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 time frame.
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:
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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.
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.