No one can overlook the effectiveness of content as a major factor in making the most of the various e-marketing channels today. For this reason, project owners place great emphasis on creating content in line with their needs to ensure that the planned goals are met. But how do you prepare the right content plan for your project?
What are the steps to follow to get the most out of this content plan?
Research and analysis: the first step of a content plan
No one can overlook the effectiveness of content as a major factor in making the most of the various e-marketing channels today. For this reason, project owners place great emphasis on creating content in line with their needs to ensure that the planned goals are met. But how do you prepare the right content plan for your project? What are the steps to follow to get the most out of this content plan?
You cannot begin visualizing a content plan without thinking of the goals of the project as a whole. The content, despite its great importance, is not an end in itself, but a means that we use to achieve other goals, and therefore we can evaluate its effectiveness based on these goals. Therefore, the first step is to define the project objectives for the next period, and after completing that, you will have laid the foundation stone on which to build the rest of the other planning elements, such as: Content objectives: What goals can you set in your content plan to achieve the project goal?
- Target segment: Who are your target customers? You can target more than one category according to your marketing goals.
- Unique Selling Point: What distinguishes your product or service that will drive the public to use it over the rest?
- Competition analysis: What content is your competitors offering, and how do they display their competitive advantage?
- Data analysis: Before thinking of a new content plan, you must evaluate the activities previously implemented on any marketing channel, and analyze the data in order to come up with results that can be used in planning.
- Available resources: What resources do you currently have? It could be your presence on all social media platforms, or maybe you own a website for your project.
- Current budget: What is the budget allocated for implementing the content plan over the next period?
Gather content plan ideas
One of the biggest challenges you may face while preparing a content plan is getting to the creative ideas you’ll use. There are many ways you can collect content ideas. But before explaining these methods, you must emphasize the importance of writing down all the ideas that cross your mind constantly, while preserving the important links to articles or pictures that are useful to you.
Never bet on the ability to remember because we quickly forget the idea if we do not record it, and also not all ideas are valid now, so writing them down guarantees their existence in the future and thus the possibility of benefiting from them, and collecting them in one place is considered as your idea bank for content. But how do you collect the appropriate ideas for the content?
Your audience is the core of the content plan
Your audience is the real capital that you own, and in the end the content plan aims to reach them so that you can achieve your goals in the project, so you should be concerned with listening well to them. It all starts with following the audience on your marketing channels and reading the comments they write. As their questions and inquiries, it may be the idea of the upcoming content.
Knowing the nature of the audience’s life will make you produce content that provides the right solution for them. Instead of writing about the characteristics that your project provides, you will begin to focus on the benefits and advantages of these characteristics, which for the audience represents a solution to the obstacles, challenges and problems they face.
Also, your content does not have to be isolated from the world and its current events, but rather it is a good idea to allocate some ideas to correspond with the current trending things in the world. It is also important to take advantage of established events such as: world days, or the birthdays and deaths of important figures that your audience may be interested in. Whereas, including these events gives you a diverse space for ideas, provided that your selection is compatible with your audience.
Knowledge resources and content recycling
There are a variety of sources of knowledge that you can rely on in gathering content ideas, and they can be divided into 3 main types: read, audio, and visual content. Read content is the most powerful source of knowledge that develops your ability in the content industry, whether reading in your field of expertise increases your knowledge, or by following pages that present content in a distinct style, you can benefit from the method in improving performance.
Also, the previously presented content on your marketing channels is a very big treasure that you can benefit from, especially if you feel difficult to write new ideas, and thus you can recycle this content and present it in another way. The advantage of this type of idea is that you have statistics about it, so you can target content that has already yielded good results when it was published in the past, and then formulate it in another way that is compatible with your audience.
Keywords enhance your content plan
Keywords are the ones that people use to search for a specific topic. With the free Keyword Planner tool of Google, you can find out how often they searched for a particular word, as well as similar words in a specific period of time. You can think about keywords by understanding your target group, and thus learn which words might be most important to them.