There are two things every single agency or freelancer requirements out of a content marketing and advertising proposal:
- The ability to convey clear, extensive goals, services, and results that win new clients
- The ability to templatize content marketing proposals in order to efficiently win new business and reduce the amount of unpaid work that has to become done for each pitch.
For these reasons, we’ d like to walk you through the in’ s plus out’ s of creating your own content marketing plans based on strategies that we’ ve seen work greatest.
And don’ t forget to download the particular FREE proposal template built with content marketers in mind.
What is a content marketing suggestion?
A articles marketing proposal is a record or slide deck that will lays out a specific group of goals, roadmaps, the range of work, and pricing plans for a content marketing program.
They’ re primarily used by agencies and freelancers as a way of describing a plan of execution for any company’ s content strategy. In-house teams can also repurpose these proposal templates for their own internal business case pitches.
- Agencies and self employed often use proposals to demonstrate that they understand exactly what is required to build a articles marketing program that will reach the client’ s goals.
- In-house content material marketing departments can use proposals to request larger budgets and make compelling cases for the require of additional skills plus resources.
Additionally , content advertising proposals give teams just as much visibility into the work just before actually digging into the content process.
Considerations before creating a content advertising proposal
It’ s hard to give universal guidance on how to create the very best content marketing proposal provided the complex relationships and types of campaigns that businesses can run.
For example , one offer might be for an audience-driven social media marketing content program while another might be focused completely on organic traffic from SEO. The proposal for each program type might look very different.
For this reason, let’ s walk by means of some of the biggest considerations for you personally and your team before you get started on your proposal.
1) Is there a content material marketing department and technique already in place?
This is especially relevant if you’ re a freelance writer or an external marketing company that needs to plugin to the in-house marketing team.
Your proposal can look remarkably different when you’ ll be assisting to execute on an already authorized content marketing strategy than in case you were asked to build the information marketing plan from scratch.
You might no longer be responsible for developing the goal KPIs, researching the target audience, or creating plans for different channels that the in-house team already has resources for.
In other words – have you been responsible for the strategy, the particular execution, or both?
2) Which providers will you need to offer in order to meet their content marketing requirements?
It’ t important to be thorough regarding which services you’ lmost all need to offer in order to provide a content marketing strategy to life.
By services, we mean all the types of content and channels that you’ ll become creating content for PLUS we’ re referring to any related strategy and providers that are required to ensure the task in the proposal is a success.
We’ ve labored on plenty of blog campaigns as an SEO content agency where the target audience was already defined as well as the in-house team was developing YouTube and social media articles. Our proposal will only have to include blog content and necessary SEO research for example investigating related queries, tendencies, and competitor gaps.
BUT , for SEARCH ENGINE OPTIMIZATION content, we may need to include technical SEO and development services if those aren’ t already being managed by another team. If the website’ s UX is definitely flawed, the load times are slow, or various CTA forms could enhance conversions, offering those services (or at least consulting on greatest practices) can ensure that we’ ll deliver the achievement we promised in our suggestion.
3) How you can align on shared content marketing goals
You can include target KPIs to get growth based on the industry of the company and any identified benchmarks for the type of content material marketing you’ ll become doing.
For instance , you might decide to include:
- X% increase in new users MoM
- X% increase in engagement rates (likes, shares, period on page, etc . )
- X% embrace Y conversions (eCommerce dealings, newsletter sign-ups, etc . )
According to the nature of your relationship with all the company that you’ ll be submitting your offer to, we recommend making a shared conversation about targets prior to solidifying them.
This will help along with retention and client satisfaction.
In our encounter, it’ s critical to know what the company’ s overall goals and target KPIs are. However , we’ ve also seen that it’ s equally important that all of us temper their expectations based on our own experiences. For this reason, we recommend making the goal-setting part of the proposal more speaking before solidifying it.
In SEO, a company might hire us to make blog content that creates eCommerce sales for particular products. However , due to the character of blog content, we are able to help the client understand the greatest metrics (such as aided conversions or email sign-ups) to measure success simply by.
Additionally , we’ ll likely need to explain that bottom of the funnel content targeting extremely specific queries often results in the largest number of conversions – but not the largest number of pageviews. So if a client is anticipating both enormous traffic development as well as an increase in sales, we need to explain that those are two separate goals.
Sections To Include In Content Marketing Proposals
The following sections are typically what’ s included in a standard content marketing proposal. Follow together with your template as we discuss the best practices for each section.
Cover the summary and goals
The overview and objectives section is meant to give the ten-thousand-foot view of the project. This succinctly defines what you’ re setting out to do and also the overall goals of the task. Think of this as a type of “ mission statement . ”
Nor of these things will shock the company you send the proposal to as they’ ll likely have given these to you already. The purpose of this section is to lay out the job prior to showing them exactly how you’ ll achieve the particular goals.
Establish a clear scope of work
Getting the range of work correct in your proposal is vital to both you and the company you’ lso are pitching to. Laying out anything that your team is able to execute gives everyone a clear understanding of what you’ ll result in.
