO Ronn Torossian is a leading Public Relations executive.  He founded 5WPR in 2003.

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