The content generation part is one of the most visible parts of a company’s digital strategy. Thanks to the content that is published in the organization’s different communication channels, visibility is achieved and a reputation is achieved that will generate direct sales. If you know what to publish, how and where to publish it, you will have half of the digital marketing strategy done.
But now, an important question arises: how do you know what interests your audience, what type of format will be easiest for them to consume and what channels they use? If you want to know this and much more about how to make a content plan, stay with us.
The truth is that more than important, establishing an effective and solid content plan is essential. Currently, any company that wants to gain a competitive foothold in the market must have a digital presence, and to do so, content is needed. There is more and more competition and professionals specialized in content creation, so if you want to stand out, you need to define a strategy before getting down to work.
On the other hand, new and growing digital platforms offer endless possibilities for the creation of various types of content: long and short videos, in different formats, minimalist graphics or elaborate illustrations, interactive content… everything you imagine can be done. nowadays. And not to mention the world of social networks, each with its formats and content standards… obviously, you cannot serve all channels, so analyze very carefully which of them you should focus on.
We know that you are eager for us to tell you the precise steps to develop a content plan, but first, we want you to write down these key aspects that you must integrate into it.
Know the company thoroughly: a brilliant plan will be useless if it does not adapt to the company, its values, its brand image or if you screw up with the characteristics of its products. Additionally, investigate which of your product or service portfolio you are most interested in emphasizing due to its sales volume.
Know your target audience and if it has several segments: knowing your target is basic, but don’t forget to analyze if it is divided into several segments with different characteristics. You may be interested in targeting only one segment, or some may be active in the digital framework and others may not. That is, analyze the public.
Train yourself in digital skills: certainly, having technical knowledge about the tools and platforms where you want to publish content is important. We recommend that you constantly update yourself since ICT evolves every day.
Don’t forget to stay up to date on trends: check the news in your sector or subscribe to a specialized blog to surprise your users with the most innovative content. Study trends in copywriting, look at how the leading companies in your sector speak, if they use videos, and designs and what type of creativity they do to connect with the public. If you do not have advanced knowledge in video or design, it is better to have an expert so that the result is professional and does not look amateurish.
Identify what you want to achieve with your content strategy. They can include increasing web traffic, generating leads, improving brand visibility, educating your audience, etc.
Research and understand your target audience. This involves knowing their needs, wants, problems, interests and online behaviours. Create buyer personas (buyer personas) to represent your audience segments.
Conduct extensive research on keywords relevant to your industry and audience. This will help optimize the SEO of your content and attract organic traffic.
Decide what types of content you will create (articles, videos, infographics, podcasts, etc.). Make sure the format suits your goals and the preferences of your audience.
Plan when and how often you will publish content. An editorial calendar will help you maintain consistency and coherence in your posts.
Create content that is informative, useful and high quality. Provide value to your audience and demonstrate your expertise on the topic.
Design strategies to promote your content. Use social media, email marketing, advertising, and other channels to reach your audience.
Establish clear metrics to evaluate the performance of your strategy. Track engagement, web traffic, conversions, and other relevant metrics. Use web analysis and social media tools.
Based on the data and analysis, adjust your strategy and content as necessary. Continue to learn and improve over time.
The digital environment is constantly evolving, so make sure you are flexible and willing to adapt your strategy based on changes in the market and audience preferences.
Are you dedicated to marketing and want to delve deeper into the area of content generation? Take advantage of its full potential with the training offered by Educa.Pro.