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Content Marketing PlanTemplateLast Updated:1.2.3.4.5.6.7.8.9.10.11.RationaleAudit of Existing ContentObjectivesTarget AudiencesBrand StoryChannel PlanProcessesContent ScheduleResource Requirements and BudgetEvaluationAction Plan1. Rationale- What is the mission statement for your content marketing plan?- What are the benefits of having a content marketing plan?Xxx2. Audit of Existing Content(a) Existing Content and Channels- What content do you currently produce and share?- Where do you currently share content?Content TypeCommunication ChannelsAudiences- What types ofcontent do youproduce?- What communicationchannels do you currentlyuse to share this content?- Who are theprimaryaudiences?E.g. Chief ExecutiveBlogShared via Trust website,stakeholder newsletter andFacebookAll stakeholders1
(b) Analysis of Current Approach- What are the strengths and weaknesses of your current approach toproducing and sharing content?- What opportunities existing to improve the way you produce and sharecontent? What are the potential threats to the success of your contentmarketing?StrengthsWeaknesses- What are the strengths of yourcurrent approach to producing andsharing content?- What are the weaknesses of yourcurrent approach to producing andsharing content?OpportunitiesThreats- What opportunities existing toimprove the way you produce andshare content?- What are the potential threats tothe success of your contentmarketing?(c) Key Issues- What are the most significant issues that have arisen from the above auditand analysis?- What are your priorities as a result?Xxx3. Objectives- Based on the analysis to this point, what are your content marketingobjectives?- These objectives should closely reflect the key issues and priorities youhave identified in the previous section.- They should also reflect any other marketing and communicationsobjectives that may be relevant.Xxx2
4. Target Audiences- Who are the target audiences for your content?- What is the best way to share content with these audiences?AudienceContent Sharing Methods- Who are the target audiences?- What is the best way to sharecontent with these audiences?E.g. GPs and practice staff GP e-newsletter GP section of Trust website LinkedIn5. Brand Story- What are the key messages that you would like to communicate throughyour content?- What do you want your content plan to say about your brand?- What other elements of your brand would you like to reflect throughoutyour content?Xxx6. Channel Plan(a) Proposed Channels- What communications channels do you intend to use to share yourcontent?Xxx3
(b) Content Types- What types of content to you intend to share with your target audiences?Content TypeCommunication ChannelsAudiences- What types ofcontent do youintend toproduce?- What communicationchannels do intend to sharethis content via?- Who are theprimaryaudiences?E.g. Trust performance Trust website, stakeholderinfographicnewsletter, Facebook and TwitterAll stakeholders7. Processes- How regularly will you produce content?- Who is responsible for producing the different content?- What is the process for producing and sharing the content?Content TypeResponsibilityFrequencyProcess- What types ofcontent willyou produce?- Who isresponsible forproduction?- How oftenwill it beproduced?- What is theprocess forproducing it?Monthly Information teamto provide data Comms Team tocreate contentusing infogramE.g. TrustperformanceinfographicInformation Team4
8. Content Schedule- What will you publish?- When will you publish it?- Where will you publish it?PublicationDateE.g. 1/11/15WhereTwitterContentTypeTitleCategoryKey MessagesInfographicHow weperformedin OctoberPerformancedata The Trust was one ofthe top performers inthe UK for A&E e Bloggs,InformationManager
9. Resource Requirements and Budget(a) Staff Requirements- What staff requirements are required to deliver this plan?Xxx(b) Budget Requirements- What budget is required to deliver this plan?Xxx10. Evaluation- How will you evaluate the success of this plan?- What tools will you use to track performance?ObjectiveMetricAnalytics Tool- What is yourobjective?- What metrics willyou use to monitorperformance?- What analytics toolwill you use to trackeach metric?E.g. Increase websitetraffic by x%Visits to website viasocial media sitesGoogle Analytics6
11. Action Plan- What specific actions are required to deliver this plan?- When will they be completed?ActionE.g. Set up Instagram profileCompletionDateNov 157Month12 3456
Content Marketing Plan Template Last Updated: 1. Rationale 2. Audit of Existing Content 3. Objectives 4. Target Audiences 5. Brand Story 6. Channel Plan 7. Processes 8. Content Schedule 9. Resource Requirements and Budget 10. Evaluation 11. Action Plan 1. Rationale - What is the mission statement for your content marketing plan?
