9 Ways to Plan Your Content
#1 Set goals
Maybe not like this one (shows displaced goal netting)
For each piece of content
What action do you want your audience to take?
What action do you want them to take? Read your page?
What action do you want them to take? Read your page? Leave a Comment?
What action do you want them to take? Read your page? Leave a
Comment? Sign Up?
What action do you want them to take? Read your page? Leave a
Comment? Sign Up? Download?
What action do you want them to take? Read your page? Leave a
Comment? Sign Up? Download? Or Make an enquiry?
#2 Set KPI’S
Once your goals are set
Measure their performance
For example, downloading and other ‘events’ can easily be tracked
in Google Analytics
For example, downloading and other ‘events’ can easily be tracked
in Google Analytics with a few snippets of code.
https://support.google.com/analytics/bin/answer.py?hl=en-GB&answer=1136922
#3 Use an editorial calendar
If you have multiple categories, products or services,
creating an editorial calendar is a great way to evenly publish content based on your core
business.
#4 Use existing calendar dates
It’d be a crime NOT to take advantage of key holidays!
Other dates:
- Public Holidays [Australia day]
- International days[International speak like a pirate day]
Other dates:
- Key industry dates[Boxing day sales]
- Special weekly posts[Happy Friday]
#5 Use personas
Writing becomes easier…
when you know who your audience is.
By creating personas….
You can set a consistent tone in your messaging and appeal to a
broad range of readers
HubSpot wrote a great piece about creating marketing personas for
conttent marketing.
#6 Consult stakeholders
Which areas of the business do they want to be pushing through
content writing and SEO?
Example: Product 1, Product 2, Marketing, Sales, Specials…
#7 Research
It’s great to read other blogs for inspiration…
but be sure to double check your facts before sharing what another
blog has told you.
If you want to be authoritative, don’t make the mistake of not
cross-checking your facts
#8 Plan for Devices
with the rising use of mobile and tablet devices
It is more important than ever to ensure that your website and other
pieces of content are accessible and responsive to the various
screen resolutions
Image credit: http://www.responsivedesignchecker.com/images/int1.jpg
And finally…
#9 Plan Structure
Start with the headings to list the topics you want to write about
and then fill the content in between.
By doing so, you stay on topic and stay relevant to your headline.
So to recap…
Set goalsSet KPIs
Use an editorial calendarUse existing calendar dates
Use PersonasConsult with Stakeholders
ResearchPlan for devices
Plan the structure
Thank you(now get planning!)
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Image Credits:goals by telemetry9
http://www.flickr.com/photos/telemetry9/3320043892/ (Attribution/Share Alike License)
stairways to ? (cc) by marfis75http://www.flickr.com/photos/marfis75/6487647149/ (Attribution/Share Alike License)
Calendar Card - January by Joe Lanmanhttp://www.flickr.com/photos/joelanman/366190064/ (Attribution License)
Wanted: Santa Claus by kevin dooleyhttp://www.flickr.com/photos/pagedooley/3124443099/ (Attribution License)
Madonna Galore / Million Visions by Village9991http://www.flickr.com/photos/village9991/2329405200/ (Attribution/Share Alike License)
GN7_0964-2 by IRRI Imageshttp://www.flickr.com/photos/ricephotos/9399568672/ (Attribution License)
North Carolina's research triangle: spearhead of a scientific approach in the development of modern science industries,
page 24 (1950s) by Government & Heritage Library, State Library of NChttp://www.flickr.com/photos/statelibrarync/6126465911/ (Attribution License)
the iOS family pile (2012) by Blake Pattersonhttp://www.flickr.com/photos/blakespot/6860486028/ (Attribution License)
http://www.responsivedesignchecker.com/images/int1.jpg
Welcome to the Vehicle Assembly Building (VAB) by Steve Jurvetsonhttp://www.flickr.com/photos/jurvetson/6930947684/ (Attribution License)