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Read Marshall Simmons’ Blog post at the link below:

It can seem like magic. How do marketers conjure customers

to buy the product or service they’re selling? It’s not hocus pocus or smoke in mirrors. It is far less exciting than any of those side-show tricks.

To reach their target customers, marketers use content marketing tactics like blog posts, eBooks, case studies and social media. All of these channels are part of a content strategy that directs the content creation efforts you execute to meet the company’s marketing goals.

A content plan, on the other hand, is the blueprint that defines the assets and steps needed to implement your content strategy. Let’s learn more about the difference between a content plan and a content strategy.

What Is a Content Plan?

A content plan defines all the marketing assets and content creation that you’ll need to implement your content strategy. That includes all the digital marketing channels and tools that you’ll need to create, publish and manage your content.

Some examples of marketing assets that could be part of your content plan are a content management system, social media platforms, search engine optimization (SEO) tools, analytics, blogs, white papers and other related items. You determine which marketing assets to use by analyzing your target audience.

There are many content channels that can be exploited in your content plan, but each must align with your branding.

Your content strategy also needs to integrate with your marketing funnel. A marketing funnel is generally broken up into four stages: awareness, consideration, conversion and decision. You can direct content to any of those stages, but always with the purpose of lead generation.

Whatever your content plan, as you develop and finalize it, it should be shared among the entire marketing department. Everyone on the team should be on the same page, know how the pieces of the content plan work together and how they relate to the overall content marketing initiative.

What Is a Content Strategy?

We’ve mentioned content strategy, but don’t confuse that with a content plan. The content strategy outlines your company’s content marketing goals and how to achieve them. It’s a high-level view of your content creation efforts, which guides the creation of your content plan….Read More »

The post How to Create a Content Plan and a Content Roadmap appeared first on ProjectManager.com.
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Read Jennifer Bridges’ Blog Post at the link below:

What Is a Business Case? A business case is a project management document that explains how the benefits of a project overweigh its costs and why it should be executed. Business cases are prepared during the project initiation phase and their purpose is to include all the project’s objectives, costs and benefits to convince stakeholders of its value.

A business case is an important project document to prove to your client, customer or stakeholder that the project you’re pitching is a sound investment. Below, we illustrate the steps to writing one that will sway them.

The need for a business case is that it collects the financial appraisal, proposal, strategy and marketing plan in one document and offers a full look at how the project will benefit the organization. Once your business case is approved by the project stakeholders, you can begin the project planning phase.

…Watch »

The post How to Write a Business Case appeared first on ProjectManager.com.
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