Content Marketing Strategy Guide For 2020 – 90 Day Content Calendar Template
Hey everyone! Jason here, digital marketing consultant And then this content marketing strategy guide, you’re going to get nine steps over the next 90 days to launch your content marketing machine Timestamps below, along with some other helpful videos to getting up and running with your content marketing Now, as we dive into these nine steps, it’s important that, when you jump into content marketing, you choose one medium and one platform Of course, it’s either going to be writing, that’s going to be creating videos similar to this one or podcasts, audio And so when it comes to which one to choose, it’s really important, that you actually choose one, that you can actually stick to and do Now, if you’re looking for the greatest opportunity, I personally still think YouTube and video, is at the top of the list, with blog posts coming in second and podcasts coming in third YouTube and blog posts via WordPress and trying to rank on Google, give you a tremendous amount of discoverability, especially when you have a limited marketing budget And you’re trying to get your content to rank organically Of course, we’ll talk about keywords and ranking and all that fun stuff in one of the later steps So as you dive in here, just remember that you should choose one content medium And then when we get to step number nine, you’ll see how you can take that content medium and start syndicating it across other mediums and platforms So with that, let’s go ahead and jump right in, the first step, of course is figuring out who the heck you’re writing content for, right? So hopefully you have some sort of idea of who your ideal customer is, and it’s important that you write content for your ideal customer I know that might seem obvious, but it’s really easy to get sucked into writing content that seems popular, cool, or unique, or just sounds like a good idea when it actually won’t actually contribute to your bottom line, right? Because we need to make content that is valuable to our ideal customers and attracts pretty much just our ideal customers So, to kind of figure out who your ideal customer is, just in case you haven’t gone through the process, all you need to understand is, what results are they after? And then what pain points or roadblocks are they currently struggling with? And these two questions will help you create 90 to 95 percent of every piece of content you ever need to make That’s really that simple Just going through this exercise and you’ll be able to come up with a full list of results and roadblocks, that you’re gonna be able to use as a springboard to creating your content Now I’ll link up in the cards and the description to our updated video on how to actually craft a entire unique customer avatar, for your product, service or business And this is just an example of what we go through in that video, but you don’t have to be that detailed here You just need to be able to answer the results and roadblocks questions And so once you know who the content is for, now it’s time to think about what you’re going to talk about with your content And this is going to be where your topic pillars come in So here you’re going to want to choose three to five main topics or main pillars for your content So, as an example, let’s say we’re creating content, for someone who’s trying to grow a YouTube channel Well, some of our pillars could be how to produce videos, we could talk about channel growth and then we could talk about channel monetization So just three really overarching ideas, that someone who’s trying to grow YouTube channel would be interested in So you want to look at your ideal customer avatar and then create three to five big overarching topics, that you think are going to be valuable to your ideal customer avatar And then that will give you your frame, for writing your content in the future Now, when it comes to why you should choose three to five, it’s because you want to easily have a rotation of your type of content when you’re actually producing it, right? Because if we created, let’s say three blog posts on how to make more money on YouTube, we probably wouldn’t want to post them Monday, Tuesday, Wednesday, all in a row, it would burn out your audience And it wouldn’t really make sense to post about the same thing three days in a row in one week, right? So you’re going to take these and then you’re going to assign them days or weeks in your content calendar Now actually link up in the description, to a link where you can grab our content calendar, but of course you’re more than welcome to make your own So what you would do here, is with this example, let’s say Monday is going to be all about video production and how to improve our videos And then Wednesday, we’re always going to have some sort of posts on how to make more money with YouTube And then Friday is going to be some growth tactics, right? So we have our three different pillars And then we’re going to take those pillars and start making a frame for what our content calendar is going to look like So this is going to help us make sure that we’re coming up with plenty of variety ideas, but it’s also going to keep us focused, right? Because we wanna make sure, that at the end of the day, we’re still creating content for our ideal customer and we don’t get distracted because as you go through the next step keyword research, it’s going to be very easy to try and jump outside of these topics So that’s why we want to pick the topics, pick our ideal customer And then, and only then, we look at step number three, which is going to be your key words, and we’re still in week number one here, and this is going to be the final step of week number one of your content marketing strategy
