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Mike Lieberman, CEO and Chief Revenue ScientistFri, May 23, 2014 4 min read

Plan Your Inbound Marketing Content Effort Quarterly For Maximum Pop

There are a lot of little secrets to inbound marketing that generate results. One of the best secrets is understanding the rhythms. Since content is such an important part of inbound marketing, how you plan, implement and optimize your content effort has a lot to do with the success of your program.

We used to plan an entire year’s worth of content. Today, we plan content quarterly. One of the main reasons we do this is because we’ve found that you have to be agile when it comes to developing content that works.

We have also found that you need to be responsive to trends in the market. You’re going to want to “news jack” certain topics as well. Planning out content in three-month chunks helps you to be prepared for interesting events and changes in your industry, and it allows you to make adjustments based on the actual performance of your content.

To give you an example, here is a sample content plan that we have used for a client.

QtrlyContentPlan resized 600

By creating content like this and looking at it quarterly, you gain traction from your content in an integrated way – something you won't achieve if you look at these as separate tasks or disconnected tactics.

More important, by looking at the performance of this content, you’re able to make adjustments for the next quarter to improve the results of your entire content marketing effort.

If you look at the plan above, you’ll notice that the blog posts don’t have actual content titles included. This is because we like to keep the content creation for blogging even more dynamic, working on them in groups of three or four at a time. Each of those blog posts is connected to the other content in the plan.

Each blog post must have a CTA (call-to-action button) that promotes one of the other offers from the content plan. That may mean it promotes the webinar or the direct business offer. Some of the posts might promote the whitepaper. This ensures that all of the elements of your inbound marketing plan are working together to drive optimal performance.

Plans like this come along with a set of challenges. For instance, many people use freelancers to help create their content. But, if different people are working on different elements of your plan, you have to make sure the voice and tone are consistent across all of them. If you are using freelancers, it falls on you to ensure that the strategy is executed properly.

Regardless of how you execute it, use this approach to get the best results from your inbound marketing and your content creation efforts.

Start Today Tip – Now is the perfect time to start thinking about your content plan for the third quarter. If this is the first time you are creating a content plan, it might take you a couple of weeks to get all of the elements ready for prime time. Starting in July gives you plenty of time to work through any creation or strategy challenges that might pop up. Don’t forget to include the sales team in the content ideation part of your process. They often know exactly what prospects want to hear about, which provides valuable insight into what to write about.


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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.