Content marketing provides intelligence for the company to close deals quickly, expand its authority in the market and position itself as a company capable of solving the pain of its target audience. But for all this to happen in a positive way, it is necessary to plan.
Content planning is essential for marketing to provide expressive results. That is, no company will be able to reach the goals stipulated with content marketing strategies if there is no planning.
Today’s post has as its central theme this art called planning. Discover 7 very important tips to guide content production. All of them will serve to make your customers and interested people have quality information in their hands and in the right measure. Good reading!
Table of Contents
TIP #1: DETERMINE CONTENT DISTRIBUTION CHANNELS
The first tip for establishing a content plan is to choose where the information will be made available. This stage is the first step, since the number of channels in which the presence operates will have an impact on the availability of content.
This task is quite simple. After all, it is enough to count which are the places where the company operates with content distribution.
These channels are usually:
- profiles on social networks;
- blogs ;
- email lists.
Determining the channels to disseminate content is important not only to ensure that everyone is moved with actions, but also to determine which content is suitable for each platform.
Let’s take a basic example. Imagine that your company has just made a great post talking about one of the main customer pain points and how you can solve them.
By determining the channels, the marketing team can distribute this information at different times, leveraging a single material to drive engagement across multiple platforms.
TIP #2: USE A SYSTEM TO TRACK AND DATE DISTRIBUTION
Planning requires a calendar, whether for the construction of new content or for the distribution of content that has already been produced. There is no getting away from using some control system.
Your company can opt for a good old follow-up spreadsheet, or use some more modern solutions. Among them are applications such as Trello, which allow the creation of cards to accompany each of the demands.
Another option is to use a posting control system. The tool goes beyond just putting together a calendar, it is possible to connect social network profiles to automate shooting at the right time.
TIP #3: USE METRICS TO ANALYZE CONTENT AUDIENCE
Digital marketing is very empirical, that is, its success comes with trials, errors and successes. In order to measure the ideal frequency of distribution of new content, it will be necessary to monitor performance metrics .
Many companies believe that it is necessary to have new content all the time, every day. But this is not a rule.
The ideal is to keep an eye on the attractiveness of the publications and verify the data. If the numbers are good, it could be that a raise is positive. However, if the increased frequency reduces interest, it is worth going back to a lower frequency.
Establishing an editorial calendar on Instagram, blog, Facebook and other distribution channels is crucial for organizing processes. However, it doesn’t have to be something static and unchanging.
What will determine success in your posting frequency is the public’s willingness to consume the content. So, keep an eye on the digital marketing KPIs so you don’t make mistakes that cause your audience to lose interest or saturation.
TIP #4: KEEP AN EYE ON THE IDEAL TIMES
The metrics mentioned in the previous item also give marketing analysts the possibility of analyzing which are the times when posts receive more hits.
Knowing which are the moments in which your audience is more able to consume the contents is essential to not “burn out”. That is, distributing good information at inopportune times and missing the opportunity to engage people.
TIP #5: ANALYZE YOUR COMPETITION
Do you want to know more about an ideal posting frequency and how to make your content a competitive differentiator? So keep an eye on the competition.
Follow the main players in the market, sign up for newsletters, follow the blog and take note of everything.
If the competition is getting good results with the dynamics established by them, nothing prevents your company from learning from it, including mapping what are the strengths and weaknesses.
This is not a copy of a content planning strategy, but a positive example for your team to work on creating something even better and more effective!
TIP #6: BUDGET PLANNING IS ALSO VERY IMPORTANT
Not all content planning actions involve free publications. In fact, it’s highly recommended to utilize some web advertising resources to broaden your audience.
Make a survey of the budget available for this type of investment and analyze which are the contents with the best performance and which need a boost.
Take advantage of the analysis of the metrics to measure what is worth being sponsored and stipulate monthly amounts.
With this, your team can analyze what kind of material deserves stronger publicity and how much will be made available for advertisements.
TIP #7: COUNT ON PROFESSIONALS IN CONTENT PLANNING
Digital marketing is pure strategy mixed with good doses of creativity and market intelligence. Establishing a content plan requires:
- market knowledge;
- optimized production capacity;
- creativity and assertiveness in the production of contents;
- critical and interpretive look at digital marketing KPIs.
All of this demands execution time and expertise. Planning is as complex as creating content, as everything must be created based on the customer’s consumption journey and focusing on the sales funnel.
For this reason, companies that choose to hire specialized services are much more likely to succeed in this journey.
After all, a team specialized in content planning is capable of making the necessary route corrections so that your company’s content marketing strategies bear fruit.