Whether you are starting a new business or are just planning for the upcoming year for an existing business, one of the most crucial elements will be your marketing plan. As one of the creative agencies in Fort Lauderdale, we have developed many different types of marketing plans and strategies for businesses of all types, sizes and at different stages of growth. Overall, this may seem like a lot to do for an effective marketing plan, however, it is important to plan and execute with forethought, strategy and measurable goals so that you know whether or not your efforts are successful. If you want to start on a new marketing plan for 2013, we would be happy to assist you with starting off on the right foot with a solid plan for a successful and profitable year. Information about your company, its history, the people, their expertise, main competitors (please provide website urls), etc. Are there any achievements or accreditations you or your company has which you would like to mention? Recent PostsSocial Media Marketing for BeginnersSo many businesses want to get involved in Social Media Marketing. Writing a strategic and solid marketing plan is about understanding the desire, needs and satisfaction level of your customers, and screening about how your services and products will satisfy the desire and needs of your customer and solve their problems.
Before writing a strategic marketing plan, you must need to ask all above question to yourself. Remember that your relationship with customers and clients plays a key role in the progress of the business. In order to get better and achieve your goals and objectives, you also need to keep an eye on market threats and opportunities. You also need to select the best market channel for promotion of your products and services.
Thus, mix up these ingredients in the recipe of marketing plan to make it more fruitful for your business. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Create a Marketing Plan That Produces Results Learn the steps & necessary information required to create a highly effective marketing strategy and budget. Marketing is the Center of Your Business Universe Everything you do to promote your business is marketing. According to the 2014 B2B Content Marketing Benchmarks, Budgets and Trends report, content marketing is on the rise, with 93 percent of marketers using content marketing, compared to 91 percent last year. Also not surprising: 42 percent of B2B marketers consider themselves effective at content marketing, up from 36 percent last year. Here’s where things get interesting: Of the marketers who consider themselves ineffective at content marketing, 84 percent have no documented content marketing strategy.
All of this explains why, this marketing planning season, we’re seeing a dramatic increase in inquiries for content marketing planning.
Before I dive directly into content marketing goals and objectives, know this: If your content marketing goals and objectives are designed to stand alone, you’re starting in the wrong place.
Aligning content marketing with your marketing and business objectives needs to guide your approach, but don’t go overboard, especially if this is your first content marketing plan. Your content marketing plan should be based on some upfront research, of both the primary and secondary variety.
Developing a content marketing plan without identifying the target audiences is like shooting an arrow in the dark. How do they typically interact with information, and the companies that produce that information? You’ll want to get an understanding of what your competition is doing with regards to content marketing, as they are competing for your buyers and influencers’ mindshare on a daily basis. Most marketers spend the bulk of their time in this area – this is the fun stuff, the “let me dream up all the cool content ideas I have and see if anyone likes them” work.
But if you don’t put some structure around it, your plan will look like one giant brainstorm.
Messages – Don’t do a content marketing plan without going through a messaging (or story) development exercise. Themes – When you get to the theme level, now you’re talking about taking your company’s core story, combining it with the target audiences, and developing the specific stories you need to tell to engage with the right people.

