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Appendix writing 2a marketing plan, Writing a marketing plan chapter two appendix 65 marketing strategy the marketing strategy may be very specific, especially if the plan pertains to,. Your Strategic Marketing Plan is an integral part of your overall business plan, and we can help you pull all of the elements together.
Based upon years of working with technology companies who were at various stages of strategic planning, Aistrup Consulting developed our own flexible process to help customers define and develop compelling, actionable marketing plans. We don’t need to re-invent the wheel every time we take on a project—if all you need is a “tune up” on your old plan, we’ll start from there.
We write your plans to meet the specific needs of your audience, whether it’s investors, lenders, Board members or your own management.
Take the first step toward making that commitment, and call us today to help you develop an actionable Marketing Plan. Conducted a product line optimization to identify low margin products and refocus business development on high profit segments. Developed and wrote funding documentation for clients seeking financing and government grants, resulting in over $20 million of SBIR funding and successful private and public financing rounds. Trained Marketing and Sales of a Fortune 50 technology firm in Best Practices including strategy and value proposition development, market analyses, competitive intelligence, product life cycle modeling, pricing strategies and product launches.
Clarified the value proposition for a disposable medical device, established a new brand identity and ultimately positioned the product as the new industry standard within two years. Conceived and led strategy development for more than 20 early stage technology companies, resulting in first commercial sales, industry awards such as “Startup of the Year” and funding from SBIR, private and public sources. Strengthened product pricing strategies for management of a renewable energy technology firm, validated with in-depth analysis of competitor financials, distribution, production capabilities, new products and SWOT analyses. Established an aggressive IP licensing program for a biotech company resulting in the company’s first multi-million dollar license agreement with a Fortune 100 medical device company. Licensing and royalty revenues increased from zero to over $50M in 5 years, propelling the company to #20 on Fortune Small Business Fastest Growing 200 List. Managed and negotiated Intellectual Property licenses and agreements with global technology developers in the Printed Electronics industry resulting in two publicly announced agreements. Qualified prospective licensing targets for medical diagnostic technologies, initiated discussions and negotiated terms leading to 3 executed agreements.
When putting your measurement program in place, start by deciding on how frequently you’ll collect your data. The key performance indicators (KPIs) you’ll use to measure marketing effectiveness of your content. Though everything in the above list is important, I can’t stress enough that everyone who is working on content marketing needs to know what the core KPIs are for measuring the marketing effectiveness of your content.
Can I take action on these metrics (i.e., will they provide me insight into how I can improve my program)?
At CMI, one of our primary goals is getting new email subscribers, as this goal is a key to our business model. I can’t stress enough how critical it is to measure the results of your content marketing activities so you can continually learn what your audience likes and use that information to continually improve. What analytics tips and tools do you have that helps you track and measure your content performance? Cathy is the Vice President of Marketing at the Content Marketing Institute, leading marketing efforts for CMI, Content Marketing World, Intelligent Content Conference, CMI University, CCO magazine, and other CMI properties. Join Over 150,000 of your Peers!Get daily articles and news delivered to your email inbox and get CMI’s exclusive e-book Launch Your Own Content Marketing Program FREE!
Marketing is an increasingly complex art with a nearly infinite number of marketing channels.If you make the goal of every piece of content a new sale or a new lead, you will frustrate both yourself as a marketer and the rest of your company.
What I love about this article is that it convinces me to be more organize – given that I have we have a business, we have a theme, but no concrete marketing plan, everything is worthless. Totally agree, however, to the effectiveness of content it also depends on SEO effectiveness.

