Content Planning for Beginners1. Isolate a segment and personas to target
2. Outline conversion stages
3. Select marketing channels for stages
4. Assign assets to selected channels by stage
5. Whiteboard your implementation plan
Segment/Persona Isolation Example
• B2B Manufacturer• Health and Fitness Sector• North America• Executive or Above
Marketing Channel Worksheet Example
Channels SEO PPC/Remarketing
Social Web Site Email Telequal Event
Unexposed
Exposed/Suspect
Converted/Inquiry/Prospect
MQL
SQL
Nurturing
Asset Planning GridChannels Assets
Funnel Depth SEO PPC Social Web Email Call Event Other Video Brochure Article/Post PPT Webinar SWAG WP
Unexposed
Suspect
Prospect
MQL
SAL
SQL
Customer (Won)
Go to the whiteboard
• Start mapping out your automations and drip flows
• Plan CTAs• Schedule A/B testing at all points• Schedule KPI reviews