Custom Content Marketing Plans: What they are & why you need one

  • Amy 
custom content marketing plan

If you’ve been following this blog, you’ll know content marketing is all about using your website to answer your customers questions, bring in more traffic, new customers and reduce your sales efforts. What’s really important when you begin your content marketing efforts is that you create a custom content marketing plan – built entirely around your own business and customers. Every business is unique and requires a unique approach to their content marketing, which is why initial analysis and custom content marketing plans are so important.

So let’s kick this off with the most obvious question:

What Is A Custom Content Marketing Plan?

what is a custom content marketing plan

A custom content marketing plan should be developed after a good content marketing strategy and website analysis has been performed.

It should be a list or calendar of actions that need to be performed on certain dates/times in order to achieve your strategies goal. Once you know what your aims are for your content marketing, who you’re targeting with your content etc,  your plan should be made up of smaller steps to work towards that goal.

The best custom content marketing plans will contain detailed actions – the more detailed the better.

For example, if you’re looking to increase traffic to your website from your target market, it should include actions about not only what content you should write on your own website that will attract them, but also where they can already be found online and specific actions that should be taken to actively engage them and draw them to that content.

Personally, I prefer having a custom content marketing plan cut down to weekly actions.

Frequency is important in content marketing, but it is also important not to over schedule yourself, or you may start to become inconsistent in your content delivery, which isn’t a good idea.

When you develop your plan, be realistic with the amount of time you have to invest in your weekly actions, and try to stick with your plan. If you overestimate the time you have and make your content marketing stressful, it can be really off putting and you may end up pushing your efforts to one side completely – you only have to look at the number of blogs out there that haven’t posted in 6 months+ to understand how easily that can happen. If you can only publish once a fortnight, that’s okay.

It’s always better to have great, incredibly useful, consistent content than to have rubbish content no one will actually read blasted out all in the space of 3 months then never again.

What Custom Content Marketing Plans Should All Have

Whether you have your custom content marketing plan created for you by a content marketing agency or consultancy like POP Content, or you develop one yourself, there’s  a couple of things you will want to keep consistent no matter what your industry.

measuring success custom content marketing

  1. Aims & Goals

    Your aims and goals are going to be really important when you are developing a custom content marketing plan. A clearly defined end result will not only help you keep focused on what kinds of content you’ll want to produce and whether a tactic is right for you to invest in or not, but it will also help you figure out at the end of your plan whether or not you were successful, and where you can improve in the future.

  2. Content to be created

    This is going to be a critical step; after all, content marketing is all about content (or at least 50% of it is). In any case, it’s vital to research and plan out what content you’re going to be creating for your audience. You’ve got to create content that will work towards your overall goal; so do your research and find out what content is already doing well with your target market.

    What content is driving traffic to other websites; what content is being shared a lot in your industry? See if you can develop content ideas around these types of content – and find out how you can do them even better. Build them into your custom content marketing plan.

    Your custom content plan, if done by a professional, should also include expertise on how to write good content for both your audience AND search engines. If you’ve read your plan and you’re not sure if the content you’ve written is right – you can always get a quick check done by a POP Content marketing consultant.

    If you’d like a short guide that covers how to write content for search engines, sign up to our email list and you’ll get our quick start traffic guide – completely free of charge.

  3. How you are going to promote that content

    Creating the content is only half the battle. It’s not a case of ‘built it and they will come’ with good content. You’ve got to get the word out, and to the right people. Instead of just blasting it out to all your friends and family, try to figure out where people are actually searching for your type of content already – and get to know the community there.

    Promoting your content is a lot easier to do when you’re promoting it to people who are genuinely interested in reading it. 

    A good custom content marketing plan will also contain detailed actions on what you should be doing and when to promote your content in these areas; specific influencers you might want to get in touch with (and how to do this), areas of PR you should be getting involved with and how to connect the dots with these different people and your content.

  4. Measuring success

    When you create your content plan, you should make sure to take note of your goals, whether it’s the number of new contact forms filled out, the amount of traffic coming to your website or the number of email sign ups – make sure you write it down and measure it. That way, you can review your stats at the end of your plan and see what has worked well and what didn’t work as well as planned. No one creates anything perfect the first time – what’s important is to measure the outcome of your plan and improve wherever possible.

    Like many content marketers and SEO consultants, I like to use Google analytics – it’s completely free, and although it doesn’t share all of the information it knows, it’s fairly simple to install. You can even install ‘goal tracking’ so if your goal is something like reaching a certain number of filled out forms, Google analytics can track it for you. You can also sync up your Google Analytics and Google Search Console to get a better idea of what Google currently thinks your website is about – which can be particularly helpful if you’re doing analysis for your content marketing strategy.

Why You Need A Custom Content Marketing Plan

“If you fail to plan, you plan to fail” as they say.

Creating a plan not only gives you a schedule of actions to perform, it frees up your head from having to swap so frequently from day to day working and your content marketing efforts. If you don’t have a plan, every time you stop to perform some of your content marketing, you’ll  waste a lot of time trying to refocus yourself onto what your content marketing plan is, and how your website and social media presences are doing, before figuring out what your next action is.

Having a plan also means that you can schedule time in to perform the work needed on a given day, so it’s one less thing to worry about and you’ll be much more likely to remember to do it.

Be efficient with your time, and your content marketing efforts will pay off.

wasting time content marketing plans

If you either pay someone else to create a plan for you or simply spend a week or so to develop a custom content marketing plan on your own, it will mean losing a lot less time in the future and it will make sure that all of your efforts will be working towards the right  goal. There’s less chance of you getting distracted and more chance of you focusing your time on writing great content that converts your website visitors to customers.

Ultimately, you’ll be much more likely to succeed with your content marketing efforts if you have a plan.

Want A Professional Custom Content Marketing Plan?

If you would like a professional custom content marketing plan – you are of course always welcome to get one from POP Content. We specialise in content marketing – we eat, breathe and sleep the stuff – and we’d be more than happy to help you on your way to growing your business online.

Get in touch via our contact page here.

Comment below if you have anything you’d like to add about how to create great custom content marketing plans! We’d love to answer any questions you have, add more tips if you have any, or hear about your success using any tips you found on our content marketing blog.