Tag Archive | "planning"

India is planning to achieve 50 GW of prodction from renewbale energy by 2028


India is planning to achieve 50 gigawatt (GW) of production from renewable energy by 2028, in order to get to its goal of 40 per cent of electricity generation from non-fossil fuels by 2030, Ministry of New and Renewable Energy secretary, Anand Kumar said at the India-Norway Business Summit 2019 in New Delhi.

Of this 500 GW, 350 GW would come from solar, 140 GW wind, and the remaining generation capacity would come from small hydro and biomass power.

“This figure excludes large hydro. If we take large hydro into account the figure will grow to 560 GW to 575 GW. To reach this figure we have to bid out 30 GW of solar energy and 10 GW of wind energy every year,” Kumar said.

He added that India’s requirement for electricity generation capacity may reach 840 GW by 2030 if the country’s Gross Domestic Product (GDP) grows at a rate of 6.5 per cent.

“Out of 840 GW, we plan to install a little more than 500 GW in renewables. We have installed 75 GW renewable energy capacity in the country and another 46 GW is under various stages of installations,” added Kumar.

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Destinations on Google delivers new travel planning experience for mobile users

A mobile search for a continent, country or state, along with the word “destination” or “vacation,” will return a series of travel options.

The post Destinations on Google delivers new travel planning experience for mobile users appeared first on Search Engine Land.

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SPONSOR MESSAGE: The Display Retargeting Planning Guide

Key benchmarks, challenges and best practices for cross-channel retargeting success. Marin Software surveyed digital marketers to produce this definitive retargeting guide. CTR, CPC, budget allocation, and RLSA benchmarks, plus best practices, including the use of search intent data to augment…

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Multichannel Marketing: 6 challenges for planning complex campaigns

Multichannel marketing is difficult to do as complex campaigns involve lots of coordination to keep the messaging consistent. Read to learn more about six challenges for planning complex campaigns that will hopefully aid your marketing efforts.
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Testing: 3 common barriers to test planning

While there are some very legitimate barriers to testing that arise during planning, the most common explanations of “We can’t do that” rarely outweigh the potential revenue being left on the table. So read on for three of the most common barriers to testing and why your marketing team should avoid them.
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Test Planning: Create a universal test planner in 3 simple steps

Running a test smoothly can be a challenge, especially when testing is a continuous cycle of motion. Use these three tips for creating a universal test planner in your organization to help smooth the process and communication of running online tests.
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How To Devise Your SEO Strategy The Easy Way – With a Planning Template

If there’s one thing both business owners and SEO consultants can benefit enormously from, it’s a strategy planning template.  Everyone knows that a strategy-based approach to marketing will trounce a competing approach that is purely tactical.  The difficulty lies in coming up with a winning strategy, especially when your organization hasn’t formally devised one before.

Enter the SEO Strategy Template

It’s a simple set of ‘rules’ (more like guidelines) that you can follow like a roadmap, adapt and tweak, modify and customize, until you have a unique strategy planning document for marketing your business. 

This is such an easily repeatable and reproducible process that it is surprising that everyone within the SEO industry is not already exploring, using or implementing such an approach to evolving an SEO strategy.

So if you’re interested in formulating your company’s strategy using an easy-to-follow and powerful process, then read about this method to create a planning template based on the SOSTAC model.

Introducing The SOSTAC Planning Model

In the 1990s, PR Smith introduced the SOSTAC strategy framework to help plan a marketing system that is comprehensive, yet flexible enough to be adapted to fit the varying needs of a wide range of clients.

SOSTAC stands for:

  • Situation – where you are now
  • Objectives – where you are heading
  • Strategy – how to get there
  • Tactics – how to execute the plan
  • Actions – who is in charge, and when should it get done
  • Control – measure and monitor to see if you get there

This systematic approach to outlining a superior marketing strategy is both simple and elegant, while being powerful and effective.  You can use it as the framework of a planning template for your SEO strategy.  

Let’s explore it in more detail.

