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Are you looking for tools to help you analyze the content on your competitors’ social media profiles? To create a content strategy that engages and motivates your audience, you need to do a comprehensive social media audit. In this article I’ll share how to perform a social media audit to build a successful social media content strategy.
Most businesses have already identified the main players in their industry by searching Google or social networks. If you don’t already have a list of competitors at hand, just search for your site on SEMrush to see a list of related providers. Follow the same steps for Facebook, Google+ and all of the other networks that you’d like to track.
Click on Metric for an overview of the account’s social activity for a predetermined time period. The next step is to export all of the charts and aggregate the data into a single spreadsheet. By looking at the data in your spreadsheet, you can use a variety of metrics to evaluate the social media performance of your site and compare it with your competitors’.
Overview of competitive social metrics by social profile for Social Media Examiner, Social Media Today and HubSpot. In the example above, you can see that although Social Media Today posts four times more often than HubSpot and Social Media Examiner on Twitter, their conversation, amplification and applause rates are lower. The conversation rate on Google+ is the same across all three competitors, yet HubSpot is vastly superior in terms of amplification and applause rates. Next, you can do a deep dive into each social profile to identify the most successful content on each one. Look at the data to get a sense of what strikes a chord with followers, resulting in more engagement. When creating a Google+ content strategy, this shows you should consider allocating resources to creating visual content and infographics. When creating an engagement strategy for your social profiles, this list can give you some people to add to your Google+ circles. From this list, we can see that Social Media Examiner’s audience is highly interested in comprehensive research and overall, big-picture trends.
Another interesting finding is that although their niche targets social media, a post about SEO had high engagement, indicating that their audience is interested in both social AND search. If you do an ascending sort, you can see which posts had the least amount of shares and engagement. Look into things like ratios of original to curated content, entertainment to industry-specific content and the most shared content. You can have the best product or service available, but if you are not marketing it correctly, you are not going to have the revenue and customer base that you want.
While we have listed our top learning resources for creating a marketing plan in no particular order, we have included a table of contents to make it easier for you to jump to the resources categories that are of most interest to you.
BusinessNewsDaily is geared toward people who are in the planning stages of starting a business or who already are in the startup process. The United States Small Business Administration (SBA) advises creating a marketing plan to grow your business. A powerhouse in social media, Hootsuite offers tips for creating a social media marketing plan in this resource for creating a marketing plan.
Assistant professor of clinical marketing at the Marshall School of Business of the University of Southern California and president of Kalb & Associates, Ira Kalb details the importance of creating and following a marketing plan in Failing To Have a Great Marketing Plan Is Planning To Fail.
Rife with research and a new infographic, this resource for creating a marketing plan is written by Kevan Lee, content crafter for Buffer.
The founder of Linkfluencer, a leading online community for LinkedIn training, Alex Pirouz shares his five steps for creating an effective content marketing strategy in this HuffPost Business article. Beginning with a marketing plan is the first step toward marketing success, according to this marketing plan resource from South African magazine, Entrepreneur. Instructed by Jon Turino, author, consultant, marketer, and business and networking resource, Strategic Marketing Plan: How to Write a Marketing Plan is an online course offered by Udemy.
Marcia Yudkin, creative marketing expert and marketing coach, instructs this online course in creating a practical company marketing plan.
Matt Bailey is a 15-year marketing veteran, author, adjunct professor, and founder and president of SiteLogic Marketing Consultants. Provided by StartupSmart in conjunction with Business Victoria, Mastering the Marketing Basics is a short course that delivers the basics on implementing marketing strategies to promote products and services. Infusionsoft offers this marketing plan eBook free, with email request, to help small businesses learn how to grow their business with a structured marketing plan. The Nevada Small Business Development Center (NSBDC) offers its Guide to Writing a Killer Marketing Plan as part of its grow smart business eBook series.
