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Tuesday, May 22, 2012

Do You Set the Right Goals for Your Content Marketing Plan?

Unsurprisingly, every marketing strategy revolves around getting attention for a product or service. John has to decide what he wants to achieve for his service.

Editor's note: This post is part of a ongoing series telling the story of John, a small business owner who creates his first online marketing plan using the Audience Creator with the help of Tim, a Content Marketing wizard.

Last episode: Introduction of the players


Wizard 1 - Goals 



The First Simple Step


Content Marketing Wizard 1 Goals
'Nice to meet you, Tim,' John says to Tim.

'Aye,' Tim replies, 'nice to meet you too.'

Tim, you should know, just likes to say ‘Aye’ for dramatic effect.

'Right,' says John, 'have a seat. As you can see, I have already hooked up my laptop to the beamer, so we can both have a good look.'

On the wall, the starting page of the Content Marketing Wizard is displayed.

'Aye, that is my system,' Tim says. 'What you see there is a wizard to generate new leads. It comes with a manual, examples and template documents. Both the cooking utensils and the recipe, so to speak. It is up to you to come up with the ingredients, and that is why I am here. I am here to coach you along the way.'

Tim wiggles his eyebrows in what he considers to be a wizard-like fashion.

John at this point just nods.

'I can see you are hesitant,' says Tim, 'but not to worry. When we are done, you’ll have a better understanding of what Content Marketing is about, and a system to do it with. You will have created a general marketing communication plan, and have a system for creating effective content.'

'Alright,' says John, 'let’s be bold, I’ve never gone there before.'

Excellent, Tim says. The first part of the Content Marketing Wizard is about the plan. We will figure out what it is you want, and how to get it. In other words: we will create a Marketing Communication plan. This we do with the Audience Creator. If you'll open the Audience Creator template*, we can get started.

Wizard 1.1 - Product or Service


'Okay,' says Tim, 'tell me first, what is it you do?'

'Well,' says John, 'we have all the regular activities you expect from a fitness center but we also do outdoor activities, which is not that common in our line of work. We have developed an outdoor program especially targeted at business groups, so employees can exercise together.'

'Aye,' says Tim, 'you’ve taken the first step. Your services are outdoor activities for business groups. We have established what your content, you stories will be about. Enter that in the document.'

John opens the Audience Creator template*, and enters:

Service: 
outdoor corporate fitness program for employees (local)


In the next episode 1.2, John decides his market.


The entire story of John and Tim is also available for reading on your computer or other mobile device. Get it from Amazon or Smashwords.

Looking for more information and instructions on how the Audience Creator wizard can work for you? Learn more.

About the Author(s): This article was written by Ronald Kloots and Arno van Boven of Content Marketing Wizard.

*Audience Creator template is only available in the Wizard Circle.

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