Show Notes:
I know! It isn’t easy, right? Putting content on social media (that actually generates sales too) and making sure you’re consistent.
It takes a lot of thinking 🤔 planning 🗓️ conceptualizing 💭 and actually DOING 💪🏻 the content before you put them out in the open, in social media where everyone can see it, and finally attract future customers to whatever your life-changing offer is.
That’s why it’s always been an intimidating task.
But fret not, my friends. I have the easiest, simplest 5 steps that you can implement in the next 2 hours so you can plan your marketing content for the next 6-12 months!
🎧 Listen to the new episode of Marketing on Tap and let’s talk about how to make your life easier with these 5 steps.
Key Takeaways:
5 Steps to Create Your Marketing Plan Ahead
📌 Check your calendar and figure out what launches or promotions you have around the corner and fit your content with it — is Black Friday coming? Are you launching a book?
📌 Identify what’s your macro theme — analyze and deep dive into your content and offering. What main themes can you draw from it?
📌 From your macro theme, identify your micro theme — go another level deeper and flesh out your macro themes so you can find out what your micro themes are.
📌 Determine your content pieces — from the micro themes that you’ve dissected, determine the actual pieces of content you’re going to talk about now?
📌 Create a document or a spreadsheet where you can jot down and visualize all your content — you can usually draw many micro contents from long-form contents, so a document will help you get organized and actualize your content planning.
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Get the Transcript here:
Create a 6-Month Marketing Plan in 5 Steps
Note: We use AI transcription so there may be some inaccuracies.
Jessica Walman: Welcome back to the Marking On Tap podcast. This is Jessica, your host. I am pumped to be back. I’m actually putting this one out a couple of days late. Life got in the way. It is summertime now. My kids are on summer break out of school, which means they’re home more with me. Right. They’re homework with mom.
And I’m trying to just have that work life balance everybody wants. I feel like I do a really good job of prioritizing work and them and finding the right time. and sometimes doing ’em at the same time. Right? Taking the kids to a jump place, like an indoor trampoline place while I work for an hour or two.
but nevertheless, this is why. This episode is out a couple of days late. It is what it is. I will not feel guilty or bad about it. Neither should you if you are late putting out your content. Right? Life and family are more important. All right. So on a more marketing strategic note, today I’m gonna talk about creating your.
Six month marketing plan in, I wanna say about five steps guys. this is something, most people don’t know this, but most people know I run an agency, an advertising agency, marketing agency, overall strategic marketing plan, so what we help our clients with is paid traffic. And, the thing we do that most people don’t know is, we, on the side, will help some of our clients with their marketing content as far as planning out
their content for the next six to 12 months. Now, how cool would that be if you had this marketing plan laid out for you, content that you could put out week over week for the next six months already planned in advance for you? All you had to do was it. So much easier, right? Like when you know what you have to do, you just, it’s easy to take the steps to do it, right?
But when you don’t know, that’s where the unclarity comes, the questioning yourself, I’m not sure. So that is something that we have decided to help our clients with. We’ve been doing this more and more, helping them plan out this marketing plan. And on top of that, we do VIP days with them, full and half days, where we just sit down and we create this entire marketing
strategy in a short timeframe. But this is a just kind of written out marketing plan, and this is something I wanna talk about with you guys: how you can implement this in your business and literally have everything created for you so that you can just delegate it out to your team, batch create video content, whatever it might be, so that
you could say, “Hey, I’m gonna spend tomorrow and create, 30 videos or 60 videos.” That took me not much time cuz they were maybe A minute to two minutes long and, boom, I’m done in like a couple of hours and being able to do that. So let’s kind of just go through these steps.
This’ll be probably a pretty quick and easy, Episode, but I wanted to kind of go through this. So the first thing that we do with our clients is, we actually analyze and dive into their content, like their actual paid program. So I just did this recently with a client. we just finished up her plan for July through December of 2023.
And what I did was I just kind of dove into her, mark, into her paid product. So her $5,000 offer that she sells, and I just dove into the product itself and really understood what she was offering, what content she creates, how she’s able to help her students get from, point A to point B and was able to write this.
