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Content Marketing Plan for Publishers

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A content marketing strategy isn’t going to just appear out of thin air and then execute itself. A good content marketing strategy and successful execution of that strategy requires careful planning.

Content marketing is what’s hot right now, and producing good content is what keeps publishers and affiliates in the game. This is why mobile bloggers rely so heavily on content to generate views and monetize their sites. Infinigraph.com’s Chase McMichael said one thing 2013 proved was that quality content is now the way it is and that creating user engagement and getting social shares are the way to a brand’s success.

But you shouldn’t create content just for content sake. Some think forcing content out regularly is going to benefit them no matter how it’s written, but it’s not. If content isn’t problem solving, interesting, informative or inspiring, it’s not going to generate traffic or revenue.

This is why as a publisher you need a content creation and promotion plan. When you don’t have a plan, it’s hard to know what you need to do and whether or not you’ve accomplished what needs to be done. With all the mobile bloggers and sources out there for people to get information from, you can’t afford to do this the wrong way, and not setting and following a plan is the wrong way.

Several things go into making the right content creation and promotion plan. In order to fully understand how to create a new plan or improve your current one, let’s divide this into two strategies and look into the best ways to plan and execute each.

Content Creation Strategy

First, brainstorm content ideas and goals. As you’re brainstorming, keep your target audience in mind so you pick topics that appeal to them. When it comes to creating content ideas, think like a journalist. Be narrative, not sales pitchy. Content that has an editorial flow and voice, and also aligns with your brand and its audience will get you the traffic and revenue you want.

As you’re brainstorming content ideas, consider the three types of content that can help you bring in more leads — interactive, collaborative and real-time. Also, think about how you can repurpose certain content topics. If you’re able to create multiple pieces of content from one idea, it extends the life of your content and makes your life a little easier.

Once you have ideas in your head, put them into an editorial calendar. An editorial calendar is an organized way to put all your thoughts, ideas and plans into one place, and it lets you connect your content creation strategy with your execution strategy. You most likely won’t follow this editorial calendar exactly, but it’s a great outline that’s always there reminding you to be consistent with producing and sharing content and achieving your goals.

Remember as you’re brainstorming and setting goals to set your expectations appropriately; aim high but don’t set them so high that you know you won’t reach them.

Content Promotion Strategy

Now that you have your content creation strategy set, it’s time to figure out your plan for promoting it.

A great place to start is with social media. At the end of 2013, there were over 1.15 billion users on Facebook and then hundreds of millions on other social sites, like Twitter and Google+. Digital Insights also found that social media creates nearly double the marketing leads of PPC, daily mail and others. So share your content through multiple social media sites. But you can do more than just share content. You can also engage your audience and interact with them by asking questions or posting images, videos and audio tracks that go along with your brand and content topics.

Next, reach out to other bloggers. Creating and building relationships with influencers in your industry is a smart thing to do, especially when your audience follows them. When you have a relationship with these other bloggers, they can share and help promote your content, which helps generate more traffic by bringing new readers to your site.

Paid promotion is another way to promote your content. Native advertising and promoted tweets or Facebook ads are paid options you can try out. A service you can also look into is Outbrain, which lets you recommend and advertise your content on other quality publisher sites to get your content exposed to new audiences.

With your content promotion strategy, you want to deliver a wide rage of content — text articles, videos, audio tracks, images, SlideShare presentations — across multiple channels. And you want to do so regularly to let your audience know you’re “always on” with your content. You want your online audience to think of you like one of their favorite TV shows, where they regularly expect new and exciting content from you.

Last year, eMarketer estimated that nonvoice mobile activity was going to account for 20 percent of media time, which if you think about it is plenty of time to engage your mobile audience with your content. So in order to stay relevant in this industry, you must create and follow through with a content creation and promotion strategy that allows you to produce and share compelling, interactive content that people are going to read, comment on and share with their online friends and followers.