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.

Canva

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..

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