Creating a content planning model
– What type of content you produce and where you distribute it will be uniquely specific to your brand. Writing articles through the use of a blog is one of the most common types of content marketing, so I’m gonna focus on this for now. With that in mind, let’s talk about how to create your own plan and what elements you should carefully consider. Now, our content plan will start with the same approach as all of our other strategies. Identify the core audience, what you want them to do, how your content will get them to do it and what you’ll measure to know if you’ve succeeded. The tricky part with content is that it’s most often a comprehensive approach.
One article won’t be the primary source of your conversions so you wanna think creatively about what types of content you need to produce. The strategy here is to keep things closely related or neatly categorized, so as people start connecting with your content,they’re inclined to read more and more. You can encourage this by adding related articlesto your blog, having a next or previous link at the bottom of the page or by linking to other articles throughout the copy of each. One other place to look for ideas is back at your keyword research from the SEO portion of online marketing.
You can start to think of questions and ideas surrounding those topics and reuse the Google keyword tool to identify long-tail keywords that are worth discussing. With content marketing, you’ll likely be seeing most of your success in these long-tail keywords. What I mean is most of your blog traffic will come from dozens of different keywords like why is my ice tray always breaking? What are ice trays made out of? Versus the short keyword ice trays. More content means more opportunities to collect the smaller trickle of traffic.
10 or 20 articles that are moderately ranked might bring in the same amount of traffic as one decently ranked article but in a lot less time. With that said, you need a lot of contentand you need it in a consistent manner. And this takes a lot of time. Part of your plan needs to be thinking about who will write the articles. Many companies leverage their own employees, but if you don’t have that luxury, you might consider a copywriter or a freelance journalist. Stray away from content farms that generate SEO articles. You wanna be authoritative and knowledgeable so you need to focus on quality and these resources aren’t known for that.
Plan on creating one article a week to start. This is probably the bare minimum. If you’re using dates on your articles to demonstrate their recency, it’s even more important to keep things fresh. As always, measure your results to determine what content is popular or trendy and then continue to build around those ideas while you try new things.