Another important lesson that I have learned so far in my Content Marketing course from HubSpot are the 3 crucial steps for creating your long-term content plan. The benefits from a long-term plan will help you stay organized and assist your content framework to stay aligned with the long term vision.
1. Set marketing goals
These goals should align on all levels of your company, giving you short-term motivation and long-term vision. During this step you should organize time, resources and keep in mind that each goal should be specific, measurable, attainable, relevant and timely.
2. Assess your organizations initiatives and assets
Assessing your organization’s initiatives will provide you with perspective on timelines for certain projects so you can be sure to assist other departments with key milestones. By assessing your company’s assets this means identifying the “assets” your company already uses to attract and engage your audience, whether it is social channels, a blog or other communication techniques.
3. Identify the buyer’s journey for your key buyer persona
HubSpot defines a buyer persona as “a semi-fictional representation of your ideal customer based on real data and some select educated speculation about customer demographics, behaviors, motivations and goals” while they define the buyer journey as an “active research process someone goes through leading up to making a purchase”. By understanding this process you are able to target different stages of the buyer’s journey from awareness, to consideration, to decision with the objective of educating them throughout the journey. Solidify yourself as the expert in the field so they come back to you for further questions in the future!
By intertwining a long-term plan with a content framework you are bound for success with the guardrails that will keep your content & messaging aligned with the long-term vision you hold for your brand.
To read my blog on creating a content framework, visit
To access the free HubSpot course where I learned this information, visit https://academy.hubspot.com/courses/content-marketing.
