Superior ROI starts with a better content marketing plan
When your brand is investing a lot of time, money and resources into content, a data-driven content marketing plan can deliver the ROI your company requires. It’s not enough to simply create content – your plan must ensure that every asset and every campaign is aligned with the objectives of your brand and the expectations of your audience. Only with a superior content plan can you truly build better relationships with target audiences and deliver on all the metrics that matter most.
Knotch is an AI content planning platform with end-to-end solutions for managing your content marketing plan, measuring content marketing effectiveness, and optimizing assets and campaigns across the board.
The value of a content marketing plan
Content marketing is a resource-intensive effort. From identifying and segmenting target audiences and determining the best messaging to creating stunning content and finding the right distribution channels, the investment in content marketing can be significant. The payoff can be equally significant, but it takes a comprehensive content marketing plan to manage all the moving pieces and to minimize the complexity of a robust content marketing ecosystem.
With an exceptional content marketing plan, you can:
- Improve results with a data-driven strategy. Too often, content teams are so focused on developing content that they fail to make sure every asset and every campaign is grounded in data. With a data-driven content marketing strategy, your content team can better understand each audience segment, develop messaging that will resonate more fully, produce content that audiences actually like, and make sure your distribution channels are delivering the performance and reach that will fulfill your goals and objectives.
- Enhance content through competitive analysis. A solid content marketing plan must take the competitive landscape into account, differentiating assets from competitors’ content and identifying whitespace that offers opportunity to reach new audiences.
- Find the most effective publishers. With paid strategies, your content marketing plan should identify the publishers and partners who offer the most effective access to your target audiences and who provide the content categories, publishing frequency, and performance you need to reach them.
- Measure and optimize content campaigns. Establishing, measuring, and reporting on key metrics is the only way to continually optimize your content efforts.
- Streamline scheduling. Managing a content marketing calendar can be overwhelming for teams responsible for delivering content to multiple audiences. A solid content plan can help to minimize this burden through efficient organization and automation of tasks.
Building a content marketing plan with Knotch
Knotch is the independent content intelligence platform that enables CMOs and their content teams to measure and impact the outcome of their efforts with real-time, actionable intelligence across owned and paid strategies. Working exclusively with brands and never monetizing from distribution channels, we deliver 1st-party data that is unbiased, transparently collected, and available in real-time to increase the effectiveness and competitiveness of content marketing campaigns.
Knotch content marketing planning software brings predictive intelligence and proprietary data to the content planning process, enhancing all stages of the content marketing plan to strengthen ROI. By providing clear visibility into an industry that is notoriously opaque, Knotch enables content teams to execute campaigns based on a content marketing plan fueled by real-time, AI-powered insight.
How Knotch simplifies content planning
Knotch enhances every content marketing plan by:
- Providing competitive content analysis. Knotch enables content teams to search and follow competitors’ investments in digital content, gaining insight into their strategy, publishing cadence, and themes. With the ability to search and discover content across brands, publishers, or industries, Knotch helps brands to better understand the competitive landscape and where the bar is set in each industry.
- Matching content with publishers. Knotch independently evaluates premium publishers, making it easy to vet potential partners with tools to explore a comprehensive catalog of publishers and identify the best options based on target demographics, KPIs, and creative goals.
- Identify whitespace in the market. With greater visibility into competitors’ content campaigns, brands can develop content that takes advantage of messaging gaps to reach more customers with new themes and new types of content.
- Inspire content teams. Using real-time insight and predictive intelligence, Knotch enables brands to identify the top creative themes that can power a content strategy, and inspire content teams by reviewing the best campaigns in a specific industry vertical.
An end-to-end platform for content marketing
With Knotch, brands can execute a content marketing plan with additional solutions that include:
- Analytics and measurement. Knotch provides tools for measuring content performance across owned and paid channels, integrating quantitative data with qualitative feedback and invaluable audience sentiment data. Transparently gathering unbiased 1st-party information, Knotch eliminates dependence on unreliable third-party data.
- Automated organization. Knotch automatically organizes and classifies every piece of content under one roof, providing fast indexing, robust filter and search capabilities, and automatic tagging and indexing for easy, immediate access.
- Content journey mapping. With Knotch, content teams can easily manage a user’s journey from one piece of content to the next, responding to the needs and interests of audience members while educating, engaging, and focusing them on high-value actions.
- Content recommendation. Knotch uses feedback collected from users to recommend the next, most valuable step in the customer journey, proactively engaging users as they consume content.
- Automated insight. Knotch surfaces content insights with AI-powered technology that reveals the content types and formats that work best with users, enabling marketers to dig deeper into any content insight with just one click.
FAQs: what is a content marketing plan?
What is a content marketing plan?
A content marketing plan is the blueprint for developing, executing, and measuring a content marketing campaign or a content marketing ecosystem. A content plan will include campaign strategy, competitive analysis, identification of the best publishers and distribution channels, tools for scheduling, and solutions for measuring performance of campaigns and individual assets.
What makes a content marketing plan work?
For content marketing plans to be effective, brands need solutions that can deliver independent, unbiased data about audience demographics and psychographics, the effectiveness of publishers and distribution channels, content efforts by competitors, along with performance data for content assets, themes, and campaigns. Too often, the data for content teams is provided by third parties who have a stake in the success of the content and who may highlight data that shows performance in the most positive light. To execute the most effective content marketing plan, brands need information that is independently collected and completely transparent, providing a clearer view of audience and performance data.
How to Improve Your Content Marketing Plan
1. Know Your Audience
You should create buyer personas, or fictionalized representations of your ideal customers. This exercise will help you understand the kind of content that resonates with your target audience. Your buyer personas should be updated regularly to track with your customers’ changing needs and demands. To create buyer personas, talk directly to your current customers about what they need. Also talk to salespeople who deal with customers on a day-to-day basis.
2. Benefit Your Customers, Not Yourself
The needs of your audience are paramount. Your business goals are secondary. The content you produce needs to create a tangible benefit for the people who are consuming it. They are seeking answers, and your brand needs to provide those answers. If the content you push is just a polished sales pitch, you’ve failed, and your audience will on on to a brand that’s giving them what they actually need.
Content is a vehicle for education, not pitching.
3. Hire the Right Talent
There are a few key components to keep in mind when creating your content: your story, your goals, and your talent. You need people who know how to create a content strategy and execute on that strategy. These are usually two separate roles. You’ll rarely find someone with the talent to do both well, or the time to do one at all. Strategists and producers can’t live without each other, and communication between them should be consistent in order to produce the best work.
4. Measure the Right Data
Set your goals. Why are you investing in content in the first place? What are you hoping to achieve? How is it going to help your bottom line? And how are you going to measure results?
Are you trying to create more leads or strengthen relationships with current customers?
Consider the data that can help prove your impact. It could be increased pageviews or more engagement on social. It would be great to say you’ve made a sale as a result of the content, or that your audience has a positive emotional response to your content. Make sure your measurement is relevant to the content you’re producing, and the benchmarks you’ve set.
5. Build Relationships
Make your business known outside the digital space. Build a community. Host events, dinners, conferences, and parties. Meet the people your business relies on in-person. Create a space where they feel comfortable talking about their challenges.
These relationships can have a deep impact on lead generation and customer retention.
6. Reward Customer Retention
The job isn’t complete once the customer buys your product. That’s actually when the real work begins. Content marketing requires education throughout the customer lifecycle. It’s less expensive to keep customers than it is to make new ones. Once you’ve earned their trust, strengthen the relationship by consistently delivering useful content. By continuously meeting your customers’ needs, you’ll create brand advocates who will help you acquire new customers.