In this case, "organic page views" is one KPI, and we can see our number of page views grow over time. A buyer persona is a description of whom you want to attract.
This can include age, sex, location, family size, job title, and more. Each buyer persona should be a direct reflection of your business's customers and potential customers. Therefore, it's critical that business leaders all agree on what your buyer personas are.
You can develop buyer personas for free right here. Here's where you'll include the main points of your marketing and content strategy. Because there are a laundry list of content types and channels available to you today, it's critical that you choose wisely and explain how you'll use your content and channels in this section of your marketing plan.
A marketing plan explains what the marketing team is going to focus on. However, it also explains what the marketing team is not going to focus on. If there are other aspects of your business that you aren't serving in this particular plan, include them in this section.
These omissions help to justify your mission, buyer personas, KPIs, and content. You can't please everyone in a single marketing campaign, and if your team isn't on the hook for something, you need to make it known. Your content strategy might leverage many free channels and platforms, but there are a number of hidden expenses to a marketing team that need to be accounted for. Whether it's freelance fees, sponsorships, or a new full-time marketing hire, use these costs to develop a marketing budget and outline each expense in this section of your marketing plan.
Part of marketing is knowing whom you're marketing against. Research the key players in your industry and consider profiling each one in this section. Keep in mind not every competitor will pose the same challenges to your business. For example, while one competitor might be ranking highly on search engines for keywords you want your website to rank for, another competitor might have a heavy footprint on a social network where you plan to launch an account.
With your marketing plan fully fleshed out, it's time to explain who's doing what. You don't have to delve too deeply into your employees' day-to-day projects, but it should be known which teams and team leaders are in charge of specific content types, channels, KPIs, and more. Ready to make your own marketing plan?
Get started using this free template and take some inspiration from the real examples below. At HubSpot, we've built our marketing team from two business school graduates working from a coffee table to a powerhouse of hundreds of employees. Along the way, we've learned countless lessons that've shaped our current content marketing strategy, so we decided to illustrate our insights in a blog post to teach marketers how to develop a successful content marketing strategy, regardless of their team's size.
A successful book launch is a prime example of data-driven content marketing. Using data to optimize your content strategy spreads more awareness for your book, gets more people to subscribe to your content, converts more subscribers into buyers, and encourages more buyers to recommend your book to their friends. When Shane Snow started promoting his new book Dream Team, he knew he had to leverage a data-driven content strategy framework.
So he chose his favorite one: the content strategy waterfall, which is defined by Economic Times as a model used to create a system with a linear and sequential approach. To get a better idea of what this means, take a look at the diagram below:.
Snow wrote a blog post about how the content strategy waterfall helped him successfully launch his new book. After reading it, you can use his tactics to inform your own marketing plan. More specifically, you'll learn how he:. You can use Snow's marketing plan to cultivate a better content strategy plan, know your audience better, and think outside the box when it comes to content promotion and distribution.
When you're looking for a marketing plan for a new product, the Chief Outsiders template is a great place to start. Marketing plans for a new product will be more specific because they're targeted to one product versus an entire company's marketing strategy. Writing a content plan is challenging, especially if you've never written one before.
Buffer decided to help out the content marketing community. By sifting through countless content marketing strategy templates and testing the best, they crafted a content marketing plan template with instructions and examples for marketers who've never documented their content strategy.
Buffer's template is an incredibly thorough step-by-step guide, with examples for each section. The audience persona section, for example, has case studies of real potential audience personas like "Blogger Brian". If you're feeling overwhelmed by the process of creating a marketing guide, this can help ease you into it. Contently's content methodology works like a flywheel. Instead of applying an entirely new strategy to each new marketing campaign, they leverage the strategy of their previous marketing campaign to drive the next one.
Similar to a flywheel, their content methodology needs an initial push of energy to get the gears in motion. Contently fleshed out their entire content plan in a blog post to help marketers develop a self-sustaining marketing process.
After reading it, you'll learn how to:. By applying a flywheel-like strategy to your own marketing efforts, you essentially take away the burden of applying new strategies to each individual marketing campaign. Instead, your prior efforts gain momentum over time, and dispel continual energy into whatever you publish next. An oldie, but a goodie -- Forbes published a marketing plan template that has amassed almost four million views since late On this page Why you need a marketing plan Download our marketing plan template Develop your marketing plan.
Why you need a marketing plan. Download our marketing plan template Our marketing plan template helps you identify who your customers are, how you'll meet their needs and what marketing tactics you might undertake.
Marketing plan template. You may want to check our tips below before you start. Analyse your market Market research can help you to understand your strengths, weaknesses and the opportunities that you can take advantage of. Identify your target market, competitors and potential customers. Set your goals and objectives Once you're clear about your business and its positioning, you can start thinking about what you want to achieve.
Set your marketing budget Knowing how much you have to spend on marketing and how to spend it is critical to the success of your business. Keep your marketing plan up-to-date It's important to evaluate your marketing activities. Read next. Find out the different types of advertising. Read about product labelling and how to label your products. About Us. Quick Links. Related Sites. It is your plan of action so that you can generate leads and eventually sell more products or services.
As stated above, the overall purpose of a marketing plan is to generate leads and reach your targeted audience. For this, you will need to set realistic goals and implement a solid strategy to accomplish said goals.
Learn how to prioritize by making it a simple process, to build products that stand out. Learn more about how to source insight, choose the right prioritization framework and much more. What does that look like?
For each company, a marketing plan will look different. Depending on your goal, your plan will be different. A good example of a marketing strategy could include a content plan.
This should include:. Competitive research. This is merely an example of what yours could look like. Even though each company will have a different goal and a different marketing plan, the structure for the marketing plan is the same:.
The first step should always be to state your mission. KPIs are important in any project, and creating a marketing plan is no exception. Determining your KPIs upfront will help you stay focused.
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