Info Entrepreneurs, a team of business information experts from the Board of Trade of Metropolitan Montreal and a member of the Canada Business Network, offers this guide for creating a marketing plan and strategy. Alyssa Gregory, founder of Small Business Bonfire and small business expert, includes the ten questions that need to be answered when creating a small business marketing plan in her guide. In this guide for creating a marketing plan, Leslie Truex of Demand Media details six steps small businesses should follow for effectively marketing a new product.
Business Victoria offers free resources, tools, and information to aid in starting, running, and growing businesses.
David Meerman Scott is a marketing and sales strategist, keynote speaker, and bestselling author of ten books. Influencer marketing is becoming more important to successful marketers and successful companies. In her article for Contently, lead writer Amanda Walgrove explores the accuracy of their 10 content marketing predictions fro 2015.
Nonprofits need to create marketing plans, too, and this infographic from Nonprofit Hub explains the importance of having specific components of the marketing strategy fit together to be successful. Digital strategies, marketing consultant, public speaker, and digital brand manager for USC, Juntae DeLane shares his take on creating a five-minute LinkedIn marketing plan, following an infographic from Bluewire. Your digital marketing strategy encompasses a wide range of channels, from your own blog to all of your social media pages. Twitter is a fast-paced, informal environment with thousands of tweets and retweets posted every second. Also, Twitter provides customers with a way to quickly bring questions, comments and concerns to your attention by mentioning you in a tweet.
Twitter is an excellent marketing channel for letting followers know about long form content you post elsewhere, such as on your company blog. If you create Vines, videos, infographics and other visually driven content, Twitter is one of the best social media platforms to share it on. Many people find out about breaking news stories from tweets instead of traditional resources, thanks to the real-time nature of sending and reading messages on this platform. Twitter has a trending topics section that shows common and trending hashtags used by other Twitter followers. Later this month, Oracle Oracle will bring together a diverse group of modern marketing leaders—representing dozens of industries—to discuss the art and science of creating and distributing great content. If you’re a startup trying to grow on a shoestring budget, you probably know two things about video marketing: (1) you’ve got to have them to get noticed among your competitors, and (2) they can be incredibly expensive to produce. Fortunately, there are workarounds that’ll let your organization create high-quality, premium video content without breaking the bank. In the tutorial down below we share with you a strategy that anybody can implement, no matter what market or niche your within. Learn one of the most important aspects in having success with content curation; it’s more important than the content you curate. Five Connectors With the Consumer: Under the Brand Idea are 5 Sources of Connectivity that help connect the brand with consumers and drive Brand Love, including 1) the brand promise 2) the strategic choices you make 3) the brand’s ability to tell their story 4) the freshness of the product or service and 5) the overall experience and impressions it leaves with you. Brand Values should come from the DNA, and act as guideposts to ensure that the behavior of everyone in the organization is set to deliver upon the Brand’s promise. Goals: While the vision serves as a 10 year big goal, it’s also important to have annual goals to push and challenge everyone in the organization. When working with a house of brands, where you have multiple brand names under one corporate name (P&G, Kraft, General Mills and Johnson and Johnson) the brand plan would look different.

We also love great marketing content and we’ll do whatever we can to bring you the latest in marketing news + insights, career advice, events and training resources. It’s easy to get lost in the whirlwind of SEO elements, content guidelines, audience interests and promotional strategies.
How you go about that can vary, and how you continue your content marketing efforts will change as you get to know more about your audience. However, as with anything that seems insurmountable, providing great content to support your brand is a step-by-step process. Not having a good grasp of your audience while trying to serve them streams of content is like someone setting up on a busy street corner and yelling nonsense into the wind — perhaps one or two people may stop to inquire, but for the most part, crowds of people will pass by without a second thought. You should take a look at your audience directly, either with surveys or by tracking traffic reports from Google Analytics.
