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Creating a Content Marketing Plan (Content Marketing, Part 3)

April 23, 2014

For content marketing to succeed, the Content Marketing Institute recommends using seven “building blocks.”

They include plan, audience, story, channels, process, conversations and measurement.

As with the definition of content marketing that CMI provides, this is marketing basics disguised as something new.  Missing from the mix is research, which is necessary when developing a plan and identifying the needs of the “audience” (i.e., potential customers).

Your “story” is your marketing message, told through a variety of “channels,” which distribute the message using a “process” that should change as social and other media evolve.