CONTENT MARKETING PLAN

CONTENT MARKETING PLAN

Playbook & Toolkit

Follow this simple step-by-step playbook to develop a content marketing plan

that supports your company¡¯s goals & objectives.

Table of Contents

CONTENT MARKETING PLAN

Framework

03

Maturity Model

04

Introduction

06

stage

1

stage

2

stage

3

stage

4

stage

5

stage

6

Identify Objectives

Understand Buyers

Identify Gaps

Build Content

Organize Distribution

Measure Your Program

08

11

13

18

24

28

Conclusion

32

About

33

CONTENT MARKETING

Framework

For more information about the linked resources below,

watch the overview videos.

Leverage the framework below to quickly

empower your organization¡¯s content marketing strategy.

1 OBJECTIVES

2 UNDERSTAND

3 IDENTIFY

4 BUILD

5 ORGANIZE

6 MEASURE

Maturity Assessment

Buyer Personas

Assets Database

Sales Support

Effectiveness Survey

Marketing Channel

Ranking Tool

Budget Template

Maturity Model

Customer Profile

Template

Web Content Audit

Tool

Customer

Satisfaction Survey

Lead Acquisition

Model

Metrics Dashboard

Buying Process Stage

Template

Vendors Matrix

Message

Mapping Tool

Mktg Automation

Business Case

Post Project

Evaluation

Web Content Mgmt

System RFP Template

Positioning

Statement Worksheet

Content Mapping

Template

Content Mktg & Distribution System RFP

Content Quality

Checklist

Content Marketing

Editorial Calendar

Web Content Mgmt

Vendor Evaluation

SEO Keyword

Database

Agile Content

Marketing Calendar

Content Mktg &

Distribution Vendor

Contributors Database

Case Study Template

White Paper

Template

Press Release

Template

CONTENT MARKETING

Maturity Model

Content

Marketing

Orientation

STAGE 1 - Undefined

No defined strategy or process for

Content Marketing

STAGE 2 - Progressive

Defined strategy and processes exist

for Content Marketing in uncoordinated

pockets

STAGE 3 - Mature

Defined, integrated strategy and

processes exist for Content Marketing

across the Enterprise

STAGE 4 - World-Class

Defined, integrated strategy for

Content Marketing exists across the

Enterprise; Campaigns are tracked &

measured by level of engagement &

revenue impact

One-dimensional view of Content

Marketing as Web and Email Marketing

Sees need for rich content; Experimenting, testing & evaluating apps &

tools; Uses outsourced agency

Long-term commitment to rich content;

Integrated platforms for WCM and CMS/

CDS; Internal staff and resources

Views content as primary lead-gen

tool; Supports and resources for rich

content, cross-channel marketing and

content marketing apps

Budget &

Staff

Budgets for web & email marketing; Staff

is contracted or coordinator role; Budget

spend for content is 15% or less

Budget allocated; Defined roles and

responsibilities for Content Marketing;

Budget spend is 25% or more for

content

Budget with business case to justify

spend; Dedicated marketing roles for

Content Marketing; Budget spend for

content up to 50%

Budget connected to marketing goals;

Aligned maximum Digital Marketing

impact; Budget spend for content more

than 50%

Tools &

Platforms

Ad hoc development; Point tools for

email, content & social media;

No mobile or video apps

Platforms that perform specific

functions with coordinated tools, apps

and workflows

Platforms connected to each

(i.e. WCM to CMS/CDS to Social

Listening API integration to

Enterprise CRM and MA systems)

Complete, end-to-end system

integration of WCM and CMS/CDS

platforms with tight integration to

Enterprise CRM, MA and other legacy

ERP systems

Leadership

CONTENT MARKETING

Maturity Model

Content

Marketing

Lead

Generation

Email

Marketing

Cross-Channel

Marketing

Metrics

STAGE 1 - Undefined

STAGE 2 - Progressive

Relies on website, landing pages with

limited content targeting; Company

profiles on social networks; Posting is

sporadic

Offers rich media content, social

networks, blogs, Wikis (Web 2.0), etc.;

Growing subscriber lists for Email

Marketing

Convergence of content, social and

mobile content to drive leads from web,

marketing campaigns and events

Personalized & localized content;

Delivery to all devices in real-time

through custom content and marketing

apps; Native mobile optimized

Relies on no/low cost Email Marketing

platform with pre-designed templates

for newsletter and/or email promos

Has regular Email Marketing campaign

with newsletters, drip system for eads,

list management and growth programs

in place

Advances use of email for online events,

feedback & surveys; Uses landing pages,

auto-responders, Facebook promotions,

coupons & social sharing; Mobile

campaign design & delivery

Email Marketing integrated

with CMS system from content

list to order entry; Enables list

segmentation & leadnurturing activities; Enterprise

integration with CRM, MA, etc.

Enterprise-level CMS/CDS with multichannel, multi-product needs; Focused

on recommendation and amplification of

relevant, personalized content

Focused on content strategy,

organization of high volumes of

content, automated workflows,

one-click distribution &

aggregated metrics

Dashboard monitors content usage

& conversion; Tracks opens, clicks,

forwards, registers, purchases,

redeemed offers, etc.

Enterprise¨Cwide dashboard with

content scoring, user acquisition and

engagement by behavior, experience,

brand reach, etc.

Generates and publishes content

for marketing, social sharing and/or

advertising sporadically

No formal measurements in place

Content Marketing for sales, marketing,

blogs, web traffic and social channels

with usage and response tracking

Analytics to monitor & track content

usage & response (content views,

social share, links earned, etc.)

Want to rate your organization¡¯s Content Marketing maturity

with an interactive tool? Download our Content Marketing

Assessment and get started today!

STAGE 3 - Mature

STAGE 4 - World-Class

VIEW RESOURCE

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