Content may be the all important deliverable that can spell success or failure of any marketing initiative. You can have the right message, the right target audience, the right vehicles, but if the content does not deliver the message in a way that resonates with the buyer, odds are not in your favor. I know, content costs money and time, but if you are able to create a content plan mapped to the buyer’s journey, you should be able to manage your resources well.
I like to FRAME content planning this way:
- Foundation: Start with foundational content. I assume you have already established the target buyer and the vehicles in preparation for creating the foundational content.
- Repurpose: Think of ways to repurpose that content into at minimum 10 other pieces of content aimed to address the needs of a specific persona and stage of the buyer’s journey.
- Assemble: Take an inventory of the content you are creating by persona, buying stage, and format to determine your editorial calendar or content to do list.
- Map: Map the content created to the channels or vehicles in your plan, and establish a timeline.
- Enhance: Always refine and refresh your content to give it longevity.
Where do you start?