Content marketing is an essential approach to moving customers through the marketing funnel, with 72% of marketers indicating it’s one of their brand’s core strategies. Though the strategy works, the playing field is increasingly crowded.
Chances are your team is already stretched thin. If you want content to work for you, your team has to work smarter.
Organization is critical, and a content campaign plan helps you focus on achieving your content marketing goals. Let’s dig into the details that will help you get your content campaigns rolling in the right direction.
What Is a Content Campaign Plan?
A content marketing campaign is a targeted approach to publishing content. It is a single initiative geared toward meeting a defined goal within a set timeframe.
Content campaigns are similar to traditional marketing campaigns in that they typically don’t last longer than three months. A campaign can consist of a single asset or several, all centered on a specific theme.
This isn’t the same thing as your content strategy, which is a broader guide for your content marketing efforts. A campaign may help you meet a content strategy objective within a narrow window of time.
Source: Startup Bonsai
Why Do You Need a Campaign for Content?
Content campaigns have a specific purpose and allow you to meet short-term objectives such as:
- Launching a new product or service
- Expanding the reach of an important topic, theme, or story through multiple channels
- Generating new leads
- Moving an audience segment to the next stage of the buyer’s journey
- Promoting a discount or sale
Campaigns are excellent for one-off efforts, but you can also use them to make a push toward any content goal you wish.
Source: 1827 Marketing
How Do You Create a Content Campaign Plan?
A haphazard, fly-by-the-seat-of-your-pants campaign is unlikely to be a resounding success. Before launching, you need a plan. Here are six steps to establishing and implementing an effective content marketing campaign plan.
1. Begin at the End
The first step of any plan is determining where you want to be at the end. Identify your goal.
To increase your chances for a successful campaign, establish a single measurable objective rather than trying to meet multiple goals during one campaign effort.
It’s often useful to connect content strategy goals and campaign goals. You can determine the broad goal your focused efforts will help you achieve. For instance, if you want to expand your reach, you might create a campaign to grow your subscriber list.
However, just saying you want to grow your list isn’t a detailed goal. You need to determine the specifics for measuring performance. Identify your key performance indicators and the metrics you will use to assess your campaign’s success, such as the number of new signups to get by the campaign’s end.
At Divvy, we set up your analytics dashboard to meet your brand’s specific requirements. If you need help establishing your KPIs, we’ve got your back.
2. Establish Campaign Parameters
The next step in developing a content campaign plan is to define your campaign parameters:
- Audience: Identify who you are targeting in your initiative. If you already have buyer personas, this step might be as easy as deciding which is appropriate based on your goal. If your goal is to expand your audience base, you might need to develop a new persona.
- Buyer’s stage: Typically, a campaign targets audience members at a specific stage in the buyer’s journey. Determine which stage your target audience is in.
- Duration: Set the time parameters. Decide how long you want your campaign to last and the start date.
With Divvy’s content calendar, you can set up filters for campaigns, audiences, and buyer stages.
3. Determine Channels and Assets
After your campaign parameters are in place, you can move on to the next step in your content campaign plan. Determine the channels you wish to push your content out to. The social media platforms you choose will guide your decisions about the assets your team will create.
4. Identify Topics and Keywords
Before you begin crafting content, nail down the topics you will cover and the keywords you will include. At this stage, you may need to research trending topics, keywords, and your competition to determine what to publish and how to make your content better than your competitors.
Divvy’s platform includes tools that simplify collaboration and ideation, with an idea repository and embedded communication options.
5. Schedule and Create Killer Content
DivvyHQ Screenshot: Example of campaign content
Now it’s time to implement your content campaign plan and let your creatives work their content magic. Get going by scheduling your content on your Divvy content calendar.
Placing your content on the schedule sets your workflow in motion. Our platform allows you to develop automated production workflows, generating tasks, team member assignments, and your entire production schedule.
We simplify the content production process, allowing your team to focus on creating killer content. Our content interface includes tools for communications between team members, notifications about important due dates, and crafting content in the system.
Divvy also integrates with writing tools such as Grammarly, Writer, and Jasper, supporting your creators with automated writing and style guide suggestions. We make it easier for your team to hit your content campaign plan out of the ballpark every time.
6. Distribute Your Content and Measure Performance
When the creative component of your content campaign plan is finished, it’s time to release your assets out into the world. Use our integrations to automate content distribution to your promotion channels, whether through a social media scheduler or automated emailing, using your customer relationship management system.
You will need to analyze content performance to determine how much of a success your campaign is. Publishing on multiple channels can make analytics a drag unless you use Divvy Analytics. Our tools aggregate data from multiple channels and generate a spiffy, easy-to-read report you can share with your team, the C-suite, and any other stakeholders.
How Does Divvy Help With Your Content Campaign Plan?
Divvy exists to make your content marketing life more manageable. We know how it feels to operate in chaos, and we’re here to end the inherent scattered nature of content marketing.
Our platform pulls together everything you need to create and implement a content campaign plan. You’ll get collaboration and communication tools, a dynamic content calendar, a content creation interface, and reporting and analytics tools. Request a demo to see how we help you stay on top of your content marketing game.