how to create it and why it is important in a Content Marketing strategy

Regardless of the segment your business is dedicated to, if you want to work with Content Marketing,

it is essential to have a content plan.

Content Marketing can be used to achieve different objectives in each channel that makes up the

strategy, and to do so it is necessary to recognize what result you want to achieve.

When we don’t have a content plan, we may improvise or make assumptions that only time will tell

whether they were accurate or not.

Having a content plan can help us reduce the margin of error so that we can achieve the objective we

are aiming for with our Content Marketing strategy .

If you want to apply it to your company and understand why you need a content plan, how to

implement it, and the risks that can be run by not having one, join me for the next few minutes to

understand it better and start creating unforgettable materials for your potential clients.

Why is a content plan necessary?

Think for a moment: which of the taiwan telegram data achievements in the history of humanity

would have been achieved without having a plan? Maybe none, right?

So it is important that you understand that a content plan will help you in different aspects of a marketing strategy , such as:

• associate clear actions with defined objectives;
• anticipate possible difficulties that may arise along the way;
• recognize different moments in which the strategy can vary;
• know in depth the buyer persona of your product or service;
• establish a purchasing process that leads visitors to become customers;
• check available resources and budget.

A plan can be seen as a bridge that allows you to reach different places within your content strategy,

and when consolidated, it will help you grow with your digital marketing strategy at the same time.

Creating and publishing content without a specific reason, without knowing the audience you are

offering it to and without knowing what the expected result is can be harmful.

Having a plan may seem like a lot of effort at first, but consider that it can take more work to make up

for lost time by not planning ahead.

What does a content plan include?

Below I will tell you what a content i think that’s enough for the first time plan should have to respond

to a marketing strategy.

If you think you don’t have everything you need, don’t worry. The important thing is to recognize that

you can start today and move forward towards results.

SWOT analysis of the strategy

Here I am referring to the knowledge cambodia businesses directory of everything that a weakness,

opportunity, strength and threat means for the company ( SWOT analysis ) for the implementation of

a content strategy for the company.

Market research

Knowing what the references are within the business segment and the actions that are being

developed can bring many ideas of what this plan will include, actions that already exist and can be

improved or opportunities in alternatives that have not been created.

Definition of the buyer persona

Content creators must have extensive prior knowledge of the niche market they are targeting.

The plan must be oriented towards the buyer persona , which represents the profile of the ideal client

that the strategy wants to reach. To do this, it is necessary to take into account information on the following factors:

• desires and needs of the ideal client;
• sex;
• age;
• consumer habits;
• professional and individual aspirations;
• channels on which you usually consume content;
• economic profile;
• inter alia.

For example, to begin we must know if our audience is made up of companies or individuals and in which region they are located, since this information will allow us to define the tone of communication that the content will have.

Check out our free Buyer Personas generator !

Keyword research

It is essential to define the terms on which the created content will be based.

To do this, you need to find out what keywords a user would search for on Google who might find value in the content created by your company.

To perform this search, some tools are useful, such as the following:

 

Market segment knowledge

One of the biggest advantages of Content Marketing is the positioning of our business as a reference in the segment in which it operates. Knowing the latest trends, the most sought after and the novelties will also be a differential in the content to be created.

Elaboration of the editorial calendar

Consider the dates for creating and publishing the content created, taking into account the available resources and also the information consumption habits of the public, factors such as schedule and frequency.

This resource is also essential to ensure that duplicate content is not published or that any publishing ideas are lost in time, as it allows the strategy implemented to be documented.

 

What are the risks of not having a content plan?

Not planning in general can harm different parts of the company and, in the specific case of Content Marketing, not planning the publications of a strategy can cause:

Limited vision of the customer journey

Creating a bunch of worthless content, with filler words and not related to each other, is also often a mistake caused by a lack of content planning, because if they don’t solve a specific user need, they end up being useless.

It is worth remembering that even internet search engines have already realized that valuable content is not content that contains countless repetitions of a keyword, but rather content that conveys relevant and complete information on a given topic.

That is why it is necessary to have a clear understanding of the user’s journey until they become a visitor, then a lead , then a customer.

With this concept well defined, you will be able to deliver content appropriate to the different phases of the journey they are in (attraction, consideration and decision) and you will increase your chances of attracting business opportunities.

How to avoid it?

Make a plan that helps you take two steps back to visualize:

• What are the problems that your content will solve,
• the best format for them,
• the keywords that the text will contain and
• the objective that each content fulfills in your strategy.

Another recommended action is to associate them with other content that complements it and helps convert visitors into leads and even customers.

Feeling that the content is not useful

Not having a purpose for the content we create, or simply having it lacking value, can lead to the feeling of wasted effort for something we often fail to understand.

How to avoid it?

• What type of content does my buyer persona usually consume?
• What media will I use to disseminate it?
• Who will benefit from this content?
• What do I expect to get for x amount of resources I’m using to create it?

These questions can help you consolidate a content plan.

Lack of order in ideas and processes

Sometimes not having a plan can make us feel that the things we did do not have a logical order, that we are improvising too much or that we are doing things simply to fulfill our duty.

How to avoid it?

To achieve a goal, it is necessary to establish processes that define a logical sequence to follow so that the team works in an orderly manner in creating content.

Tools like an editorial calendar, a social media post scheduler, and group project managers – like Asana or Trello – can be very useful to closely monitor the process and its progress in relation to the objective.

Poorly structured goals

How to avoid it?

Promotes collaborative work between content creation and sales teams.

This can adjust the sales team’s expectations to the expected results with the content, which requires understanding what type of product or service we offer and the sales cycle time.