Can I actually take her content? Which she said was the first time anyone’s ever been able to. Take our content and map it out in such a way, no one’s ever done that before. So I was, really shocked at that. but just I dove into, I was able to create this really cool content plan. So the first thing you have to do is when you’re analyzing, your own product, You probably already know this, but you haven’t really thought of it this way, is normally you have specific themes, right?
Specific things that you, I call ’em themes, but they could be things that, you cover, in your offer. so, maybe it’s like your core categories. That you teach upon. in your program you might have like these five categories, five phases, five major steps. And then within each of those you kinda have, other content pieces.
So really be able to lay out what those main things are, because those are the 5, 4, 3, 6, whatever, how many, however many there are. Those are the content pieces that everything that you talk about, write about, create content on. That’s what it’s gonna be about is those content themes. And if you start straying from that, you might just start confusing your audience on what you actually teach, what your goal is, what your mission is, and the outcome you can help them with.
So being able to create these macro themes really lays out the foundation for the rest of this podcast and the rest of this, plan for you. and just makes it so much easier for you as a business owner and content creator to create the content. So think through what are the main categories, columns, whatever you wanna call ’em, things that I teach upon.
for me it might be I help people with their marketing strategy. help people maybe with their visibility, gain visible. I help them with their, lead generation and content. I help them with, scaling their offers. they’re kind of different pillars, I guess you could say as well.
Another word for that. and so I would probably touch upon those and as long as I create content among those, then I’m staying on topic, right? Then after you do that, then you have your micro theme. So step one is your macro theme. Step two is your micro themes, micro pillars, micro categories, whatever you wanna call them.
And this level is just going on another level deeper, right? So if I’m gonna talk about, creating your strategy, I might say, okay. Now, when you create your strategy, that’s the macro strategic planning strategy. Now, my micro below that might be, determining what type of funnel was gonna be best for your offer.
creating a budget goal forecast so you know what you need to budget for your campaigns and what goals you want to hit so you can, Work out that math. so those are kinda the micro themes that go under the strategic planning macro themes. So your micro themes go under that macro theme and be able to create as many as you can under there, whether that’s 4, 5, 6, 8, 10, whatever that is.
Obviously Trying to make it as concise as possible. so you have your macro themes, your micro themes, and hopefully at this point with your micro themes, you’ve got at least 20 of them minimally. I think with my client right now, she has.
About 30. could we try to create more? We could, but it just kinda started kind of like, I don’t diluting it a little bit. So we did about 30, so should have at least 20, if not more. Okay. It could be 30, 40, however many. So macro, micro, and then within your micro. So now let’s say within my micro, I’m talking about budget forecasting.
That’s my micro theme under my macro strategic planning. Now my content for. This is a content piece. This is your step three content topic, and that’s gonna be, now what content pieces can I talk about for the. Budget goal forecast. And I can say, Hey, how do you determine your goal for your campaign or and then another one could be, how do you determine your budget for your campaign?
Or how do you create your budget goal forecast, creating different content pieces around that. here’s my four step process for X, Y, Z. Under macro, if I had strategy and under micro, if I had,
Creating your marketing funnel, like what funnel works best for you? I might talk about different types of funnels. if you’re selling high ticket, here’s a type of funnel that we see work best. If you’re selling low ticket, here’s the type of funnel we see work best. how to map out your funnel.
how do you make your funnel convert or how do you have landing pages that convert so. that might actually go into more the final conversion piece. That would be a different macro for me personally, but do you see how I’m bringing it down into content topic pieces, actual pieces of content I’m going to talk about now?
Okay, so this is how you create a gazillion pieces of content, because let’s say for one macro, you’ve got four. Micros, right? And then you’ve got five content pieces per micro, like 20 pieces of content. So it’s pretty powerful, when you do this because you can create a lot of content really quickly, and this is how you can map it out for, like I said, 26 weeks, 52, however long you wanna do it for.
Um, you can map it out quickly now. Those are the three steps, the macro, micro, and content pieces. But I want to add in there that a step that I actually do before I do those three. So this is technically step one, is before I start thinking about macro, micro and content, although it really doesn’t matter.
