June 11, 2020

Content Marketing Plan To Connect With Your Audience

How exactly do you position content to connect with your audience?

Do you think a content marketing plan that attracts leads and prospects is just about the headlines, search engine optimization (SEO) and copywriting?

Or is there more to it?

Do you practically break out in hives when you think about all the steps to do keyword research?

When I first started creating content for my business, I was super-focused on being strategic. Then I just started enjoying it.

And that was better - much better.

Don't get me wrong, I still do a my keyword research and check my SEO plugin (try Yoast or RankMath for WordPress) to make sure I'm on track for my content marketing plan.

However, what I've learned over the last six years since I started my business, is that I can do a much better job of helping people when I focus on that.

content marketing plan

I Plan Out My Content For The Month, And Then For Each Week.

My months have a theme or plan, as do the weeks within each month, so I'm talking about topics that I know are important to my potential clients and students.

How do I know this?

Well, I did the research.

In fact, I do the research every 3 to 6 months to update my info.

How can you put this content marketing plan to work for your business?

I'm so glad you asked. 🙂

Do the work to know your audience very well. What keeps them up at night? What are the desires & problems?

Most importantly...

What Is The Primary Problem Or Desire Where You Are Looking To Help Them?

Keep digging - find some key phrases or words that keep coming up in your research. The, use a keyword tool (like Google Keyword Planner Tool, which is free.

These steps help your content find its way in front of those ideal prospective clients.

They also help you know that the topics you choose for content are relevant for your target audience.

Because you've done the work 😉

For example, I know my audience wants to learn about

  • lead generation & list building
  • sales conversions
  • client journey (retention & referrals)
  • ways to increase profits

There's always some things that come along with this, like marketing strategies & tools, personal development, and mindset.

So, these are the areas where I focus.

Facebook marketing is something I love teaching and the reason I became a Certified Facebook Marketing Consultant.

However, my deeper passion lies in the client experience and helping business owners build an army of raving fans - because that's where the real magic lies.

What Are The Top 3 Problems And The Top 3 Desires Of Your Target Audience And Your Perfect Clients?

How can you find the right words to talk about your solutions to these problems? What outcomes can you discuss relating to their desires?

Here are a few ideas...

Weight Loss: help them lose weight or help them fit in those skinny jeans (or *gasp* a bathing suit)

Personal Finance: help them get debt free or help them effortlessly plan for travel in retirement

Crochet or Knitting: help them learn that stitch they just cannot master or help them have the most requested baby shower gift in the family

Lead Generation for other Businesses: Help them get people in the door or onto their email list...

You get the idea.

Here's a Facebook Live I did on this topic to help further illustrate:

Now it's your turn...get clear about your audience and what they want. Then give it to them.

You can also check out this post about building an audience that engages.

Do the research, find those keywords they are already searching for, and start joining that conversation they are already having in their heads....

Join the conversation and let me know what you think - how can you apply this in your business this week?

Resources: Google Ads (Google Keyword Planner Tool), SEO Plugins - try Yoast or RankMath (for WordPress)


content marketing, content marketing plan, content marketing planning, content marketing strategy, content strategy, google keyword planner tool, inbound lead generation, lead generation, search engine optimization, social media calendar

About the author

Penny Kelley is a marketing expert and industry leader with over 25 years of experience. She is a mentor and changemaker who founded Marketing Profit School in 2014 and developed our PROFIT Pillars specifically to help ambitious entrepreneurs and aspiring leaders create a personalized system for predictable growth to soar past plateaus into long-term prosperity.

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