Every business wants more leads, and generating more of them isn't as difficult as you might think. A well-thought-out and crafted content marketing plan could easily triple your leads.
\nYou have a website and you even have a blog, but are you using it? If your blog isn't providing you with relevant leads, read on.
\r\nThere are various ways to generate online leads for your business, but content marketing should be the foundation of your strategy. Not only is content very affordable, it's also highly effective. Great content marketing can generate three times as many leads as pay per click and four times as many leads than traditional outbound marketing.
\r\nHowever, to get these results, you need a solid plan. Nearly 63% of business don't have any documented content strategy plan. If you're starting out on your marketing journey, a downloadable blog content scheduling tool can be found here.
\r\nGone are the days of articles filled with clunky keywords; search engines are more sophisticated now and employ complex algorithms. Using repetitive words and inappropriate practices, like keyword stuffing, will reduce your ranking on Google.
\r\nDespite the changes in the algorithms, keyword research should still be an integral part of your content marketing plan. Research helps you understand what your audience is searching for so you can create content to meet the needs of your audience.
\r\nKeyword research gets very technical, but don't get overwhelmed in the complexities of competition and search volume. Instead, use your research to come up with content ideas, outlines and article titles. You'll likely find groups of related keywords together; these phrases and groups of words will help you hone in on your target audience. Consider using the phrases as subheadings for your articles. Google gives more credence to phrases and short groups of words than just single words.
\r\nEvery article or piece of content you produce must have a clear and specific goal. It's entirely possible for you to have more than one goal for your article. Some examples of goals you might set include:
\r\nBy keeping these goals in mind when you create content, your efforts are more targeted, and you're more likely to achieve your goals. For example, if you want your reader to sign up for your monthly product newsletter after reading your blog post, you'll need to point out the benefits to the reader and add several clear calls to action in the article.
\r\nDon't just quickly draft an article and publish it. It's crucial to plan each article thoroughly. Planning requires taking the time to create an outline that is then used to flesh out the full piece of content.
\r\nDon't outsource your content-generation efforts to anyone who doesn't have deep experience in your business or market. Part-time school kids will be the death of your efforts and do nothing more than make you look foolish. Presenting your company to the world takes time, insight and deep thought.
\r\nRefer to your keyword research when creating the structure of your outline. Your draft should also include your overall content goals, the format of the content piece, internal and external links to include, the target audience, and how you will promote it.
\r\nThe format of your content pieces is a key part of your content marketing strategy. Choose a few standard formats for all of your written content. Standardizing your style will create consistency and help build brand awareness.
\r\nSome ideas for content formats might include:
\r\nThe formats you choose are mostly a personal decision tailored to your organization. It's helpful to see what others in your industry are doing, as well as what organizations outside your industry are doing. Looking outside your industry will give you additional content ideas.
\r\nOnce you've planned and outlined several months' worth of content, schedule it. Stick to the plan and consistently post your content to build a loyal reader base. Consistency could be daily, weekly or monthly depending on the content and format you've chosen. You're likely to see quicker results from Google the more frequently you post content, but don't get too hung up on frequency – it's better to produce high-quality content consistently rather than filling your site low-quality meaningless blog posts and social updates.
\r\nIf you have any topics that are seasonal, or essential to your company, schedule them accordingly. Your scheduling matrix, or spreadsheet, should include dates for when content is created, who the author is, who edited the piece, when it will be published, and when and how it will be promoted. Be sure to allow a time buffer for any unforeseen events that could occur.
\r\nWhether you're promoting your content by email, LinkedIn, Twitter or Facebook, it's essential to choose the best times to post to garner the highest level of reader engagement possible. A few Google searches will show you the best times to publish on each platform; use that as a guide but not gospel. Depending on the volume of content, there are an array of automation tools for posting content available.
\r\nIt's OK to repost an article that you published a few months ago. People tend to read what's in front of them today. It's alright to repost articles as long as you don't repost the same old information.
\r\nYou're not done just because you wrote and published an article. Your next step is ongoing analysis to improve your content and dial it into your exact audience and their needs. Remember, you, your content, your customer and your industry are continually evolving – so, too, must your content.
\r\nSchedule a day on the calendar each month to review how your content's performance. If you have one or two pieces of content that are getting more attention, find out what's unique about that piece and replicate it.
