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The Insanely Simple One-Page Marketing Plan Template

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The Insanely Simple One-Page Marketing Plan Template

Every business needs a marketing plan. It helps guide your marketing efforts and keeps you on track to hit your marketing objectives. 

The problem is that creating one can get complicated, really complicated.

It’s not so bad if you’re familiar with marketing jargon and acronyms like SWOT and KPI. But if you’ve never created one before and want to hit the ground running, it can feel like you need an MBA in Marketing just to get started. 

That’s why we created the one-page marketing plan.

You’ll learn how to fill it in shortly but first, let’s make sure we understand the basics…

What is a marketing plan?

A marketing plan is a roadmap for executing your marketing strategy over a given period of time, usually a year.

What’s the difference between a marketing plan, strategy, tactics, and objective?

Despite many people using these terms interchangeably, they’re very different things. 

Here’s the simplest way to explain them:

  • Objective: What you want to achieve.
  • Strategy: How you’ll do it.
  • Tactics: The methods you’ll use.
  • Plan: Everything mapped out so you can take action.

For instance, imagine that you want to get from London to Paris on a budget. Your objective, strategy, tactics, and plan might look something like this: 

  • Objective: Get from London to Paris for under $100.
  • Strategy: Use public transportation.
  • Tactics: Bus, tube, and Eurostar.
  • Plan: Get the bus to the tube station, get the tube to St Pancras, get the Eurostar to Paris.

You can see how it would be hard to execute your strategy without the plan because you wouldn’t know whether to get the train, tram, or metro first. The plan explains how everything fits together so you can take action. 

It’s the same with marketing. Your marketing plan explains how your marketing tactics fit together to execute your marketing strategy and achieve your marketing objectives.

How to create a one-page marketing plan

Start by making a copy of the marketing plan template. You’ll see that it revolves around answering four simple questions. Let’s go through how to answer these. 

Question 1. Who are you targeting?

If you’re creating a marketing plan, you should already have done your market research and developed your marketing strategy. And that means you should already have a pretty good idea of who you’re targeting. However, it’s helpful to reiterate this in your marketing plan to keep you focused and on track. 

For example, if we were putting together a marketing plan for Ahrefs, we might put:

SEO professionals and website owners who want to drive more traffic to their websites.

This is a very simplified version of who we’re targeting, but it’s enough to set us on the right track.

Question 2. What are your objectives?

You’re not creating a marketing plan for the fun of it. You’re creating one to map out how you’ll (hopefully) achieve some marketing objectives. So you need to define what those objectives are.

These can be pretty much anything you like, but they should ideally be SMART.

Unfortunately, this is one piece of marketing jargon we have to tackle, but it’s pretty straightforward and just means that your objectives should be: 

  • Specific. They should clearly state the desired outcome.
  • Measurable. They should be something you can track the success of. 
  • Achievable. They should be realistic. 
  • Relevant. They should align with your overall business objectives.
  • Timely. They should have a time frame attached to them.

For example, here’s a bad marketing objective:

Increase organic traffic

Here’s a good one:

Increase organic search visibility in the US from 3 to 6% in the next 12 months.

Only the latter is SMART. The former is too vague, has no time frame attached to it, and isn’t measurable. The latter, on the other hand, is specific, has a 12-month time frame, and is easily measurable in Ahrefs’ Rank Tracker:

Search visibility in Ahrefs' Rank Tracker

Generally speaking, it’s best to have a few objectives but no more than a handful. Any less, and you won’t achieve much. Any more, and you’ll spread yourself too thin. 

If you’re struggling to think of relevant marketing objectives for your business, you might want to take inspiration from the examples in our guide to setting marketing objectives.

Question 3. How will you achieve your objectives?

Placing goalposts is easy, but scoring a goal is hard. That’s why you now need to get specific and think about the tactics you’ll use to achieve your marketing objectives and how much they’ll cost. 

Remember that your tactics should always align with your marketing strategy and objectives. Don’t just pluck them out of thin air or opt for shiny new tactics. Consider what tactics align with your marketing strategy and go from there.

For example, our marketing strategy is pretty simple at its core:

Help our target audience solve their SEO and marketing problems with the help of our tools by creating informative and useful content about topics they’re searching for

Because your strategy should always dictate the tactics you use, it’s clear that any tactics we use will be content-related. This is also clear from the objective we set ourselves in the previous section:

Increase organic search visibility in the US from 3% to 6% in the next 12 months.

So what tactics should we utilize to achieve this objective?

Given the objective itself, there’s really only one thing we can do here: SEO. However, if we really want to create an actionable marketing plan for ourselves, we need to be more specific. 

