If you have previous content written on your blog, why not look to that content for analytical information? Let’s be honest, creating your own content, day in and day out, year after year can get boring and sometimes you run out of ideas. NetLZ is a digital marketing company that specializes in digital marketing for small and medium businesses. A marketing plan can be one expensive and complicated business activity, but it is also one of the most important. It helps you to set clear goals and identify the objectives, strategies, and tactics to reach those goals.
Have a clearer picture of how to produce cash and turn a profit with your products, pricing, and sales. Sale and Budget: Planning a budget, means start with the number that you can provide or determine your tactics and price them out. Content marketing is more than just drafting a whitepaper or posting occasionally on a blog. Creating quality content that aligns with customers’ needs and interests attracts inbound traffic, which can then be nurtured, converted and developed into advocates for your brand. These goals will help you address what you want to accomplish with content marketing, such as brand awareness or lead nurturing.
Content marketing allows you to leverage the connection between your company and these terms, which is especially critical in SEO. Having a better understanding of the answers, solutions and information your audiences are seeking from you allows you to create content that will provide value and resonate with them. With content marketing, it often makes sense to work backward — identifying what you want the end user to do and creating the piece of content around that desired call-to-action. Looking forward to the into execution phase, there are three additional questions that help ensure that the great content you’re creating is accessible, scalable and positioned for long-term success.
Having a single “hub,” such as a blog or page on your website, enables customers and potential customers to easily access content. Content marketing is not a campaign to be turned on and off, and the biggest obstacle to overcome is typically a lack of content. This list is not exhaustive — each of these questions leads to additional points to discuss and every company will have considerations for their particular business segment — but it serves as a starting point to developing a robust, strategic plan for content marketing. Enter your email address to subscribe to this blog and receive notifications of new posts by email, as well as our quarterly marketing newsletter.
At the MarketingSherpa Lead Gen Summit 2013, the Founder of the Content Marketing Institute, Joe Pulizzi, spoke about content marketing strategy and one of the points he made was that content marketers need to start from square one and get to the heart of what their purpose really is and who the content really serves. In this whitepaper, we give you the two most pressing questions you NEED to answer about your content marketing strategy to get going on the right foot. Register to receive your free whitepaper Start Your B2B Sales Presentation With These Two Sentences Every Time..
In 2007, CEO John Ryan joined CCL, and shortly afterwards hired Portia Mount to lead the transition to a customer and market-focused culture.  Portia is currently Senior Vice President, Global Marketing and Chief of Staff at CCL.
Portia shared some of her experiences with my Strategic Management MBA class at UNCG’s Bryan School.  In highlighting the benefits of creating a customer facing culture, Portia provided some leadership and marketing strategy lessons that we can all apply to help our businesses grow. Facing competitors ranging from universities like Duke and INSEAD to professional services firms like Heidrick & Struggles, Korn Ferry and Deloitte to dedicated leadership development firms, it was important to understand where CCL was a leader, where they needed to improve, and where they were not likely to succeed. Based upon her teams’ customer research, Portia and team have transitioned the commercial messaging to address the clients’ pain point, which is the effective development of a leadership culture and pipeline.  This solution involves a broader look at an organizations structure and goals, and increases the odds that program participants will be more successful in implementing their learning’s upon return to the reality of the work place.
Do you customers see you as a vendor offering single point solutions, or as a partner helping to improve their business results?
Having begun to focus market development efforts on China, India, and other markets with expanding economies and leadership development needs, CCL was able to offset some of the contraction in their traditional home market.  As the North American market has rebounded, CCL has benefitted from a strong position in a number of markets. Are your sales overly concentrated on one industry or geography or are your risks spread across several user and geographic markets? In transitioning and developing her team to a strategic marketing group, Portia needed to map out the skills needed to support the broader marketing vision and ensure new hires were aligned with both the organizational culture and had the required skills. With the right people and the right skills in place, Portia has been able to turn her focus to ensuring her team continues to develop their skills to achieve their personal goals. Have you done an honest assessment of the strategic and tactical skills your team has and the skills your business needs for success in the coming years?
If this person or team walks out, how vulnerable is your position?  By shifting the focus of your execution to the benefits the entire organization provides, your clients gain an understanding of all that your firm offers and an appreciation that the value delivered is not the result of one Superwoman. Do your customers view your company as embodied in one person, or as a deep organization with skills that add value to their business in many ways? How can you shift your teams thinking, and your product experience, to capture all steps of the customers’ experience?