1. Situation Analysis – Where Are You Now?

Before you begin any marketing effort, you must know where you stand at the moment.  From an SEO standpoint, you’ll look at

  • your site performance
  • the search engine traffic you’re getting
  • your best keywords with highest conversion rates, and
  • comparison against your competition

Taking stock will make your future endeavors more productive.  Asking the right questions, and coming up with the answers, is a good starting point.

a. Is business good?  Management guru Peter Drucker would begin consultations with the question, “How’s business?”  Study your Web traffic, sales volume and profit, your assets and liabilities, your cash flow and expenses.  Is business booming?  If not, why not?

b. What are your strengths?  What sets you apart from everyone else in your industry or market niche?  Why do your customers seek you out?  How are you insulated against competition?

c. Do you have a marketing strategy?  Look at your current marketing campaigns and SEO efforts.  Do they work well?  Which activities are the most effective?  What impact does each one have on your business?

d. Are your goals clear?  Is your target audience clearly defined?  Do you know your best keywords?  Your most profitable clients (and top keywords) make up only a tiny fraction of the total.  Are you aware of them?  Are you focusing on serving them well?

e. What are you weak at?  Are you employing the most cost-effective and high impact marketing channels and SEO efforts?  How can they be made more efficient?

f. Is your business protected against adversity?  Will technological innovations or disruption in the status quo harm or destroy your business?  Or are you positioned to take advantage of seismic shifts in your industry?  Are your competitors more powerful, versatile, creative than you are?

2. Setting Objectives – Where Are You Headed?

Once you know where you stand, you must define your goals and objectives for the future.

a. What are your biggest goals?  Why does your business or website exist?  Is your mission statement clearly defined, and can you state it in a concise “positioning declaration”?  It will explain why you are in business, and whom you aim to serve.

b. What does your business set out to achieve?  Is bottom-line profit your primary motive?  Or do you want to achieve something else?  How do you plan to serve your market?

c. What marketing methods will you focus on?  Which elements of your SEO plan will bring you more clients, improve conversion to sales, and result in repeat business and/or referrals?

d. What does your marketing say?  Are you trying to generate more leads, pre-qualify serious prospects, close more direct sales, encourage referrals or seek out business partners?  Your message must be tailored specifically for each objective if you are to succeed massively.

When you have a set of well-defined objectives, run them through the SMART test to see if they are really your highest and best targets.

S – Specific.  Are your goals clear and specific?
M – Measured.  Can your goals be measured?
A – Actions.  What actions will make them happen?
R – Realistic.  Are they achievable goals?
T – Time.  Will they meet your deadlines?

Knowing where you stand, and armed with your major objectives, it’s time to proceed to the next stage – and iron out your strategy.

3. Formulating Strategy – How To Get There?

Strategy is the high level blueprint for your SEO efforts.  It may involve a focus on local SEO, or brand building, or something else.  This is the ‘big picture’ phase, and you don’t have to get into too many details.  But you do need to capture the soul of your SEO strategy in a clear and solid way.

The first step is to narrow down your focus to appeal to a specific section of your audience that you can serve better than anyone else.  Depending upon the size and scope of your business, this segment may be large or small.  But by defining your target market clearly, you’ll avoid the major pitfall that defeats all non-strategic marketers – the mistaken belief that your ideal prospect is… everyone!

Once you know, in general terms, who your prospects are, you can proceed to learn more about them.  Getting into the mind of your buyers, and correctly figuring out what they want, and when, can be your biggest competitive edge and the driver of mind-blowing profits.  Targeting your marketing to appeal to this audience can skyrocket conversions effortlessly.

Based on this knowledge, you can refine your positioning and control how you will be perceived by your market.

4. Tactics – How To Execute Your Plan?

A chain is only as strong as its weakest link.  And your strategy is only as powerful as the actions that you will take to execute it.

This phase is about outlining the steps to take, and their desired end-result.  It’s hard to predict SEO outcomes accurately, but you’ll be able to make reasonable estimations, which will then serve as a roadmap for your SEO campaign.

a. Which tools will you use?  Every kind of marketing (including SEO) has an array of tools to deploy at will.  It’s tempting to try them all.  But it’s better to use just a few, using them effectively and well.

b. Plan your assault.  The same tools can be put to use with widely varying results.  Picking the right one for the right reasons can have a synergistic effect on your results.

c. Telegraph your message.  Target it at your ideal prospect.  Refine it to cut through the clutter and speak directly to your audience’s biggest wants or needs.  Remember, confused prospects don’t buy!

d. Be consistent.  Branding and direct selling both work better with repetition. 

e. Get a budget.  Marketing strategically can be expensive, at first.  Assign the resources and funds necessary to your marketing plan before you begin implementing it.  Otherwise you’ll run out of steam, losing momentum and money.