The reasons that visual content is powerful to your external audience—we process visuals faster than text and they elicit stronger engagement—are the same reasons they’ll help you internally. To give you an idea of how this works, here are two visuals that get to the heart of Kapost’s content marketing strategy.
At Kapost, we use the content pillar approach to fill out our editorial calendar and fuel all of our content distribution channels.
We use this image internally to plan out our own content pillar campaigns, and our customers also use it to explain the concept of content marketing to their internal team members.
The content pillar approach helps us understand exactly how many assets we need to create as part of our campaign. The campaign flowchart reveals how a reader ideally moves from channel promotion to content asset to conversion.
By sharing this flowchart across the marketing team, everyone understands exactly how a campaign launch will go, what assets live where, and how they’re being promoted. Download templates for these two charts and more, and start illustrating your content strategy today. With your marketing plan in place you won’t have a holiday or event sneak up on you and think, “Oh! As you plan your year, choose a few marketing tactics per month and remember that some will require continued time commitments (blogging, social networking, your newsletter) while others are more of a one-time project (donating a book or working a charity event, issuing a press release). Once you’ve put your plan together, be sure to review it monthly and look ahead so you’re ready for what you’ve planned. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
Clipping is a handy way to collect and organize the most important slides from a presentation.
Our program isn’t “canned”—instead, we customize how we work with you based on your unique needs and budget. A good schedule to start with is measuring marketing effectiveness on a monthly basis — we’ve found that this has worked well for CMI (though we may watch some metrics weekly just to make sure monthly goals stay on track — especially for metrics we can modify quickly). If your metrics spreadsheet is something that you plan to share with others across your enterprise (which we highly recommend), consider using Google spreadsheets or another shared platform so everyone can view and make changes, when necessary. Whether or not they are directly involved with your content analytics, it’s critical that content creators understand how their work impacts overarching company goals. Don’t measure simply for the sake of having some numbers to present to your upper management.
This post from Andy Crestodina outlines some critical data points you can collect and immediately put to good use: 3 Content Optimization Questions That Google Analytics Can Answer.
Our measurement processes are constantly evolving, and it definitely takes time to track, analyze, and report on performance. Early in our efforts to measure the performance of our content, we had beenlooking at SlideShare subscriber growth each month — the only SlideShare metric we were collecting. What you track over time will likely shift, so evaluate your list of metrics quarterly, bi-annually, or annually to make sure you’re capturing the data that will best address your key questions. She works hard to get you to CMI events - online and off - and gets extra excited for opportunities to meet #CMWorld community members in person! I think these same principles apply to not only content marketing, but all other marketing as well. Illustrating your organization’s strategies leads to a clearer picture—literally—of flow and process. But to get a full picture of how our readers are interacting with this content across all distribution channels—owned and paid—we create a campaign flowchart.
In modern marketing campaigns, there are a lot of moving pieces to keep track of, not to mention the various people or teams responsible for those pieces.
Helping them grasp your strategy or idea in a clear, simple way will help them understand quickly and, therefore, invest.

She oversees the Content Marketeer, a marketing blog dedicated to the art and science of content creation. From that first idea to tracking performance, Kapost helps you get the right content out the door. By looking at your marketing 12 months at a time you can plan for seasonal promotions, work to combat any traditionally slower times for your company, and keep your business supported by always having at least one or two forms of marketing working for you.
But over the years we have realized how essential this cycle of measurement and optimization is to being successful with content marketing on an ongoing basis. We do track our social growth, which allows us to look at trending and anecdotal information on where we are getting the most shares and social conversation. For example, in January 2013, we created a KPI document that allowed us to watch growth month-to-month in areas such as our email program, website, and social channels. But we found that this didn’t take into account everything that CMI was doing on SlideShare each month, nor the number of presentation downloads (and thus new leads) we received through our efforts on the platform.
We review our metrics on a quarterly basis to make sure they continue to align with CMI missions and goals as they evolve along with our industry. The data needs to be analyzed so that you understand where the opportunities for improvement lie — and what the best path may be for achieving those improvements.
I recently put together a webinar about measuring marketing effectiveness to address some of the same issues myself, but your article covers it more thoroughly. It requires buy-in from executives, collaboration across units, and an understanding of responsibilities.
At Kapost, we create a flowchart for every campaign launch to keep inbound and outbound efforts aligned. Each solid arrow represents the movement of a buyer if they follow the call to action, and each broken line indicates an asset contained within another asset (for example, a video embedded in a blog post, or a blog post contained in a kit).
However, we have found it’s more important to track conversions to email and topics of interest. After a year of looking at these KPIs, the CMI team reevaluated these metrics and made one significant change: We are now only tracking our most actionable metrics, such as email subscribers, email engagement rate, time on site, and event registrations. Now, we not only collect SlideShare subscriber numbers, but also presentation uploads by month and subscriber downloads by month.
We can look at these dashboards each week, and then have a simple way each month to update our KPI document. For example, if data shows that our blog posts on content marketing strategy all have high numbers of Facebook shares, LinkedIn posts, and tweets, proper analysis of these data points can help show us the best ways to leverage these high-performing topics across our other content platforms.
This helps us adjust our content marketing plan accordingly so that we have confidence that we are delivering on our readers interests and expectations — efforts which certainly help our own bottom line.
This has helped us determine the optimal number of presentations we should be delivering each month, which types (long-form vs. However, if automated data collection isn’t an option, consider additional resources and team members you can tap into if you need help evaluating your content performance. Since many team members touch our marketing processes at various points, assigning oversight responsibilities for each KPI has improved ownership and accountability. Another example would be our email subscriptions: At one point we were tracking email opt-ins by source, but we weren’t doing anything with that information. We had no focused efforts to look at email deliverability, opt outs, and completed profiles — three areas where we would be well positioned to take immediate action. This has helped the CMI team fine-tune our processes, improve our email effectiveness and keep our goals top of mind.

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