How to Create a Marketing Plan like a CMO

Do you have a content marketing strategy? Do you create content at all? In this episode, Davey and Krista discuss how to put together a content marketing strategy like you’re the CMO of your business.

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Find it Quickly (in the Episode):

0:00 Intro
5:22 How to create a marketing plan like a CMO
5:44 Some people have no problem creating content
5:56 Some people struggle with the overall vision of implementing the content
7:18 Just get started creating content
8:14 Your business will grow and evolve as should your content
8:48 Create a marketing plan in 3 steps
9:25 Step #1 Vision and content planning
9:41 Map out the customer journey in a timeline format
12:15 Create your customer avatar
16:25 What action do you want people to take?
17:06 Step #2 Implementation and create systems
18:02 People want to focus on creating a core piece of content
22:40 Step #3 When thinking about content, you need an idea of the resources you have in place
26:21 Stay consistent and constantly go back to reference customer journey and avatar

Episode Resources

• Super Simple Guide to Email Marketing
  Deliverability – 7 Tips for a Better Mailing List
  Lead Generation post
  Free template for Lead Generation
  Hubspot
  Ashlyn Carter

Episode Outline

STEP 1: Define your customer avatar and customer journey.

• Define your audience. Who is your content for? If you haven’t developed client or customer avatars. Do so. Understanding your audience will help you…
  • Meet them where they’re at…
    • What platforms are they on? What channels do they use to consume content?
    • What are they struggling with? What questions do they have? Where are their hopes and dreams?
• Define your customer journey. At what point do people seek a business with your solution?
  • Start thinking through what kinds of problems people face along the way. 
  • What kinds of hesitations do they have? 
  • If someone decides to go in a different direction, why they do they typically do so?
  • These questions will help you create content around the aspects of the funnel. The idea is that your content moves people through the funnel?
• What action do you want people to take?

STEP 2: Plan your content.

• The middle step is to plan content. Check out our episode on the two steps of effective marketing (which will release the week after this episode). We go in-depth about how to create content. You might even pause here and come back, but that episode is a must-listen.
  • How often should I publish content?
  • What platforms should I publish on?
  • Do I need to create different content for different platforms?
  • What “buckets” / topics of content do I need to create?

STEP 3: Create a system for creating and sharing your content.

• Do you have someone on your team to plan and execute?
  • As the business owner, you should always be part of the planning, but you can bring people in to help you with this if it’s not your strength or you need an outside perspective.
  • This needs to be done. There are three options:
    • Complete it yourself. Probably necessary in the beginning—but totally doable.
    • Hire an internal team.
    • Hire an external team. Good contractors exist! Find them,
  • Consistent execution is about having a system in place.
    • Who on your team is responsible for each phase of planning and executing?
    • What is feasible with the team that you have?
    • Create a workflow and don’t reinvent the wheel.
• Planning
  • What’s feasible?  What resources do you have?
    • On your team
    • The ability to farm out
    • Stick to what you can manage well vs lots of out of control volume