Have you asked these questions in your boardroom?  Are you happy that the answers reflect a deep understanding of where you stand, where your customers are going, and if you will beat your competition to that place?
About VistageVistage International is the world’s leading peer advisory membership organization, serving more than 18,000 CEOs and senior executives in 15 countries.


Your content marketing goals and objectives need to be taken directly from both your short and long-term business goals. But regardless of your immediate goal, a mantra of your B2B content marketing strategy should be to never stop educating your prospects. It’s crucial to understand what you hope to accomplish, but understanding your customers’ goals, problems, challenges, and opportunities is even more important when setting your B2B content marketing strategy. Ultimately, it’s important to focus on areas in which you can fill an informational void for your customers and prospects that will help get them closer to achieving their goals.
The intersection of your goals, your customers’ goals, and your solution expertise is where your B2B content marketing strategy should live. Understanding this relationship should help you uncover how much content you need, what type of content you need, where and when in the buying process your content will do the most good, how you will distribute your content, and ultimately highlight your content marketing mission statement.
According to Joe Pulizzi of the Content Marketing Institute, it’s vitally important to hone in on the why of content marketing before you ever concern yourself with the what. To get more tips on content marketing for your B2B business, sign-up for our free monthly newsletter. Sam Brennand: Sam has a wealth of experience in B2B marketing and sales working on the Windows Client team at Microsoft Canada and the SMB Retail team at TELUS. Jumpstart Your 2014 B2B Marketing Plan with 5 Critical Questions You are using an outdated browser. Here’s an idea: invest some of those marketing dollars into retaining your current clients.
One of the biggest things you need to remember about content marketing is that it doesn’t matter if you made 5000 posts in 2014, if they all were crap. In other words, marketing plan will most likely outline who your target audience of readers is, your geographic market for book sales, to identify who your competitors are, outline a strategy to attract readers, and outline a budget for marketing your book. Instead, there should be a cohesive strategy around how content can support and strengthen your marketing communications efforts. From there, you identify the measurable objectives and develop the tactics that need to be executed in order to meet those objectives.
It is critical to understand these various personas — including their roles in the buying cycle — to create impactful content. Driving traffic through social media, public relations efforts and owned channels such as customer newsletters significantly increases the reach of your content. Identifying sources of content – both internally and externally – that can contribute on a continual basis will help alleviate this issue. Vistage members participate in Chair-led advisory board peer groups, receive one-to-one coaching, learn from expert speakers, and interact among a global network of CEOs. Different types of content will help you achieve different types of goals, so locking down what you hope to achieve is vital. Be sure to plan carefully so you’ll be able to measure how successful you’ve been in achieving your goals down the road. At its core, content marketing is about creating better informed customers and building relationships and sharing your knowledge without expectation is the key. They need to be the fuel that stokes your content fire and taking the time to build detailed buyer personas is the best way to hone in on these. That’s why Joe recommends creating a content marketing mission statement as a crucial step in the development of a content marketing strategy.
You need to believe that the knowledge you have about solving problems with your solution can make a difference for your prospects and customers because content marketing is a long-term strategy. Learn how to deliver a good user experience, how to set up an effective site and what features you need to capture lead information. When you have a schedule, you tend to stick with it no matter what pops up during your day. You can hire a writer or you can hire a digital marketing company to help you come up with new ideas or even write the content for you while still being SEO friendly.
Think about your target market because the more that you know about them, the better you will be able to associate with them in a way that will be important to them. For example, one of our clients identified several subject matter experts within their company whose expertise aligned with their messaging platform. Once you’ve nailed down your mission statement, you can use it as a barometer for all of your content creation.
If I have to explain this one, then perhaps you need to go back and take some business school refresher classes.Gartner Group says that even a one percent increase in client retention rate could result in an eight percent increase in profits.
But, if you follow through on these steps, rules and guidelines, you just might be one up on your competition and finding the success that you always dreamed about.
Not just quality content that looks and sounds good, but is also relevant to what your business is about.
If you are hiring someone to write it for you, unless you are Bill Gates, it’s going to cost you a financial downfall. If you do, however, have a really hectic day or you tend to skip things even when they are written down, find someone who can keep the schedule up for you. We are now using those individuals as sources of content as part of their integrated marketing and PR strategy.
