This is how you set the cornerstone for your content-marketing strategy

The benefits of content marketing have been known for a long time: Companies acquire new customers, nurture contact with existing customers and achieve a better search-engine ranking. Content marketing also supports the positive image and reputation of the company, Successful content marketing is based on an ingenious strategy. A clear, one-page plan is a helpful start.

This is how you set the cornerstone for your content-marketing strategy

The benefits of content marketing have been known for a long time: Companies acquire new customers, nurture contact with existing customers and achieve a better search-engine ranking. Content marketing also supports the positive image and reputation of the company, Successful content marketing is based on an ingenious strategy. A clear, one-page plan is a helpful start.

According to a study by the Institute for Communication and Marketing at Lucerne University, only 22% of companies follow a written content-marketing strategy. If you don’t have a defined marketing strategy, a one-page plan is a good place to start.

The one-page plan

  • helps companies define the content-marketing strategy
  • convinces executive management about content marketing,
  • helps generate new customers,
  • is a guideline for all content producers.

A one-page plan in four steps

At the beginning, you should concentrate on which business goals your company is pursuing over the short and middle term. All the employees have to be aware of these corporate goals.  They also play a fundamental role in the content-marketing strategy.

The collected goals are listed in the one-page plan:

  1. Goals: Which qualitative results does the company want to reach in the course of the next year?
  2. Purpose: How is goal-achievement measured?

A content-marketing plan has to be sketched together with sales and product management. The results should also be integrated in the one-page plan.

  1. Strategy: What will content marketing do in the coming year?

Example: Increase familiarity with the company, present a new product

  1. Measurability: How is the success of content marketing measured?

Example: Increase familiarity with the company by x%, generate a certain income amount

Measurable figures about customers acquired, successful measures and sales are important. That’s the only way the success of the content marketing can be demonstrated at the management level as well.

How to present content marketing to management

The one-page plan can be discussed efficiently with management. Answer outstanding questions and make additions. Input helps improve the plan. Important: Everything should still be done on one page. You should be prepared for the following questions:

  • What corporate goal is being pursued with content marketing?
  • How does the company benefit from content marketing?
  • How much does content marketing cost?
  • What earnings are planned?

One-page plan for content managers

Make the one-page plan available to all content creators. The entire team can orient itself on the framework. The advantage of a one-page plan is that it is much more likely to be followed than a multi-page document.

Would you also like to take advantage of content marketing? Contact us for a non-binding initial discussion at info@prtools.ch or by phone at +41 (0)41 455 21 01.

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