Content Planning

Content - It's a Challenge. You Know It and I Know It.

It takes time, money and resources, yet it’s a critical part of the overall marketing engine.

Still, too many businesses don’t prioritize content, or worse, publish content for the sake of it. They know they need it, yet they’re not exactly sure why.  

Does that sound like you or your organization?

The primary role of content for any businesses is to entertain, inform, and engage their audience so when they’re ready to consider a purchase, they think of that business.  It’s a long game, but too many businesses lose sight of this. They give up too soon and abandon their content efforts before it really gets going.

This is No Good

As a result, businesses aren’t getting what they need from their content. They lack strategy and vision, and don’t know what they want it to do for them. It’s not tied to business goals, initiatives or objectives, and there is nothing to measure its effectiveness.

And they don’t see success with their content and stop publishing altogether.

If this sounds familiar, you are not alone.

The Numbers Speak for Themselves

According to a recent survey by Content Marketing Institute, only 28% of B2B marketers say their organization is extremely or very successful with content marketing.

These top performers most often attribute their success to:

  • Aligning content with the organization’s objectives (68%)
  • Effectively measuring and demonstrating content performance (61%)
  • Collaboration with other teams (55%)
  • Having a documented strategy (53%)

Don't you want to succeed with your content marketing efforts?

Introducing the Roadmap to the 7C's

I’ve been helping businesses create content for more than 15 years, and I’ve noticed:

  • Businesses that don’t follow a content plan don’t keep up with creating content
  • Businesses that don’t tie a goal or objective to their content don’t stick with creating it
  • Businesses understand they need content but aren’t sure why
  • Businesses that lack resources lack consistent content creation

So I created The Roadmap to the 7Cs as a manageable content creation and implementation process to help businesses finally achieve success with their content.  

It Consists of Two Parts.
First, Let's Discuss the Outcomes, the 7C's

A journey along the Roadmap will provide:

Wendy Jacobson portrait sitting and looking at the camera
1

Control-

Over what you publish
Over your publishing schedule
Over the message

2

Clarity-

Over why you’re publishing what you’re publishing
Over what you want it to do for you
Over the message and the goals

3

Confidence-

Your content is working
You’re connecting with your audience
What you’re publishing

4

Calm-

You’re no longer stressed about not knowing what to create
You’re not longer anxious about your content’s performance
You’re no longer worried about “throwing darts in the dark” with your content

5

Connection-

With your audience

6

Conversion-

Your audience is converting into prospects

7

All this leads to consistency-

And content becomes a priority again.

Now Let's Discuss the Roadmap

Your journey along the Roadmap will provide you with the following content marketing tools:

Content plan:
the heart of your content, it discusses what you will create, who it’s for and the results you want it to achieve.

Content calendar: lays out the next 3 months of content – type, topic, date and distribution.

Content checklist: helps you stay organized with your content from beginning to end.

Content parking lot: content ideas that did not make it into the calendar but are still viable.

Content repurposing guide:
helps ensure your content is working as hard as it can for you.

How Does This Work?

I send you a questionnaire for you to fill out to help me understand your business, objectives, customers, competition and content creation up to this point.

Then, we have a 60-90 minute meeting to make sure I understand and ask any clarifying questions.

10 working days later, you have the following:

  • Content plan for the year
  • Content calendar for the next quarter
  • Content checklist
  • Content parking lot
  • Content repurposing guide

After that, you can either implement the plan yourself and create the content, hire someone else to do it for you, or continue to work with me.

Sound good?

Contact me to learn more, get your questions answered and find out if it’s a good fit.