Content planning
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The document discusses content planning and marketing. It recommends creating a content plan that includes defining the target audience, objectives, types of content to create, delivery mechanisms, timeline for publishing content, and metrics for measuring success. The plan should be used to structure the creation of individual pieces of content, with details assigned for each message like topic, keywords, author, and publication details. Creating such a content plan and individual content records in a spreadsheet can help effectively manage and implement a content marketing strategy.
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Content planning
- 1. Content Planning Future of the Internet Stuart Dillon-Roberts
- 2. Traditional Marketing is becoming less effective We fast forward through TV adverts Surf the Internet, but automatically filter out the banners and ads Read content on mobile devices To grab the customers’ attention we need to provide value in a way that traditional marketing does not = CONTENT MARKETING
- 3. Content Marketing Providing consistent, regular, useful and relevant content for your customers to build a relationship that leads to business, trust and loyalty You want to become a resource that solves problems & puts you in a position of authority
- 4. Create a Content Plan
- 5. Target Audience Who are we trying to reach with our content? Where do they spend their time online? How can we help them? How do they access content? Define your content audiences (or groups) and how best it is to engage with them through different services. ASK YOURSELF WHO IS OUR TARGET AUDIENCE? CREATE A PLAN
- 6. Objectives Pick a couple of objectives Should be SMART What does success look like? ASK YOURSELF WHAT ARE OUR OBJECTIVES? CREATE A PLAN
- 7. Content Type Which type of content would best to deliver the message? Tutorials, “how-to guides”, Q&A Interviews, case studies, white papers Newsletters Infographics, concept visualisations Curated content Blog posts Customer testimonials or Community Stories ASK YOURSELF WHAT TYPE OF CONTENT WILL WE PRODUCE? CREATE A PLAN
- 8. Delivery Mechanism Podcasts, videos (YouTube, Vimeo), images (Pinterest, Instagram) Own website, third party websites (providing content for other to share) Online presentations (e.g. slideshare) Social media posts (Facebook, Twitter, LinkedIn) Targeted emails, Newsletters, campaigns ASK YOURSELF HOW WILL THE CONTENT BE DELIVERED? CREATE A PLAN
- 9. Timeline What is our publishing schedule? Be consistent, varied and schedule if needed Always quality over quantity ASK YOURSELF HOW OFTEN WILL WE PUBLISH CONTENT? CREATE A PLAN
- 10. Metrics Engagement time – e.g. video, websites Number of emails opened, documents downloaded Verbal feedback Social media/webpage stats Newsletter uptake, duration or click-throughs ASK YOURSELF HOW WILL WE MEASURE SUCCESS? CREATE A PLAN
- 11. Answering the previous questions… Use the headings to help create the structure of your document It may even fit on a single page …will give you a simple Content Marketing Plan Target Audience Objectives Content Type Delivery Mechanism Timeline Metrics
- 12. Planning the Content Once you have your Content Marketing Plan you can start planning the content And add content details such as topic, keywords, author, reviewer, publisher Shared responsibility Sign off process – is it needed Retain content for future use – reuse it or produce targeted information
- 13. Just think ‘Per Message’ Target Audience Objectives Content Type Delivery Mechanism Timeline Metrics Message e.g. Professional males 20-30 years e.g. Raise awareness of new product/service e.g. Image (of product/service with features labelled) e.g. Facebook, Website news, newsletter Scheduled publication date, Scheduled expiry date (if required) e.g. page likes, site stats Topic, Keywords, Author, Reviewer, Publisher
- 14. It can be as simple as an Excel spreadsheet Publ. date Expiry Date Topic Objective Content Type Target Audience Delivery Mechanism Metrics Keywords Author Reviewer/ Publisher
- 15. Products and Demo’s MailChimp Hootsuite, Sprout Social, TweetDeck Hail.to
Editor's Notes
- What is their demographic,etc? Do they use facebook, twitter? How do they engage?
- Objectives should be specific, measurable, achievable, Relevant, within a timeframe
- Need to measure so we can learn and apply that knowledge to make future campaigns more successsful