I guess you could do it after. I just like to do it beforehand. Is planning out and figuring out what launches flash sales, any other type of promotions. Maybe you have a Black Friday sale you wanna do, maybe you have a book launch coming up, whatever it might be, being able to plan that out in advance so that you can create content promotions around that.
Right? So if you aren’t doing that in advance, You’re missing out on huge opportunity to promote those things so like for my client for instance, they have a book launch that’s happening in September. Um, they’re not doing a Black Friday, sale. So I made sure that I didn’t have to worry about that.
Great. and they have an upcoming launch coming in August. So being able to say, okay, if I know this upcoming launch is coming up in August, I’m gonna create all my macro, micro and content pieces so I can create week by week content. But then I wanna make sure I incorporate, two weeks before maybe the promotion or the, just say the book launch.
I wanna make sure a week or two before I put in out emails and content around it. Okay. I’m a huge advocate of. when you’re planning out launches and flash sales or things like that, is being able to at least monthly have something new that you’re offering. And when I say new, it doesn’t have to be new.
It could just be repackaged. So that means, you might have a big launch that you do a couple times a year. Fantastic. But let’s say you have, just your, kinda your similar offer that you always sell. You can sit there and every month kind of reposition it, take that existing offer and reposition it.
And again, this is gonna go on your monthly plan, reposition it, you can say, Hey, I do this, but I help people in these three phases, so I’m gonna kind of point at one of these specifically as, Hey, if you’re here we can help you get to the next step. It’s just be able to reposition it a little bit.
So let me give you an example. So, I have my agency and we run paid, Facebook, Instagram ads and help with overall strategic marketing for clients who have digital courses, coaching programs, et cetera. And just this last month, I repositioned it and I said, Hey, if you are looking to run an evergreen webinar, like you’re live launching all the time.
You’ve tried creating an evergreen webinar, it just doesn’t work, and you would really like for twerk. Listen, we’ve got several clients who are running really, really profitable evergreen webinars, and we wanna show you how to implement this into your business. So book a call with us and let’s work together on taking on so many clients.
Now it’s my same offer, but I know this is something that we help our clients with. I just don’t normally talk about ’em like, Hey, you want paid traffic? Come to me. So how can I. Take some of the things that I know our clients are using that we help our clients with, we support our clients with, and how can I take those and kind of reposition them into new offers every month.
So that’s just a small example on how you can do that for yourself. so you’ve got your planning, all your launches, flash sales, book launches, whatever you have, you’ve got creating your macro micro content topics. Now, like I said, just in one. Macro, micro and content like one macros like strategic planning, micro whatever.
You could have 5, 10, 20, 30. You could have a ton of topics, right? So from here you’re just saying now, every week, this is all I’m gonna talk about this. One week I’m gonna talk about this one topic. Nothing else, just this one topic. Okay? So this week I might talk about optimizing your ads. That’s all I’m gonna talk about.
And that means the video content, quotes, everything that gets put out, the podcast, it all. Stays around that topic, it makes it really, really easy. Right? Cause I can record a podcast episode. Guys. Listen to this super powerful Record a podcast episode. Yourself or your team? I have my team can pull out a quote from, it can pull out an audio clip from it.
and boom, that’s already like, we have a card that, we promote for the, podcast. That’s one. Then we have a quote card later, then we have an audio kind of post later for it. and then normally I’m creating a video talking about it because that’s super powerful noIn my opinion, no matter if you really hate video or not, it’s so important, especially if you’re a personal brand, to be showcasing your face in some way, in some capacity. So I always recommend, even if it’s a 62nd video and that’s it, where you promote your podcast or you promote content or you give value, you need to do that minimally, like twice a week.
no one says you need to post daily. I don’t think you need to post daily. That’s not something that I think you should do. but. not if you don’t have to. You can, but if you can, but I don’t think you have to. So all of your content is about that specific topic You’re gonna play on your emails, social media posts, podcasts, YouTube videos, whatever it is around these topics.
So any Google doc, you should be able to showcase what you’re putting out weekly this week is this macro, this macro, this content topic this week is this macro, this macro and this content topic. And that means, um, gonna put a podcast out. If you do a podcast or if you do a YouTube video, I’m gonna do a YouTube video on this.