This is where a bit of research is needed…

If we scroll down to our tracked keywords in Rank Tracker and sort by estimated traffic, we can see the keywords where our search visibility is low or non-existent:

Low search visibility keywords in Ahrefs' Rank Tracker

To improve our organic search visibility for these keywords, there are a few tactics we could use. However, to keep things simple, let’s say that rewriting the posts that target them seems like the most viable tactic. 

Let’s also assume that we don’t have the manpower to rewrite all of these posts, so we’ll focus on the most low-hanging opportunities. That would probably be the posts that target high-volume keywords and currently rank okay but not great. 

Here’s how we can filter for these keywords in Rank Tracker:

Filtering for low-hanging keywords in Ahrefs' Rank Tracker

Now, it looks like a few of those keywords (“youtube tags”, “what is https,” etc.) don’t align particularly well with our target audience of website owners, so we’ll exclude those.

This leaves us with around 80 keywords, which equates to 80 posts to rewrite.

Next, we need to estimate how much all of this is going to cost us. 

This is a crucial step that you shouldn’t neglect as there’s no point in creating a pie in the sky marketing plan. It needs to be realistic, doable, and any numbers should actually be based on something (not plucked out of thin air). 

Given that we do content rewrites in-house, it makes the most sense for us to base cost estimations on how much time we think all of this will take our team (and how much we pay them).

To keep things simple, let’s say that the numbers look like this:

Time per rewrite: 20 hours.
Cost per hour: $20
Number of rewrites: 80

Based on these numbers, it looks like it will cost us around $32k and 1,600 man hours to execute this tactic. That might sound like a lot but it’s less than one full-time employee’s yearly working hours.

Repeat this process as many times as necessary to build out a list of tactics you’ll use to hit your marketing objective(s).

Learn more: 16 Marketing Tactics That Work in 2021

IMPORTANT

If you’re working to a specific marketing budget, don’t be tempted to “make everything fit” by randomly allocating and re-allocating budget between tactics. The budget for each tactic needs to make sense. If your proposed tactics end up costing more than your allocated budget, it means that you simply don’t have enough money to achieve all of your objectives. In which case, you should cut the less important objectives until your proposed tactics and budget align.

Question 4. When will you do everything?

Marketing plans cover a specific period of time, so it might seem like the answer to this question is obvious. If you’re creating a 12-month marketing plan, then the tactics you outlined in the previous step need to be done in that timeframe.

Although this is true, simply having a list of things to do over the course of a year isn’t very actionable. It’s better to break things down into manageable chunks so you can track progress throughout the year. 

How much you break things down is up to you, but a quarterly plan is a good starting point.

Here’s what that might look like for our tactic of rewriting 80 low-performing blog posts:

Q1 Q2 Q3 Q4
Rewrite 20 low-performing blog posts Rewrite 20 low-performing blog posts Rewrite 20 low-performing blog posts Rewrite 20 low-performing blog posts

This might seem like a small and insignificant change, but it means that we can review our progress every quarter to keep things on track. For example, if we find that only 10 posts have been rewritten after the first quarter, then we might need to intervene and optimize workflows to ensure we meet our objectives by the end of the year.

Planning tactics on a quarterly basis also helps you to allocate resources more efficiently.

For example, let’s say that another one of our marketing tactics was to update a bunch of blog posts in Q4 to maximize traffic from “2022” queries in the new year. Our content team would be pretty overwhelmed if they were also expected to rewrite 20 low-performing posts in the same quarter, so this would probably be a better plan:

Q1 Q2 Q3 Q4
Rewrite 25 low-performing blog posts Rewrite 25 low-performing blog posts Rewrite 25 low-performing blog posts Rewrite 5 low-performing blog posts
Update 10 blog posts for 2022

You might even want to consider color-coding your quarterly plan to show which team is responsible for which task. This will make it easier to spot when teams are likely to be overloaded and plan accordingly.

Final thoughts

Given that most marketing plans run dozens or even hundreds of pages, our one-page plan is admittedly very oversimplified. But that’s the point. It helps you get the basics down on paper as fast as possible without having to contend with endless marketing jargon and acronyms. 

Got questions? Ping me on Twitter.




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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

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Twitter Will Share Ad Revenue With Twitter Blue Verified Creators

Elon Musk, owner and CEO of Twitter, announced that starting today, Twitter will share ad revenue with creators. The new policy applies only to ads that appear in a creator’s reply threads.

The move comes on the heels of YouTube launching ad revenue sharing for creators through the YouTube Partner Program in a bid to become the most rewarding social platform for creators.

