Content Planning
Content planning entails determining how and when content is developed, published, distributed and marketed. It is simply a strategy that helps content managers to develop content and to distribute it within a specific timeframe and for the right audience. The content plan takes into consideration who, what, how, where and when in deciding the type of information to create and put out there.
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Some of the benefits of content planning are:
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It offers a clear picture of the content format
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It helps to identify the persona of the people who receive this content
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Marketers are able to determine the needs of their target market before creating or distributing content
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It provides a guideline for key milestones to be attained in your content development strategy
THE 6WS: WHY, WHAT, WHO, WHERE, WHEN AND HOW
The framework for content development takes into consideration:
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The Why: For example, why are you creating this content? Why do you need to target a specific target audience? Why should you use a certain content format at any given time?
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The What: What do you want to convey with your content? What objectives do you want to accomplish with this content?
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The Who: Who is your target audience? What are their characteristics and their needs? Who are they following, talking and engaging with?
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The Where: Where will you distribute your content to ensure it is visible to your target audience? Where does this audience hang out so you can reach out to them?
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The When: When should you accomplish certain milestones in your content development strategy? After how long will you see results for your content strategy?
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The How: How will you develop, distribute and market the content? How will you reach out to your audience and engage them? How will you measure, track and analyze results?
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Here is an example of how you can develop a content plan for a blog:
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Define your audience: Determining your buyer persona will help you understand the type of information they are looking for before they can engage with you. Buyer personas are simply the top attributes of your target audience. Keep it simple, identify their characteristics and what they are likely to be looking for to meet their needs.
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Schedule: Determine the key deliverables that you need to accomplish in the development and distribution of content. Set a time frame for creating certain content for example videos, white papers, ebooks, and blog posts.
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Content Type: What type of content will you deliver to your audience? You need to consider the type of content your audience is most engaged with. In addition to textual content, your audience may also be engaged with videos, professional presentations, podcasts and webinars; or any other type mentioned in the previous chapter.
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Calls-to-Action: How will you reach out to your target audience and start to engage them? You can use various calls-to-action such as Facebook competitions and promotions, asking them to download an ebook, or to subscribe to a newsletter or webinar.
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