I’m then going to create. two really short social media video posts on this and a quote card and something else, and that’s it. everything is really around that content piece. It makes it really easy for, you know, what to put out. It makes it easy for your team just to pull from video content or audio content you have.
and this allows you to be able to showcase your content. Weekly or daily. Again, I’m not a huge advocate of saying you have to do it daily. but daily can be really, really powerful. But I, myself and I have a lot of clients that don’t do this daily, and have really powerful, content. so hopefully that was helpful.
I mean, that was really the gist of it, like, We have like a whole spreadsheet that we put together. It goes over like the month, the week, the day, like Monday, Wednesday, Thursday. So you know what day it’s going out.
Is it an email, social media, post quote, podcast? Oh,mine has a channel. So I’m giving you guys the actual juice Here. So channel, this is social media podcast or email. And again, this is. For my client. So if it’s not podcasts, we might do YouTube channel, whatever it might be.
Then we have a column for content. Again, it varies per client, so it could be your podcast episode, it could be a case study. It could be a specific quote. It could be a lead magnet you’re putting out is this is what you’re actually going to put out. It could be value content. I put value content when I want a client to create a short video.
And then the format is the format. Are you creating a graphic for it? Are you creating a 62nd video, two minute video, audio, audio clip? Is this a written email? know, what is it? then we go into the title, the content topic, the description, so the content topics, you know, what, the content topic is, description, so you have more details on what you’re actually putting out.
Sometimes I’ll put actual video script in there or so things like that. Then you have columns to say, this actually goes with this core theme, this micro theme. the CTA and here’s the destination of where it’s going. it’s super planned out. Dial down to a t. like I said, what’s so exciting is my client is gonna take this and she is just going to create it she’s gonna take the first two months and just take.
One day to create I won’t even take her a day, but she’ll take a day and probably take a couple of hours or so, once she has it all planned out. Cuz right now it’s pretty much planned out in this document and she will just create it and boom, she’s got two months done and it took her how much time cuz I did the work for her.
I’ve put it in there again, it’s relatively easy when you get the flow down. And then, gosh, it just makes the rest of your year so much easier. And your team really clear and makes you really clear because how many times guys are we like, Hmm, what do I create a podcast on today? Hmm. What do I write my email about today?
Hmm. I don’t know what to post on social media. It just feels like it’s so random. It feels like, it’s just there’s no point to, it’s not strategic. It’s not moving people in the direction of my offer, et cetera. This will do it in this plan. I’m making sure I’m sending people to this client’s application every week in some capacity.
Some weeks more. Some weeks less. Also making sure we’re providing value, crazy amount of value to these people. And then also mixing it up. some weeks are doing some, direct promotions. Some weeks are doing, mini-series, like I like to just mix it up a little bit. But, will just make your life so much easier.
So hopefully you guys can take honestly creating your, for your own self. Like for me, it takes time when I go through a client’s. Program, right? It’s gonna take me time. But for yourself, for you should know your program, your product inside and out. So being able to sit down and write out your macro themes, your micro themes, your content, and I said macro, micro, I call ’em also core and micro, but your macro, your core themes, your micro themes, and then your content topics.
It should take you what honestly, 30 minutes. I mean, because you just know it so well. if you’re struggling with it for some reason, maybe it takes an hour, but honestly, it should take you 30 minutes and then boom. Now you just put it into a spreadsheet. Use the columns that I just told you and just create it, and you’ve got this plan.
So best of luck. I hope this was super helpful. I hope now this gives you some guidance over the next few months on content to create and making it a lot easier for you. if you want any support in creating this, Because this takes, my time. I really enjoying doing this. I take on only two clients a month to do this, so if it is something that you want support in, feel free to reach out to me on Instagram, Jessica underscore Wallman.
and, just feel free to reach out to me and say, Hey, I’d love for you to help me with my marketing plan. I’d love to have like a six month or month marketing plan. And if we’re a good fit, I will totally help you with it. And if I’ve got, the availability, so I would, if you something you’re really interested in, do it soon, because again, I only take two a month.
So I book up pretty quickly. Right now I’m booked for July, so I’ve got an upcoming M in August. So guys keep me posted anyways, so excited. Hopefully this is super helpful and I will see you guys in the next episode. Bye.