• The purpose of your Copywriting Action Plan is to get clear on how to best connect with your ideal clients and identify the marketing materials you’ll need to do that.

    You’ll need a content and messaging strategy for your online marketing and offline marketing efforts as well as your advertising including traditional media if that’s part of your mix (think radio scripts, billboard slogans, signage, television scripts). Here’s a bit more about the difference between marketing and advertising.

    Although marketing and advertising channels change, there are two things that remain consistent.

    In order to succeed, your business must have

    1. A clear marketing message
    2. A marketing plan and strategy (this can include advertising and should to be comprehensive)

    That’s why it’s important to create a Copywriting Action Plan (a list of everything you need to write to support your plan and strategy) as well as a Content Strategy PlanΒ (a plan that outlines your strategy and where your marketing and advertising messages will appear).

    Here’s a list of some online marketing items you may need or want to add to your current list of projects to update your Copywriting Action Plan.

    Consider all that apply to your current or future efforts.


    • Downloadable special reports to educate and build relationships with your ideal clients
    • Landing Pages
    • Rewrites of current web content that isn’t getting the results you’d hoped for
    • Sales Letters
    • Squeeze Pages
    • Website copy
    • Bios (including speaker bios)

    Internet Marketing Support Materials:

    • Articles for article marketing
    • Affiliate Program Plans
    • Email Support
    • Autoresponders
    • Blog Postings for your blog or guest posts
    • Email promotions
    • Ezine or Electronic Newsletter Content
    • Press Releases
    • Video Scrips

    As you can see there are many options for you to consider when creating copy (and we haven’t even touched on your offline efforts — if you haven’t created your Copywriting Action Plan yet, go here to get started).

    The content you need to create hinges on your plan and strategy and that’s exactly why you need a Content Strategy Plan (often referred to as an Internet Marketing Editorial Calendar).

    Your Content Strategy Plan helps you determine what you’re going to share with and promote to your community throughout the year and then breaks it down into monthly themes that are the basis of your marketing messages including articles, blog posts, videos and even potential promotional ideas including PR angles. Once you’ve created your Copywriting Action Plan, it’s time to review current and future messaging and create your Content Strategy Plan.

    Your Content Strategy Plan will ultimately help you be more productive, save time and increase your income.

    It can help you

    • Have a clear plan for the next 90 days to 12 months so you don’t have to do the last minute scramble to prepare your ezine, video, blog, articles or other marketing messages
    • Develop your yearly marketing theme so everything you do supports your big vision and revenue goals
    • Create outlines and topics for your monthly marketing — especially your ezine and social media topics so there is no more guesswork (this applies to special promotions and sales, too)
    • Get fresh perspective to move you forward quickly and succinctly
    • Plug and play your content with a clear plan to achieve your goals
    • Own a plan that is all YOURS with foundation in place to move forward and the flexibility to revise as needed
    • Enjoy peace of mind because you are ahead of the game and ready move forward in your business

    Developing your Content Strategy Plan is essential to getting better results.

    I’ve been told by my clients that the Content Strategy Plan introduced them to advance cross-sell and up-sell strategies to increase income (who doesn’t love that?) Once you’ve become a preferred client of Write On Creative, you are eligible to work directly with me to create your Content Strategy Plan.

    What’s your plan? How’s it working for you? Comment here.

    Lisa Manyon is "The Business Marketing Architect" a content and copywriting strategist for mission-driven entrepreneurs. She's the creator of the NEW marketing model for success (as seen in Inc. Magazine) that's changing the way people market today. She specializes in powerfully communicating your marketing message to increase results via Manyon Marketing Web Makeovers, website copy packages and content strategies to effectively market your business. She offers a free Copywriting Action Plan and marketing resources on her award winning blog. Her consulting and coaching is known to help produce million dollar results www.writeoncreative.com/blog


    17 responses to “The Purpose of a Copywriting Action Plan and Why You Need a Content Strategy Plan”

    1. Lisa – You’re the master! Having a plan for your content and how one page leads the visitor to the next page or call to action is a strategy that is so underutilized – so many sites would be more successful if they had a plan!

