The experience did, however, give me a different perspective that challenged the expected “norm” that I’d find if I just read news headlines.
Content marketing depends greatly on planning. It’s not a discipline that you can just do ad hoc or randomly—not if you want results. While your content strategy is vital to attracting new customers and increasing your brand’s equity, it’s not content planning.
Content planning defines how you’ll execute it. So, if you’re long on strategy and short on planning, then you’ll want to soak in these tips and insights on content planning.
What Is Content Planning?
To make sure we’re all on the same page, it’s essential to first define what content planning is. It’s a foundational aspect of content marketing that must align with your content strategy. The act of planning helps you break down the details of how you’ll produce, enhance, and promote content.
Effective content planning must include:
Crafting Your Plan
Content marketing is a long-term strategy, so the plan to support it must be as well. To develop a content plan, you’ll need to follow these steps.
Identify your goals
There are many different goals you could entertain, but you need to be specific. Typically, content marketing can help you achieve brand awareness, increased website traffic, lead generation, conversions, and improved customer retention.
Different tactics align with each potential goal. For example, if increased website traffic is a goal, then you may want to focus on blogging that uses keywords that are relevant to your audience. Your hypothesis would be that if you increase SEO content, you’ll be a top result on Google, and more people will visit your site.
Define your buyer
Developing content for your brand isn’t about you—it’s about your buyer. What are their pain points, challenges, and motivations? Defining your target audience is essential to content planning. Knowing your buyer’s content preferences is vital to helping you decide on what formats to use. If you know your audience is very visual in how they consume information, you might choose to create more videos and infographics.
Another critical element in this step is knowing where your ideal customer seeks out information. That could be social media, search engines, industry publications, or other channels. With this business intelligence, you can then promote content better.
Develop content ideas
Based on your strategy and a content audit to determine successes and misses, it’s time to generate ideas for content. Coming up with endless ideas can be difficult, but many things can inspire you.
Consider these tips:
In addition to generating ideas, you’ll also need to decide what formats to use. What you choose should align with buyer preferences.
How Do You Execute a Content Plan?
Taking your strategy and transforming it into a plan isn’t easy. But it’s worth it to ensure that your content performs and delivers a return on investment (ROI). One significant area to consider in content planning is that it gets all team members on the same page as far as goals and objectives.
To execute a content plan, you’ll need to focus on these elements:
Content planning can be time-intensive and at times, overwhelming, but it’s a must-have for any brand that wants to win at content marketing. If you have questions or aren’t sure where to start, talk to our content marketing experts today.