Build a Successful Content Marketing Plan By Keeping It Simple

When it comes to creating a content marketing strategy, it can be easy to get carried away with exorbitant plans, but bigger doesn’t always mean better. Everyone wants that perfect program that includes high-quality videos, long-form blog posts, whitepapers and daily social media posts. However, it’s better to recognize your capacity to deliver that content rather than trying to do too much, particularly for smaller teams. If you find yourself struggling to keep up with your content marketing strategy, it’s likely because you haven’t created a realistic roadmap. Without a roadmap, it’s easy to get lost so follow these tips to create a successful content marketing plan by keeping things simple. 

Determine your Bandwidth

How much time and energy you have available will dictate the type of content marketing plan that works for your brand. If you have a large team with hundreds of employees, chances are you can be as extravagant as you want with your strategy. If you have a smaller team with only a handful of helping hands, extensive plans probably aren’t for you. Build your strategy around the resources you have available for optimal content creation and distribution.

Getting members of your team in front of a camera to share their wealth of knowledge with your target audience is a great addition to any strategy, but it doesn’t have to be a massive production. A simple live stream with a mobile device or laptop camera can be just as effective in a fraction of the time. A detailed whitepaper will go a long way toward establishing your status as a thought leader in your industry, but then again, so will a well-written blog post. Something attainable that you can actually publish is always better than a plan you can’t fully execute.  

Make it Worth Your Time

Your time is valuable so be smart about how much of it you spend on your content development. Just because you have the bandwidth to create a video that would make a Hollywood director proud doesn’t necessarily mean you should. While you may have the time to spend 50 hours working on that perfect whitepaper, meanwhile you could have created multiple blogs and a series of social media posts offering the same insight. The goal is to get as much bang for your buck as possible. 

Spending days or weeks on content that is only seen by a handful of people could be a misuse of your time and money. If you aren’t sure that your work is going to get the reach and engagement that would warrant such effort, implement a less time-consuming plan that can still accomplish your goals. Simple, consistent social media and blog posts can be just as useful in creating brand awareness that will in turn generate more leads. Work smarter, not harder. 

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Reuse, Reuse, Reuse

Much of the content that you produce for any strategy will be evergreen, meaning it can be shared with your target audience over and over again. This is great news for the development of your content marketing plan, because the creation of one video, blog, podcast, etc. will provide content for multiple messages over time. Even something as simple as a post on Facebook, Twitter or LinkedIn can and should be reposted multiple times with slightly different language. There’s a lot of information being published at all times of the day. Publishing just once will significantly reduce the number of people you are able to reach. 

For example, take a Facebook post that you published at 11 a.m. on a Monday, tweak the language and maybe add a new image. Then, repost at 3 p.m. on a Thursday to reach a whole new audience without spending hours of your time creating something altogether different. This process can be used with all forms of content. Videos can be trimmed into smaller clips to share across several days or weeks. Podcast interviews can be transcribed into Q&As or blog posts. People aren’t always going to see everything that you produce, so you should constantly be reusing and evolving your content to achieve your goals. 

Be Consistent and Stick to Your Plan

Developing your content marketing strategy is a trial and error process until you accurately determine what works best for your team. In the beginning, you might be publishing too frequently, making it difficult to maintain your desired output, or you may not be producing as much as you could in the time you have. After you have discovered the happy medium of a content creation schedule, stick to it.  

You’re playing the long game with a content marketing plan and nothing will cause it to fail more quickly than abandoning the program before you have time to build brand awareness. Content that is good, consistent and available is better than a one time post here and there. Remain steady and regular in your content production and you’ll be well on your way to reaping the rewards for your brand.


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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring an Assistant Account Executive! 

Assistant Account Executive Job Description: 

As an Assistant Account Executive, the staff member will assist the team in the execution of client activities and be exposed to all aspects of the basic services offered at the agency.

Main Responsibilities

  • Develop complete, accurate and effective lists using multiple information sources based on the agency’s resources. (Cision, online resources, etc.).
  • Write/prepare pitches, backgrounders, executive communications and various reports (as appropriate by service function) with supervision from the manager.
  • Effectively pitch and place stories for clients, with an emphasis on placement results (particularly local and regional media). (Digital-specific team members excluded).
  • Be adept at engaging in and creating content for digital media campaigns, including social media, paid campaigns (including early stages of copywriting), e-newsletters, etc.
  • Monitor for trends/marketing/story/lead opportunities that are client- or service-related. Keeping a consistent pulse on the industry trends within your client’s base.
  • Support special events such as media tours, receptions, luncheons, trade shows, grand openings, etc. 
  • Participate in group brainstorming sessions.
  • Continue advancing skills for InDesign, Photoshop and/or WordPress, as well as grasping overall design best practices (depending on position/department).
  • Continue advancing skills in agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Maintain relevant Google certifications for AdWords, GDN, Analytics or otherwise, adding at least one additional certification. (Digital team only)
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.


Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position