The next step is building the business plan for content marketing. With content marketing being so new for most organizations – and it tending to involve so many different parts of the business – it’s often difficult to identify the “hard benefits” or “numbers” that are going to really drive business value. Metrics associated with content marketing are usually increased brand awareness, brand attitudes, brand attachment and brand associations. Others include price premiums, market share and profitability. Ultimately, content marketing drives brand equity, which leads to creating a sustainable competitive advantage, the ultimate goal for an organization to achieve.
Like any good business plan, the business plan for content marketing answers five questions succinctly: