Something tells us that if you are here, you have understood what Content Marketing is about, a content-based strategy, and its importance within the digital environment. Great! that means you are about to unlock the next level: making a content plan step by step.
In theory, Content Marketing sounds like an essential axis, but it can turn to ashes if we do not know how to make it happen in practice. That is why today we will talk about how to make a content plan step by step, considering the critical elements of your environment. Are you ready? Then take note!
What is a content plan?
It is the action of documenting all the information related to the content you will use to execute a Content strategy, allowing you to define what the published formats will be: blogs, video, success stories, etc. On what date and at what e-channel.
During the registration of a marketing plan, certain vital elements guarantee its effectiveness, such as objectives, Buyer Persona, and Buyer Journey stage. In this way, you can establish your differential value proposition much more clearly.
Why is a content plan so important?
A content plan is a bridge that allows you to materialize the objectives set from the idealization of a content strategy because it is the theory turned into practice.
It helps you establish in a tangible way how you are going to reach the ideal customer; through the right path and message.
But also, since it is about naturally executing a plan, it makes it easier for you to recognize the mistakes you are driving along the way, know the ideal client’s tastes and preferences, and try and make mistakes as you go along.
Steps to make a content plan
Making a content plan is still different from the rest of your procedures when creating effective strategies. That is, you have to set goals, know the target audience. As well as consider the technical details that will make us stand out from the competition.
For this reason, we explain from start to finish what you should dedicate your efforts to when making a step-by-step content plan:
1. Define your goal
The objectives of a content plan must be established in the medium or long term to expect each piece to generate impact.
Either way, the objectives of a marketing plan must be materialized concretely; for example, what is not a content plan objective? Get more leads for the coming year.
How to define objectives for a content plan?
- Reach a base of 2,000 subscribers before 12-30-2021.
- Increase website traffic from 1,500 to 2,000 visits per month in 3 months.
- Increase the rate of stay on the website, going from 1 minute to 3 minutes in 4 months.
It is an achievable objective according to the company’s investment, measurable, honest and tangible.
2. Get to know your buyer persona
It is an essential step from the beginning of the marketing story. To generate actions that attract the target audience, you have to create a message that touches it, and what is the best way to achieve it? Knowing your Buyer Persona!
The Buyer Persona wants to know the real problems of the ideal client: work and personal challenges that can be reduced in simple questions:
- Ideal customer demographic profile? Age, sex, purchasing power, etc.
- What are the consumption habits of the perfect customer?
- What are your pain points?
- Where do you look when you want to ask questions?
- What type of content do you usually consume?
- Which social network do you feel most identified?
- What time do you usually connect?
You have the answers much closer than you think. You can consult your current clients through a simple online survey and thus generate a semi-fictional profile of those ideal clients we want to reach with our content plan.
Consider that your current clients and potential clients have something in common; pain points, purchasing patterns, and content consumption. So, the best way to get to know your Buyer Persona is by researching how you converted current customers.
3. Work with topics or topic cluster
Recent changes in Google’s algorithms have led to keywords no longer being so relevant to the position. However, they continue to significantly influence when defining which topics are worth investing time in for their production.
We recommend that you develop your content strategy through the methodology of topic clusters or grouping by topics. Once you have defined the topics, you will write about and use the keywords to optimize this content.
4. Research your keywords
Now that you have defined the topics you will cover on your blog, and it is time to investigate what type of words people search to find this content on the internet.
The next thing will be to determine what tools you will use to carry out a keyword study that will make it easier for you to structure quality content for your plan. And when you have your keyword research-ready, you continue with the next step.
5. Create an editorial calendar
The editorial calendar is the document itself, in which everything that you have been investigating will be reflected; topics, publication dates, Buyer Journey stages, Buyer persona, format.
And any other information that you consider essential to include to control your content plan. Some ideas could be:
- Name of your project leader, proofreader, editor, designer, and copywriters
- Status to know in which construction part the material is located. For example, if it is a text for the blog: writing, proofreading, editing, and design are some phases.
- Target keyword with your search volume.
- Amount of words written.
- The offer will be made on each content, i.e., eBooks, templates, webinars, etc.
The editorial calendar can have as much information as you can use to keep track of your content. It is fully customizable and individual. Therefore, only you can define what to include and what not.
6. Choose the channels to broadcast content
The fantastic thing about Digital Marketing is that it gives us many channels to spread our message in a personalized way. Using a medium that follows the consumption characteristics of your target audience is not a problem. The problem is when you choose the wrong channel to get your message across.
So be careful with this point. To choose the correct channels and spread your messages, you have to go back to your starting point. Who is your Buyer Persona? Where do you prefer to consume content?
If you already have a content strategy in place, take some time to determine which of the current channels have given you better numbers, and based on that analysis, launch your content plan through promotion.
7. Promote your content
Promoting your content strategy is one of the most critical steps, and this is where many companies fail. You can use the following means to promote your content:
- Own media: Blog, subscriber list, etc.
- Earned media: Social networks where you have gained an audience.
- Payment methods: Payment platforms such as Facebook ads, Google ads, LinkedIn ads, etc.
The goal is to achieve the broadest possible reach of your content on the channels where your audience is.
8. Measure and analyze
It’s good that you can continue with your content strategy from this phase, but sometimes it can be the hardest of all if, in the end, you perceive that it has not given the results you expected.
But that’s precisely what it is all about, measuring and analyzing what has caused a positive impact to repeat the formula and what has caused the head to hit the wall. We give you a boost with these questions:
- What content, formats, and channels are driving the results you expected? Which not?
- What is the quality of leads obtained? How fast are they converting? By which channel, format, or content do they convert better? Which ones don’t cause lead conversions?
- Do you forget a type of content that does work?
- What is the performance of the keywords? Are they causing the traffic you expected? How about referral traffic?
- Bounce Rate? Time per session?
- And finally, will the results obtained allow you to increase the budget for your content strategy? We hope the answer is yes.
You must take care of many elements when measuring your content strategy, but you can guide yourself with these questions to start. As you discover helpful and new information, you can redirect the meaning of your questions for analysis.
Consider that the content plan is the tangible way to see your content strategy walk in a real scenario. Therefore you have to take the time to create it with the help of your team and with the force of human talent.
Remember that a content plan without a Buyer Persona and without content that adds value in each interaction is only an activity record document, so keep in mind that all the steps that we have explained to you have resulted in the strategy of your strategy contents.
If you need some help with your content planning, I can point you in the right direction. I’m always happy to help businesses like yours get on the right path to dominating with content.
Yours Sincerely, Devansh Pathak.