Project NameAugust 8, 2015

Defining the PlanPart III of an idfive Content Marketing Plan

Part III - Defining the PlanThis is where the rubber meets the road. The culmination of Part I + II – Situation Analysis + Strategy Development. idfive has provided these templates to help bring your plan to life. Use them as a starting point to develop an executable content marketing plan. Feel free to modify them as needed. They’re just suggestions.

Define the Audiences

Primary

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Who are they? How can we be there for them?

What are their demographics? What content matters to them? What can we teach them? How can we entertain them?

What do they think of us? What do we want them to think of us?

What do they want? What can we give them?

Secondary

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Who are they? How can we be there for them?

What are their demographics? What content matters to them? What can we teach them? How can we entertain them?

What do they think of us? What do we want them to think of us?

What do they want? What can we give them?

Catchy Persona NameBrief description/ “thumbnail sketch” of persona. Try to encapsulate their personality, attitudes, and needs in a few sentences. Be creative!

Background• Education• Career• Other relevant facts

Demographics• Age• Gender• Annual income range

Representative Image

Make Them Real

Identifiers• Adjective

∙ Why?∙ Why?

• Adjective∙ Why?∙ Why?

• Adjective∙ Why?∙ Why?

Catchy Persona Name, continued...

Goals• Goal 1• Goal 2• Goal 3

Challenges• Challenge 1• Challenge 2

Opportunities• Opportunity 1• Opportunity 2

Influencers• Media: • Relationships:

Catchy Persona Name, continued...

Power Mom Mandy, CPACan climb mountains in high heels, but stalled at mid-level manager rung on career ladder. Looking for a Masters degree in Finance to make the ascend.

Background• Has held 2-4 serious jobs• Young family

Demographics• 35-45 years old• Female• $85k-$100k

EXAMPLE

Identifiers• Busy

∙ Raising a family∙ Working full-time

• Dependable∙ Working, firm middle-class foundation∙ Basic building blocks: House, kids, cars, etc.

• Antsy∙ Career mid-life crisis∙ Ready to take classes to give you specific skills

Power Mom Mandy, CPA, continued...

EXAMPLE

Goals• Earn a Masters in Finance• Keep her full-time job• Earn Masters within three years

Challenges• Can’t commute to every single class• Needs the extra skills in Finance to pursue other job opportunities

Opportunities• (BRAND) Earn a Master online and on campus • Receive professional advice from professors and expand professional

network

Influencers• Media: Financial Executive Publication, Pinterest, LinkedIn• IRL: Colleagues, Friends, Mentors

Power Mom Mandy, CPA, continued...

EXAMPLE

Define the Channels

What?(type of content (e.g. 30 second video))

When?(how often will it be published?)

Who?(who will be responsible for publishing in this channel?)

Why?(why does this channel fit overall strategy?)

Target?(who are the target audiences?)

KPIs?(how will we measure success?)

Channel Overview

What?(type of content (e.g. 30 second video))

Articles responding to timely topics. Approximately 800-1200 words.

When?(how often will it be published?)

Weekly

Who?(who will be responsible for publishing in this channel?)

Executive Editor

Why?(why does this channel fit overall strategy?)

Develop thought leadership in industry category.

Target?(who are the target audiences?)

Industry thought leaders.

KPIs?(how will we measure success?)

Connections, comments, sharing.

Channel OverviewEXAMPLE

Define the Content

Type of content(type of content (e.g. 30 second video))

Frequency (how often will it be published?)

Creator(who will be responsible for publishing in this channel?)

Channel(what channels will these be shared on?)

Audience(who are the target audiences?)

KPIs?(how will we measure success?)

Repurpose method(how can you repurpose this content into other content forms)

Content Overview

Criteria Poor Good Excellent

Audience Relevance

The content is probably not relevant to the target audience(s)

The content is somewhat relevant to the target audience(s) but may not address their immediate developments, issues, or challenges.

The content is highly relevant to the target audience(s).

Industry Relevance

People who follow this industry would not find this piece of content relevant to them.

People who follow this industry would find this piece of content somewhat relevant to them but it may not address immediate developments, issues, or challenges being faced by this industry.

People who follow this industry would find this piece of content extremely relevant when considering current industry developments, issues, and challenges.

TimelinessThe content does not relate to a recent event, trend, or news item.

The content relates to a somewhat recent event, trend, or news item, but may not offer a new or unique viewpoint.

The content is immediately relatable to a current event, trend, or news item and offers a unique viewpoint on the topic.

Shareability

The content does not relate to a recent event, trend, or news item.

Members of the audience may feel some interest in sharing this content, but may have reservations because it lacks in timeliness, relevance, or style.

Members of the target audiences would be eager to share this content because of its timeliness, relevance, and style. Sharing this piece of content would potentially raise their status among their peers.

Readability/

Experience

The content uses language and sentence construction that the target audiences would find hard to read or overly simplistic

The content uses a few words and/or sentence structures that the target audiences might find hard to read or overly simplistic.

The content uses language and sentence structure that will resonate with the kinds of content the target audiences most frequently experience.

Style/Tone

The overall style/tone of the content does not seem appropriate for the intended audience(s and the desired brand experience.

The overall style/tone of the content generally seems appropriate for the intended audience(s) and desired brand experience, but may lack elements that would engage those audiences.

The overall style and tone of the content is entirely appropriate for the target audience(s) and fully communicates the desired brand experience. Target audiences will be engaged by this content.

Strategic Content Rubric

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Criteria Poor Good Excellent

Length

The length of time it takes a member of the target audience to experience the content (read, listen, view, etc.) is too long or too short for the medium in which it will be released.

The length of time it takes a member of the target audience to experience the content is generally appropriate for the medium, though the content could use some trimming or additional exposition.

The length of the content is ideal for the medium in which it is being published.

Multimedia

The content does not include any multimedia content or includes content that does not expand upon, enhance, or otherwise support the main idea(s) of the content.

The content includes at least one multimedia element that somewhat expands, enhances, or supports the main idea(s).

The content includes appropriate multimedia that expands, enhances, and supports the main ideas of the content.

References

The content states facts or assertions without providing any reference to their source.

Most of the facts or assertions made in the content provides references to their source.

All facts and assertions provide references to their origin.

SEO/Metadata

The final content submitted does not include any metadata information that could assist SEO efforts. The body of the content contains few (if any) relevant keywords.

Most of the facts or assertions made in the content provides references to their source.

The content includes a complete set of relevant metadata and contains numerous and appropriate instances of relevant keywords in the body.

Mechanics

Most of the facts or assertions made in the content provides references to their source.

Most of the facts or assertions made in the content provides references to their source.

The content contains no spelling, punctuation, grammar, or formatting errors.

Brand Alignmen

t

Most of the facts or assertions made in the content provides references to their source.

Most of the facts or assertions made in the content provides references to their source.

The content appropriately adheres to published brand standards and will enhance the overall brand experience of the target audience(s).

Strategic Content Rubric (Continued)

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Roles and Staff

Define Publishing Process/Personnel

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Ideate: Identify/Assign

Topic

Create:Write/Design

Content

QC:Final Review for Quality &

Legal

Edit:Review &

Revise

Publish:Publish & Promote

Extend:Leverage & Repurpose

Learn:Measure &

Analyze

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Project NameAugust 8, 2015

ContactTo learn more about Parts I+II or to discuss your next

projectchris.smith@idfive.com | 443-610-7288