Do you know why you create the content you plan to create?
So you publish a blog once a week and you post on Facebook every day, but what is your plan based on? Sometimes our plans are focused on the action we want to take, not the results we want from the action. The 4 elements of an effective content marketing plan force you to think about who you are actually speaking to, why are you creating the content you want to create, what the goal is of the content, and what you eventually lead to in order to grow your business.
4 Elements of An Effective Content Marketing Plan
IS IT RELATABLE?
I start every client call and every course I have by talking about how important it is to have a target audience (seriously, so important). If you’re not relating to your target audience, you’re going to have a hard time selling anything to them. When you get inside the heads of the people in your target audience, you can really understand what they want, why they want it, where to find them, instead of just selling to them.
Take Action: Make sure you’re connecting with your audience on a personal level in some way. Relate to your audience just like you would with a friend. You may be attracted to someone because you have a lot in common or because you are opposites and they are really knowledgeable in certain areas that you aren’t. If your audience is never saying things like, “I feel the same way,” or “You totally get me,” then they probably aren’t relating to your content and that’s a red flag.
IS IT ENGAGING?
If your marketing is boring or generic, you don’t have an effective content marketing plan. You need to be engaging your audience by giving them things to care about and helping them in some way. If you are just talking at them and not talking with them, you are not going to be engaging them in a conversation or helping them care about what you’re saying. So ask yourself, “Why should people care?” Any time you share content whether it’s a blog post or a post on social media, think about why people should care. Are you sharing just to share or are you sharing because you have something valuable or entertaining?
Take Action: Talk to your audience and ask them what they’re thinking. What do they want? Speak to a specific person, ask them a question or try to figure out what they might be thinking or feeling, and create content that way. You’ll see what happens when you create content that engages with a specific person instead of trying to appeal to a lot of people and hope someone responds. If you hear crickets, then you’re not connecting with your audience and you need to figure out why that is!
IS IT ACTIONABLE?
While engaging is figuring out the why, making content actionable is the how. Once people care about your business and whatever you’re selling, how do they take the next step to work with you or buy what you’re selling? You need to tell them what is it you want them to do and how they can do it.
Take Action: Give your audience the call to action! Ask them to sign up for a free training, tell them to request a discovery call. With all the noise in the business space, it’s easy to overlook an opportunity and move on. You need that extra push of telling people what to do if you don’t want people to scroll away and move on to the next thing.
IS IT LIST-BUILDING?
If your audience is on social media, your blog, or YouTube, you don’t own your audience the same way you do with an email list. Social media algorithms are always changing. Even if people subscribe to your YouTube channel or follow you on social media, they only view a very small percentage of what you share. But email? Everyone checks their email. More people are likely to see your content via your email list than any social media platform, average conversion rates are higher, and YOU are in control of your email list.
I’m definitely not saying other aspects of your marketing don’t matter, but if email isn’t a part of your marketing strategy I would seriously think about getting started now (sooner is better than later). #trust
Take Action: You should have multiple ways for people to get on your email list. Not everyone is going to be attracted to the same opt-in. The more ways you have for people to opt in, the more they are going to do it. It could be a free email course, a challenge, a checklist, or free training like a webinar. There are a number of ways to get people to subscribe. Your email list will build your relationship with your audience and lead to that ultimate sell.
Is it time to revamp your content marketing plan? Download my free content planning worksheets to help you get started!