Building Your Content Plan

Content leadership is the practice of both content creation and content curation. The true content leader knows how to use both in a perfect blend that allows target audiences to identify you as a true leader in the field. Content leaders are consistent in four areas including successful search engine results, a consistently planned editorial calendar, frequent call-to-actions, and a dynamic social media presence. They put the content matrix to work for them, speaking to multiple target segments with serialized marketing messages through multiple social media channels. However, the key to making it all run consistently and on-brand is a dynamic rolling editorial calendar. Therefore, in this chapter, we continue your planning processes by teaching you how to transfer your content matrix into an implementable editorial calendar. This will be one of the final planning stages before you are ready to launch your inbound marketing campaign.

LEARNING OBJECTIVES

• Review the marketing plan stages for both traditional and digital forms of marketing.
• Understand the importance of consistency and how to use an editorial calendar to stay on track.
• Learn how to transfer the content matrix into a 45-day rolling editorial calendar.
• Identify opportunities to use call-to-actions on site to motivate readers to action.
• Provide an opportunity to creatively connect content with calendar events.

Below you will see your chapter content and assignments. You need to check your course syllabus for the due dates for each of these assignments. Each assignment will have different instructions regarding the submission process, so please pay careful attention to the directions, including due dates, as to garner full course credit for the assignments.