A content marketing plan is a strategic plan that focuses on the production and distribution of content for a consumer audience. The plan ensures that content is relevant, valuable, and consistent, not only for the consumer but for the brand or company too. When planning a campaign it’s a great example of when a content marketing plan is helpful, and smart. Learn more about content marketing plans below and check out the one I’ve been working on.
The positioning Strategy Statement: King’s Town Beer Company offers students in Kingston the friendliest environment to drink crafted beer.
King’s Town Beer Company is aiming to increase brand awareness and store traffic. This will be done by targeting mature college and university students that enjoy drinking beer. Objectives will be achieved by using a campaign that runs from January to March.
The campaign will be a friendly winter theme that provides winter fun in the Kingston area and how to survive the cold weather. The winter theme will focus on showing how the brewery is the friendliest brewery in Kingston. This will be done by engaging with the community in different winter activities, such as hosting events that involve winter and beer or offering their customers something valuable or useful.
The theme will be creatively influenced by beer majority of the time. If content isn’t directly about winter, then it will somehow offer customers a convenient way to survive the cold and snow. Such as easy D.I.Y beer crafts or beer recipes using ingredients you can find at home.
The campaign will use the following content tactics: Traditional print(door hanger/ postcard), social media (Instagram, Facebook, Twitter), Videos, Vlogs/Blogs (how-tos, D.I.Y’s), in-person events.
Sample of content:
Vlog/ Video – https://www.youtube.com/watch?v=vP7UmyT3syM
Due to being a millennial, using a majority of social media & online advertising is the best way to reach their audience. Also allow content to be accessible on mobile devices – Millennials rely daily on technology on the go. Not only will social media reach their audience better, but also be more cost effective. They use less traditional advertising, but still will use promotional offers that give the consumer something of value, such as coupons or a discount. Research shows the offers value has to be worth it enough to even intrigue the consumer.
I hope my content marketing plan has gave you some insights for future campaign planning. Remember when creating a content marketing plan it takes a lot of strategic and creative thinking. The success of a company or campaign could depend on the plan too, and how well it reaches their target audience. This means it’s important to put a lot off effort, work, and research into the plan.