5. Actions – Who Is In Charge?

With your strategy and tactics planned out, your template then points you towards the next step… assigning roles and setting deadlines. 

Without clearly defined responsibilities, and a time frame within which to complete tasks, your marketing will stagnate and lose speed.  This phase is about the nitty-gritty daily actions – what to do, who will do it, and when it should get done.  Whether you chart it out on a week-by-week basis, or choose a different time frame, what matters is having an outline that everyone can access and follow.

a. Pick a leader.  Put individuals in charge of specific components of your SEO activities.

b. Set a time frame.  Draw up a marketing calendar and set deadlines for completion of each action step.

c. Can they do it?  Assigning tasks to someone based on a job description rather than their ability, skill or capacity to get it done can be a critical mistake.

d. Measure progress.  Decide upon the metrics to monitor.  Will they show if a job is getting done?  Can they be easily measured?  How often will you keep track?

e. Document results.  Sharing visual feedback and results of your campaign’s progress can help get a team energized, and working better together.  In today’s complex SEO universe, having a synergistic team effort can compound your chances of success.

6. Control – Monitor & Measure

The Web analytics portion of any SEO project is where you’ll look at progress, and review it in the context of the initial situation analysis.  The feedback serves to redefine and tweak your strategy, closing the loop, and making the system more powerful as it grows and evolves over time.

a. Keep measurements relevant.  Higher search rankings matter.  But it’s more important to measure bottom-line impact on business profitability.

b. Who will measure metrics?  Scripts and software record data, but someone must compile and present it to team members.  If trends can be spotted early, you can modify actions to get higher results.

c. How often to measure data?  Collecting and analyzing information shouldn’t
become an end in itself.  Choose an optimal schedule, and stick to it.

d. What tools and resources do you need?  How complex and costly your monitoring systems must be depend on the scope and scale of your business and the diversity of your SEO efforts.

e. How will the data be interpreted?  What will be the impact of this analysis on your SEO strategy?  Your planning template must explain this clearly upfront.

f. What’s your back up plan?  If things don’t go right, how will you bail out?  Who decides when to switch plans?  When will it happen?  While you can’t factor in all eventualities, having a set of options is helpful.  Remember, when everything else is equal, the one with the most options wins!

So, there you are!  A planning template for your SEO strategy that can be reliably constructed through following a step by step plan modeled on the powerful SOSTAC framework.

Keep in mind that increased revenues and profit, achieving major business goals, getting to them faster, and lowering costs are the biggest advantages of having a planning template.  It beats blindly using SEO tools or following standardized SEO checklists, and hoping for stellar results.

A strategic effort is slightly more effort-intensive.  It will initially cost more to implement.  It may even take longer to fructify.  But when it does, the results will blow your competition out of the water – and skyrocket your results! 

That’s what makes an SEO strategy desirable, and a planning template worth developing.

All roads lead to Rome.  There are many ways to arrive at a winning SEO strategy based on a planning template.  In more than a decade spent working in the SEO and digital marketing industry, this approach detailed above has been what worked effectively for me.  That’s the reason I want to share this to help and motivate other business owners and SEO consultants who understand the importance of having an SEO strategy, but are not sure how to go about crafting one.

If you know of a better (or different) way to apply the SOSTAC model to evolve an SEO strategy and create a planning template, do let us know.  I’ll do my best to answer questions and help in any way I can.  Please share your comments, questions or suggestions in a comment below, or write to me using the contact form.  I’d love to get a vibrant discussion going on this all-important topic of SEO strategy.

Trond Lyngbø is a Senior SEO Strategist at Metronet Norge with over 10 years of experience. Trond is the author of the books “Importance of SEO for Your Online Business” and “Power Social Media Marketing”. He can be found on Twitter @TrondLyngbo.


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The Ultimate Guide to Content Planning

Posted by simonpenson

A transition is in effect. The web is maturing and like any form of media that has gone before it that can mean only one thing: That content is now at the epicentre of audience creation once again.

The introduction of Penguin, as we know, is forcing every online business to re-examine how it ‘does’ online marketing and begin looking for ways to grow reputation, reach and visibility via content rather than the link building practices of old.

As Google turns up the algo to promote great content and social gives us all access to the social graph and the network effect it offers there has never been a better time to get your content game in shape and pull together a killer strategy for your brand.