      Jennifer Bourn, Bourn Creative

      • Lisa Manyon says:


        It’s so important to have a plan and strategy for all of our marketing and especially our websites. I really enjoy helping my clients put that in place and also helping them focus on advanced strategies like cross- selling and up-selling via autoresponders and more — that’s where the Content Strategy Plan becomes even more valuable.

        Write on!~


    2. Sue Painter says:

      You give about a zillion reasons why content strategy is vital. With the newer limitations on Facebook it’s even more critical, seems to me. Thanks for setting out WHY people need this so succinctly.

      • Lisa Manyon says:


        Yes, with a Content Strategy Plan you’re always prepared to create new content for all applicable platforms. My clients say it saves them time and increase income and I’d say that’s a win-win. πŸ™‚

        Write on!~


    3. Lisa, your Content Strategy Plan is such a SMART thing to do and you’re the one to guide someone through that maze!

      • Lisa Manyon says:


        It really is important to have a Content Strategy Plan. All of our marketing materials must be working together and content is key to truly connecting with ideal clients in a strategic way while being of service.

        Write on!~


    4. Lisa, before this article I had never considered a Content Strategy Plan outside of developing my website. With a plan, I could see how creating content would be SO effortless and effective. What a great reminder for the new year. Thanks for sharing!

      • Lisa Manyon says:

        Hi Debbie,

        Yes starting with your Copywriting Action Plan (my free gift to those who become a member of the Write On Creative Community) is the first step. Beyond that I work directly with preferred clients to create a Content Strategy Plan (Often referred to as an Internet Marketing Editorial Calendar) to create everything that’s needed to truly build relationships, attract ideal clients and increase income online.

        Write on!~


    5. Thanks so much Lisa, these are wonderful points to review, even if I’m not actively rewriting or redesigning my website! In fact, your point about needing “Rewrites of current web content that isn’t getting the results you’d hoped for” really got my attention – this is something we all should be doing!

      And, this time of year, the Holiday season, is the perfect time to get in and make the much-needed tweaks that we’re too busy to do during the year.

      • Lisa Manyon says:

        Hi Barbara,

        With your website copy, it is recommended that you review it quarterly at a minimum. Your Copywriting Action Plan actually encompasses all aspects of your marketing materials. It’s what helps you determine what you need to write. Your Content Strategy Plan then creates your marketing road map for the year so you exactly what you need to create and when. It all works together to support your business goals and provide what your clients need.

        Write on!~


    6. Lisa,

      You’re totally on target with your thoughts. Just like you wouldn’t start a road trip without having a driving strategy you really need to have a content strategy if you want to arrive at the desired destination in your writing endeavors. Write on!

      Dr. Robert Fenell

      • Lisa Manyon says:

        Dr. Fenell,

        That’s exactly right and once you have your Copywriting Action Plan in place you can create a Content Strategy Plan so it all works together to bring better marketing results. Win-win!

        Write on!~


    7. Mitch Tublin says:

      This has it all. If anyone is not on top of everything you are writing about here, they need to work with you and get all of this in order.

      • Lisa Manyon says:

        Hi Mitch,

        Great point. It really does help to have support when you develop your Copywriting Action Plan and your Content Strategy Plan. Having a method to your writing madness will improve results.

        Write on!~

        Lisa Manyon

    8. Lisa
      Thanks for sharing all the areas we need to consider for our copywriting and for outlining the importance of having a good content strategy plan.

    9. Such a thorough list, Lisa – thank you! It serves as a good reminder to regroup and rethink my copy all around. ~ Carmen

      • Lisa Manyon says:

        Hi Carmen,

        Yes, it’s important to review your web copy and your content strategy plan at least quarterly to make sure you’re on the right track. Things change and so should your copy.

        Write on!~


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