\r\nFinally, take time and massage your old content for a new audience. Edit and add some relevant updated information, links and photos. Editing older articles can take far less time than creating a brand new piece from scratch and can improve the performance of the article.
\n","docType":"article","guid":"articles_ee98f45c92aefcb0d216287acf799bc9","lastModified":"2019-06-30T17:00:00.000Z","published":"2019-06-30T17:00:00.000Z","structuredData":null,"subtitle":"Content marketing should comprise the foundation of your marketing strategy.","template":"v1","title":"How to Write a Content Marketing Plan That Will Increase Leads","type":"article","author":{"avatar":null,"bio":"AJ now dedicates his career to serving the pallet management needs of Fortune 1,000 companies, both at regional and national levels. Currently, he focuses on eliminating supply chain inefficiencies, building successful relationships, and uncovering hidden cost savings for manufacturers and distribution centers. \r\n\r\nWhen not working closely with the entire solutions team, AJ enjoys spending time with family and friends, skiing, mountain biking and hiking in the Rockies.","name":"AJ Cheponis","image":null,"slug":null,"social":{"facebook":"","linkedin":"","twitter":null,"website":"https://www.benchmarkpallets.com/"},"status":"enabled","title":null,"type":"New BDC Member","user":{"imagePath":"https://staging.business.com/images/uploads/user/profile/89f095b98accddaeee6ced379786f573f458d.jpg","profile":{"company":"Straightline Consulting Group","jobTitle":"President, Talent Optimization Consultant","website":"https://www.straightline.consulting/"}}},"breadcrumbs":null,"channels":{"primary":{"name":"Marketing","slug":"marketing"},"sub":{"name":"Marketing Solutions","slug":"marketing-solutions"}},"meta":{"robots":"index, follow","description":"A well-planned and executed marketing plan can easily triple your leads. Here's a guide to creating your own content marketing plan.","title":"Increase Your Leads With a Content Marketing Plan - business.com"},"parsedContent":{"toc":[{"id":"research-your-keywords","title":"Research your keywords."},{"id":"determine-your-content-goals","title":"Determine your content goals."},{"id":"develop-an-outline-of-your-content","title":"Develop an outline of your content."},{"id":"establish-a-publishing-and-promotional-schedule","title":"Establish a publishing and promotional schedule."},{"id":"review-and-analyze-content","title":"Review and analyze content."}],"json":[{"component":"p","children":["Every business wants more leads, and generating more of them isn't as difficult as you might think. A well-thought-out and crafted content marketing plan could easily triple your leads."]},{"component":"p","children":["You have a website and you even have a blog, but are you using it? If your blog isn't providing you with relevant leads, read on."]},{"component":"p","children":["There are various ways to generate online leads for your business, but content marketing should be the foundation of your strategy. Not only is content very affordable, it's also highly effective. Great content marketing can generate three times as many leads as pay per click and four times as many leads than traditional outbound marketing."]},{"component":"p","children":["However, to get these results, you need a solid plan. Nearly 63% of business don't have any documented content strategy plan. If you're starting out on your marketing journey, a downloadable blog content scheduling tool can ",{"component":"a","props":{"href":"https://www.benchmarkpallets.com/blog-content-schedule","target":"_blank","rel":"nofollow"},"children":["be found here"]},". "]},{"component":"h2","props":{"id":"research-your-keywords"},"children":["Research your keywords."]},{"component":"p","children":["Gone are the days of articles filled with clunky keywords; search engines are more sophisticated now and employ complex algorithms. Using repetitive words and inappropriate practices, like keyword stuffing, will reduce your ranking on Google."]},{"component":"p","children":["Despite the changes in the algorithms, keyword research should still be an integral part of your content marketing plan. Research helps you understand what your audience is searching for so you can create content to meet the needs of your audience."]},{"component":"p","children":["Keyword research gets very technical, but don't get overwhelmed in the complexities of competition and search volume. Instead, use your research to come up with content ideas, outlines and article titles. You'll likely find groups of related keywords together; these phrases and groups of words will help you hone in on your target audience. Consider using the phrases as subheadings for your articles. Google gives more credence to phrases and short groups of words than just single words. "]},{"component":"h2","props":{"id":"determine-your-content-goals"},"children":["Determine your content goals."]