So while it might not be as easy as 1-2-3, it’s definitely got its benefits in the long run.


It doesn’t matter if you are doing article marketing or blogging; your content HAS to be readable.
Second off, you want to seem interesting to your readers, but you also want to lure them in. Most writers and Top SEO firms will not only write the content for you, checking titles, spelling, keyword density and grammar, but they will also post the content for you. That might make me one of the crazy ones, but when done with the right people, strategic planning can be revealing, inspiring, and dare I say it – fun.In most companies, however, it’s not done often enough, thoroughly enough, or with enough focus on particular issues or decisions. In particular, most startups I work with are exclusively concerned with customer acquisition. Despite all the various changes on the internet, including Google hammering out some kinks on the search engine, one thing is still true on the Internet: Content is STILL king. Do you have unique processes, expertise, or experience that differentiates you from your competition?
In those cases, the process will fall flat, people will stop trusting the process, and the outcomes will be difficult to measure.We’re in the midst of different types of strategic marketing planning – both formal and informal – for some of our clients and for Right Source Marketing. And you definitely should not be writing blog posts about Slinky’s when your business is about cars. These days, most people will tell you that they used to post a lot of blogs in the past and then tested a new timeline and posted one post every 3 days and it worked better for them. But, if you sell furniture and you have a competitor that also sells furniture and you go to his blog and he got a lot of comments and views and shares for a post called How To Decorate Your Living Room, why not create a post like this?
Sure, focus on the smash and grab, but focus more on the keep.Do you have a comprehensive content marketing strategy and plan?If you haven’t figured it out yet, content marketing plays a role in every facet of marketing. If you look at old information, you can then recreate posts that are similar in architecture, but different in content and get really amazing results.
How To Decorate Your Family Room, How To Create A Warm Atmosphere In Your Living Room, etc. Create a list of reasons why your audience will respect and welcome your content, print it out, and post it on the wall where you can see it every day.
Effective content marketing requires a strategy.The 2014 B2B Content Marketing Benchmarks, Budgets and Trends report shows us that strategy is the key to effectiveness. If you cannot write properly or have run out of ideas on what to write about – do yourself a favor and hire a writer or better yet a writer with an SEO background or an SEO firm SEO Firm in NJ that has a writer. Eighty-four percent of marketers who say they are ineffective at content marketing say they have no documented strategy. Try the minimalistic approach (a few blogs a week), the maximalist approach (1 blog 2 times a day) and the neutral approach (1 blog every 3-5 days). B2B marketers who have a documented content strategy are far more likely to consider themselves effective (66 percent vs.
Tick tock … still waiting.)The typical B2B company assumes its best clients are either its biggest or most profitable clients, and that is a flawed assumption.
Before you do, though, answer the remaining two questions.Do you know which marketing noise to block out and which noise to pay attention to?Pinterest. Does the client have a well-defined decision-making structure, so that you’re not dealing with corporate drama? Does the client provide constructive feedback?The list of criteria related to mindset and relationship should be at least as long as the numbers-oriented criteria.
And if it turns out that your best clients are also the biggest and most profitable ones, pat yourself on the back.
Just last week, my cousin Willie put up some Vine videos, and within three hours we had 367 views. Prospective clients?I hate to pick on social media properties, but they are the most obvious examples of noise as it relates to marketing planning. Ignore the noise.Listen closely, though, and you may hear some noise that changes your business, or at a minimum, your marketing. For instance, your organic search data is about to be decimated, but that doesn’t mean you should run – this is noise you should be listening to, because it impacts what is likely one of your strongest sources of traffic, and your ability to measure that traffic.Do you know what you want to measure and how you’re going to measure it?What matters? Lead quality?Find out – ask the person who controls the purse strings what will be important to measure.
Regardless of who you’re dealing with, this is an important step in the marketing planning process.That’s the hard part.
You may need the basics (Google Analytics), or you may need something a bit more advanced (a marketing automation platform), but identifying and then measuring what matters is critical.Thankfully, you still have time to organize your 2014 marketing plan. Just make sure that you’re not asking your strategic planning team to answer so many questions that you end up heavy on information and light on decisions.Need help creating your 2014 marketing plan?



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