Build a content marketing plan

By the end of this module you will understand how to develop an initial content marketing plan

Following the initial business audit, you now have a clear sense of what are the core objectives of your business sponsor and their products and services.

The next step is to understand how to source content and locate the target audience across social channels for the organization. For this we will need to distill the organization down into a number of keywords and associated hashtags which will form the basis of the content marketing plan.

Keywords are those 1- or 2- or 3- word combinations that describe the product. We will use these to find popular hashtags being used in social media and to locate valuable 3rd party content sources (such as related blogs or online magazines).

Let’s use an example product of an app for watching video in the enterprise. We’ll follow these steps to build the content marketing plan for the product:

a) Identify keywords related to the product

A good starting point here is to look at how the business describes the product, by taking a look at the website and other digital channels. In our example, you may see words like:
“online video platform”
“enterprise video suite”
“enterprise video platform”
“enterprise video app”
“enterprise webcasting”
“ondemand enterprise video”

Definitely think about casting the net as wide as you can at this stage: we’ll narrow it down shortly.

b) Use a search engine for competitive analysis

To grow the list even wider, you can search on the terms you have identified on a search engine like Google, and take a look at competitor websites. For instance, searching on “Enterprise video platform” and looking at the top product sites throws up terms like:
“video training”
“video enterprise applications”
“enterprise youtube”

You may also uncover more broadly related online movements and memes, eg:
“BYOD” (bring your own device)
“future of work”
“enterprise collaboration”

To help organize your research, you can use this template spreadsheet.

c) Locate popular Twitter hashtags around these terms

The next step is to investigate these terms to see which are most popular and most relevant on social media. For this we will use the service. For instance, ‘Enterprise video’ produces the following visualization:


The larger the circle, the more popular the hashtag. Terms like “onlinevideo”, “mobilevideo” and “collaboration” could be interesting to explore.

However, many of these hashtags may only be loosely related to the area of business you are focusing on (eg. “sharepoint” which may not be relevant in our example). As you click on the terms, take a look at the sample Tweets on the right of the page to assess whether the conversation around the hashtag is on-topic.

As you find potential hashtags, update the table to build out a comprehensive list (ideally around 10-15 suggested keywords).

d) Use IBM Watson Services on Bluemix to discover the personality style of the business sponsor

The IBM Watson Personality Insights service uses linguistic analytics to infer cognitive and social characteristics, including Big Five, Values, and Needs, from communications that the business sponsor has posted on Twitter.

Use this Bluemix Watson Service to determine the personality of the business sponsor and compare against competition Twitter handles.

e) Locate relevant sources of information

In addition to finding Twitter hashtags covering the conversation, you also need to locate relevant articles and news sources which you will curate.

You can start by using the Google News Search ( and entering the keywords you identified in sections (a) and (b). For our Enterprise Video example, here are some potential sources:

TechRadar Pro (
Streaming Media (
WhaTech (

Note it is important to record both the name and the URL of the sites you identify.

Feedly (, a tool to identify and follow blogs may also be useful. In the B2C space, Alltop may be useful ( and in the B2B space, you may find useful presentations on Slideshare (

f) Create an initial Content Marketing Plan

You will now have the ingredients necessary to construct the initial Content Marketing Plan:

  • Keywords/hashtags
  • Sources of content for curation

Use this template document to record this information and share it with your sponsor business.

Download Content Marketing Plan Template

You are now ready to embark on the next phase of the Nustory Project: curating valuable content on Twitter!

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