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Write a content marketing plan

Keep your online content fresh and engaging to attract customers.

On this page

  • Develop a content plan for your online content
  • Define your goals and research your customers
  • Measure your results and adapt

How a content marketing plan will boost your business

A good content plan will:

  • bring you new customers
  • encourage your existing customers to buy more
  • make sure your content is consistent and regular
  • provide you with back up content.
Use our free content plan template below to start mapping your online content. 


Content marketing plan template (XLSX 11.34 KB)XLSX icon

Five steps to get started

1. Define your goals 

A content plan will work best if it links back clearly to the business goals you've defined for your website and other online channels. Your existing marketing plan is a great place to start. Use it to write down what messages you want to convey to your audience, build a strategy and schedule and stick to it. Avoid being aimless and scattered - it's best to be specific and realistic about your scheduling.

2. Know your audience 

Find out where your audience 'hangs out' online - are there industry forums, online communities or other websites that are doing really well in your space? Reading forum posts, comments and social media chatter will also keep your finger on the pulse of what your audience wants to read about -and how they speak. It's important that your content isn’t a one-way stream. Take the time to tune in to what your customers and competitors are saying and use that information to shape your messages.

3. Research your content and be discoverable

Search keywords, fresh content and trend awareness will help people discover your content. Use Search Engine Optimisation (SEO) on your website and other online content so you're getting the best ranking that you can in search results - making it more likely that your content will be discovered and read. Discoverability should also be about promoting your content.

There are many free and low-cost tools that will schedule Tweets, Facebook posts and LinkedIn status updates to go out once you've done a website update or blog post. Find other websites or people who would find your content useful and share it with them.

4. Tell a story, update regularly

You will retain more loyal readers with regular monthly articles than spoiling them with daily posts for a first week and then disappointing with a few weeks of silence.

5. Measure your results and stay on track

Tracking and analytics should be part of your plan, with results regularly gathered and reported on. This insights can help a business redirect its campaign when certain elements aren’t working, ensuring success and boosting return on investment (ROI).

Social media analytics are a great way to get information on campaigns specific to various social media sites. Google Analytics can help provide insight on customers and audience search habits, both on PCs and mobile devices. Sprout Social and Hootsuite provides social media analytics, with reports customised to your needs.

Case Study: Building a business blog

'The traffic was amazing - I would have been crazy not to add the website'
Melanie Stapleton, Cecilia Fox

Read more about Building a business blog

The team from Cecilia Fox setting up for a function