It also allows you to reference the suggestion at a later date should a company ask for something outside of this scope, protecting you from unreasonable requests and unnecessary costs.
Make sure that the scope is thorough, including any additional skills you may want access to that are outside of article marketing work (web developers, website design, PR teams, paid ads assistance, etc . ).
Below are some of the most common things to include in your own scope of work area.
In a suggestion, you’ re actually having the strategy for the overall marketing campaign. This means a high-level summary that’ s meant to sell your company’ s plan. This might include:
- Campaign schedule
- Content types and deliverable expectations
- Buyer persona targeting
- Your role and exactly how you alleviate your prospective client’ s workload
For each of the prior bullets, write out a section or two about how you generate this, why you’ re so effective at creating it, and why you think including this is actually the ticket to success.
You can think of this section as a way for you to definitely summarize what you’ lmost all be doing and the reason why you’ re the one worth choosing.
Types of content
Remember to include the specific types of content you’ ll be responsible for, whether it’ s content production or just strategy.
Common sorts of content in marketing plans include:
- Social media posts/ads
- Email and newsletters
- Blog posts, articles, ebooks, case studies, and white papers
- Movies, webinars, and courses
- Landing pages
A simple, yet effective part of the proposal in which you discuss the importance of identifying exactly who your competitors are usually. This should include the insights that will competitor research will provide your own team, and how you can use that will data to help inform the overall strategy.
Additionally , we like to include brief phrases that show off the experience with competitor analysis. This may include a statement about how companies tend to only see their particular competitors as the people who make the same products or provide the same services. In content material marketing, however , the people resulting in the content that you’ re competing with are quite often outside of your industry completely.
Including a note about the roadmap allows you to tell your prospective client that will they’ ll have full visibility into the entire plan prior to its execution.
This should place you as transparent, truthful, and allow you to frame the particular project as a partnership along with built-in flexibility based on developments and priority shifts.
Market plus audience research
No good content online marketing strategy is without market and audience research. Your goal is to reassure the client that you won’ t be creating a strategy based on intuition or guesses.
Instead, you’ ll be making relevant, up dated, data-driven decisions with the help of equipment, data sets, and the knowledge of the client’ s product sales and customer success teams.
Recommended reading: 10 Customer Character Tools & Templates
Timeline and Workflow Layouts
One of the best ways to display your own organizational and project administration skills is to put the strategy into the understood timeframe for the campaign. This initial schedule doesn’ t need to consist of exact dates but should include workflow steps, number of deliverables each week, month, quarter, and so forth
Additionally , consist of any tools/resources you’ ll provide them to showcase visibility and be sure to express your own desire for accountability.
This could be access to the workflow platform like Asana. Or, it could be letting them understand that they’ ll have access to a discussed editorial calendar.
Recommended reading: What exactly is Channel Plan and Exactly why Do I Need One?
We' ve found that it' s important to communicate regarding flexibility in aligning workflows. Some clients will need time to edit and approve your own deliverables, and they' lmost all likely prefer to receive individuals in different ways. For example , a client may request to receive all 10 pieces of content at once to review. Others will communicate that they' d want to receive content " as it' s finished" to space out the work.
Relevant Case Studies
In order to put your content marketing proposal over the top of your competitors, consist of relevant case studies so they can review.
By relevant, we suggest including a case study to get a content marketing campaign that was in a related industry or in which you achieved the same KPIs the prospective client wants to achieve. As well as, both.
In case you’ re just starting out, you might not have the luxury of being able to select from a large portfolio. However , you should still find a way in order to frame any case studies you have to be relevant to your new client.
Pricing and costs (Aka Investment)
It’ s important to give the pricing associated with the project. This particular breakdown gives companies an awareness of what each deliverable requires from a budgeting perspective.
Fixed your prices confidently as well as for the real value of your advertising services. It doesn' capital t help you or the relationship using the potential client if you discounted your prices for fear of sticker shock and missing out on the new account.
We’ ve also found that it can be helpful to offer 2 or 3 options in the pricing section for the opportunity to upsell more valuable services or more gifts.
However , unless explicitly asked for, prevent providing line item pricing. You can incidentally create queries about the value of certain services and even fuel a desire for a custom a la planisphère style plan.
For the sake of positioning, we recommend labeling this section with the term “ investment” rather than “ price” or “ price. ” It tends to give a better impression and true understanding of the partnership you’ re entering into.
Recommended reading: Content Marketing Budget Good examples For All Business Sizes
Content material Marketing Proposal Template
As promised, here’ s our content marketing proposal design template that we’ ve used in the past in order to land several clients. In it, we’ ve included tips and suggestions for how to go about your articles marketing pitch.
We recommend that you start using a quick overview of the presentation structure, followed by your specific technique in building successful content material marketing campaigns. This part is meant to serve as the ‘ hook’, to showcase that you will be capable of servicing the client’ s needs.
