A Content Marketing Plan for 2020
when we have to start thinking about our content
marketing plan for the upcoming year and this year we got you totally covered
with a complete content marketing plan what we like to call the napkin content
strategy it's a one-page simple but super effective way of planning your entire
content marketing strategy and I'm actually going to let you in on every single
detail we released this earlier this year inside of the business launched and I
can't wait for you to access that because we're also including a free
downloadable template that you can print out fill out and literally have ready
to go as you plan out the strategy for this year coming up hey if you're new
around here welcome to the channel we cover marketing and business strategy
tutorials just like this one so definitely consider subscribing if you want to
learn how to uplevel your online marketing I'm so excited for today's episode
we're gonna roll the tape on the exact lesson that we have inside the business lounge
number one to give you just a little bit of a taste of what that membership is
like and number two so you can follow along the downloadable template which
we've linked in the description box below the snap-in content strategy will
take you less than 10 minutes to fill out and it'll help set the foundation for
any other strategy that you want to layer on top of its I'm so excited to get
started without further ado let's roll the tape and make sure you stay till the
end because we have something really special we want to share with you so
welcome to the napkin content strategy so excited to walk through this with you
so I had it an amazing quote from Lee odden which is content isn't King it's
the kingdom and if there's something that we are doubling down on in our
business this year its content creation it just works it helps to differentiate
our brand and it's absolutely necessary to grow an audience in my opinion now
the beautiful thing is that got her the day when you need dozens of pages to
map out alleged content strategy we're focusing on simplifying like I said
before and that's why I feel like this napkin content strategy is so powerful
so here are the key questions that I want you to start asking yourself as
you're going through this process number one what macro content will I create
right this is your pillar content this is the actual content.
How to create a content marketing plan for 2020
- Carry out a content audit. ...
- Set content marketing goals. ...
- Carry out audience research. ...
- Determine the type of content to publish. ...
- Create a content calendar. ...
- Have a plan for content promotion. ...
- Measuring your content marketing success and ROI.
You will be creating long-form whether it's in video or
a blog podcast SlideShare speaking engagements newsletters I'm not sure what
that specific format is the we're really focused here is on the actual macro
content right how are you going to be delivering that content and then of
course on what channel will you create it right whether it's on YouTube or it's
gonna be via podcasts or it's going to be on your actual blog the next one is
how will I repurpose macro content into micro content right so a big
differentiy differentiator here macro content is your core pillar content
long-form content right and then micro content is that are those snippets of
content air sharing on social media the year were purposing into quotes into
tips in two short videos into testimonials in to case studies right those are
all the small aspects of your long-form content that you're splintering right
and a repurposing and sharing on social media to drive traffic to your website
so how will you distribute that micro content right on what channels are we
gonna be using Instagram ray maybe if you're using Facebook are you gonna use
Facebook groups or pages are gonna be using LinkedIn all those are great
questions to ask so how will you listen to your audience and this is something
that we are 100% gonna be implementing way more this year so when you publish
your macro content it might be a good idea to wait one or two days before you
create micro content around it just to see how people respond what are some of
the comments that they share what is their general reaction and depending on
where you're at in the success path right if you're in the hustle stage you're
growing that audience and maybe you don't have a large following so you don't
necessarily can get a lot of feedback right away but if your breakthrough you
know profit or scale this is a great thing to implement is listen to your
audience and then create micro content around what really speaks to them so
let's say that they loved you know like the first part of a video or a question
that you asked or some kind of call to action that you shared you can splinter
a shorter version of that content piece into that micro content and you can get
tons of feedback on what really resonated with them so that's how you can
listen to your audience right and then next is how will you measure your KPI is
how will you measure your progress or key performance indicators very simple
very straightforward so I'm going to show you a side by side kind of you know
contrast between this page and the next one which is where you're going to be
filling out all of the stuff on your own and we're actually gonna do it
together or not you're not gonna do it on your own but we're gonna do it
together and we're going to do that right now wonderful so here we are on the
second page and this is what I want you to either print out or fill out on your
computer the first thing that we're really gonna focus on is what are you what
are gonna be your macro content channels as well as your micro content channels
so highly recommend this again keeping it as simple as possible I want you to
focus as much energy and effort into one or two you know channels that are
really gonna help you get a lot of that exposure and a lot of traffic so let's
say that for you this is going to be a blog that you're then going to repurpose
into a newsletter and those are going to be your macro content channels right
that's it that's all you're gonna focus on maybe if you're a little bit more
advanced and you want to do video you could do video a blog article and a
newsletter and those are your long-form piller you know content that's how
you're going to be sharing and distributing that content maybe you have a
podcast so that might be a podcast and a blog podcast blog slash article right
those are going to be your macro content channels and maybe.
