How To Create a Content Plan For Your Content Strategy – Bài viết kiến thức mới nhất 2024

How To Create a Content Plan For Your Content Strategy – Cập nhật kiến thức mới nhất năm 2024

Marketers who want to achieve big goals with their content must first develop an overarching content strategy. Then, in order to hit those KPIs, metrics, and goals, they must answer the question, “What do I need to achieve success with my strategy?” 

The answer is invariably: create a content plan. 

A content marketing strategy can tell you where you want to go and how to measure your marketing efforts’ success, but it cannot tell you exactly what to do or what processes you’ll need to follow. That’s where the content plan comes in.

What is a content plan?


Content Plan

A content plan is a content management tool marketers use to determine what content to create, how it should be created, and what processes will support its creation.

At the end of the day, a content plan should define how you’ll reach the broader goals set by your content strategy. 

A content plan defines:

  • What content to create
  • How to create the content
  • Who will create the content

A content plan includes the types of content formats, the processes, the digital marketing channels, and other aspects of how you’ll create, publish, amplify, and manage content. The content marketing plan integrates with your marketing funnel and should cover the entire customer journey, from awareness to decision.

Content plans are generally developed by marketing department leads with input from team members, including feedback from operations and sales. For a content plan to function, your entire marketing team must be aligned with your content strategy as well as the content plan. A great plan is your path to strategic success, so everybody has to be on the same page.

Content plan vs content strategy

Outside of the marketing industry, you’d be forgiven for thinking that content planing and content strategy are synonymous. But as a marketer, and a good one at that, you know these two things are very different.

The content plan is made up of the assets and processes needed to satisfy your overall strategy. The content strategy, though, is the big picture and parent category. Everything else falls under the strategy, including the content plan, content production, content publishing, and content distribution.

content plan vs content strategy

Why you need a content plan

The ultimate goal of your content is to create exceptional engagement with your audience. This increases the likelihood of moving audience members down the funnel towards conversions and purchase decisions. This is the aim no matter where that audience member happens to land on the funnel — TOFU, MOFU, or BOFU.

A solid content plan defines everything you’ll need and lets you focus on creating the amazing content behind campaign success. With everything in place, your team can execute on individual assets, creating content that not only encourages sales, but can generate attention into the future.

In addition to the on-the-ground content production plan, a content plan defines much of the marketing channel priorities each quarter. You’ll be defining, in advance, how to amplify (social media posts, promos, bylines, etc.) the content you create. This means the content plan determines the availability of resources plus the marketing budget and its priorities. 

Developing a plan for your content directly feeds the marketing dollar spend and helps the business manage costs and conduct budget planning. Without this vital puzzle piece, you can lose out on the ability to allocate spending accurately.

Before content planning begins

You can’t just jump right into content planning. Instead, you need to:

  • Collect data and define your audience 
  • Determine what problem your content will solve 
  • Broadly determine how you will create your content 

Below are three questions that will inform how you write your content marketing plan. 

Some of these overlap with the content strategy template, but at a high level, you need to make sure you address these before content planning begins. You’ll be glad you did.

Who is your target audience?

Depending on your industry, there’s likely already an established audience for your brand. The question is how much you actually know about them. Understanding who already engages with your content determines your target demographics and how you’ll connect with them. 

First, gather existing visitor information and as much data about your audience as possible. Taking this data and analyzing it will tell you much about your audience, including what pain points they’re trying to address, what they want from your content, and how to better engage them. 

With detailed customer information in hand, it’s much easier to let that drive and inform your content plan. You’ll have a sense of what they are interested in, who they are, where they engage, and what types of content to plan for.

What problem does your content solve?

Returning to the problem (or “pain point”) your content, on the whole, is trying to solve, it’s important to have a mission that fuels your content ideas and campaigns. That mission can’t just be to capture leads at all content marketing funnel stages. Your content needs to consider the brand’s product or service offerings and translate that into actionable content. 

Show them, through a variety of creative lenses and angles, all the things that they can achieve with a given offering. 

For example, we worked for a large mobile food delivery brand. Up until that point, they were unsuccessful in capturing attention through content marketing. Terakeet’s teams took the data we had about the customers, created buyer personas, determined the goal of each persona, and created written content to help them achieve the hypothetical goal.

The result was a focus on demonstrating, through written content, all the ways this brand’s offering could empower the audience to aspire, actualize, and self-improve.

Terakeet translated the simple service of grocery delivery into a platform for personal growth.


How will you create content?

Another important consideration is how you will generate content.

“How” includes:

  • Responsible parties for content creation
  • Creation methods
  • Where it will live

Knowing the above will let you successfully develop processes and workflows across teams for your content plan.

Create a starter content calendar

While you may not have all the data and information about your plan yet, creating a content calendar or editorial calendar framework is a wise preparation step. We have a free content calendar template you can download below.

How to write a content plan (12 steps)

Your content production process drives everything from marketing profitability to your ability to scale. So this section explains exactly how to plan content efficiently at a Fortune 1000 company.

1. Determine your content planning process

The very first step in creating a well-developed content plan is to determine what your overall process should look like. In this article, our plan includes this first step plus twelve other steps, taking you from brainstorming to publishing, measuring, and improvement.

In order to develop our twelve steps, we determined our process by asking the following questions:

  • What are your content creation steps? 
    • List all of the content creation steps from start to finish. Usually, you’d start with a team brainstorm to generate ideas. After you determine a set of topics, do keyword research using a tool like Ahrefs or Semrush. The process continues through writing, design, QC, publishing, distribution, measurement, and improvement.
  • Who is responsible for each task?
    • Now that you have the steps, figure out who will be responsible. In an established company, assignments would be set by discipline. Content writers write, editors edit, SEO strategists analyze, etc.
  • How long does it take?
    • Determine your content turnaround time requirements to meet your marketing goals. It’s wise to have an idea of time requirements and the resources you have available to execute on a given piece of content.
  • When and where will you publish?
    • Determine your ideal publishing frequency. This will depend on your brand awareness goals, audience behavior, and growth targets. Also decide what time you’ll publish based on audience data. Then decide where you’ll publish — WordPress blog, corporate site, etc.?
  • What are your content categories?
    • Determine what themes, topics, and broad categories your content needs to fit under. There is no one-size-fits-all solution here, as it will depend on your industry, current blog content, and unique business goals.

Answering all of these questions should get you an itemized list of steps that will dictate the entire process. Steps two through twelve are representative of most content plans for blog publishing.

2. Brainstorm topic ideas

Who: Your direct content team, team leads, cross-departmental folks as needed.

What: Before you can research and outline actual content pieces (blog posts, case studies, white papers, etc.), it is important to host a brainstorming session with your team. This will be an ongoing process as you will need to refill the idea list on a regular basis.

Focus on:

  • Campaign ideas – Bigger ideas that can be used to generate smaller content components.
  • Content ideas – Individual content pieces.

Refine and vet the ideas based on whether they fit your themes, topics, and categories and connect to your overall marketing goals.

3. Research keywords

Who: SEO analyst

What: Your SEO analysts or strategists can take the team’s best ideas from the brainstorm and conduct the keyword research required to identify more specific details. This step provides primary and secondary keyword focus, tags and meta elements, word count, competitor analysis, and more. 

If you have an existing audience, your SEO team can review Google Analytics data. Not every great idea is going to pass the search engine viability test and may need adjustment to fit the strategy. 

With the keyword analysis mapped out, the content idea can be outlined and proceed to the next step.

Note: Not all of your content needs to be backed up with search volume. Some can serve your messaging, provide added value, or help your audience with a pain point. The majority of your content should serve SEO goals.

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