The content plan is a strategy widely used in Inbound Marketing, with the aim of planning publications of interest to a brand, company, person or other entity.
If you feel that you are not getting the feedback you expected from your audience, it is probably due to poor planning of the topics you address in your blog or social networks. Perhaps they are repetitive, not very relevant or do not arouse much interest in your audience.
Therefore, it is important to develop a content plan that meets the search needs of users.
In this article we tell you how to create a content plan, from the beginning. And the beginning starts with the very definition of this marketing strategy.
Table of contents
What is a content plan?
The content plan is a technique used in the content marketing strategy of a particular company or brand. It is used with different objectives depending on the current needs of your digital project.
This can be created with the objective of promoting them on different platforms, but generally they are concentrated in two channels: blog posts or content on social networks.
Especially blog posts are an extremely important element of content marketing. Around 60% of professionals in the industry consider blogs as one of the priority channels in their marketing strategy.
Gaining visibility as a company, publicizing products and services, offering useful information to the user, are some of the goals pursued by the development of a content plan.
However, these are not the only benefits you get with the creation of a content plan. We invite you to learn about its many benefits in the following section.
Advantages of creating a content plan
This technique is used in order to build a coherent publication calendar that responds to the user’s search needs. Similarly, this strategy is used to provide a solution to certain priorities of a digital project.
In this sense, creating a content plan generates numerous benefits such as:
Increased traffic to your website
If your content is of quality, original and useful for your target audience; I assure you that more and more visitors will come to your website. This will probably increase the number of conversions, which means arousing the interest of potential customers.
Customer loyalty
Not only can you get new users interested in the information you offer, but you will also be gaining the loyalty of the customers or subscribers you have already gained. Why? Because you are offering new and relevant content that is of interest to your audience.
With a proper content plan, you will make your users eager to find out what you have in store for them next week.
They will probably subscribe to your newsletter, one of the most significant conversion actions.
Authority of your website
The relevance of your content and its effectiveness, with the objective of offering the best response according to the user’s search intent, give your website greater authority. In conjunction with other SEO strategies, they will help you position your site in the top rankings.
These are just some of the benefits of creating a content plan to conquer the attention of users.
With all these advantages, you are probably anxious to know how to make it possible. Below, we show you the most important keys to take into account in your strategy.
How to create a content plan? 5 steps to success
Every strategy must be carried out in a planned way, after a previous period of research and analysis of different elements. In the following lines, we talk about how to create your content plan step by step.
1. SWOT analysis
SWOT stands for the analysis of the weaknesses, threats, strengths and opportunities of your business. A comprehensive analysis that will allow you to know where your project is at the moment and what are the current needs it has.
Likewise, it is necessary to make a study of the externalities that have a direct influence on your company. The competition, the current market situation and its fluctuations, as well as forecasts of future scenarios, are important aspects to take into account.
In addition, an in-depth knowledge of the competition will help you differentiate yourself in your sector and propose new and original content.
2. Identify your objectives
why are you making a content plan? Getting more traffic, generating conversions, SEO positioning, are some of the main goals pursued with a strategy of this type.
It is necessary to properly define the objectives you are pursuing, since, depending on the goals set, the topics, their format, the platforms on which they will be published and other elements of your content plan should have a different focus.
3. Define your buyer persona
It is essential to know in depth the characteristics of your ideal client.
What are their needs? What do they like? What products, services and content do they usually consume? What digital platforms do they prefer to use?
These and other questions will help you to know your buyer persona and you will discover how you should focus your content to generate the interest of your audience.
4. Search for keywords
To build your content strategy it is important to find out what are the keywords related to your niche market. The phrases and words that users search for in Google to obtain certain results.
It is useless to create interesting contents that do not have the precise keywords that the user uses in search engines to find that kind of information.
This step is fundamental in the SEO positioning of your website.
5. Define the editorial calendar
Once you have identified all the relevant and interesting topics for your audience, it is necessary to plan an editorial calendar. The dates and times will depend on the platforms on which you publish and the consumption habits of your buyer persona.
This way you make sure not to be repetitive in the topics covered and you will not have duplicate content.
In addition, this will ensure that you do not run into the blank page syndrome or creative stagnation that many digital content creators often suffer. And all for not having a content plan.
We recommend using your own users and followers as a source of information to create new content. The feedback you receive from them on social networks, comments on blog posts and other channels will help you discover what their new needs, questions and topics of interest are.
Conclusion
As you can see, content planning is one of the best marketing strategies to attract your audience’s interest and keep their attention on your new offerings.
But it is important to follow a logical planning based on the real goals your business is pursuing.
The analysis of your competition and the market situation, the deep knowledge of your buyer persona, the definition of keywords and the creation of an editorial calendar are the main keys to create your content plan .
Let us know what you thought of this article and share it with your fellow entrepreneurs if you think it can help them improve their marketing strategy.
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