},{"component":"p","children":["Every article or piece of content you produce must have a clear and specific goal. It's entirely possible for you to have more than one goal for your article. Some examples of goals you might set include:"]},{"component":"ul","children":[{"component":"li","children":["Establish your authority in your area of specialty rather than trying to be all things to all people."]},{"component":"li","children":["Build brand awareness."]},{"component":"li","children":["Convert readers into mailing list signups and capture contact information."]},{"component":"li","children":["Attract social media shares and gain visibility."]}]},{"component":"p","children":["By keeping these goals in mind when you create content, your efforts are more targeted, and you're more likely to achieve your goals. For example, if you want your reader to sign up for your monthly product newsletter after reading your blog post, you'll need to point out the benefits to the reader and add several clear calls to action in the article. "]},{"component":"h2","props":{"id":"develop-an-outline-of-your-content"},"children":["Develop an outline of your content."]},{"component":"p","children":["Don't just quickly draft an article and publish it. It's crucial to plan each article thoroughly. Planning requires taking the time to create an outline that is then used to flesh out the full piece of content."]},{"component":"p","children":["Don't outsource your content-generation efforts to anyone who doesn't have deep experience in your business or market. Part-time school kids will be the death of your efforts and do nothing more than make you look foolish. Presenting your company to the world takes time, insight and deep thought."]},{"component":"p","children":["Refer to your keyword research when creating the structure of your outline. Your draft should also include your overall content goals, the format of the content piece, internal and external links to include, the target audience, and how you will promote it."]},{"component":"p","children":["The format of your content pieces is a key part of your content marketing strategy. Choose a few standard formats for all of your written content. Standardizing your style will create consistency and help build brand awareness."]},{"component":"p","children":["Some ideas for content formats might include: "]},{"component":"ul","children":[{"component":"li","children":["Long-form pillar articles"]},{"component":"li","children":["Step-by-step guides"]},{"component":"li","children":["Thought leadership articles"]},{"component":"li","children":["Industry news pieces"]},{"component":"li","children":["Case studies or whitepapers "]}]},{"component":"p","children":["The formats you choose are mostly a personal decision tailored to your organization. It's helpful to see what others in your industry are doing, as well as what organizations outside your industry are doing. Looking outside your industry will give you additional content ideas. "]},{"component":"h2","props":{"id":"establish-a-publishing-and-promotional-schedule"},"children":["Establish a publishing and promotional schedule."]},{"component":"p","children":["Once you've planned and outlined several months' worth of content, schedule it. Stick to the plan and consistently post your content to build a loyal reader base. Consistency could be daily, weekly or monthly depending on the content and format you've chosen. You're likely to see quicker results from Google the more frequently you post content, but don't get too hung up on frequency – it's better to produce high-quality content consistently rather than filling your site low-quality meaningless blog posts and social updates."]},{"component":"p","children":["If you have any topics that are seasonal, or essential to your company, schedule them accordingly. Your scheduling matrix, or spreadsheet, should include dates for when content is created, who the author is, who edited the piece, when it will be published, and when and how it will be promoted. Be sure to allow a time buffer for any unforeseen events that could occur."]},{"component":"p","children":["Whether you're promoting your content by email, LinkedIn, Twitter or Facebook, it's essential to choose the best times to post to garner the highest level of reader engagement possible. A few Google searches will show you the best times to publish on each platform; use that as a guide but not gospel. Depending on the volume of content, there are an array of automation tools for posting content available."]