Introduction
Starting a new content marketing job can be overwhelming.
A structured 30-60-90 day plan helps you focus on key tasks and set a strong foundation for success.
Here’s a detailed plan to guide you through your first three months as a content marketer.
Days 1-30: Learning and listening
Internal meetings
During your first month, prioritize meeting with key stakeholders, including marketing executives, sales teams, and product managers.
These meetings are crucial for understanding company goals, customer pain points, and current content gaps.
Take notes on their perspectives and expectations for content marketing.
For example, you might learn from the sales team about common objections they hear from prospects, which can inspire new content topics.
Content audit
Conduct a thorough review of existing content assets and performance metrics.
Identify which pieces of content are performing well and which are underperforming.
This content audit helps you understand what works and where there are opportunities for improvement.
Tools like Google Analytics can help you see which blog posts get the most traffic and engagement.
Create a list of content that needs updating, repurposing, or retiring.
Customer research
Understanding your audience is key to creating effective content.
Spend time listening to sales and support calls to hear directly from customers about their needs and challenges.
Additionally, conduct interviews with current customers to gain deeper insights.
For instance, you might find that customers frequently ask about a specific feature, suggesting a need for a detailed guide or tutorial.
Onboarding integration
It’s important to smoothly integrate into your new team. Take time to learn the internal workflows and team dynamics.
Participate actively in all onboarding sessions and team meetings, especially in the early days, and including the long ones (I know – long meetings suck).
This will help you understand how your role fits into the larger picture and how you can collaborate effectively with your colleagues.
Ask questions and seek clarity on processes to ensure you’re on the same page with everyone.
In the first 30 days, focus on absorbing as much information as possible.
Your goal is to build a solid foundation of knowledge about the company, its content, and its audience.
This groundwork will set you up for success in the next phases of your plan.
Days 31-60: Building and planning
Content strategy development
Now that you have a solid understanding of the company’s goals and audience, it’s time to develop a content marketing strategy.
Translate business objectives into specific content goals.
For example, if the company aims to increase brand awareness, your content goal might be to publish high-quality blog posts that rank well on search engines.
Create a messaging framework that outlines key themes, target audiences, and the type of content that will be most effective.
Content calendar and pipeline
Develop a content calendar aligned with your strategic goals.
Plan out content topics, formats, and distribution channels for the next few months.
This calendar should include important dates, such as product launches or industry events, around which you can create relevant content.
For instance, if a new product is launching in three months, plan a series of blog posts, webinars, social media updates, and email newsletters leading up to the launch.
Internal training
Establish a writing center of excellence by providing training for your colleagues on content best practices and brand guidelines.
This ensures consistency and quality across all content.
Conduct workshops or create documentation that covers topics like effective writing techniques, SEO best practices, and the brand’s voice and tone.
For example, you could host a writing workshop on how to write engaging headlines or how to optimize blog posts for SEO.
Competitive analysis
Conduct competitor content audits to identify gaps and opportunities.
Analyze your top competitors’ content to see what they are doing well and where they might be lacking.
Use this information to differentiate your content and find new angles to explore.
For example, if competitors are focusing heavily on technical content, you might find an opportunity to create more user-friendly, educational content.
In this phase, you are setting the stage for successful content creation and distribution.
By developing a clear strategy, organizing your content efforts, and equipping your team with the necessary skills, you ensure that your content marketing efforts are aligned with business goals and ready to make an impact.
Days 61-90: Executing and experimenting
Content production and optimization
Now that you have a strategy and plan, start creating and optimizing content.
Focus on implementing quick-win improvements to existing content, such as updating old blog posts with fresh information and better keywords.
Begin producing new content based on your strategic priorities.
For example, if your goal is to increase organic traffic, create SEO-friendly blog posts targeting relevant keywords.
Performance tracking and reporting
Set up an attribution model to measure the impact of your content.
Track key content marketing metrics like traffic, engagement, and conversions to understand how your content is performing.
Use tools like Google Analytics, SEMrush, or Ahrefs to gather data.
Create regular reports to share with stakeholders, highlighting successes and areas for improvement.