Before you start brainstorming ideas, it’s a wise idea to sit down and really think about the aims of your content beyond the SEO benefits. Within this statement, you can isolate your target audience (parents on the go), content form (in recipes and time-saving healthy eating tips), and main objective (to improve their family’s eating habits in a healthy, sustainable way). Beyond the mission statement, you’ll want to establish a clear breakdown of the type of content that you’ll be providing. Google Alerts is a godsend to the content curator, especially as creating and commissioning content requires a great deal of research.
Beyond that, staying up-to-date on popular news, videos and viral internet items related to your industry helps you source interesting content to republish on your blog. Using your mission statement, content breakdown and the information you’ve already gleaned about your target audience, you will be able to gather your team and come up with tons and tons of ideas.
What is important to note is that your content efforts shouldn’t be entirely dedicated to self-promotion — if all your posts are ads about your product, then you’ll lose visitors quickly. This will also help you capture more readers, enhance your brand identity and engage readers who are viewing your site on different platforms.
When you have an idea of how your content will be shaped, it’s a good time to draw up an editorial calendar, which includes social media posts and audit dates, to keep you on track for content. When it comes to publishing content, quality comes first above all — and yet there’s still much else to consider. You may also decide to include SEO elements in each post to help improve your brand’s Google ranking. If you see your bounce rate rising (that is, visitors stopping in to read a post and then leaving your site), then add more elements on the page itself to help direct readers to more posts in which they may be interested. By allowing your analytics to guide your next posts, you can maximize the potential of your site reach. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. SEMrush automatically sorts them by competition level based on how many common keywords the sites rank for in Google.
A small account will allow you to track your site plus two competitors; with the medium account, you can track your site and up to nine competitors. It has at least 10 times more comments than the other pages, and higher numbers in all aspects. Use what you find to inform your content creation strategy for both your blog and social posts.
Watch and interact with their content so you can lure them over to your own social profiles. This helps you identify topics that people aren’t interested in, as well as guest writers who bring the least amount of engagement.
Make an in-person visit to all of your competitors’ profiles to note the overall strategy behind their social content. When you have an effective marketing strategy, you reach people well enough to attract new customers and retain repeat customers.
We also realize that there are multiple strategies for creating a marketing plan and that it can be daunting for first-timers and tedious for those who have been in the business for an extended period of time.
Their article, How to Create an Effective Marketing Plan, offers contributor Katherine Arline’s best advice for creating a marketing plan, along with tips from marketing experts and thought leaders. Their article outlines the benefits of creating a marketing plan, including understanding your target market and how to reach that market, as well as the key components of a marketing plan, including the costs and marketing budget. Kalb guides readers through the top considerations for creating an effective marketing plan in this marketing plan resource. He likens writing a social media marketing plan to going rock climbing for the first time, but explains that creating a plan is the best way to go about starting the process. Pirouz explains how content marketing strategy is attracting positive attention for companies plus opening doors for small businesses. Creating the plan is the most challenging part of marketing, but once a solid plan is in place, organizations can focus on executing it properly.
McGill points out that a Content Marketing Institute study shows that 70% of marketers are creating more content than they did a year ago, so it’s critical to create a content marketing plan to beat the competition. Participants will gain the knowledge necessary for developing a comprehensive, effective marketing plan to grow their business.
Course participants will learn how to create a one-year marketing plan for a company, nonprofit, or professional practice. The course is for beginners and includes 45 lectures and 13 hours of video so that participants can learn the basics of online marketing, including social media marketing, search marketing, email marketing, content marketing, and going viral.
Their marketing plan course, How to Write a Marketing Plan, is an advanced course authored by H. The short course materials arrive daily in your inbox, giving you the knowledge you need to create a marketing plan and plan your marketing strategy. This marketing plan eBook, suited for start-ups, covers inbound marketing, outbound marketing, marketing and sales offers, and more.
The eBook stresses the importance of targeted communication and smarter lead management with the structured plan.
