If you’re unsure about how to promote your brand online, or you’re tired of wasting money on social media that doesn’t deliver a return, you need a plan that delivers results. Here is a process for thinking about how to create a content plan that aligns to your business objectives. To discuss, contact us today: fbcworks.com

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Building Your Brand Online:
How to Create a Content Plan
Contact:
Abbey O’Neal
Principal & Chief Brand Strategist | ao@fbcworks.com | 303.642.5461
FACTOR Branding, LLC 2017 © Not for duplication or republishing without explicit permission.
If you’re unsure about how to promote your brand online, or you’re tired of wasting money
on social media that doesn’t deliver a return, you need a plan that delivers results.
Here is a process for thinking about how to create a content plan that aligns to your
business objectives.

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Social Media has Become Social
Engagement
Digital has become a part of our every day and nearly, our every action. We
are all online consumers in some way or another. Every person spending
time online is a potential customer of a brand that also exists online, which
means…
A brand not participating in the social conversation is one that will
be left out of the buying decision.
Here’s the key - a brand must participate in this conversation in a
meaningful way.

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Social media and content shared
without intent simply becomes
background noise.

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Online Brand Marketing
Impactful social promotion is only as strong as the brand strategy
that stabilizes it and the content plan that guides it.
To achieve the greatest results, a company must:
1. Be clear on the brand purpose or promise
2. Characterize the types of customers it needs to reach
3. Determine where and how it makes most sense for the brand to be in the digital realm
4. Curate content that…
a) Corresponds with the brand promise
b) Supports the customer experience
c) Speaks to relevant customers
5. Promote content on social platforms when and how customers engage on each
6. Understand how social media metrics translate to customer conversion
7. Measure content reach and response, as well as activity and behaviors of customers
who engage
8. Iterate content and promotion methods, as necessary

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Online Marketing with a Purpose
A few things to remember:
• All customers make buying
decisions in stages
• Depending upon a range of factors,
customers move through each
stage at their own pace
• Some customers may skip one
stage or more
• Customers with different
preferences look for certain types of
information during any particular
stage
When a brand uses social media, every action must tie to an objective. Using the
customer lifecycle stages as a guide, consider the patterns and preferences of your
online audience.
Standard Customer Lifecycle

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Online Content by Stage
Standard Customer Lifecycle
Articulate brand messages, promise,
differentiators and the like
Inform and educate customers, and
encourage them to want more
Predict questions customers have before
purchase and address these concerns
Certain types of content has been shown to resonate better with customers at each point of the
buying decision-making process. Some content types fit better with a brand than others. It’s also
important to be realistic about the types of content you’re able to create.
Stage-Appropriate Content Should:
Make buying process effortless and incite
customer use
Promote happy customer experiences and
advocate benefits of brand selection to new
customers

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Online Content Types
Remember, not all content should be promotional. Content to reach customers in earlier stages of the
lifecycle can be brand-specific or offer general information. The key is to post regularly and avoid too
much duplicate content, (whether you own the content or share from other sources.)
Topics covered will and should vary and content type can include any mix of the following:
• White papers
• eBooks
• Original articles/blog posts
• Infographics
• Industry news
• Executive interviews
• How-To guides
• FAQs
• Product landing pages
• Animated demos
• Product, customer or news recap videos
• Media coverage
• Case studies
• Customer testimonials

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Online Content Considerations
When it comes to content, your digital plan should define the:
• Types of content you want to pursue and promote
• Social platform on which the content makes most sense
• Calls to action to include, when appropriate
• Ways to measure consumption of the content
• What steps customers take to get to the content and where they go next, when
possible
Other factors to think about:
• Who, in your organization, will need to create/contribute to the content
• Who, in your organization, can gather data to show customer conversion

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A Plan Fit for Your Brand
Promoting your brand via social median and having a content plan steeped in
strategy isn’t challenging. Though there is no such thing as a one-size-fits-all
approach.
To achieve results requires intention, often, iteration, and a common
understanding of what success looks like.

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• Are you ready for your brand to make a bigger impact online?
• Are you investing in social media tactics but unsure how to measure ROI?
• Are your social media efforts not converting customers?
Contact us today and we’ll get to work creating a plan fit for your brand.
Let’s get started.
Abbey O’Neal
fbcworks.com
303.642.5461
Take Action