How to Create Your Very Own Content Plan (2023)
Are you looking to keep your business top of mind for your target audience? One of the best ways to do that is by regularly posting content that is relevant and timely. But, how do you make sure you're posting the right things at the right time?
The answer is simple: you need a content plan!
At TalktheTalk, we specialize in helping businesses create content plans that are tailored to their target audience. That's why in this blog post, we're going to teach you the basics of creating a content plan that will keep your business top of mind.
Hold on, buster, what's a content plan?
A content plan is like a roadmap for all the marketing content and assets you need to create in order to achieve your content marketing goals. It includes everything from blog posts and social media updates to SEO research and white papers. And, it aligns directly with your marketing funnel, so each asset corresponds with a specific stage in the funnel: awareness, consideration, conversion, and loyalty.
Why do you need a content plan?
Well, content is a crucial part of marketing and a content plan makes it easy for your team to create, collaborate and implement it. Plus, a well-thought-out plan helps you project future resource allocation and avoid delays and expenses.
What's the difference between a content plan and a content strategy?
Even though they have similar names and can be mistaken for one another, they're not the same thing. Your content strategy defines the why and how of using content in your marketing strategy, while your content plan determines what, when, and where you'll use different assets to reach your goals.
Think of it this way: your content strategy is the end goal (more leads, increased sales, etc.), and your content plan is the blueprint for how you'll reach that goal (blog posts, outreach, reports, etc.).
Before you start creating your content plan, make sure you've laid out your content strategy first. It will make it easier for you to define how you'll achieve your goals.
What do I include in a content plan?
Who the content is for: Your content plan should clearly define the audience you're targeting and be created in a way that appeals to them.
How it will be delivered: Will it be a blog post, podcast, or paid ad? The type of content will vary depending on the delivery method.
What problem it will solve: Your target audience has a need, and your content should present a solution to that need and inspire them to take action.
How it will be created: Will you have an in-house content creator or outsource it? Knowing who is responsible for creating and publishing the content will help with budgeting and workflow.
Any associated costs: Your content plan should outline any expenses or fees that will be required to create each piece of content.
You may also want to include information about tone, structure, word count, categories, and URLs.
Different kinds of content to produce: Revolve it around your goals
Folks, you know the drill by now - every piece of content should align with a specific stage of your marketing funnel. So, let's dive into each stage and discover the types of content that work best for each one.
Awareness: This is where we're trying to catch the attention of potential customers and let them know we exist. We want to inform them about what makes us different and unique. The key here is to make the content easily digestible and shareable. Some examples of awareness content are social media posts, SEO-friendly content, paid search ads, and non-salesy blog posts.
Consideration: This is where we're trying to nurture leads, build relationships, and establish trust. Our content at this stage should be more detailed and provide evidence of our solutions. Some examples of consideration stage content include blogs that establish our authority, comparison content, and webinars.
Conversion: This is the stage where we're trying to reel in the lead and close the sale. The content at this stage should focus on why customers should choose our brand. Some examples of conversion stage content include sales and promos, consultation offers, case studies, articles, and whitepapers.
So there you have it, a breakdown of the types of content that work best for each stage of the funnel. Keep this information in mind as you create your content plan, and watch as your leads turn into conversions in no time.
How to customize your content plan
Customizing your content plan is like building a house - you need a solid foundation, a clear vision, and a bit of creativity to make it stand out. Here are some tips to help you create a content plan that will leave your audience wanting more:
Know Your Purpose - Don't be a jack of all trades and master of none. Every piece of content you create should have a specific goal in mind, and align with a specific stage of your marketing funnel.
Target Your Audience - Identify who you're trying to reach and figure out the best way to engage them. Then, place your content in the right spots for maximum impact. Remember, different types of content perform better on different platforms.
Budget Wisely - Be mindful of your budget when determining when to create and release certain pieces of content. A content plan can help you keep track of your upcoming projects, so use it to your advantage.
Set a Cadence - Consistency is key when it comes to building credibility and growing your audience. Determine how much time you can dedicate to content creation, and put yourself in your audience's shoes to figure out how frequently they would like to hear from you.
Create a Flow - Establish a clear content creation process, outlining who is responsible for what, and how things get passed from one person or department to the next. A color-coded system can help make this stage more efficient.
Creating a content plan doesn't have to be a tedious task, just think of it as a blueprint for your content house.
Don't forget these pro tips for content planning
As you dive into creating your custom content plan, remember to keep these final tips in mind:
Color Code Like a Pro - Use the color fill function in spreadsheets to easily identify the stage of creation, platforms, and overall strategy for each piece of content.
SEO is Your BFF - A lot of leads come from the internet, so it's crucial to make sure your digital content is optimized for search engines. Research keywords and include them whenever possible, while creating content that matches search intent and provides value.
Channel-Specific Objectives - Each content marketing channel has its own goals, so keep that in mind when determining what goes where. But don't be afraid to repurpose content for different channels if it generates engagement.
Keep an Idea File - Great content ideas can come at any moment, so keep a tab in your content plan spreadsheet to jot down ideas for future content. Whether it's keywords, other brands' strategies, or a silly idea, don't be afraid to brainstorm as many ideas as possible.
Remember, your content plan is like a map to guide you on your content creation journey. So, use colors, SEO, channel-specific objectives, and ideas to make your content stand out, and to make your journey more efficient.
Parting words
Now that you know the basics of creating a content plan, it's time to get started. Break down your funnel stages, target your audience, and create a content calendar that aligns with your larger marketing strategy. And don't forget to have fun in the process!
Good luck on your content planning journey! Let us know how it goes.