Social networks like Instagram, TikTok, and Snapchat have similar monetization options for creators who publish reels and video content. For example, Instagram’s Reels Play Bonus Program offers eligible creators up to $1,200 for Reel views.

The catch? Unlike other social platforms, creators on Twitter must have an active subscription to Twitter Blue and meet the eligibility requirements for the Blue Verified checkmark.

The following is an example of a Twitter ad in a reply thread (Promoted by @ASUBootcamps). It should generate revenue for the Twitter Blue Verified creator (@rowancheung), who created the thread.

Screenshot from Twitter, January 2023

To receive the ad revenue share, creators would have to pay $8 per month (or more) to maintain an active Twitter Blue subscription. Twitter Blue pricing varies based on location and is available in the United States, Canada, Australia, New Zealand, Japan, the United Kingdom, Saudi Arabia, France, Germany, Italy, Portugal, and Spain.

Eligibility for the Twitter Blue Verified checkmark includes having an active Twitter Blue subscription and meeting the following criteria.

  • Your account must have a display name, profile photo, and confirmed phone number.
  • Your account has to be older than 90 days and active within the last 30 days.
  • Recent changes to your account’s username, display name, or profile photo can affect eligibility. Modifications to those after verification can also result in a temporary loss of the blue checkmark until Twitter reviews your updated information.
  • Your account cannot appear to mislead or deceive.
  • Your account cannot spam or otherwise try to manipulate the platform for engagement or follows.

Did you receive a Blue Verified checkmark before the Twitter Blue subscription? That will not help creators who want a share of the ad revenue. The legacy Blue Verified checkmark does not make a creator account eligible for ad revenue sharing.

When asked about accounts with a legacy and Twitter Blue Verified checkmark, Musk tweeted that the legacy Blue Verified is “deeply corrupted” and will sunset in just a few months.

Regardless of how you gained your checkmark, it’s important to note that Twitter can remove a checkmark without notice.

In addition to ad revenue sharing for Twitter Blue Verified creators, Twitter Dev announced that the Twitter API would no longer be free in an ongoing effort to reduce the number of bots on the platform.

While speculation looms about a loss in Twitter ad revenue, the Wall Street Journal reported a “fire-sale” Super Bowl offer from Musk to win back advertisers.

The latest data from DataReportal shows a positive trend for Twitter advertisers. Ad reach has increased from 436.4 million users in January 2022 to 556 million in January 2023.

Twitter is also the third most popular social network based on monthly unique visitors and page views globally, according to SimilarWeb data through December 2022.


Featured Image: Ascannio/Shutterstock



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AI Content Detection Software: Can They Detect ChatGPT?

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AI Content Detection Software: Can They Detect ChatGPT?

We live in an age when AI technologies are booming, and the world has been taken by storm with the introduction of ChatGPT.

ChatGPT is capable of accomplishing a wide range of tasks, but one that it does particularly well is writing articles. And while there are many obvious benefits to this, it also presents a number of challenges.

In my opinion, the biggest hurdle that AI-generated written content poses for the publishing industry is the spread of misinformation.

ChatGPT, or any other AI tool, may generate articles that may contain factual errors or are just flat-out incorrect.

Imagine someone who has no expertise in medicine starting a medical blog and using ChatGPT to write content for their articles.

Their content may contain errors that can only be identified by professional doctors. And if that blog content starts spreading over social media, or maybe even ranks in Search, it could cause harm to people who read it and take erroneous medical advice.

Another potential challenge ChatGPT poses is how students might leverage it within their written work.

If one can write an essay just by running a prompt (and without having to do any actual work), that greatly diminishes the quality of education – as learning about a subject and expressing your own ideas is key to essay writing.

Even before the introduction of ChatGPT, many publishers were already generating content using AI. And while some honestly disclose it, others may not.

Also, Google recently changed its wording regarding AI-generated content, so that it is not necessarily against the company’s guidelines.

Image from Twitter, November 2022

This is why I decided to try out existing tools to understand where the tech industry is when it comes to detecting content generated by ChatGPT, or AI generally.

I ran the following prompts in ChatGPT to generate written content and then ran those answers through different detection tools.

  • “What is local SEO? Why it is important? Best practices of Local SEO.”
  • “Write an essay about Napoleon Bonaparte invasion of Egypt.”
  • “What are the main differences between iPhone and Samsung galaxy?”

Here is how each tool performed.

1. Writer.com

For the first prompt’s answer, Writer.com fails, identifying ChatGPT’s content as 94% human-generated.

Writer.com resultsScreenshot from writer.com, January 2023

For the second prompt, it worked and detected it as AI-written content.