I recently wrote a piece for another digital marketing site that goes into a little more detail around why content is coming to the fore and so for extra context it is certainly worth a read.

In addition to the above theory one thing we do know is that all forms of media before the web have followed the same basic evolution. It starts with obsession about the technology and the iteration of it to a place where the platform has mass media reach. The end game, and the thing that gives the platform longevity, is the content shared on it. Think print, TV and radio and this is true of all of them. We don't get excited about where a paper is printed any more. Instead its about the content that's printed on it.

The web is next and in this post I want to delve a little deeper into how to structure your own content planning to take advantage of this change and maximise the reach and impact of this change.

How to Plan

Stage one of any great content strategy is the plan. Without it you will fail. Without a clear roadmap of the kinds of content you need to produce, when and for whom you’ll quickly become an also-ran.

The question is how do you first understand what you should be creating and how can you structure your plan to cater for the various personas visiting your site?

Firstly you need to understand exactly WHO your audience is. Many people, especially when they start to become more comfortable with content strategies, often overlook this; and it's key to the whole process.

The point is all men and women are not the same. Obvious, right? Well we can all be guilty of treating our audience as the same person with the same ideals, needs and beliefs. Clearly this isn't the case and so it is important to segment your audience in a way that create two, three or four 'types' – all of which get to your product or service in different ways.

To explain this, and the planning process as a whole, I organised a round table catch up (an evening of beers) with some former colleagues of mine from the world of consumer magazines to pick their brains again on the best way to structure and execute your content plan

Their view, and mine, is always to ‘keep your reader as close to you as possible in every decision you make.’

That process must follow the same basic steps:

  1. Understand your Brand

You cannot begin to talk about personas or content ideas before you truly have your brand values down on paper. Many businesses skip this part but you MUST know exactly what you stand for, your tone of voice, political and social allegiances etc.

To do this you must first map the strengths and weaknesses of your competitors. A simple SWOT analysis works well here as it lets you see easily where you might be able to steal a march and differentiate.

You can then align these strengths and opportunities to your brand values and begin to build a map of what you may want to ‘own’ from a content strategy perspective.

There are lots of tools out there to make this process easier too. SWOT analysis templates are available across the web while Moz's own TAGFEE core values can really help you structure your own mission statement and brand strategy. For those really interested in this area I can whole heartedly recommend spending time reading Michael Porter's work and strategies. His books make for great reading.

With this in place you can then move onto stage two…

  1. Understand your Audience

The plan to understand your reader is twofold; the first part is to create the ‘Typical Reader’. Here you should be specific and a great example may be:

Steve is 24 and drives a 2006 plate Range Rover Sport and he sees this as being the second most important thing in his life, after his fiancée!

He spends his time and money socialising, discussing sport, music and cars. He drinks Budweiser and occasionally a decent whiskey (as he thinks this is cool). He wears Ralph Lauren shirts but can’t afford to stretch his brand tastes further and so goes with generic jeans and shoes. To him brand is as important as the product, and it influences his buying behaviour.

The process of getting to this point is a post in its own right but the key point is to do your research well. Split it down into two specific parts:

1. Quantitative > Surveys via email and social work well for this. Ask general questions about your product or service so you can get a picture of where it sits in their lives and in their buying cycle. This can lead you to stage two, which is…

2. Qualitative > Customer focus groups, either in a pub or working with research companies and utilising controlled environments helps you to add 'colour' to the picture, enabling you to understand tone and emotive pointers etc.

From this you will usually be able to model your 'typical' client or customer, as above. You'll also be able to understand how to break the audience down into personas, each of which have more specific characteristics and ways of getting to, or interacting with what it is you are selling. For a step-by-step of using data to create them I recommend Mike King's excellent Keyword Level Demographics post.

The next step is then to nail your editorial proposition and to do this you must record your key USPs (things like ‘jargon free advice’ and ‘well written by people who understand the culture and fashions of the market’).

This is a relatively straightforward process and should get you to a point where you can easily sum up your editorial/content persona in the form of a famous person.

This is a really useful way of working as by agreeing that as a brand you are ‘John Wayne’, for instance, it becomes much easier to share tone of voice and attitude across a team, either in house or externally.

While this process is really useful to capture your core values we all know that in reality you have many different types of ‘reader’ and so the process of persona mapping is key to really ensuring your content appeals to your chosen audience.