},{"component":"p","children":["It's OK to repost an article that you published a few months ago. People tend to read what's in front of them today. It's alright to repost articles as long as you don't repost the same old information."]},{"component":"h2","props":{"id":"review-and-analyze-content"},"children":["Review and analyze content."]},{"component":"p","children":["You're not done just because you wrote and published an article. Your next step is ongoing analysis to improve your content and dial it into your exact audience and their needs. Remember, you, your content, your customer and your industry are continually evolving – so, too, must your content."]},{"component":"p","children":["Schedule a day on the calendar each month to review how your content's performance. If you have one or two pieces of content that are getting more attention, find out what's unique about that piece and replicate it."]},{"component":"p","children":["Finally, take time and massage your old content for a new audience. Edit and add some relevant updated information, links and photos. Editing older articles can take far less time than creating a brand new piece from scratch and can improve the performance of the article."]}]},"resource":null,"sponsorship":null,"thumbnail":{"path":"https://staging.business.com/images/content/5d1/627cf5a215e8b588b4567/1500-0-","caption":"Jirapong Manustrong/Shutterstock","isBlurred":false},"bestPicks":null},"related":{"relatedArticles":[{"title":"Analyze This: The Comprehensive Guide to Email Analytics","canonical":"https://www.business.com/articles/analyze-this-the-comprehensive-guide-to-email-analytics/","slug":"analyze-this-the-comprehensive-guide-to-email-analytics","thumbnail":"https://www.business.com/images/channel/marketing.jpg","dek":"Learn the critical metrics for email marketing from six of the world's top email marketing experts.","lastModified":"2016-04-11T16:00:00Z","published":"2016-04-11T16:00:00Z","sponsored":false},{"title":"Step-by-Step Guide to Social Media Marketing for Small Businesses","canonical":"https://www.business.com/articles/social-media-marketing-guide/","slug":"social-media-marketing-guide","thumbnail":"https://www.business.com/images/content/5f2/b26d79c658aa0158b4567/1500-0-","dek":"Social media marketing is a key part of modern business. Here's a step-by-step guide on how to start a successful strategy.","lastModified":"2020-08-06T10:36:00Z","published":"2020-08-06T10:36:00Z","sponsored":false},{"title":"How to Create an Effective Survey","canonical":"https://www.business.com/articles/build-a-better-survey/","slug":"build-a-better-survey","thumbnail":"https://www.business.com/images/content/5d5/9a36d9c658ab24a8b4569/1500-0-","dek":"Don't spend hours building customer surveys that no one cares about. Here’s what you’re doing wrong.","lastModified":"2019-08-19T20:00:00Z","published":"2019-08-19T20:00:00Z","sponsored":false},{"title":"How to Manage Digital Marketing for Small Business","canonical":"https://www.business.com/articles/the-digital-marketing-revolution-and-how-small-business-owners-can-keep-up/","slug":"the-digital-marketing-revolution-and-how-small-business-owners-can-keep-up","thumbnail":"https://www.business.com/images/content/5db/99fc09c658a1b268b4579/1500-0-","dek":"As the digital marketing landscape changes and evolves, what small business owners need to know in order to stay ahead of the curve.","lastModified":"2019-11-01T18:00:00Z","published":"2019-11-01T18:00:00Z","sponsored":false},{"title":"Why and How to Create Video Content to Help Your Business","canonical":"https://www.business.com/articles/video-content-marketing-for-business/","slug":"video-content-marketing-for-business","thumbnail":"https://www.business.com/images/content/5e0/698359c658a464e8b456e/1500-0-","dek":"Find out why viewers respond to video content marketing and how it can help your business.","lastModified":"2020-07-23T17:48:00Z","published":"2019-12-30T13:00:00Z","sponsored":false},{"title":"30 Tools Guaranteed to Increase Your Online Content Marketing Presence","canonical":"https://www.business.com/articles/30-tools-guaranteed-to-increase-your-online-content-marketing-presence/","slug":"30-tools-guaranteed-to-increase-your-online-content-marketing-presence","thumbnail":"https://www.business.com/images/channel/marketing.jpg","dek":"Learn the top 30 tools online that will boost your efficiency, ROI, and reach as a content marketer.","lastModified":"2016-09-30T18:00:00Z","published":"2016-09-30T18:00:00Z","sponsored":false},{"title":"9 