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This is a simple and reusable guide with worksheet templates that can be applied in launching a content marketing strategy. This short slide deck assumes that little or no work has been done to align content with target market profiles or depth in the buyiers journey, conversion cycles or funnel stages.
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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