Written by Steven Fisher, the eBook shares his experiences in writing marketing plans and the knowledge of what has worked for him.
In this case, their resource for creating a marketing plan is a guide that provides a general overview of writing a marketing plan, along with four steps to follow to create the plan. The checklist provides a step-by-step guide for developing a marketing plan and includes cardinal rules to follow and not to follow. The guide includes key elements of a successful marketing strategy and tips and pitfalls of writing an effective marketing plan. She explains that marketing plans are essential marketing tools for every small business and includes a guide to help small businesses answer the ten questions.
Ward likens a marketing plan to a map for a trip and explains that the more detailed information collected and the more planning done ahead of time, the more effective your marketing plan will be. She suggests focusing on your customers’ desires and understanding your market to create the most effective marketing plan. Their guide offers six steps to help marketers develop a marketing plan that leads to a better understanding of how campaigns are performing.
Their guide to creating a marketing plan provides a general overview of marketing plans and offers various tips for creating a marketing plan. Their guide to creating a marketing plan includes a marketing plan template and easy-to-follow tips for creating your marketing plan. His Marketing Strategy Planning Template is a valuable online learning resource for anyone looking to create a marketing plan because it breaks the marketing plan into questions relating to two possible buyer personas and focuses answers in an at-a-glance format. She recommends using a marketing plan template to get started and include all essential information. That’s why creating a marketing plan for influencer marketing may be right for your company.
She references the infographic, which visualizes stats from marketers and tips for boosting content strategy. But each of these channels are created with unique features and as such, each requires a unique strategy.

You can use this setup to your advantage as a way to peek out from behind the faceless business visage and connect with your current and potential customers in a more engaging manner.
However, flooding your Twitter feed with nothing but links to your content and website comes off as spammy and self promotional. Visual content on Twitter tends to stand out in peoples' feeds and also has a higher potential to go viral, especially if it's particularly witty, relevant or informative.
When you use Twitter as a supplemental news source, you can stay on top of situations that could affect your business.
When you identify the set of hashtags most relevant to your company, you can join in on a widespread conversation that involves participants across the globe. You might pinpoint a number of essentials—how frequently you write and publish, the precision of your targeting and segmentation, the breadth of your social communities. Somehow, someway, a company needs to connect their content back to the underlying purpose and philosophy that guides their business. Just as the quality of your headline affects the number of readers clicking through to read, one other element also affects click-throughs and reading your primary image. It allows you to quickly and easily publish and curate content right within your WodrPress dashboard and works with any theme and any plugin. This is especially useful when managing a Branded House or Master Brand where there are various people in your organization that each run a small part of the brand. As Brands become more loved, they go beyond being just a product and they become an idea that fulfills consumers’ emotional needs in the consumers life.
The big differences are the teams are smaller and the culture of each team usually follows that of the corporate name. I love great TV ads, I love going into grocery stores on holidays and I love seeing marketers do things I wish I came up with.
Columnist Steve Olenski discusses some ways to get your content marketing strategy on the right path. But at the heart of it, content marketing has one simple central tenet: Deliver fresh, unique and informative content that taps into the interests of your target audience.
You can study the efforts of your competitors or other brands that share your market and gain insights from their best-performing posts; you can look to your own best-performing social posts to see what kind of tone or content grabs your followers’ attention. When you know who your target audience is, where they hang out, what content they gravitate to and their shopping and browsing habits, your work becomes much easier than simply shouting at the wind.
You can start to explore various media for communicating your best ideas — a straight blog post will certainly do for many of your posts, but some might be better suited to an infographic or a video. When you have a concrete plan of your content stream, you may begin to commission your articles and blog posts. Posts should ideally be useful and informative for your target audience, written with a tone that best fits the reader and carefully edited for spelling and grammar. As you publish and promote your posts, you’ll want to keep a keen eye on the post analytics to help guide your later posts; if a particular subject is demonstrably more popular than others, then try to emulate that effect with something similar.