Lead Conversion Tips For Success","canonical":"https://www.business.com/articles/9-steps-to-lead-conversion-success/","slug":"9-steps-to-lead-conversion-success","thumbnail":"https://www.business.com/images/content/5d2/cf1e95a215e7d4c8b457a/1500-0-","dek":"Industry experts share insights to help small businesses capture lead opportunities.","lastModified":"2019-07-17T13:55:00Z","published":"2019-07-17T13:55:00Z","sponsored":false},{"title":"8 Ways to Build a Spectacular Online Presence","canonical":"https://www.business.com/articles/building-online-presence/","slug":"building-online-presence","thumbnail":"https://www.business.com/images/content/5dc/dfa625a215e777f8b4569/1500-0-","dek":"In order to succeed in today's climate, it is critical your business has a solid online footprint.","lastModified":"2019-11-15T16:00:00Z","published":"2019-11-15T16:00:00Z","sponsored":false},{"title":"Things You Should Know Before Hiring a Call Center","canonical":"https://www.business.com/articles/hiring-a-call-center/","slug":"hiring-a-call-center","thumbnail":"https://www.business.com/images/content/5e1/499c99c658aed258b4571/1500-0-","dek":"Hiring a call center can be a tough decision. Here's what you should know before you partner with a service.","lastModified":"2020-01-09T15:45:00Z","published":"2020-01-09T15:45:00Z","sponsored":false},{"title":"Analyze This: The Comprehensive Guide to Email Analytics","canonical":"https://staging.business.com/articles/analyze-this-the-comprehensive-guide-to-email-analytics/","slug":"analyze-this-the-comprehensive-guide-to-email-analytics","thumbnail":"https://staging.business.com/images/content/570/bb3413187b1d874ad94f6/1500-0-","dek":"Learn the critical metrics for email marketing from six of the world's top email marketing experts.","lastModified":"2017-02-22T23:58:12Z","published":"2016-04-11T16:00:00Z","sponsored":null},{"title":"5 Mobile Device Marketing Strategies for Your Small Business","canonical":"https://www.business.com/articles/4-mobile-device-marketing-strategies-for-your-small-business/","slug":"4-mobile-device-marketing-strategies-for-your-small-business","thumbnail":"https://www.business.com/images/content/5dc/300585a215eac178b4570/1500-0-","dek":"Your small business needs a mobile marketing strategy.","lastModified":"2019-11-08T20:00:00Z","published":"2019-11-08T20:00:00Z","sponsored":false},{"title":"Does Your Site Drive Success? 10 Signs You've Got a Winning Website","canonical":"https://www.business.com/articles/10-visible-signs-youve-got-a-winning-website/","slug":"10-visible-signs-youve-got-a-winning-website","thumbnail":"https://www.business.com/images/channel/marketing.jpg","dek":"These days online marketing has a lot of moving parts but your website is still central to your online success. Is yours up to scratch?","lastModified":"2016-09-27T22:00:00Z","published":"2016-09-27T22:00:00Z","sponsored":false}],"relatedReviews":[{"doc_type":"category","thumbnail":"https://staging.business.com/images/rz/5b99633151ee47a8528b4582/Call_center_bbernard.jpg","canonical":"https://staging.business.com/categories/call-center-services/","title":"The Best Call Center Services for 2021","dek":"Our team has compared the best call center services for 2021. See up-to-date reviews for the top-rated answering services.","slug":"call-center-services","lastModified":"2021-02-26T14:22:00Z"},{"doc_type":"category","thumbnail":"https://staging.business.com/images/rz/5df7b1b69c658a61728b4567/Answering_Service_scyther5_Getty.jpg","canonical":"https://staging.business.com/categories/best-answering-services/","title":"The Best Answering Services of 2021","dek":"Our teams have compared the best answering services for 2020. See up-to-date reviews and prices for these top-rated services.","slug":"best-answering-services","lastModified":"2021-02-26T14:18:00Z"},{"doc_type":"category","thumbnail":"https://staging.business.com/images/rz/5d4c65367b43741a258b4572/Laptop_Sfio_Cracho.png","canonical":"https://staging.business.com/categories/crm-software/","title":"The Best CRM Software of 2021","dek":"Looking for the best CRM software? We have easy-to-read, expert unbiased reviews and feature comparisons of the best and cheapest programs.","slug":"crm-software","lastModified":"2021-02-24T14:09:00Z"}],"relatedSponsoredArticles":null}},"pageContext":{"displayModified":"2019-06-30T17:00:00.000Z","template":"v1","title":"How to Write a Content Marketing Plan That Will Increase Leads","meta":{"robots":"index, follow"},"docType":"articles","slug":"content-marketing-plan-how-to","canonical":"https://staging.business.com/articles/content-marketing-plan-how-to/","skipTOC":false}},"staticQueryHashes":[]}