And that is going to be choosing 30 key words Now it’s important to note that we’re doing a 90 day plan and we’re already through the first week, but you’re going to need extra keywords because inevitably what you find here, might actually wind up not being such a good idea later on down the road as you begin to post content and learn more about your ideal customer and viewer So here, what you want to do, is use tools like BuzzSumo, SemRush, Answer The Public, Uber Suggest, and even the YouTube suggestions And you can even go to Google and start typing in a search, say for example, how to grow a YouTube channel And then you can actually scroll all the way down and you’ll see suggested related searches And that’s another great way to find keywords So there’s no shortage of free tools out there, you can use Now, there are paid solutions of some of these, but you definitely don’t need that for your first 30 key words Now you may be wondering, okay, there’s a little bit of a gap here, right? Because we talked about our ideal customer, we know our topics and then now we’re jumping into keywords Like how do we know what to look for, in those keyword research tools, right? We can’t just type in our topic and get a bunch of good keywords Well, that’s a great question So to bridge that gap, there are three different types of content you should be making as a business owner, specifically to attract customers and leads Yes, there’s lots of other types of content, but these three are going to perform the best when you’re trying to drive sales to your bottom line So, the first type of content you should be looking at and beginning to research is how to content So, for in our example here, we’d be looking at how to grow a channel We do searches on how to improve video quality We do searches on how to monetize a channel or how to make more money with your current videos or how to make more money with your YouTube channel And when you start with those broad searches, these keyword research tools will start to show you other ideas that are much more niched down And all I mean by niche down, is we have a really broad search And then it’s going to give you really specific searches, such as you type in how to monetize YouTube channel and you’re going to see some keywords on, how to run affiliate promotions with your YouTube channel or something, or how to get sponsorship deals with your YouTube channel Those are both deals with monetization, but they’re much more specific And so we can dive into those and figure out what specific keywords or type of videos or blog posts or podcast episode we can make specific to that keyword Now, the second type of content you should consider making, is reviews And this is simply just going pros and cons of a particular product or service Now, of course, sticking with our YouTube example again, if we go back to video production, right? Well, we could review, there are entire channels related to reviews, right? So we could do reviews of, cameras and lighting and editing software The list goes on and on, but what’s really important with your reviews is, that you review things that aren’t a direct competitor to whatever your end product or service is, right? So let’s say we were a camera shop Well, if our own branded camera or custom lighting rigs, it wouldn’t really make a whole lot of sense to create a review, comparing our custom lighting rigs or our custom cameras versus other cameras or lighting rigs on the market Why? Because it wouldn’t look genuine, right? Because there’s obviously a bias in, we think our product is better, right? But let’s say we are sticking with our YouTube example here Let’s say we’re a camera shop Then we could go ahead review different editing software or the best laptop or best desktops for video editing, right? Because we’re not selling the laptops or desktops, and we’re not necessarily selling the software as well Now of course, in this example I’m assuming, that the camera shop has its own software If you are an eCommerce store and you have five or six different kinds of cameras, and you’re not specifically attached to one of those brands, well then yes, you could do reviews on all of them, even though you sell all of them So it’s really important, just to make sure that when you’re creating the reviews, there isn’t any sort of inherent bias, that you have to try and overcome Now, the last one, number three, is going to be the decision guide Where again, you’re weighing pros and cons, but instead of talking about products and services, you’re talking about different routes to go A great example of this, is doing some sort of post or video, where you’re talking about the pros and cons of going with a professional to do something for them, versus them trying to do it on their own And so those are the three types of content, you should be really looking at to make And so with these three different types of content you can make, you’re almost ready to dive into those keyword research tools, but there’s one more thing you need to do There’s one little trap, that’s super easy to fall into, that you absolutely need to avoid So here’s what you need to do, before you dive into those keyword research tools, you know the three types of content to make, you have your three to five topic pillars You also need to make sure, that you are looking at keywords, that are relevant to where your ideal customer is in their journey, right? So someone who is brand new to YouTube, is going to want different types of content, than someone who has been on YouTube four to five months, right? There’s a difference in their experiences And so we need to understand, are we talking to the person who is six months or a year in, are we talking to someone who’s one to three months in?