The template also includes slides where you can insert specific recommendations for customers, your pricing structure, and a area for social proof where you can dive into what others have to say about you.
Please remember that this can be a sample design template with web site, branding, logos, and colour scheme relevant to Content A harmonious relationship. It is fully customizable and we highly recommend that you alter it according to your needs. The template has placeholders for areas where you fill in details like the client name, examples of your work, and testimonials.
Please use your own logos, images, and styles to nail your content marketing pitch. Replicating our template as is won’ t give your prospect the best impression.
Mistakes to Avoid in Your Content Marketing Proposal
In addition to the best practices recommended above, we believe that it is important you keep an eye out for common pitfalls, too. Avoiding these common missteps can often mean the difference between landing that $5, 000 monthly retainer client or receiving a polite email that the prospect has decided to go in a different direction.
Failure to Show Competence in the Client’ s Business design / Industry
When you’ re pitching a content marketing proposal, you’ re effectively telling the client that you understand their industry, their target audience, and key personas as well as they do or better. Whether your proposal covers audience building via social media or organic traffic growth, your client has to trust that you’ re up to the task.
Content marketing strategies targeting Kubernetes applications are markedly different from those aiming to build an engaged audience around winter clothing. Your proposal must show that you have a track record of success with similar businesses.
Contrary to popular belief, this doesn’ t have to mean industry experience. It’ s often more important to match the business model or audience. But if you’ re pitching to a SaaS company with examples of projects you’ ve done in travel & tourism, with wildly different audience segments and personas, there’ s a high chance you won’ t be picked.
But imagine if you’ re trying to enter a new industry altogether and need that first client for experience? In that case, we recommend that you either create a compelling case for why the prospect should pick you despite minimal experience in their vertical or pick up a couple of one-off projects in that niche before pitching to clients with a monthly retainer.
Making the Proposal About You, Not the Client
Some folks start their content marketing pitch with a long-winded introduction about their agency and go into detail about their past work, their clients, and big wins.
That’ s one of the quickest ways for your prospect to switch off.
Here’ s the uncomfortable truth: your prospect doesn’ t want a laundry list of your achievements. Your accomplishments matter, but the prospect is most interested in understanding whether or not you can solve their marketing challenges. That’ s the only reason they’ ll give you their cash; the more you make your proposal about yourself, the less the chances of success.
We’ re not saying that you ought to avoid name dropping or showcasing key wins. But use it strategically, such as towards the end of the pitch. Always start the proposal with an understanding of the client’ s problems and your roadmap / strategy for solving them.
Once you’ ve hooked them in and aroused their interest, give them a reason to trust you and work with you. That’ s where you bring in the component of social proof: by showcasing past work and accomplishments, so they feel confident about their decision.
Failure to Convey a Sense of What It’ s Prefer to Work With You
A content marketing pitch is one part of what will, hopefully, be a long partnership. But it’ s these initial few relationships — from the proposal to the onboarding sequence — that can mean the difference between success and failure.
The first few interactions are usually where you can start to steer the conversation towards goal-setting plus expectation management, and give the client a clear idea of what it’ s like to work with a person.
All of us recommend that you include the following details in your content advertising proposal:
How will the customer communicate with your team? That will they work with directly daily? Will it be via email or even a Slack channel? What is your own average response time meant for client inquiries?
What types of reports will you send them and at what frequency? For example , you could commit to a bi-weekly overview of project updates plus movements in areas like traffic growth, organic key phrase rankings, and social media followers.
Will you add them to a shared project management tool like Trello or Jira? That way it is possible to tag the client when you need their particular input on a draft editorial calendar or a new article. A shared resource assists everyone stay on the same page and keep track of pending deliverables. It also prevents things like lengthy email chains, where there’ s a higher chance of miscommunication.
Don’ t get complacent even if you have a great pitch and land the client. The first 100 days are often the most crucial and where you can set your self up for long-term success.
Give Your Content Advertising Team The Best Tool to Execute on Proposal Strategies
When you’ re building your content marketing pitch, it can be worthwhile to give your prospect a teaser of specific tools plus ways you’ ll build out their content resources.
For example , your own prospect may need help with enhancing and optimizing existing blog content. Some of their content might have ranked well a couple of years back, but now it’ s slipped drastically down the SERPs.
Or, your prospect may need new SEO-optimized content written from scratch.
In either case, it’ s best practice to demonstrate how you’ ll deploy a data-driven approach to solving their problem.
Content Harmony’ s brief workflow is a chance to show your customer that you adopt a highly structured technique in creating content. Embedding screenshots of the tool in your pitch displays the client that you’ ve spent time in research: checking the SERPs to determine the optimal structure, word count, external and internal links, and detailed guidance for writers.
And once the content is created, it’ s further examined in the Content Grader section to ensure that no stone is usually left unturned.
You can even paste the client’ s current content into the Content Grader to show them how a data-driven content marketing process makes their content better.
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