A content plan is the set of information logged and documented to guide the actions of a Content Marketing strategy, defining which ones will be published, their objectives, and respective launch dates.
Regardless of the segment your business remains dedicated to, and if you want to work with Content Marketing, it is essential to have a content plan.
Content Marketing can remain used to achieve different objectives in each channel that makes up the strategy. For that, it is necessary then to recognize what result you want to achieve.
When we do not have a content plan, we may improvise or make assumptions that only time can show how accurate they were or not.
Having a content plan can help us reduce the margin of error so that, in this way, we achieve the objective we intend with our Content Marketing strategy.
If you want to apply it to your company and understand why you need a content plan, how to implement it, and the risks that can be run by not having one, join me for the next few minutes to understand it better and start creating unforgettable materials for your potential clients.
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Table of Contents
Why is a Content Plan Necessary?
Think for a moment which of the conquests in human history would have remained achieved without having a plan? Maybe none, right?
So you must understand that a content plan is going to help you in different aspects of a marketing strategy, such as:
- associate clear actions with defined objectives;
- anticipate possible difficulties that may arise along the way;
- recognize other moments in which the method may vary;
- know in depth the buyer persona of your product or service;
- establish a purchase process that leads visitors to become customers;
- check available resources and budget.
A plan can remain seen as a bridge that allows you to reach different places within your content strategy. That existence consolidated will help you grow with your digital marketing strategy at a similar time.
Creating content and publishing it without a specific reason, without knowing the audience you are offering it to, and without knowing the expected result can be detrimental.
Having a plan can be seen, at first, as something that demands a lot of effort, but I think that it can be more work to make up for the time lost by not having planned before.
What does a Content Plan Include?
Next, I will mention what a content plan must have to respond to a marketing strategy.
If you think that you do not have everything you need, do not worry, the important thing is to recognize that you can start today and move towards results.
SWOT Analysis of the Strategy
Here I refer to everything that a weakness, opportunity, strength. And threat mean for the company ( SWOT analysis ) to implement a company’s content strategy.
Market Research
Knowing which references within the business segment and the actions developed can bring enough ideas of what this plan will include, activities that already exist and can be improved. Or opportunities in alternatives that have not remained created.
Definition of the Buyer persona
Content creation must have significant prior knowledge of the market niche to which it is going to target.
The plan must remain oriented to the buyer persona, representing the ideal client profile to remain achieved in the strategy. For this, it is necessary to take into account information on the following factors:
- wants and needs of the ideal client;
- sex;
- age;
- consumption habits;
- professional and individual aspirations;
- channels where you usually consume content;
- economic profile;
- among others.
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