Writer.com test resultScreenshot from writer.com, January 2023

For the third prompt, it failed again.

Sample ResultScreenshot from writer.com, January 2023

However, when I tested real human-written text, Writer.com did identify it as 100% human-generated very accurately.

2. Copyleaks

Copyleaks did a great job in detecting all three prompts as AI-written.

Sample ResultScreenshot from Copyleaks, January 2023

3. Contentatscale.ai

Contentatscale.ai did a great job in detecting all three prompts as AI-written, even though the first prompt, it gave a 21% human score.

Contentscale.aiScreenshot from Contentscale.ai, January 2023

4. Originality.ai

Originality.ai did a great job on all three prompts, accurately detecting them as AI-written.

Also, when I checked with real human-written text, it did identify it as 100% human-generated, which is essential.

Originality.aiScreenshot from Originality.ai, January 2023

You will notice that Originality.ai doesn’t detect any plagiarism issues. This may change in the future.

Over time, people will use the same prompts to generate AI-written content, likely resulting in a number of very similar answers. When these articles are published, they will then be detected by plagiarism tools.

5. GPTZero

This non-commercial tool was built by Edward Tian, and specifically designed to detect ChatGPT-generated articles. And it did just that for all three prompts, recognizing them as AI-generated.

GPTZeroScreenshot from GPTZero, January 2023

Unlike other tools, it gives a more detailed analysis of detected issues, such as sentence-by-sentence analyses.

sentence by sentence text perplexityScreenshot from GPTZero, January 2023

OpenAI’s AI Text Classifier

And finally, let’s see how OpenAi detects its own generated answers.

For the 1st and 3rd prompts, it detected that there is an AI involved by classifying it as “possibly-AI generated”.

AI Text Classifier. Likely AI-generatedAI Text Classifier. Likely AI-generated

But surprisingly, it failed for the 2nd prompt and classified that as “unlikely AI-generated.” I did play with different prompts and found that, as of the moment, when checking it, few of the above tools detect AI content with higher accuracy than OpenAi’s own tool.

AI Text Classifier. Unlikely AI-generatedAI Text Classifier. Unlikely AI-generated

As of the time of this check, they had released it a day before. I think in the future, they will fine tune it, and it will work much better.

Conclusion

Current AI content generation tools are in good shape and are able to detect ChatGPT-generated content (with varying degrees of success).

It is still possible for someone to generate copy via ChatGPT and then paraphrase that to make it undetectable, but that might require almost as much work as writing from scratch – so the benefits aren’t as immediate.

If you think about ranking an article in Google written by ChatGPT, consider for a moment: If the tools we looked at above were able to recognize them as AI-generated, then for Google, detecting them should be a piece of cake.

On top of that, Google has quality raters who will train their system to recognize AI-written articles even better by manually marking them as they find them.

So, my advice would be not to build your content strategy on ChatGPT-generated content, but use it merely as an assistant tool.

More resources: 


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Five things you need to know about content optimization in 2023

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5 Things You Need To Know About Optimizing Content in 2023

30-second summary:

  • As the content battleground goes through tremendous upheaval, SEO insights will continue to grow in importance
  • ChatGPT can help content marketers get an edge over their competition by efficiently creating and editing high-quality content
  • Making sure your content rank high enough to engage the target audience requires strategic planning and implementation

Google is constantly testing and updating its algorithms in pursuit of the best possible searcher experience. As the search giant explains in its ‘How Search Works’ documentation, that means understanding the intent behind the query and bringing back results that are relevant, high-quality, and accessible for consumers.

As if the constantly shifting search landscape weren’t difficult enough to navigate, content marketers are also contending with an increasingly technology-charged environment. Competitors are upping the stakes with tools and platforms that generate smarter, real-time insights and even make content optimization and personalization on the fly based on audience behavior, location, and data points.

Set-it-and-forget-it content optimization is a thing of the past. Here’s what you need to know to help your content get found, engage your target audience, and convert searchers to customers in 2023.

AI automation going to be integral for content optimization

Technologies-B2B-organizations-use-to-optimize-content

As the content battleground heats up, SEO insights will continue to grow in importance as a key source of intelligence. We’re optimizing content for humans, not search engines, after all – we had better have a solid understanding of what those people need and want.

While I do not advocate automation for full content creation, I believe next year – as resources become stretched automation will have a bigger impact on helping with content optimization of existing content.

CHATGPT

ChatGPT, developed by OpenAI, is a powerful language generation model that leverages the Generative Pre-trained Transformer (GPT) architecture to produce realistic human-like text. With Chat GPT’s wide range of capabilities – from completing sentences and answering questions to generating content ideas or powering research initiatives – it can be an invaluable asset for any Natural Language Processing project.

