Building a Content Marketing Plan

2-28-13

Kelly Weppler Hernandez

www.whandassociates.com

kelly@whandassociates.com

Agenda

•Making Content Easier •Content System •Content Delivery Platform •Content Themes •Building Your Content Marketing Plan •Tools

Making Content Easier

•Plan •Create •Curate •Collaborate •Repurpose

Content System

•List of monthly foundational content themes •Develop your content delivery platform •Integrate content with Core Business Objectives

Content System

•Use what you know about key search terms •Identify a theme for each month •Substantial topic related to your business or industry •Think of it as a book • At the end, each month represents a chapter in the book

Content Delivery Platform

•Blog •Newsletter •Guest posts •Webinars •Speaking events/Partner Events •Ebooks

Content Themes

•Develop a list of core content topics •Assign one to each month for next 12 months •Each should be substantial topic related to your business or industry

How To Select Themes

•What part of your business do you want to grow? •Content around a new product or service •Build content around your core business objectives

Building Your Content Marketing Plan Step 1

•Get a calendar out—monthly or yearly •Note holidays

Building Your Content Marketing Plan Step 2

•Look at core business objectives/marketing calendar

Building Your Content Marketing Plan—cont’d

Step 3

•Look at strategic partners •Do they have any events, webinars to promote •Interviews with strategic partners

Building Your Content Marketing Plan—cont’d

Step 4

•Develop a series •Maybe once a week you post a gallery of images •Something on the Lighter Side •Wordless Wednesdays

Building Your Content Marketing Plan—cont’d

Step 5 •Where are the remaining holes in the calendar? •What are the most popular posts and comments •What are prospects and clients asking you that you could put on your blog •Fill in the holes

Building Your Content Marketing Plan—cont’d

Step 6

•Finding content on TedTalks •Pulling content from an article •Sharing a video from YouTube •Sharing an infographic

Tools That Can Help

•Use Scoop.it •TedTalks •AllTop.com •Huffington Post •Quora

For more information on our services check us out on the web at

www.whandassociates.com

kelly@whandassociates.com

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