How do I plan Marketing Initiatives?

Effective content plans are based on a clear understanding of the target audience and of the business objective for the content. The Prepare module is the place to document Personas that define your audience and to capture business objectives with the context of Marketing initiatives.

New Initiatives

To create a new Initiative, select the “Create Initiatives” button in the upper right hand corner.


Business Objectives

To create a specific Marketing Initiative, you will need to populate a Business Objective statement. You can create this by selecting from the drop downs, adding quantitative details around the goals and then selecting other fields such as Personas.


Under the Competitors section, add in your top competitors and their website URLs. We recommended listing at least one competitor and limiting the list to no more than 3. Listing a small set of key competitors will help focus your marketing messages on ways to differentiate from those competitors rather than trying to be everything to everyone.

Color Coding Your Initiatives

Each Initiative can be assigned a different color. Or, you can group Initiatives by color so that you know which ones are part of the same campaign or marketing program.