How To Create A Content Marketing Plan For 2021


This year has been a year for the history books. Filled with ups and downs, challenges, and experiences, most of us are looking forward to bidding farewell. From shopping, morning meetings to online classrooms the entire world adapted itself to the new normal of an online lifestyle. While online sales showed rapid growth, content marketing proved to generate amazing results for many businesses. For instance, a good content marketing plan will generate three times more leads at a 62% lower cost than traditional marketing.

As we get ready to usher in the new year. It is a must that you create your content marketing plan to improve your ROI for 2021.

If you are not sure how to create such a plan. Don’t worry because we have a few guidelines that will help you.

Carry out a content audit

To carry your content marketing plan for 2021 you need to first review your current content plan and its performance. Study and understand what content performed well and what did not. What was more engaging and diverted more traffic. This understanding will help you plan your content marketing strategy. When carrying out the audit remember to include:

  • Top-performing content
  • Low-performing content
  • Content publishing frequency
  • Ranking keywords

Set your marketing goals

Just like any marketing plan, a content marketing plan without a goal is a race without a finish line. Without a proper goal, your marketing activities will lose focus, and it will become difficult to judge the success of the plan/campaign. Try to achieve these following goals to get an ROI (return on investment) with your content plan:

  • Brand awareness
  • Lead acquisition
  • Lead nurturing
  • Customer acquisition
  • Sales

Ensure that your goals are set properly. Using the SMART (specific, measurable, attainable, relevant, and time-bound) method.

Establish the type of content to publish

While content usually evolves around text, over the years various other content formats have grown in popularity. One such example is visual content such as images and videos which have grown especially popular due to it being visually appealing for the customer. Apart from written content, other formats include:

  • Infographics
  • Videos
  • Podcasts
  • Webinars
  • Presentations

The type of content you publish depends on the audience/customers that you are focusing on. Ideally, you should use a few different content formats that perform best with your audience. Use a different content mix depending on the channels you are using, as well as your audience’s preferences. Remember to test with different types of content to see how it affects your overall results.

Create your content calendar

Just like anything else consistency is key to great content. It takes time to achieve results with content marketing and you need to consistently deliver great content to watch your brand grow. A content calendar will help you achieve this and you can decide the type and frequency of content you want to publish.

Content Calendars are a great way of visualizing your content marketing plan. Team members can then easily follow progress on pieces of content, making the entire process more productive for the entire team. Details to have in your content marketing calendar include:

  • Team members responsible for content
  • Stage of the sales funnel
  • Content format
  • Due dates for content’s first draft
  • Publishing date
  • Promotion channels

Have a plan for your content promotion

As much as creating content is important to your marketing plan promoting your content is equally vital. In fact, according to Derek Halpern of Social Triggers, you should spend 20% of your time on creation, and 80% on promotion. There are many platforms to promote your content and you should pick the best ones to reach your audience. Suggestions to promote your content include:

  • Guest posts: these are relevant pieces of content on bigger industry sites that can increase your exposure.
  • Social media: share your content on social channels which your audience use.
  • Search engines: create and optimize content for keywords your ideal customers are searching for.
  • Emails: send emails to your subscribers to inform them about new pieces of content on your website.
  • Adverts: spend money to promote important content through social media ads. Another option is Google ads to bring searchers to a landing page where you have an attractive offer.

Make it a point to include the frequency of promotion on each platform in your promotion plan.

Measuring your content marketing success and ROI

To get results from content marketing, you need to execute a campaign. After the execution of the campaign, you also need to track your performance. You will need different metrics to track the performance for your campaign. Because when the goals for your campaigns change, so do the metrics used to measure the goals’ success.

You need to identify these metrics in your campaign plan because this way, you can start following the results as soon as you start your campaign. By doing so you will be able to quickly see if something is not working as it should – and optimize your campaign to hopefully improve your results and ultimately, achieve your objectives.

Remember creating a content marketing plan drastically improves your chances of achieving your targets in a timely manner. By going through all these steps and developing a quality calendar, you will be able to attract more leads and customers through your content marketing in 2021. Good luck & all the best!




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