If you’re going to plan your future content, it probably makes sense to evaluate your current content, right? All the cool content ideas in the world will mean nothing if you’re not able to establish the right team and process to execute content marketing, and give them the right tools to support it.
For more on including technology in your content marketing plan, check out the 5 Marketing Technology Must-Haves for the Modern Marketer.
Content marketing has always been tough to measure in a closed-loop fashion, and that was before Google made it even harder. Your plan needs to include a measurement initiative that ties your goals and objectives back to actual performance.
For each stage of the marketing funnel, decide which metrics will help you to judge whether you are reaching your goals.
Mailing it in on the content marketing planning process will seal your fate as a member of the 84-percent club, and worse yet, it may spell premature doom for your chance to do content marketing the right way. If your organization is one of many putting together a 2014 content marketing plan, and you’re feeling a little bit lost, please track us down. As managing partner and chief content officer for Right Source, Mike Sweeney is responsible for all content marketing initiatives, including growing the company’s content marketing practice, guiding all client content marketing strategy, and recruiting and growing a team of modern marketers. The one thing about content is…it always has and always will be the best thing you can spend money on developing.
Regardless of how awesome and unique your product or service is, you will not be able to be profitable in your marketing efforts if you can’t effectively target and reach your prospective client base. We understand that a carefully researched, planned and executed marketing strategy is imperative to the success of any business that wants to grow. Marketing Strategies – What marketing channels and approach will you take to effectively achieve your objectives? Marketing Tactics – You should strategize and choose the specific tactical actions you are going to take such as creating newly designed ads to appeal to certain target audiences.
Execution – In terms of planning, you need to assign a target completion as well as execution dates to each action item you have outlined and stick to them as closely as possible.
It is much easier to sell products and services to existing customers and clients than to acquire new clients and customers. You need to evaluate the needs and desire of your customer, your distribution channel, the product line of your competitors, and quality of product you are selling. You need to evaluate market trends that are against you and competitive trends that are ominous.
My articles, especially focus on Social Media, Digital Media and SEO.I love travelling, love exploring new things, live my life to the fullest, and yeah obviously a happy-go-lucky kind of life. However, without a strategy or plan, your marketing will not bring you the desired results. You can create on marketing analysis on the total number of potential customers in a city, state, country or the world. Most marketers or business executives, especially those doing this for the first time, haven’t been through a content marketing planning process before. I typically recommend setting some simple but specific one-year goals, and then identifying some broader two-or-three year goals, which you’ll need to revisit on at least a quarterly basis.
Primary research should include interviews with marketing stakeholders, both internal (employees) and external (customers, prospects).
If you don’t know who you are trying to reach, then regardless of how remarkable your content is, it will have little chance for success. They may or may not be the right customers for your business and offering, and they may or may not be the customers you aspire to work with.
Anyone in the decision-making seat has limited time to consume information, and therefore they will select only the most remarkable content. Your industry may be behind the times, and your competition may be doing things the wrong way. Your ideas take into account goals, objectives, messages and themes but put a creative spin on things. Content distribution, often in places outside of your “owned” properties, is one of the most overlooked (and underappreciated) aspects of effective content marketing.

You cannot market anything without content today, and therefore, when you start building your content marketing plan, you need to think about content marketing as an approach…to everything. In particular, if you’ve already developed a healthy library of content, you’ll want a trained editorial eye evaluating each piece to determine its value (or lack thereof), its relationship to new messages and themes, and whether it still has a spot on the content roster. To address some of these issues, you first have to decide whether you are insourcing, outsourcing, or executing in a hybrid model.  Staffing and operating a content marketing team is no easy task, even if you’ve assembled a dream team. If you’re not tracking against leading indicators such as awareness, readership and engagement, shame on you. If your content marketing goals and objectives are going to align with your business goals, your measurement goals need to align, too.
Metrics  like page views, unique visitors and views are important in the sense that without them you won’t generate leads, but a million unqualified visitors who don’t need your services are useless. Mike received a bachelor’s degree in business administration with a major in marketing from the University of Notre Dame.
Are you trying to grow market share, expand your reach into existing core customers, expand into new markets, increase your sales, or…? For example: if one of your objectives is to expand into new markets, then a supporting strategy might be to run an email marketing campaign with a targeted, purchased list from an outside source that you have never marketed to previously.
Effective selection of advertisement medium plays a key role in the progress of your business. Therefore, creating a marketing plan is a critical ingredient in building a successful business. Who you choose as your target market (niche) has direct consequences on the success or failure of your business. While every plan is different, let me address some common elements that should be a part of any content marketing plan. Make sure you include a company that you know is executing content marketing successfully, and benchmark against it.
Your content marketing plan will ultimately impact every single marketing tactic, campaign or program. Trying to assign content creation tasks to an existing and possibly already overworked staff is an even more difficult way to execute a successful content marketing strategy. Measure everything you possibly can, however, report only the few, business-focused KPIs that truly influence your goals. Or if you’d like some more tips to guide your plan, download our eBook: How to Grow Your Business with Content Marketing.
You can find Mike on Twitter and Google+, connect with him on LinkedIn, or read his other posts.
Its important for them to understand why things aren’t working they way they should so I can get the proper budget for my team and I to undergo a content strategy. Be an efficient communicator, listening and hearing what your customer and client saying give you an idea to improve your products and get better consistently. This allowed us the ability to accurately estimate the size of our market and its potential for business over a given period of time.
Believe it or not, if you look hard enough, there are even studies summarizing content marketing usage in particular verticals. Beginning with our primary market, (organizations), we will demonstrate the size of the market and explain why we chose Cities and Counties as our specific niche. Limitations on time, money and resources means that if you waste what money and time you do have marketing to the wrong target market, then you are almost guaranteed to fail. Any organization, be it a For-Profit company or government agency that has 500 or more employees, located in California and is losing employees to retirement and not able to replace them. The forecast tells us how much revenue we expect to generate every month and what it will cost to generate those sales. All of these organizations are feeling the pain of people leaving the organization without replacements on the horizon.

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