For instance, a monthly report might show an increase in organic traffic due to new blog posts optimized for search.
Iterative improvement
Continuously look for weak spots in your content funnel and address them.
Experiment with new strategies and content formats to see what resonates best with your audience.
For example, if blog posts aren’t driving enough engagement, try incorporating videos or infographics.
Use A/B testing to compare different approaches and refine your strategy based on what works.
Content governance
Establish editorial guidelines and a content approval process to ensure consistency and quality.
Develop a style guide that outlines the brand’s voice, tone, and formatting preferences.
Create a content approval checklist to streamline the review process.
This might include steps like proofreading, fact-checking, and ensuring SEO best practices are followed.
If your organization has an internal content advisory board, check in with them for any guidelines they may already have.
Technology stack
Evaluate and select the best content marketing tools to support your efforts.
If not already in use, choose a content management system (CMS) like WordPress for easy content creation and management.
Use analytics tools to track performance and SEO tools to optimize your content.
For instance, a tool like Ahrefs can help you identify high-potential keywords to target in your content.
Stakeholder communication
Keep stakeholders informed with regular updates and feedback loops.
Schedule bi-weekly or monthly check-ins with your manager and other key stakeholders to review progress and align on priorities.
Share your performance reports and discuss any challenges or opportunities. This helps ensure everyone is on the same page and supports your content marketing efforts.
In this phase, focus on executing your plan and continuously refining your approach based on data and feedback.
By producing high-quality content, tracking its performance, and making iterative improvements, you can drive significant results and demonstrate the value of your content marketing efforts.
Obstacles you might face in your first 90 days
Your first 90 days won’t always be smooth. Here are some challenges you might face:
- Information overload: During your first 30 days, you might feel overwhelmed by the sheer volume of information to absorb. Prioritize and take structured notes to manage this.
- Lack of clear direction: Sometimes, initial meetings may not provide a clear direction. In such cases, ask specific questions and seek clarification to ensure you understand expectations. Don’t keep silent in meetings just because you’re the new hire.
- Resistance to change: When implementing new strategies or processes, you might face resistance from colleagues accustomed to the old ways. Communicate the benefits clearly and involve them in the process to gain buy-in. Change things slowly to preserve political capital and gain buy-in faster.
- Technical challenges: Adapting to new tools and technologies can be challenging. Take advantage of training sessions and seek help from colleagues or online resources to get up to speed.
- Time management: Balancing various tasks can be difficult, especially when you’re still learning the ropes. Use time management tools and techniques to stay organized and focused.
- Measuring impact: Demonstrating the impact of your content efforts can be tough in the early days. Set realistic goals and use data to show progress, even if it’s incremental.
By anticipating these obstacles and preparing strategies to overcome them, you can navigate your first 90 days more effectively and set yourself up for long-term success.
You might not have 90 days
While the 30-60-90 day plan is a tried and tested business framework, it may not always be the best fit for fast-moving tech companies.
The time you have might depend on your company’s lifecycle stage. For instance:
- Early-stage SaaS: $100,000 to $10 million revenue
- Mid-market SaaS: $10 million to $1 billion revenue
- Enterprise SaaS: Over $1 billion revenue
In larger companies with more resources, you might have the full 90 days to plan, execute, and experiment.Â
However, in early-stage companies, timelines are shorter, often expecting quicker execution.
Adjust your plan accordingly to fit the specific needs and pace of your company.
Iterate, experiment, and improve
Don’t treat your 30-60-90 day plan as a one-time process. Instead, think of it as the beginning of many iterative cycles.
Continue customer interviews, keep up with internal meetings, and review messaging guidelines regularly.
For example, make initial stakeholder meetings into monthly catch-ups and review your brand guidelines every quarter.
Maintain momentum by using your initial plan as a springboard. Continue to experiment, refine, and improve your strategies.
This iterative approach helps you stay adaptable and ensures ongoing alignment with business goals and market needs.
Final thoughts
A 30-60-90 day plan helps you transition smoothly into your new content marketing role.
By focusing on learning, building, and executing, you set a strong foundation for success.
Keep iterating and refining your strategy to continuously improve your content efforts.