If you’re getting a significant bump in referral traffic from another website or blog, then see if you can interact with them on a deeper level to increase that support. In addition to Marketing Land, he is also a contributor to Forbes, Business Insider and Social Media Today.
If they’re posting actively across social channels, add them to your list of competitors.
Log into your own Twitter account and give TrueSocialMetrics access to Twitter’s API. The first step toward an effective marketing strategy is creating to and sticking with an effective marketing plan. The marketing plan (be it a digital marketing plan or a B2B marketing plan) is your roadmap for reaching your marketing goals, as stated in your marketing strategy. This article, an edited excerpt from the book, offers five steps for creating a marketing plan for a new business. The article also links to a free content marketing planning template from Hubspot to get you started. Yudkin’s four-step process is intuitive and ensures that participants create a plan tailored to their situations.
Doug Stayman, associated dean of the Johnson Graduate School of Management, that is comprised of seven two-week courses.
The eBook includes topics such as product and purpose, analysis and competition, strategy and action, and financials in easy to understand language. One reminder included in the guide is that marketing plans vary in length, but they are crucial for successful businesses. His guide for creating a marketing plan includes links to other resources, steps for creating an effective marketing plan, and explanations for each step in the process of writing a marketing plan. Links to two marketing plans are available in this online learning resource for creating a marketing plan.
Traackr and Lewis PR teamed up to create a five-step action plan for influencer marketing, and we think their infographic is an especially helpful online learning resource for creating a marketing plan.
The information contained in the infographic should be useful for those creating marketing plans because it shows top goals for marketers and steps they are taking to achieve their marketing strategy. Take Twitter - you may feel limited with only 140 characters for your message, but plenty of companies make a big impact in a small space. Keep in mind that while it's important to maintain a company voice that aligns with your business message across all marketing channels, with Twitter you can more forgivingly drop a bit of the formality to work with the character limitation. Additionally, it allows you to share breaking industry news to your audience by way of retweeting, reinforcing the thought-leadership of your business. See what current and potential customers think about the latest news and trends in your industry and lend your expertise to the conversation. You need to create content that’s unique-enough to create thought-leadership and compel organic sharing, but also make it relevant-enough to improve key marketing and business metrics. This often overlooked element will show on Facebook, Twitter, possibly within your blog archives, and definitely at the top of your post.
We also cover how you can use some of these new features to curate and add content to your site or blog.
We offer innovative staffing solutions to Fortune 500 companies and some of the world's most iconic brands. Our learning resources come from experienced business leaders, top marketers, marketing experts, and other marketing thought leaders, so you can rest assured that their tips, tricks, and advice for creating a marketing plan are among the best available.
One important point the staffers make is that marketing plans are just as critical as business plans, because they focus on attracting and retaining customers. Pull facts and statistics from your case studies to create information snippets for your followers. When you come across as a valuable source on a particular niche topic, people are likely to trust, read and share other content coming from your business - yet another way to set yourself up as a thought leader in your field.
Ideally it is Qualitative (yet grounded in something) and quantitative (measurable) It should be motivating and enticing to get people focused. They map out a range of decision trees that intersect and connect by imagining how events will play out. My background includes CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.
I’m now a marketing consultant helping brands find their love and find growth for their brands.
There are four main types of strategy: 1) consumer oriented 2) competitive oriented 3) operational and 4) financial. The Brand Values become an extension of what the Brand Leader wants the brand to stand for. She loves to write about technology, Blogging, SEO and want to teach people How they can drive more visitors to their websites and make more money. Never.Read the Latest Trending: 19 Blogging Tips That will Change your Blogging Forever Want to get more Followers on Twitter? Get more Followers on Twitter – The Bible of Twitter Marketing What is Social Media Marketing strategy and How to create it?
By sharing tips about SEO, Digital Marketing, Blogging, Keyword Research and other skills to become a Pro Blogger.

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