You are required to develop an e-marketing plan for a product or service for an organisation you have access and authority to do so. If you do not have access to an organisation you should use a simulated business as the basis for your plan. Your plan must meet all legislative and organisational requirements.
Your e-marketing plan must include:
- An action plan
- A schedule
- A monitoring strategy
- Evaluation methods
This document should be a comprehensive look at everything you plan on doing over the course of the next month, quarter, or year. It should be extremely detailed, including every medium you plan on using, how you plan on using it, and what outcomes you hope to see. This document will be long, but it should have answers to any potential questions that anyone can ask.
As such, this means breaking your plan down into six elements: –
Sstands for Situation Analysis– which means where are we now?
O stands for Objectives which means where do we want to go?
S stands for Strategy which summarises how we are going to get there.
T stands for Tactics which are the details of strategy.
A is for Action or implementation – putting the plan to work.
C is for Control which means measurement, monitoring, reviewing, updating and modifying.
E–marketing means using digital technologies such as websites, mobile devices and social networking to help reach your customers, create awareness of your brand and sell your goods or services. The basics of marketing remain the same – creating a strategy to deliver the right messages to the right people.
An e–marketing plan is a strategic document developed through analysis and market research that aims at achieving marketing objectives via electronic medium. The idea is very similar to the classical marketing plan as they both aim to support a general business strategy
You are required toprepare and evaluate a website marketing strategy for an organisation you have access and authority to do so. If you do not have access to an organisation you should use a simulated business as the basis for your strategy. Your strategy must meet all legislative and organisational requirements.
Your website strategy must include:
- An understanding of website marketing objectives
- Strategies for a website as a marketing tool
- Review of current website against marketing objectives
- Recommendations or improvement or alterations
- An evaluation of the websites data recording, contacts and feedback mechanisms
- An overview of your strategy and recommendations
- Justifications for your strategy and recommendations outlining their effectiveness once implemented.
You are required to, in your plan:
1) Define your goal.
What’s your aim for developing a content marketing plan? Why do you want to produce content and create a content marketing plan? Know your goals before you begin planning, and you’ll have an easier time determining what’s best for your strategy.
2) Conduct persona research.
To develop a successful plan, you need to clearly define your content’s target audience — also known as your “buyer persona”.
This is especially important for those who are starting out or are new to marketing. By knowing your target audience, you can produce more relevant and valuable content that they’ll want to read and convert on.
If you’re an experienced marketer, your target may have changed. Do you want to target a new group of people or expand your current target market? Do you want to keep the same target audience? Revisiting your audience parameters by conducting market research each year is crucial to growing your audience.
3) Run a content audit.
Most people start out with blog posts, but if you want to venture out and try producing other content pieces, consider which ones you want to make. For instance, if you’ve been doing weekly blog posts for the past year, creating an ebook that distills all your blog posts into one ultimate guide would be a one way to offer information in a different format. We’ll go over several different types of content you can use further down on the list.
If you’ve been in business for a while, review your content marketing efforts and the results from it in the last year. Figure out what you can do differently in the upcoming year and set new goals to reach. (Pro tip: Now is a great time to align your team’s goals with the rest of your organization’s goals.)
4) Determine a content management system.
Have a system in place where you can manage your content. A few vital parts of content management include content creation, content publication, and content analytics.
If you’re a HubSpot customer, you can plan, produce, publish, and measure your results all in one place using HubSpot software. Other content management system options include CoSchedule and WordPress (although we can’t speak to the full range of capabilities of these sites).
5) Brainstorm content ideas.
Now, it’s time to start coming up with ideas for your next content project. Here are some tools to get the wheels turning:
- HubSpot’s Website Grader:HubSpot’s Website Grader is a great tool to use when you want to see where you’re at with your marketing. From your blogging efforts to your social media marketing, Website Grader grades vital areas of your marketing and sends you a detailed report to help you optimize and improve each area. With this tool, you can figure out how to make your website more SEO-friendly and discover new content ideas.
- What To Write:Get your mind gears going with What To Write’s unique content idea generator. This tool asks you questions that will help jumpstart your brainstorming. It also generates several blog post ideas for you after you’ve completed the questions, so you can use those ideas in your content marketing plan.
- HubSpot’s Blog Topic Generator:Get blog post ideas for an entire year with HubSpot’s Blog Topic Generator. All you need to do is enter general topics or terms you’d like to write about, and this content idea generator does all the work for you.
- Feedly:This popular RSS feed is a wonderful way to keep track of trendy topics in your industry and find content ideas at the same time.
- Buzzsumo:Discover popular content and content ideas at Buzzsumo. Buzzsumo uses social media shares to determine if a piece of content is popular and well-liked, so this information will help you see which content ideas will do well.
- Content Forest:Content Forest offers free tools, which include KeywordKiwi and ContentIdeator. These tools will help you find popular content from your competitors, effective keywords to use in your content, and great content ideas all in one spot.
- Blog Post Headline Analyzer: CoSchedule’s tool analyzes headlines and titles and provides feedback on length, word choice, grammar, and keyword search volume. If you have an idea in mind, run a few title options through the Headline Analyzer to see how you could make it stronger, and to move your idea further along in the brainstorm process.
6) Determine which types of content you want to create.
There are a variety of options out there for content you can create. Here are some of the most popular content formats marketers are creating and tools and templates to get you started.
If you haven’t already noticed, you’re currently perusing a blog post. Blog posts live on a website and should be published regularly in order to attract new visitors. Posts should provide valuable content for your audience that makes them inclined to share posts on social media and across other websites.
Ebooks are lead generation tools that potential customers can download after submitting a lead form with their contact information. They’re typically longer, more in-depth, and published less frequently than blog posts, which are written to attract visitors to a website. Ebooks are the next step in the inbound marketing process: After reading a blog post (such as this one), visitors might want more content from an ebook and submit their contact information to learn more valuable information for their business. In turn, the business producing the ebook has a new lead for the sales team to contact.
Templates are a handy content format to try because they generate leads for you while providing tremendous value to your audience. When you provide your audience with template tools to save them time and help them succeed, they’re more likely to keep engaging with your content in the future.
Infographics can organize and visualize data in a more compelling way than words alone. These are great content formats to use if you’re trying to share a lot of data in a way that is clear and easy to understand.
Videos are a highly engaging content medium that are shareable across social media platforms and websites alike. Videos require a bigger investment of time and resources than written content, but as visual marketing increases in popularity, it’s a medium worth experimenting with.
Starting a podcast will help audiences find your brand if they don’t have time or interest in reading content every day. The number of podcast listeners is growing — in 2016, an estimated 57 million people listened to podcasts each month. If you have interesting people to interview or conversations to host, consider podcasting as another content format to experiment with.