Are you producing tons of content but still not seeing results?
Well, the answer isn’t simply churning out more content.
It’s about crafting a comprehensive, well-thought-out plan.
This guide aims to take you through the step-by-step process of creating a content plan that will connect with your audience and lead to conversions.
Because if you fail to plan, you’re planning to fail.
📝 Content Plan and Content Marketing
Before we dive into the nuts and bolts of crafting an effective content plan…
It’s essential that you grasp the basics of a content plan and content marketing.
Content Plan: Your Business Roadmap
A content plan is like a roadmap, guiding you on:
- What to say
- How to say it
- To whom it should be said
It’s a crucial tool for any business looking to grow.
With a detailed content plan, you’re more likely to resonate with your audience and achieve your marketing goals.
Understanding Content Marketing
Content marketing is often misunderstood.
Contrary to popular belief, it’s not just about selling.
It’s all about giving your audience useful, relevant information that helps them.
Basically, it’s about building relationships and trust with your audience, which can lead to business growth.
There are businesses like Red Bull that excel at content marketing.
(Yes, they do more than just ‘giving you wings’)
From their blog and videos to events, they always deliver value, which keeps their customers engaged and loyal.
That’s the power of effective content marketing!
✍🏼 Building Your Content Plan: Ready, Set, Go!
Now that you know what content marketing is, let’s talk about how to make a plan for your content.
Start with Clear, Measurable goals
Do you want to drive more traffic to your website?
Are you aiming to boost sales or increase newsletter sign-ups?
Whatever your goals may be, they must be trackable to measure your progress effectively.
Research: Know Your Market, Competitors, and Audience
Understanding your market, competitors, and the keywords your audience uses is crucial.
Social media, groups, forums, and keyword tools can be excellent resources for this task.
Who are they?
What interests them?
Where do they spend their time online?
What are their needs, frustrations, desires, and fears?
Understanding these aspects helps you create content that directly addresses your target audience’s interests and concerns.
Remember… the more you know about your audience… the better!
Identify the Right Content type
This could range from blogs, videos, social media posts, podcasts, and more.
Different content types cater to different goals and audiences.
The key is finding what resonates with your audience and aligns with your goals.
For this, look at the type of content they are already consuming.
Decide Where to Publish Your content.
Where do you plan to share your content?
Your website, Instagram, LinkedIn, YouTube, or other platforms?
The choice largely depends on where your audience spends most of their time and which platforms are suitable for your type of content.
There is no point in putting out content where nobody will see it.
🔎 Diving Deeper into Your Content Plan
After covering the basics, it’s time to dig deeper.
Brainstorm and create
Next, it’s time to get those creative juices flowing!
Based on your research, brainstorm content ideas that would offer value to your audience.
Consider the preferences and interests of your target audience, as well as the trends and topics that are currently popular in your niche.
This will help you come up with engaging and relevant content ideas that will resonate with your viewers.
Additionally, don’t be afraid to experiment and try out different formats or styles to keep your content fresh and interesting.
Creating a Content Calendar
A content calendar provides a clear plan for when to create and publish each piece of content.
Tools like Notion can be very useful for this task. (That’s what I use!)
My content calendar has 3 sections:
- Draft posts
- Published posts
- Repurposed (Posts that have been repurposed)
So all the ideas you brainstormed in the first section, put them in the drafts.
Consistency is key in content marketing!
By having a content calendar, you can ensure that you consistently deliver valuable content to your audience.
This helps build trust and loyalty.
It also allows you to strategically plan your content around important dates or events relevant to your niche.
This maximises your impact and reach.
Consider who will create the content.
If you lack the skills or time in-house, consider hiring or outsourcing to meet your content needs.
Outsourcing can be a cost-effective solution.
It allows you to tap into the expertise of professionals who specialise in content creation.
The biggest benefit?
You can ensure that your content is consistently high-quality and aligned with your brand’s voice and objectives.
With your plan in hand, it’s time to create!
The goal is to make your content engaging and high-quality.
This can be achieved by incorporating various elements such as compelling storytelling, eye-catching visuals, and relevant information.
📢 From Creation to Publishing
Now that you have your content, it’s time to publish!
Consider when and how often to post, as this can affect how many people see and engage with your content.
Once you publish a post, move it to the published section and add a date to it.
Do the same when you repurpose it after a while.
Once your content is live, it’s crucial to promote it.
Share it on your social media platforms.
Email it to your list.
Get it in front of as many eyes as possible.
Engaging with your audience is key.
Responding to comments, answering questions, and interacting with your audience helps build relationships and keep people coming back for more.
Use tools to measure how well your content is doing.
Are you meeting your goals?
If not, what can you adjust?
Let’s consider a real-life example.
Airbnb’s content strategy is admirable.
Their blog features travel tips and stories from around the world, which fosters a community around their brand.
🧠 Staying Ahead of the Curve
Content marketing is always evolving.
New technologies like AI and virtual reality are here, and they’re reshaping the landscape.
Staying updated with these trends ensures your content remains relevant and engaging.
Now that you have a guide to creating a winning content plan, it’s time to get to work!
Remember, a content plan isn’t a one-time thing; it needs continuous review, adjustment, and improvement.
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