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marketing campaign plan

Documenting your marketing campaign plan: a “Go to market” special guide

  • The importance of documenting your marketing campaign plan
  • Why, and how, to document your campaign strategy
So, was your campaign a success or failure? This will ultimately depend on the goals that you set in the first place.

Here’s a good place to pause and see our B2B marketing campaign blog series’ opening post to get some great insights into planning your campaign.

If you’ve been following this series, you’ll know in the last post we discussed the importance of developing a value proposition before you move forward with your marketing campaign plan. Once you’ve done that, the next step is to execute your campaign. And if you’ve prepared well, set your goals, ensure your teams understand their job, and put in place metrics and benchmarks to measure a campaign’s success…

Then the execution should be a piece of cake.

What’s this post all about?

The thing is, marketing campaigns are often self-contained little beasts that are concerned with a specific product or service or launch, etc. A typical ‘Go to Market’ campaign from a tech giant like Microsoft, for instance. But that doesn’t mean that all your hard work on one campaign or project should only exist in that campaign, expiring once it’s over and its goals have been met. And you certainly shouldn’t have to reinvent the wheel the next time another marketing campaign comes rolling around. Instead, take the hard work you’ve put into a campaign strategy and document it. That way, everyone in your organisation can see how it works and it becomes easier when the next campaign comes around the corner.

Why you should document your marketing campaign plan

According to content marketing institute’s report, 89% of B2B marketers use content marketing strategies to do all the good stuff that marketing strategies are supposed to do. Okay, that’s almost 9 out of 10 but the number of them that have documented strategies is only 37%.

One of the reasons why it’s important to document your marketing strategies is the visibility it affords everyone in your organisation. Everyone can see why and how campaigns come together and how team members collaborate and communicate. This has the effect of aligning the different components and teams that exist in every campaign, assists buy-in from senior members of the organisation, and makes the collective stronger than the sum of its parts, which is the ideal when it comes to teamwork.

Acknowledging your content plan by writing it down and reviewing it is crucial to making sure it stays in line with your company’s goals. This way it becomes a living document that can change and evolve with time and experience.

Gain momentum

Make it a priority

Marketers who fail to document their content marketing plans and strategies fail to make it a priority. Often, it’s because pressures mean that we are more inclined to ‘get down to business’ and try and produce something as fast as possible. This method can produce fast results (if you are lucky) but it also risks leaving gaps in campaigns and ups the likelihood of mistakes.

Make time

Leading on from our priority point, one of these perceived pressures is that we can’t seem to find the time to document our strategies. But then, if it was important enough time would be provided for it, wouldn’t it? Wouldn’t it?

Take responsibility

Responsibility can be a fine motivator. If no one currently oversees documenting the content marketing strategy, issues can arise, so ownership is an important factor. Taking it on as your duty will help motivate you to do a great job. Think of it as your legacy…

Now let’s get on to the important part of how to do it.

How to document a campaign strategy

First thing to do is think how your content marketing strategy will address several areas—areas that are very similar to what you might ask yourself when creating your marketing campaign plan. Like target audience, goals, the ‘big picture’, and how to know if you’re on the right track.

Target audience

You need to set this one out in stone. Who are you trying to attract? Write it down. Better yet, turn your notes into specific distinct buyer personas. That includes names, photos, wants, needs, and pain points.

How does content push leads?

When, where, how, and what kind of content to create will depend on what you want your target audience to do at a point in the marketing funnel. Do you want them to download a free eBook or subscribe to your services on a monthly rate?

Align marketing and campaign goals

You already have your goals. Now you need to actively think about how your marketing strategy will enable those goals. This is where you need to know how your content will have to perform to achieve what you want. For example, how many leads would be considered a successful campaign? And by previous analytics, what volume of content or how many PPC ads need to be produced, and when and what platforms do you need to build a presence to achieve your goal?

Put goals on the calendar

An editorial calendar should be part of every content campaign. You have your content ideas, now you need to make sure you push the right stuff at the right time. It’s not an exact science, but it’s something that needs to be considered.

Control your strategies

The real difference between documenting your content strategy and not doing so comes down to control.

Nothing is a guarantee when attempting to capture people’s attention, let alone buy goods or services, but with the right amount of planning and attention to detail you can give your organisation the best possible chance of making an impact.

A little about us

Fifty Five and Five are a full-service digital marketing agency, executing campaigns ranging from blogs, social and paid media to web build, web design and video animation (read about our Strategy and Campaigns Service). Our goal is to help Microsoft Partners generate more leads through quality marketing campaigns.


You can follow us on Twitter if you liked what you have read here. Look out for our next blog series dedicated to the world of B2B marketing and Microsoft Partners, or catch up on what else we’ve been getting up to recently here. For more information about planning B2B marketing campaigns contact us directly.

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Stephen Reilly

Stephen Reilly

Stephen works in our growing writing team, joining us after a long stint working in the United States.

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