So here’s an example of how that might play out So we have here, how do I get views? How do I get more subscribers? And then how do I rank videos and keep them ranked? Obviously this last one, these last two examples, that’s not going to be helpful to someone who’s on week number one or two of YouTube, because they don’t have any videos, right? They haven’t had six months to see some of their videos, not ranking Just like if we talk about how to rank your first video for someone who’s less than a couple of months in, someone who’s over a year, a veteran, that’s not going to matter to them Because they’ve tried to rank multiple videos and they’re much more likely to be interested in content, that talks about how to re-rank current videos or how to fix old videos versus how to rank their very first one So that is all there is to it, to your keyword research So hopefully you have enough, you can go over to one of these tools I recommend if you’re doing YouTube, just use the YouTube search suggestions and look at those autocompletes, that is an absolute gold mine for ideas You’re just going and searching your topics, as if you were your ideal customer And then the second recommendation I have, if you’re going to be doing blogging, then going ahead and using something like Uber Suggest or BuzzSumo, those would be the top two tools for that But Answer The Public and SemRush are also a great tool You’ll just have to play with them and see which one gives you the results that you’re looking for, because you definitely don’t have to pay for any of them, they give you enough with their free plans And if you’re doing this right, and in depth, this could easily take you upwards of 10 to 20 hours to do So if this is taking a really long time, that’s okay, this is the bulk of what you’re going to be doing in week number one And what you want to do, is start filling out your content calendar, for the next 30 to 90 days And so you’re essentially just going to have at least three posts per week If you want to do five and go crazy, awesome, but at least three posts per week and whatever days of the week, you’re going to be posting, you go ahead and go through your content calendar and put in those keywords right now, because then the next, next, next step, almost the next step Next, next step, that’s going to help you, when you’re actually starting to write your hooks, but you want all of your keywords laid out and you want to know what day and specific day you are posting them Again, I’ll link up in the description, where you can grab a copy of our content calendar, that we use, using Google sheets and Excel Of course, you’re more than welcome to make your own So at this point of the process, you have your 30 key words So go ahead and give yourself a pat on the back, hit that like button, because you’re really starting to get some work done And now it’s time to sidestep, one of the biggest content creation traps And so, when we talk about content creation, it’s so, so easy to forget who our ideal customer is And just dive in, starting create content for everything under the sun in our niche And then the second big one is, spending time on things that don’t actually matter Because at the end of the day, people actually don’t really care what our logos look like People don’t really care how polished our site is As long as it doesn’t look terrible, they’re not really going to care So when it comes to your MVP, this is your minimum viable platform So you don’t want to spend more than a week, setting up your platform So if you have a blog and you never set up a WordPress blog before, go ahead and use WordPress and something called Elementor You can get it set up in a week You don’t need a fancy homepage You don’t need a fancy contact page You just need a blog, so you can start putting content on it And that’s it If you’re getting started with YouTube, well, then it’s even easier This should take you less than a day You don’t need a custom intro You don’t need a fancy logo You don’t need the best looking banner under the sun, because analytics shows us, that hardly anyone ever goes to your channel to begin with So if you just use Canva and quickly create something using one of their templates, you’re good to go So if you’re spending more than a week, trying to get your platform up and running, because it needs to be perfect, then you’re missing the point The main point, is creating the content, not polishing You can always Polish things later And people care more about your content actually being helpful, than it looking the prettiest or being the most polished from a design perspective So that does it for week number two So now we’re rolling into where the rubber’s finally meeting the road and we are going to write our hooks So this is going to be where we’re coming up with our headlines, our thumbnails, and our teasers Now, as counterintuitive as this may seem, you’re actually going to want to batch all of your hook writing, your headlines, your thumbnails, and your teasers in one fell swoop, just like you did all your keyword research upfront Because once we get to production, you want to focus a hundred percent of your processing power on production And you’ll see that when you go through this process, when you actually start making your content, there’s a lot of anxiety lifted Because all you have to do is, focus on making an awesome piece of content You don’t have to worry about, “Oh, what’s my post gonna be tomorrow” Or, “Oh, what’s my keyword gonna be” Because you’ve already made all those decisions You can just focus on making some great content, right? So here what we’re going to do this week, is we’re going to focus on writing those headlines, those teasers and those thumbnails So when I say writing thumbnails, if you’re going to have any texts on your thumbnails,
