Content marketing can be beneficial for businesses and brands if it is well executed. However, many marketing professionals who are unfamiliar with content marketing don’t know where to begin to develop a successful plan. Or, they understand the concept but don’t know how to get started.

An effective content plan serves as a road map, guiding market messaging toward specific outcomes in an effective and impactful way. Comprehensive content includes the creation of interesting and valuable information that can be reworked and repurposed for different channels, taking the form of press releases, blogs, articles, eBooks and case studies. By developing a regular schedule of content, you’ll be able to reinforce brand messaging throughout the market.

So, where do you start?

  • Look at the content you’re already producing and repurpose it
    Take a step back and look at your world. What content are you already producing? Do you have a press release that can be reformatted into a blog? Perhaps you have a company newsletter with stories that can be repurposed into more extensive articles or eBooks? The fact is, you could very well be on your way to developing a steady stream of content.
  • Develop a timeline to ensure frequent distribution of news and content
    Create a roadmap to organize your content and deadlines. This document will serve as the week-in, week-out bible and will hold you accountable to a distribution schedule.
  • Work with individuals within your company to identify news items
    Reach out to departments on a regular basis and see what they are working on. Determine if it is a newsworthy item and how it fits into your content plan. Is it a press release, blog or perhaps just a social media post?
  • Seek out contributors and work with them to create content
    Ask individuals to write content based on topics they’ve suggested. Then, take the written content and edit it as you see fit. It is important that all content support and reinforce key messaging.
  • Determine channels and distribute
    Develop a media list that includes traditional channels including newspapers, magazines, TV and radio stations. It is also important to also go beyond mass media and identify online distribution channels, bloggers and influencers.
  • Measure activities on a quarterly basis
    There are many methods to measuring the success of content marketing efforts. Google Analytics is just one of the many tools that are available and can provide statistics on consumption metrics, sharing metrics, and lead and sales metrics.

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