The process of creating personas is a subject all of its own and this post cannot cover the entire process but several pieces here recently including this one and this one can help you segment your audience in a way that will help you when it comes to pulling together your content strategy.

Let’s assume then that you have followed those tips and have three or four tidy personas in place.

At this point you now have a really clear picture of who you are, your tone and editorial stance. You may even have drawn up an editorial guidelines document to steer the entire team in the same direction.

In short you are more prepared than a cub scout but structure is nothing without great ideas….

  1. Brainstorm Ideas

Ideas are the lifeblood of any content strategy. Without creativity your content marketing campaign is dead in the water. The good news though is that there are ways that you can make the whole process a little more structured and easier.

It is at this stage you can let your imagination run wild. If you have a team then a couple of hours in a bar or even just outside can produce a long list of crazy content concepts. Of course you don’t have to worry right now about them being realistic or actionable. The key point is to get them down on paper.

One great technique to use in recording and expanding your idea list is the use of mind maps. Bubbl.us is a great tool to use to help you do this.

Tools can help too and below is our top five for helping us isolate content ideas.

  1. Bottlenose

Bottlenose social search engine

This is a great new tool to highlight trending articles and social commentary based on specific keywords. It’s a social search engine and can really help you create news or hot topic led content.

  1. Spezify


Does a similar thing to Bottlenose but in a less structured but more visually interesting way.  Creates a tapestry of related tweets, images, music etc.

  1. UberSuggest

A popular tool for expanding on keyword ideas and the concept works well for helping you think more laterally.

  1. Keyword Expander

keyword expander

A really cool tool by Optimal Social it allows you to find relationships between things that people like.  So people that like (insert keyword) also like XXX. This has obvious benefits and can also help with persona creation. Free registration required.

  1. SEOGadget’s Content Ideas Generator

A popular one around these parts and for good reason; it may not be flashy but it does a great job of pulling in content ideas from a number of useful sources into one Google Doc.

Together these and some good old fashion thinking time can produce a great list of ideas, which will then need refining, which brings us onto the next stage.

  1. Segment your content types and flow

The next step is to begin organising the list you have into content types; working out the best way of presenting that concept for maximum reach.

This is where an understanding of content types comes in and the Content Matrix. This simple yet effective infographic by SmartInsight helps you understand the strengths and weaknesses of the different kinds of content you can create, while also giving you a great starting list of ideas.

It is then useful to segment your ideas into a simple table of types such as this:

  1. Create your content plan

I wrote this on the YouMoz blog last year as a introduction to content planning and it contains some useful elements around beginning to structure your editorial calendar, or plan, by using key elements.

The key part of the process though is ensuring you achieve the right flow.

Every great content schedule, whether it’s for TV, radio or any other media has peaks and troughs as you must have the small to appreciate the big stuff.

If you examine the very best musical pieces they are built in the same way and you should think of your content plan in the same way.

Create a planner as you wish. The one we use is shown below and captures the following elements. If you want a copy simply email us at infoatzazzlemedia.co.uk and we’d be glad to send you a copy.

The basics are that you segment as you would with a normal calendar with months and weeks. The key is then how you transplant the ideas you have into it.

Alongside ideas we capture key dates in the calendar. So in our example as a fitness website we might include key exhibition dates, official Get Fit weeks, peak times of the season such as January and so on. This work helps us capture the visitor’s general mood and frame of mind too and this helps you create content as a solution.

The key piece is getting the flow right and this is where the work done on content type is important as it enables you to then fill in the weeks with a view on what kind of content will follow each other well.

Timing too is important. Huge amounts of effort and many 'column inches' have been put into measuring and understanding the timing of social media activity and the same is true of other content. During a stint working for the UK's biggest golf media brand we discovered that sending a newsletter on a Friday full of equipment reviews etc worked amazingly well as the 'reader' believed that they were about to shoot the round of their lives that weekend, and wanted all the kit to do it with. Come Monday though reality had set in and so we would send a newsletter full of tips to help them improve!

Dan Zarella's blog is great for insight around social sharing and I would suggest you spend some time here absorbing that data to help you build your own content plan.

The other secret is then creating both ‘big bang’ and smaller regular content ideas and get them to work in unison, but that’s a post for another day.

Simon Penson is MD and founder of Zazzle Media, a UK based content marketing and technical optimisation agency.

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Inbound Marketing: Social media strategy planning tool

Has your organization established a plan for marketing with social media? If not, here’s a free tool that can help…
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