After noting a lack of standardized content strategy documents, columnist Jonathan Blank has created his own.
Since only 35 percent of B2B brands have a documented content strategy, according to research by the Content Marketing Institute, I think content marketing leaders are struggling to understand the best way to document their strategies and keep their organizations on the same page. You will obviously want to adapt the structure to align with your organization’s needs and your view of what elements of the strategy need to be highlighted.
We focus our content efforts to ensure that we are driving business value and not getting caught up in chasing pageviews, social followers and ad impressions as an end game in and of themselves. The first business goal we are supporting with content marketing is (insert business goal).
Through our content marketing programs, we will answer the primary questions our target audiences ask at each stage of the buying cycle. We will answer these questions broadly through a commitment to (insert a vision statement for content marketing overall or a series of vision statements for each of your content hubs).
We provide recruiters with the most actionable education on incorporating new media into their hiring strategies. We imbue expecting mothers with confidence through easy access to experts on pregnancy challenges. We enable CIOs to understand what computing trends are most important for their specific industries and how to apply them in the context of industry trends. We will deliver on this mission through (insert statements about who you will tap into for subject matter expertise and how their expertise will be showcased in a unique way). In addition to answering these questions, you are going to want to define the parameters for a content calendar for your programs. Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Jonathan Blank is the Director of Professional Services for NewsCred, a content marketing platform that pairs cutting-edge software and world class content. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists.


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Write a Business Plan Choose from over 100 free sample business plans to use as templates for writing your own. A business plan is a written description of your business's future, a document that tells what you plan to do and how you plan to do it.
The best way to maximize a small marketing budget is to develop an annual marketing plan that aligns your budget with the specific strategies and tactics that you wish to accomplish throughout the year.
These free marketing plan templates and resources will help guide you through the process with simple and easy to follow formats. Start the marketing planning process by clearly outlining basic strategies in a formally documented strategy plan. Visually tracking marketing activity with a calendar is a good way to manage multiple activities and tactics as you implement an annual marketing plan. Looking for an easier way to track your expenses so that you can build a better business or marketing budget? With over 20 years of integrated marketing experience, Diane is author of the award-winning book PR Tools to Toot Your Own Horn. In a world of micro-moment marketing, customers and prospects are seeking more bite-size content to consume. For those who are at agencies or consultancies, I assume that number might be double or triple in working with their clients. With that said, we have focused our content marketing efforts on a couple of our mission critical business objectives. While an executive may not need to know what your calendar looks like, it is important to create a standard for your company’s content calendar or calendars and showcase what must be defined before going through the creation workflows.
A lot of work has to go into filling in these blanks, but I do hope you have a template now for a step by step process for documenting your strategy.


Previously, he launched and led an award winning content hub for Anthem Blue Cross and Blue Shield.
Without a solid annual marketing plan to outline a year’s activities businesses typically end up spending well beyond their budget or missing out on opportunities throughout the year. Grouping strategies and tactics by marketing category, the worksheet will help you develop an annual calendar for marketing plans for each target audience. The free marketing plan worksheet download includes a worksheet tab with a blank worksheet to fill in and a worksheet tab with sample marketing strategy and tactic data filled in the worksheet template. Our Advertising Media Plan Template Package includes an advertising cost analysis worksheet, advertising media calendar and more for small businesses to plan their online and print advertising without the need of an expensive media planner!
Check out our article on How to Use Expense Tracking for an Annual Budget for more resources. Diane also serves as the marketing director for SureShade, a growing small business that has become the new standard for shade on boats, and runs Marine Marketing Tools, a site that bridges her passion for boating and small business marketing.
They are looking for information that is quick, understandable and easy to act upon if desired. The following guide will be used by our content creators and distributors in program development and content ideation. When he's not helping brands tell stories, he's producing a storytelling theatre show in New York.



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