BUSINESS SOLUTIONS | MARKETING
How to Create a Content Marketing
Plan That Engages Clients
By Beth Cochran
Beth Cochran is the
founder of Wired PR,
a public relations and
content marketing firm,
What influences a client’s decision to book a service or purchase a product at
a particular skin care facility? In a
competitive marketplace, it comes
down to who clients believe will best
be able to meet their needs.
Today’s consumer reviews a lot
of information before making most
purchasing decisions. This is why
content marketing is absolutely
essential to add into the marketing
mix. Content marketing is about
delivering relevant, valuable and
engaging content to a target audience
in all the places they are searching
for it, with the goal of gaining new
clients or increasing business from
Find a voice
Content marketing is one way
to differentiate a brand from
competition and to gain attention
from clients. The objective is
to become the go-to source for
information in a particular niche.
A niche might cover a specific
demographic, such as anti-aging for
boomers; a location’s specific skin
health need, such as hydration for
desert regions; or a time, such as
information on the latest scientific
advancements in skin care.
The first step is to create an
effective content marketing road
map, using the following.
1. Define your vision. Start by
answering a few questions.
• What does your brand stand
• Why did you go into business?
• Who do you want to serve?
• What are 3–5 values that
encapsulate your spa?
2. Determine your SMART
goals. Your marketing goals should
be SMART and support your
overall business goals.
• Specific—Specific goals are
more likely to be achieved
than general goals, so be sure
to include the who, what,
where and why.
progress will help you reach
• Achievable—Goals should be
challenging, but achievable.
• Relevant—Goals should
be relevant to your overall
mission and vision.
• Time-bound—Goals should
have a time frame in place.
3. Develop a buyer persona.
A buyer persona provides insight
into what influences a client’s
purchasing decisions, where
they get their information, what
information they are seeking, and
what their needs, wants, desires
and biggest challenges are—a
hypothetical person created from
research about potential clients.
When creating personas, be
as specific as possible—attach
names and ages to them, locations,
careers, what motivates and
challenges them in life, and
questions about skin care and your
spa. Ask questions of current and
prospective clients, research online
chat rooms, post surveys on social
networks ... and the list goes on.
Once you know the pathways
potential clients take to get to
your spa; what influences their
emotions and rationale; the
questions or concerns they may
have; and how they ultimately
decide to buy—use this to plan
your content marketing strategy.
4. Identify a marketing sweet
spot. This is where expertise
intersects with the wants, interests
and desires uncovered about
clients while developing a buyer
persona. Do you have expertise
that your potential and existing
clients will value and be able to
provide them a solution? Begin to
list out these ideas.
5. Putting it all together.
Taking into account any upcoming
news or planned events, and
blending them with the gathered
information about your vision,
goals, buyer personas and
marketing sweet spot, will help you
determine how content should be
delivered. This might include blog
posts, white papers, press releases,
videos, photos, e-mail newsletters,
podcasts, webcasts or webinars,
and published articles.
Start thinking about how
you can start producing epic
content for your clients and
potential clients. How can you
make your skin care care facility
unforgettable? One sure way is
with amazing content.