Creating a successful content writing plan takes careful thought and strategic planning. With so many communication channels and content formats available today, it’s important for businesses to map out the types and quantities of content they will produce and the goals each piece aims to achieve.
A content plan will help focus your efforts and ensure your content strategy moves in a cohesive direction that supports your business objectives over time. The first step is determining your goals. What are you hoping to accomplish with your content marketing? Do you want to generate leads, increase brand awareness, boost website traffic or engagement? Knowing these goals will help shape the content topics and forms you produce.
You’ll also want to consider your target audience. Who are you trying to reach and what topics or issues matter most to them? Research their demographics, interests and typical questions or pain points. Tailor your topics and the way you discuss them based on what will appeal most to your audience. For example, if targeting B2B tech purchasers, focus on content that demonstrates your product’s capabilities and return on investment instead of just product features.
Next, map out the types of content you will produce. In addition to long-form articles, consider including other content formats like:
Video and audio: Interactive and engaging for visual and auditory learners. Great for how-to tutorials, product demonstrations, interviews and podcasts.
Infographics: Condense complex topics into easy-to-skim visual overviews. Helpful for comparing products/services or explaining processes.
Social media: Pithy updates and conversations for platforms like Facebook, Twitter, LinkedIn and Instagram. Promote other content and build relationships.
Email newsletter: Regular distribution of curated content directly to subscribers’ inboxes. Helps nurture leads over time.
eBooks/guides: In-depth resources on popular topics to establish yourself as an expert and build trust.
Webinars/events: Interactive experiences to answer questions and generate conversations in real-time. Recordings can live on as evergreen content.
Determine a consistent publishing cadence for each format. For example, publish two long-form articles and four social graphics per week. Cluster related content into integrated campaigns releasing over a few months to facilitate deeper discussions.
Focus on topics prospects are actively searching for online based on your keyword research. Prioritize high-intent keywords related directly to your products/services as well as common questions from the consideration and decision-making stages of the buyer’s journey. Include seasons/holidays that impact your industry too.
Assign owners to be responsible for planning, creating and promoting each content piece and format. Make sure they have editorial calendars to keep the process organized and on track. Calendars should include details like the topic, owner, deadline, related keywords and promotional plan for social sharing.
Measure and analyze the performance of your content using analytics tools. Track metrics like website traffic, leads generated, social engagement and keyword rankings. Course-correct unengaging topics or ineffective distribution methods based on the data. Let performance inform your focus areas for subsequent content plans.
With the right research, strategy and structure, your company’s content marketing efforts can evolve into a finely-tuned content asset that generates qualified leads and strengthens relationships over the long-term. Consistent execution is key, so be sure to implement processes that facilitate ongoing content creation within the parameters of your plan.