You want to splinter that eat a little bit more into
micro content so you're gonna list out your micro content channels these are
usually your social media channels so I don't want you to go crazy and notice
that there is a difference between a Content channel that you're going to focus
on right that's going to be kind of like your core content channel versus a
channel that you're just gonna distribute information on you're not necessarily
going to really hustle and focus on that one so micro content here could be
Instagram and maybe you're gonna use LinkedIn and maybe you're also going to be
repurposing this blog or article on Pinterest so again keeping it simple I know
I added three here but if you're just getting started stick to one or two micro
content channels at the most you don't have to be everywhere all at once build
on your progress once you have one channel down in you're getting momentum and
you're seeing that your audience is growing and you're getting traffic and
you're getting sales then you can move on and add more content channels but you
don't have to be everywhere at once especially if you don't have a team that
can support you in repurposing this content so let's keep it as simple as we
possibly can okay all right so now let's get into our actual napkin and start
filling all of these things out you have your focus for your micro content and
your focus for your macro content now let's lay it out here right so again
taking that same information and putting into what is going to be your core
macro content channel so one right so in this case the podcast it's really
what's going to fuel the blog or the articles that we're going to write so the
podcast is what we're going to write here similarly if you have YouTube channel
and you're going to be sharing videos then you're gonna do video right here if
you're just gonna be writing your you know pillar content or your micro content
and it's going to be blog one channel right and of all of these you can't have
other macro content channels that are going to support your core one right so
this one could be our blog and then you could also do your articles maybe
you're also going to be sharing it on medium and that's a quarter four goal
right once you get all this set up you might be showing it on me and that's
gonna be an add-on but it doesn't have to be something that you're gonna work
on right now now if you have something else like let's say that you want to
also share this and the newsletter which I highly recommend that you do to your
list that's where you would have it here and we can also add it up here so that
we have clarity next we're gonna figure out our micro content so we're only
gonna focus on Instagram LinkedIn and Pinterest right still Instagram we're
gonna be sharing posts in the feed we're also going to be sharing Instagram
stories and we're also going to be sharing in LinkedIn posts I'm what else we
have Pinterest we're gonna be sharing Pinterest pins and that is it that is our
micro content strategy that is it we're gonna keep it simple and sweet next if
we're going to talk about how will I listen to my audience right.
So how is it that I'm going to figure out how people
are reacting so maybe your strategy is I'm going to wait two days until after I
should say after I publish my blog or my podcast I should say to see what
people's response is then I'll create micro content around that specific
takeaway right this is an advanced strategy it doesn't have to be what you are
going to be creating if you're just getting started so what would this look
like if you're just getting started very simple all you're gonna do is you're
going to check engagement traffic and open rates on my newsletter every week
very simple right straightforward how will you measure your progress so let's
talk about specific kpi's you want to check for if you're on LinkedIn Instagram
and Pinterest you're going to check for repin x' you're going to check for
linked in linked in engagement all right and you're going to check for open
rates via email and maybe we add here click-through rates to CTR simple
straightforward that's how you're gonna know whether you are progressing and
the last question is what are one two three ways that I can leverage my core
channels to really get to the next level so here's where I really want you to
think about okay what are your core micro content channels right so your macro
content channel when we're talking about core that's the pillar Channel here
it's the podcast it could be your YouTube channel it could be um you know your
blog so how are you going to leverage that what is one or two things that you
can do to further grow it so maybe you're gonna focus on doing three to four
collabs with other Creators this year maybe you're gonna focus on doing more
interviews on other people's podcasts and maybe you're gonna go in here and
you're also going to make sure that you are doing more solo shows right to
showcase your authority.
So these are just examples of what you would use as
part of this process we're going to focus on one two three ways you can
leverage your core channels you can also do a mix and match and say okay I'm
gonna do one or two ways that I'm going to leverage my podcast which is my core
macro Channel and one or two ways that I can leverage Instagram which is going
to have the majority of my attention on my micro content channel so very simple
very straightforward you're just getting all your thoughts into one piece of
paper and once you're done with this you're gonna print it out if you have not
already you're gonna make sure that you put in a place where you can revise it
if you have a peg board or you have you know some kind of of wall space where
you can hang this up and see it every day wherever you're working highly highly
recommend doing this and so hopefully it gets your juices flowing it helps you
stay super focused and it simplifies the process of figuring out your content
strategy I'd love to hear from you now please go over to the forum or the
Facebook group and let me know did you complete your napkin content strategy
what was your takeaway is what are some of the questions that you might have I
love to help guide you through this process thank you so much for watching and
I will catch you in the next lesson wasn't that simple a full on content
marketing plan in just one page through our napkin content strategy I hope that
you're going to be implementing all of this into your content marketing plan
for the upcoming year and now it's your turn I would love to hear from you what
is the biggest takeaway you've had from this video I always believe that
keeping things simple instead of over complicating things is the way to go with
business no matter how advanced you are in this amazing journey we call
entrepreneurship so I'm really excited to hear from you definitely leave me a
comment in the description or sorry below the description in the comment
section below I'm always so excited to kind of read through your you comments
and then answer any questions that you might have and yes this is the exact
same lesson that we release earlier this year inside the business knowledge so
if you've been wanting to join I highly recommend that you sign up for early
bird list it's going to be linked in the description box below because this
Black Friday something big is coming we're gonna be releasing some really cool
things inside the membership that will only be available for it that limited
amount of time so if you're interested in joining and becoming a part of the
community so I was accessing our 30 plus course library access to my personal
feedback q and A's and all the amazing good stuff that's inside that community
highly recommend signing up for the early bird list.
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