that’s what you’re writing here You don’t have to worry about designing your thumbnails, just your text on your thumbnails, right? So here’s what I recommend doing, using something called a content frame You’ll go to your platform of choice So you’ll go to Google, if you’re doing a blog post, if you’ll go to YouTube, if you’re making YouTube videos and go to Stitcher or iTunes, if you’re doing podcasts and go ahead and search your core keyword And when you’re looking at those headlines, there are three questions you want to answer, to make sure that you can write a headline and teaser combination and thumbnail text combination, that will stand out and actually speak to your ideal customer and the sea of results that are already there, right? So here’s the very first question you want to ask, what is the user intent? Then we’re going to look at the desired result and then the perceived roadblock To help make this a little more concrete, we’ll stick with our growing a YouTube example So let’s say our keyword here is how to get more views Well, the first thing we want to do, is answer what is the user intent or what are they trying to accomplish or do, or what is the main question behind this particular key word? And of course this one’s a little bit of a giveaway, but it always won’t be And of course, the question is, how do I get more views to my videos? Right? So the desired results out of that, is to get more subscribers and a bigger channel And this is where you really need to make sure, that you’re thinking about why someone is asking this question or why someone wants that result Because obviously we know that most people, they don’t just want to post a video and then get 5 million views on it and then nothing happened, right? Like that’s not really the end goal So even though someone’s saying, “I want more views”, They want more views, because they want to grow their channel, or because they want to be able to grow their channel and make more money so they can quit their job and be full time on their channel, right? So we don’t have to make that track We don’t have to go through that every single time, we made a piece of content, but we just want to ask why or so what So we’re looking at, they want to do this, so they can achieve XYZ or enjoy ABC, right? So we’re just looking one level deeper We don’t have to get copy, be professional copywriters here, but we just need to know, why they’re asking that question And then of course the final one, and this is going to be really important, is looking at their roadblocks So what do they think? Not do what we think Cause we’re experts, we know what the problem is, right? Because you’re writing the content, you’re producing the video, but what do they think, is getting in the way, of achieving the result and answering that question? And in this particular instance, it would be my channel is too small to compete and I don’t have the budget for better equipment or running advertising, right? So maybe that’s one of the reasons that they think they’re not getting more views and that’s what’s getting in the way, of them actually achieving the result that they want, which is getting more views And so if we take all three of these and put them together, we can go ahead and come up with a teaser and a headline Now a teaser is just going to be the very top of your description, or if you’re doing blog posts, it’s going to be that little text that you include, when you’re sharing your post across social media So just kind of something to get people, to click through to the actual content, right? So in this particular instance, we have how to get more views as a small channel, under 5,000 subscribers And then our teaser in this video, you’re going to learn a video ranking strategy, that allows you to compete with larger channels on YouTube, even if you have less than 500 subscribers So here we’re talking about the result that they want, which is to get more views and we’re removing some of the roadblocks or pain points that they think is in their way That is saying that they’re under 500 subscribers You could have easily said a thousand or 1500 Again, this is where you have to think about who’s my ideal customer, right? Because if you’re selling to YouTubers who are over 10,000 subs, well, then this wouldn’t be a good video idea, right? But let’s say we’re selling to new YouTubers Well then saying under 500 subscribers, clearly calls out something that they’re struggling with, the situation that they’re in and also saying, “Hey, even though you’re in this situation, this can actually work for you.” And then including here, video ranking strategy, is actually a little thing you can do, to give us just a small taste of what the unique mechanism or what the strategy is, that’s actually going to help them overcome You don’t have to explain everything And I definitely wouldn’t include that in the title, because the title should be reserved for removing those roadblocks and talking specifically to what they are trying to achieve So you can go ahead and go through this process for all 30 of your keywords And then of course, because you already have your keywords on your content calendar, you’ll go ahead and fill in your content calendar again with your titles and your teasers And of course your thumbnail text And that will be added on top of your keyword So by the end of this week, you have a fully done content calendar, right? So you are a hundred percent ready to dive in, to the hard part, which is production And from here onward, you should have a goal of producing anywhere from three to five posts a week Now, even if you’re only going to be posting three times a week, you definitely want to try and produce more than you actually post, that way you can actually begin to start getting
ahead on content and trust me when I say being ahead on content makes it a lot easier to produce the content, when you’re not stressed, that it has to go out in a few days So definitely try and commit to creating more content than you’re actually posting, this will help you keep the momentum and hey, life happens every once in a while, but you want to make sure that you set yourself up for success sticking to three or more posts per week Now the only special note I have here, because this could be a video in and of itself, I’ll link up in the cards, in the description to videos that take a deeper dive on how to make YouTube videos, if that’s what you’re interested in, then you want to make sure that you have a clear call to action, with each one of your content pieces That’s the only thing you really need to make sure that you don’t skip when creating your content, irrespective of what platform you’ve chosen So here are three examples of what a call to action could be And then of course, we’ll go through where you could actually send this traffic So the first one would just be, check out the links in the description