Breaking It Down: Creating a Content Marketing Plan

A Content Marketing Plan can be a tricky aspect of social marketing, because of the common writer’s block syndrome suffered by those who specialize in skills other than writing.  Even the best bloggers can find themselves at a mental road block from time to time, with a lack of anything meaningful to write about. However, part of this problem is alleviated when you have a game plan in place, which includes several different forms of content.  By spreading your efforts across a wider range of material, you are less likely to get trapped by writer’s block.

35% Articles and Text-Based Blog Posts You don’t want to forego the classic blog post all together, but aim for one out of every three posts to be your typical written content.  If you are posting once per week, this means that you will have approximately 1-2 written blog posts per month.

25% Infographics and Image-Based Posts In addition to the text-based posts, you should definitely aim to incorporate many images.  Infographics can be very powerful tools, both for SEO purposes and for spreading a message.  The old adage says that an image is worth a thousand words, so be sure that you make use of great infographics and imagery for at least one out of every four posts.

10% Video or Audio Posts When imagery can’t say it all, look to podcasts or video posts to say what you want your consumers to hear.  Be sure that you execute these in a professional manner.  Avoid distracting background noise and choose spokespersons who are comfortable in front of the microphone or camera.

10% Case Studies Marketing is most successful, in this day and age, if it can tell a story.  Case studies are a great way to do so.  Be sure that you get the information that you need to make this a meaningful experience for the reader.

10% Abstracts If you find a piece in the news that is particularly meaningful to your business and you want to highlight it, rather than writing your own blog post about it, simply create an abstract.  Summarize what you read and provide a link to the news source that originally ran the story (just avoid linking to a competitor’s site, of course).

10% White Papers and Press Releases Finally, there will be times when you want to highlight company news.  That is not a bad thing.  You should do so, just be sure such posts aren’t the majority of your blog.


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