{"id":42527,"date":"2021-07-08T15:00:17","date_gmt":"2021-07-08T14:00:17","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=42527"},"modified":"2021-07-08T13:08:54","modified_gmt":"2021-07-08T12:08:54","slug":"4-steps-creating-content-marketing-plan","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/content-management\/content-marketing-planning\/4-steps-creating-content-marketing-plan\/","title":{"rendered":"Content marketing plan: 4 simple steps to success"},"content":{"rendered":"<h2>Learn the 4 steps to creating a content marketing plan, with our content planning template and the RACE Framework<\/h2>\n<p>To help you develop a content marketing plan or review existing methods, I thought it could be helpful to share some of the planning techniques applied in our Content Marketing Learning Path. Take these 4 steps to create a content marketing plan today:<\/p>\n<ul>\n<li><strong>Step 1 Review current use of content marketing<\/strong>. This is a classic SWOT analysis where we have given examples of problems with content marketing programs that are often forgotten.<\/li>\n<li><strong>Step 2 Content marketing objectives and KPIs<\/strong> This uses an efficient planning table I have developed for summarising digital plans on one page. Here, as the example shows, it links objectives, strategies, and KPIs across the customer lifecycle shown as the RACE Planning approach.<img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-42529\" src=\"http:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/11\/Planning-Content-Marketing-Campaigns.png\" alt=\"Planning Content Marketing Campaigns\" width=\"754\" height=\"424\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/11\/Planning-Content-Marketing-Campaigns.png 754w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/11\/Planning-Content-Marketing-Campaigns-150x84.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/11\/Planning-Content-Marketing-Campaigns-550x309.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/11\/Planning-Content-Marketing-Campaigns-700x393.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2014\/11\/Planning-Content-Marketing-Campaigns-250x140.png 250w\" sizes=\"(max-width: 754px) 100vw, 754px\" \/><\/li>\n<li><strong>Step 3 Content Gap analysis<\/strong> This uses a new visualization of the <a href=\"http:\/\/www.smartinsights.com\/content-management\/content-marketing-strategy\/the-content-marketing-matrix-new-infographic\/\">Content Marketing Matrix<\/a> that you may have seen before developed by Dan Bosomworth of First 10 and Smart Insights.<\/li>\n<li><strong>Step 4. Create a content plan timeline<\/strong>. Don't forget the options for repurposing content assets during a campaign since often opportunities are missed where there is one central asset in a campaign such as a whitepaper, but it is not repurposed to give the campaign more momentum.<\/li>\n<\/ul>\n<p>These 4 steps take you through the brief process of creating a content marketing plan. Join Smart Insights as an Individual or Business Member for access to the full Learning Path, including modules such as 'A planned approach to content marketing'. <div class=\"si_lpm_shortcode_block si_lpm_shortcode_block__module\"><div class=\"si_lpm_shortcode_block_level si_lpm_shortcode_block_level__module_core\"><span class=\"lp-symbol\"><\/span>Core Module<\/div><div class=\"si_lpm_shortcode_block_inner\"><img decoding=\"async\" src=\"https:\/\/www.smartinsights.com\/wp-content\/themes\/smartinsights\/images\/smart\/guides\/covers\/63447.svg\" alt=\"Define a planned approach to content marketing\"><div><p class=\"module_title\"><strong>Define a planned approach to content marketing<\/strong><\/p><p class=\"associated_toolkit\">Part of the Content marketing Toolkit<\/p><p class=\"path_module_snippet\">Learn how to define an effective content marketing process for your business and market <\/p><a class=\"but_2019 green\" target=\"_blank\" href=\"https:\/\/www.smartinsights.com\/learning-modules\/define-a-planned-approach-to-content-marketing\/\" onclick=\"ga('send', 'event', 'blog - learning module shortcode', 'Clicked', 'Define a planned approach to content marketing', 1)\">Learn More<\/a><\/div><\/div><\/div><\/p>\n<h3>Use the RACE Framework to hone your content planning<\/h3>\n<p>Content marketing plays a huge role in many parts of your customers' experiences of your brand. The diagram below, based on our RACE Framework of reach-act-convert-engage, demonstrates just some of the typical marketing activities during the customer lifecycle.<\/p>\n<p><a href=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/03\/Omnichannel-financial-services-marketing.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-159444 size-full\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/03\/Omnichannel-financial-services-marketing.png\" alt=\"Omnichannel life cycle\" width=\"1032\" height=\"513\" srcset=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/03\/Omnichannel-financial-services-marketing.png 1032w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/03\/Omnichannel-financial-services-marketing-550x273.png 550w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/03\/Omnichannel-financial-services-marketing-700x348.png 700w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/03\/Omnichannel-financial-services-marketing-150x75.png 150w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/03\/Omnichannel-financial-services-marketing-768x382.png 768w, https:\/\/www.smartinsights.com\/wp-content\/uploads\/2021\/03\/Omnichannel-financial-services-marketing-250x124.png 250w\" sizes=\"(max-width: 1032px) 100vw, 1032px\" \/><\/a><\/p>\n<p>Our popular RACE Framework empowers marketers and managers to use data and key trends to inform their marketing strategy across their integrated customer touchpoints. If you're looking to optimize your strategy, the RACE Framework is a no-brainer <div class=\"monthly_campaign_blog_cta_banner monthly_campaign_blog_cta_banner_156432\" style=\"background-image:url(https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/09\/1718x600.png);\"><div class=\"monthly_campaign_blog_cta_banner_main_content\"><h3>Need a plan to create a winning marketing strategy?<\/h3><p>Get started today using a tried and tested step-by-step process to optimize your marketing.<\/p><a target=\"_blank\" class=\"but_2019 section_cta yellow\" href=\"https:\/\/www.smartinsights.com\/content\/create-a-winning-marketing-strategy\/\" onclick=\"ga('send', 'event', 'October 2020 LP Content Blog Banner', 'Clicked', 'Create a Winning Strategy', 1);\">Start Now<\/a><\/div><img decoding=\"async\" class=\"monthly_campaign_blog_cta_banner_img\" src=\"https:\/\/www.smartinsights.com\/wp-content\/uploads\/2020\/09\/1718x600.png\" alt=\"\"><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn the 4 steps to creating a content marketing plan, with our content planning template and the RACE Framework To help you develop a content marketing plan or review existing methods, I thought it could be helpful to share some &hellip;..<\/p>\n","protected":false},"author":5,"featured_media":42529,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[974],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Content marketing plan: 4 simple steps to success | Smart Insights<\/title>\n<meta name=\"description\" content=\"Learn the 4 steps to creating a content marketing plan, with our content planning template and the RACE Framework to optimize your marketing\" 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'Dr Dave' is known for his strategic, but practical, data-driven advice. He has trained and consulted with many business of all sizes in most sectors. These include large international B2B and B2C brands including 3M, BP, Barclaycard, Dell, Confused.com, HSBC, Mercedes-Benz, Microsoft, M&amp;G Investment, Rentokil Initial, O2, Royal Canin (Mars Group) plus many smaller businesses. Dave is editor of the templates, guides and courses in our digital marketing resource library used by our Business members to plan, manage and optimize their marketing. Free members can access our free sample templates here. Dave is also keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing \u2018gurus\u2019 worldwide who have helped shape the future of marketing. 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