If you remember a couple of times in this video, I’ve talked about grabbing a copy of our own content calendar, if you’re interested [rewind position 00:21:07] Now, actually link up in the description to, a link where you can grab our content calendar, but of course you’re more than welcome to make your own [00:21:17] And that’s as complex as your calls to action need to be That could have just easily been talking about an affiliate link or booking a free strategy call with me, if you were interested in learning more about how we could be helpful in developing your own content plan, right? So you’re going to want to choose one of these particular strategies Now, if you don’t have a call to action for an affiliate link or something where you’re collecting a name and email or trying to make a sale, or you don’t have a strategy call or discovery call as part of your sales process, that’s okay Then your call to action could simply be check out this other piece of content, right? And it’s okay, if you’re just pointing people to another piece of content, because eventually they’re going to see some piece of content that has a direct call to action, that will move them forward in your lead generation or sales process Not every single piece of content has to have a direct call to action, to collect a name and email, or try and make a sale And at the end of this week, you’re going to go into week number five and from week number five onward, you’re going to be posting at least three times a week And so when it comes to posting, what I mean by posting is, you simply you take your video or you take your blog posts or your podcast and you put it on the platform and then that’s it You don’t have to worry about trying to promote it across social media or trying to run ads to it Right now, you’re just focused on making the content Something that’s so powerful, when you choose one of these platforms, is content can actually begin to produce better over time So as long as you’ve chosen that focus key word, and you’re doing some basic SEO, you’re going to have your content begin to rank organically And you can always go back and start running ads to it You can always go back and start promoting it across social media, if you happen to have an audience on other platforms, which most people who are just starting out don’t, right? So it makes a whole lot more sense to spend more time and energy, creating more content while this content begins to grow and begins to inch its way up, in the search ranking So all you have to do here, is publish, commit to publishing and keep publishing Now step eight is easy, but for some reason, so many new content creators and content marketers forget to do this And that is just reply, to comments, right? These last couple of ones are just going to go on all of eternity, right? So we’re well past our 90 days with this particular one But here you want to make sure, especially if you’re on YouTube or you’re writing blog posts, you reply to any comments that you get That’s a positive signal to the different algorithms, seeing that there’s engagement on it And most importantly, you’re going to start learning about your ideal customer You’re going to start learning more about what works in your content And most importantly, what’s not working in your content And then you can start to improve your future posts because you’re actually engaging in a dialogue back and forth with the people who are ultimately going to watch the video, listen to podcast or read the blog post, right? And so you’re actually going to be able to start getting a much better picture of who is exactly being attracted by the content And you might find that you’re attracting a lot of really engaged people who are a terrible fit for your product or service, right? And so you could find through common engagement, that you actually been making the wrong type of content And then that will allow you to pivot a little bit and either change whatever your product services to match the audience you’ve built or change your content, so that you actually can potentially start attracting the right type of ideal customer And so now we are finally on step number nine, and this should only be done at week number 12, like the end of week number 12, is when you should start looking at this because you are well on your way to creating a good routine with your content posting and your content
creation and your engagement, because those three things are infinitely more important than this last one, which is syndication And so this is a quick little chart, that shows you how you can take your podcast, your blog post, or your YouTube video, and begin to syndicate it and change its content medium, to match other platforms And at the top here, with those prices, that is about what you could expect to pay, when you are hiring someone to do this for you Which is ultimately what you should do Because at this point you’ve probably gotten pretty good at writing, recording, and editing, right? So you should keep doing that That is your core competency, in your content marketing machine And as your content begins to inch up the search engine rankings, it begins to bring in those customers and bring in those sales, growing that bottom line, you can take some of that money and hire someone to begin syndicating it, across other platforms And that’s personally what I’ve, the plan I followed, and I recommend Because when it comes to content creation and trying to master one of these platforms, it is pretty much a lifetime process, right? There’s always something new to learn There’s always something that you can be improving upon and you can’t be creating better content, when you’re busy trying to slice up a blog post for an another tweet, or trying to cut down a YouTube video, so it’ll fit on a Instagram story or Instagram TV That should be done by somebody else So thank you so much for watching I sincerely hope you got some value out of this video And most importantly, you’re a lot more confident, on how your first 90 days of your content marketing will look like So go ahead and comment below, if you have any questions There those timestamps there, to help you skip around, along with those other helpful videos to jumpstart your content marketing So until the next, go ahead and hit that like button, subscribe and keep building the business you love