How to Create an Actionable Content Plan

Content is the driving force behind internet marketing. It is convenient to manage it through a working document like a content plan. It, like a database, systematizes all information about planned, put into production, and finished publications as part of online business promotion. In this article, we intend to share why a content plan is important for brand promotion on social networks and how to draw it up correctly.

A content plan can help you develop your marketing strategy.

When preparing a content plan, you will need much of the same data that is used to prepare a marketing strategy:

·       information about the target audience (its problems, interests, and preferences)

·       a deep understanding of the business (its goals, objectives, vision, mission, and philosophy)

·       analysis of existing content and its effectiveness

In addition, you will need to consider what formats, types of content, and channels your audience prefers.

Match content needs and company resources.

When writing a content plan, the goal of a content marketer is not only to consider the company's approach to content marketing but also to convince management to treat this area as a full-fledged marketing activity. Yes, with a delayed result. Yes, without a direct impact on sales. And yes, with some difficulties in quantifying the result. However, with a real effect in the form of increasing awareness, the level of trust and the gradual qualitative growth of the audience, with the help of other marketing tools, turns potential customers into existing ones.

With limited resources, do not spread across different channels.

Omnichannel – is a presence in all channels where your target audience can be based. It is one of the important conditions for the success of content marketing. However, when drawing up a content plan, you must be very clear about which channels you need content for.

If your audience is not on Tik-Tok, no matter how trendy and modern it may be, you should spend your time and efforts elsewhere. It can be argued that experimenting and trying new approaches is the right thing to do. We agree with this thought, but it only makes sense in three cases:

·       when you are sure this channel has your potential new target audience and discovering the channel will benefit you

·       when presence in the channel is necessary to maintain the brand voice in the business environment

·       when you have an unlimited number of resources and you will not lose anything if you spend some time on an additional creativity

In all other cases, focus on the places where your potential leads hang out. Distribute content according to the same principle: actively support the channel that brings the most leads. And even a little more actively on another one in which you see serious potential for development. Then you can develop the remaining channels as much as possible if resources remain.

Mix different types of content.

Do not focus only on long reads or short videos for Instagram. Give the audience the opportunity to get different experiences: read something, look at pictures, watch a video, listen to a podcast, take part in a webinar, study a manual, a case study, or take a survey.

Schedule regular content releases.

Even if you plan to post little content, it should appear on the channels regularly. It's better to release one post a week than three posts in a row on the same day and then silence until the next month. In order for the audience not to forget about you, you must regularly remind them about your brand. Couldn't make new content on time? Update something from an old one and raise it in the feed.

Track user reactions to your content.

One of the important stages in the preparation of a content plan is correction. You must constantly monitor and analyze how the audience reacts to your content. Your task is to collect as much information as possible from all sources, carefully analyze it, and then draw conclusions. Get a complete picture and adjust the plan accordingly.

Learning how to work with a content plan is a useful skill. Once you get the hang of it, you will always have what you need, never forget about what is important, and avoid repetition. Take the easiest route and start planning today!!

Written by Diana Kultishova