Five Simple Steps To Planning Your Next Content Marketing Campaign
Have you ever heard the phrase “content is king (or queen)”? In the past, content marketing was a way for businesses to set themselves apart from competitors. Nowadays it is a necessity for any modern brand.
Here’s the thing though, most brands think that content marketing is really difficult and time consuming so they either don’t use it as a strategy or pay way too much for someone else to do it for them.
This is really too bad because it doesn’t have to be that hard. In fact you can run a profitable content marketing campaign in just a few hours a week. All it takes is a little planning and some organization.
Now you might be thinking “she’s the expert so it might be easy for her, but it won’t be easy for me”.
So let me break it down for you. Here are the five best ways to plan a content marketing campaign for your business or brand.
Set Your S.M.A.R.T. Goals for This Campaign
In other words, why are you running it and what are the s.m.a.r.t. (simple, measureable, attainable, relevant and timely) goals you want to accomplish? What are the top five key performance indicators that let you know you have been successful (or not)? Is it the number of social media followers you are gaining, it is the increased size of your email list, is it a specific sales target?
Before you start your campaign, define the success of your campaign. Once it is defined you can monitor your numbers and see if you need to adjust anything along the way. Then do more of what is working and less of what doesn’t work.
Start With The End in Mind
The end in this case is the result you want at the end of your campaign. It might be a product, offer, event, grand opening or launch. The purpose of the campaign is to lead up to what you are trying to accomplish.
So, if my end goal is to sell a product or offer, then my “topic” is my product or offer. For example, if I am selling a content marketing product/service then my “topic” will be content marketing and I am going to want to share with my audience the benefits of this topic and how it can help them achieve their goals.
The next thing to establish is the length of your campaign. I find it essential to look at the calendar first and set an end date. Then work backwards from where you are. How much time do you have to run this campaign?
Last but not least here is what is the actual problem your product/offer/brand is solving, and who are you solving it for? Knowing this will let you structure your content around the solution you provide and how it helps your ideal client.
Plan Your Campaign
Now that you know your topic, the problem you are solving and how much time you have to create awareness for your solution, you are ready to make a plan.
The plan starts with your first blog post. This post establishes the topic and the problem being solved. My favorite blog post structures along these lines are “X Best Ways To Use “Topic” to solve “problem” and “X Reasons Why You Need “Topic” to Solve Problem”.
Write your post as a lead in to the rest of your campaign. Each of the “best ways” or “reasons why” will be its own blog post. So if your initial post X=8 then you would be putting together a 10 week campaign (1 week to introduce, 8 weeks to run and 1 last week to wrap up).
Each of the subsequent posts will go into detail about each of the ‘best ways’ or ‘reasons why’. This is where you get to introduce mini solutions that are part of the overall larger problem and create awareness around your larger solution which is your product/offer/brand.
Optimize Your Campaign
Each blog post you write needs to be optimized for both voice search and traditional search strategies. Search engine optimization strategies ensure that your ideal client will actually find your solution (instead of finding a competitor solution).
Use these eight strategies to optimize each and every blog post in your campaign for both voice search and traditional search
- Use long tail keywords for headlines
- Center all content around a question
- Stay focused on the question throughout the page
- Also answer related questions
- Use question headings
- Write short and succinct answers
- Include FAQ schema
- Format for featured snippets using numbered or bullet point lists
Add In Social Media Posts To Raise Awareness
Now that you have planned and optimized your blog posts it’s time to bring awareness to them through your social media channels. Social media posts are a great way to guide people all the way through your funnel by linking to your website and funnel content.
These posts all by themselves have a very limited impact but when you use them to support the rest of your campaign in a thoughtful way then they turn into the legs that carry your campaign across the finish line.
Here are Six Ways to Use Social Media Posts In Your Content Marketing Funnel Campaign To Help Drive Awareness to Your Brand and Solutions
- Each post supports the blog post topic of the week
- Each post is written to drive awareness of solutions contained in blog posts
- Mix in posts that lead directly to your lead magnet
- Mix in posts that lead directly to your sales page (at launch time)
- Choose channels that your ideal client is on and spend time there every day
- After you post your content, engage with it
Campaigns Work For You
Running successful content marketing campaigns has allowed me to quickly and easily build a large following across multiple channels WITHOUT spending any money on advertising.
I am here to show you how to do the exact same thing!
Like I said in the beginning of this post, all it takes is a little planning and some organization.
If you have been inspired by this blog post and are ready to get started with your next Content Funnel Campaign, click on the image to the right to download this FREE resource.