What is content planning, and how is it beneficial to your business?
Content planning pinpoints the opportunities, challenges, and goals for content marketing success. Planning begins with a comprehensive analysis of the business, customers, and competition.
It includes SEO performance analysis, keyword research, editorial calendar, content category maps, social media “conversation” analysis, and customer journey and persona development.
A GPS for Success
Content strategists often start the content marketing workflow by developing a content plan that asks and answers lots of questions. The amount of time that goes into this first step can vary from 10 to 400 hours, depending on the goals, budget, internal infrastructure and staff, resources, and other factors.
Content plans are like a GPS for content marketing, defining the goals, strategy, and tactics for success. Without a content plan, companies are shooting from the hip, blindly hoping for the highest return on investment.
Content Plans Answer these 6 Questions:
1. What are your content marketing goals?
2. Who is the target audience?
3. What content format will best connect with readers?
4. What is the content’s purpose?
5. Where should you publish and promote the content?
6. What, exactly, will the performance boost be from the investment?
The answers to these six questions shape the vision and define the execution path for content marketing, summarized in what is called the content plan. Once you sort out how to craft the best strategy within the constraints of your budget, resources, and infrastructure, lack of knowledge and know-how will no longer be a barrier to success.
For a more in-depth look at these questions, click here to download a copy of my book: Content Strategy Game Plan.
Hope this helps.
Look for more tips and advice coming soon!