ChatGPT-for-content

The introduction on ChatGPT has caused considerable debate and explosive amounts of content on the web. With ChatGPT, content marketers can achieve an extra edge over their competition by efficiently creating and editing high-quality content. It offers assistance with generating titles for blog posts, summaries of topics or articles, as well as comprehensive campaigns when targeting a specific audience.

However, it is important to remember that this technology should be used to enhance human creativity rather than completely replacing it.

For many years now AI-powered technology has been helping content marketers and SEOs automate repetitive tasks such as data analysis, scanning for technical issues, and reporting, but that’s just the tip of the iceberg. AI also enables real-time analysis of a greater volume of consumer touchpoints and behavioral data points for smarter, more precise predictive analysis, opportunity forecasting, real-time content recommendations, and more.

With so much data in play and recession concerns already impacting 2023 budgets in many organizations, content marketers will have to do more with less this coming year. You’ll need to carefully balance human creative resources with AI assists where they make sense to stay flexible, agile, and ready to respond to the market.

It’s time to look at your body of content as a whole

Google’s Helpful Content update, which rolled out in August, is a sitewide signal targeting a high proportion of thin, unhelpful, low-quality content. That means the exceptional content on your site won’t rank to their greatest potential if they’re lost in a sea of mediocre, outdated assets.

It might be time for a content reboot – but don’t get carried away. Before you start unpublishing and redirecting blog posts, lean on technology for automated site auditing and see what you can fix up first. AI-assisted technology can help sniff out on-page elements, including page titles and H1 tags, and off-page factors like page speed, redirects, and 404 errors that can support your content refreshing strategy.

Focus on your highest trafficked and most visible pages first, i.e.: those linked from the homepage or main menu. Google’s John Mueller confirmed recently that if the important pages on your website are low quality, it’s bad news for the entire site. There’s no percentage by which this is measured, he said, urging content marketers and SEOs to instead think of what the average user would think when they visit your website.

Take advantage of location-based content optimization opportunities

Consumers crave personalized experiences, and location is your low-hanging fruit. Seasonal weather trends, local events, and holidays all impact your search traffic in various ways and present opportunities for location-based optimization.

AI-assisted technology can help you discover these opportunities and evaluate topical keywords at scale so you can plan content campaigns and promotions that tap into this increased demand when it’s happening.

Make the best possible use of content created for locally relevant campaigns by repurposing and promoting it across your website, local landing pages, social media profiles, and Google Business Profiles for each location. Google Posts, for example, are a fantastic and underutilized tool for enhancing your content’s visibility and interactivity right on the search results page.

Optimize content with conversational & high-volume keywords

Look for conversational and trending terms in your keyword research, too. Top-of-funnel keywords that help generate awareness of the topic and spur conversations in social channels offer great opportunities for promotion. Use hashtags organically and target them in paid content promotion campaigns to dramatically expand your audience.

Conversational keywords are a good opportunity for enhancing that content’s visibility in search, too. Check out the ‘People Also Ask’ results and other featured snippets available on the search results page (SERP) for your keyword terms. Incorporate questions and answers in your content to naturally optimize for these and voice search queries.

SEO-and-creating-content-in-2023

It’s important that you utilize SEO insights and real-time data correctly; you don’t want to be targeting what was trending last month and is already over. AI is a great assist here, as well, as an intelligent tool can be scanning and analyzing constantly, sending recommendations for new content opportunities as they arise.

Consider how you optimize content based on intent and experience

The best content comes from a deep, meaningful understanding of the searcher’s intent. What problem were they experiencing or what need did they have that caused them to seek out your content in the first place? And how does your blog post, ebook, or landing page copy enhance their experience?

Look at the search results page as a doorway to your “home”. How’s your curb appeal? What do potential customers see when they encounter one of your pages in search results? What kind of experience do you offer when they step over the threshold and click through to your website?

The best content meets visitors where they are at with relevant, high-quality information presented in a way that is accessible, fast loading, and easy to digest. This is the case for both short and long form SEO content. Ensure your content contains calls to action designed to give people options and help them discover the next step in their journey versus attempting to sell them on something they may not be ready for yet.

2023, the year of SEO: why brands are leaning in and how to prepare

Conclusion

The audience is king, queen, and the entire court as we head into 2023. SEO and content marketing give you countless opportunities to connect with these people but remember they are a means to an end. Keep searcher intent and audience needs at the heart of every piece of content you create and campaign you plan for the coming year.

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