Effective marketing is almost never a one-and-done deal, instead relying on a series of activities targeted at the right time, channel, and audience to gradually help your marketing team achieve your goals. This intricate process requires a calculated approach, meaning that your team’s planning (or lack thereof) will directly impact your likelihood of success.
In this #ContentChat, we are joined by Bill Skowronski (@BillSkowronski), director of marketing and business development at Idea Marketing Group, to learn about the essential elements of a successful content marketing plan and how to set your marketing team up for sustained success. Read the full conversation below, where we discuss the best practices for creating a marketing plan, ways to identify and understand your target audience, how to differentiate your brand messaging, and more.
Q1: How often does your team have content marketing planning discussions?
Content marketing planning discussions should happen at least quarterly, with monthly or weekly meetings to discuss specific activities or campaigns, review KPIs, and adjust course as necessary. The goal is to find a cadence that keeps your team aligned and able to pivot without deterring from their ability to actually execute on your plan.
A1: We have higher level strategy meetings less often (when we onboard clients and quarterly thereafter) with tactical campaign check-ins (often weekly) more often internally and for clients.
Both keep us accountable and in the loop. The key is to be adaptable. #contentchat
— Bill Skowronski (@BillSkowronski) August 31, 2020
— Erika Heald | Content Marketing Expert (@SFerika) August 31, 2020
— Shane Shaps (@520eastbrands) August 31, 2020
A1: I like @BillSkowronski‘s answer. Only thing I would add is that you should plan for when makes sense for your benchmarks/campaigns. I’ve seen planning done on a weekly basis and I’ve seen it done on a yearly basis, and it worked for both. Go with what works. 🙂 #ContentChat
— Derek Pillie (@derekpillie) August 31, 2020
— Charlie Appel Agency (@ColfaxInsurance) August 31, 2020
A1: Never as much as you would like –> cause it is often the first thing to get pushed off when there are other priorities. Definitely should happen atleast quarterly but should be more frequent than that. #ContentChat https://t.co/XkfYUe60gH
— Megan┃Freelance Digital Strategist (@thedataoutlier) August 31, 2020
A1: Before going solo, we had weekly team meetings to go over roadblocks, upcoming work, etc. The higher ups had less frequent strategy meetings. #contentchat
— Jason Webb (@JasonLWebb) August 31, 2020
A1: We seem to revisit the planning discussion with every content asset we create: we assess tagging, strategic fit, audience fit, evergreen-ness, etc. I recommend it! #ContentChat
— Ed Alexander (@fanfoundry) August 31, 2020