Content Strategy Planner

Core Goals


Think of several high-level goals your company is trying to achieve.

  1. Establish your company as a thought leader in the industry.
  2. Bring exposure to your products and services.
  3. Drive traffic to your site via organic traffic.


Key Performance Indicators (KPIs)


What variables will you look at to indicate the success of your content? Translate your goals into metrics you can measure. Some examples include: views/impressions, shares, sign-ups, or new users.


  1. Reach X number of views per month on the blog.
  2. Add X number of new opt-ins to the newsletter each month.
  3. Reach X amount of shares per blog post per month.
  4. Gain X number of new followers on social media.


Target Audience


Create several personas that represent specific segments of your audience. Understanding who your audience is and what they care about will help you write relevant content.


  1. Persona 1 (attach link)
  2. Persona 2 (attach link)
  3. Persona 3 (attach link)


Keywords


Define keywords of topics that your audience cares about. This will guide the type of content that you create. Using the right keywords in your content will improve the searchability of your content.


  1. Find keywords already sending traffic to your website.
  2. Use tools such as Google Analytics and Search Console to figure out which keywords/phrases are low-competition and high-traffic.


Content Type


What kind of content does your audience consume? Some examples include:


  1. How-To Guides, Case Studies, or Portfolio Pieces
  2. Opinion Pieces, Guest Posts, or Guest Blogging
  3. Photos, Infographics
  4. Videos, Webinars
  5. eBooks or other free resources

Frequency Calendar


How often will you be creating new content? Once a month? Three times a month? The time and resources you'll be able to dedicate will vary depending on your company size. The important thing here is to consistently deliver high quality content.

January

Theme of the month.


  • Think of some subtopics
  • Specific elements of the month's topic that you want to address
  • Be as detailed as possible

February

Theme of the month.


  • Think of some subtopics
  • Specific elements of the month's topic that you want to address
  • Be as detailed as possible

March

Theme of the month.


  • Think of some subtopics
  • Specific elements of the month's topic that you want to address
  • Be as detailed as possible

April

Theme of the month.


  • Think of some subtopics
  • Specific elements of the month's topic that you want to address
  • Be as detailed as possible

May

Theme of the month.


  • Think of some subtopics
  • Specific elements of the month's topic that you want to address
  • Be as detailed as possible

June

Theme of the month.


  • Think of some subtopics
  • Specific elements of the month's topic that you want to address
  • Be as detailed as possible


Publishing Procedures


Create a checklist of procedures to perform before you publish your content. Here's a checklist to get you started:

  • Include a direct and compelling post title (and make sure your URL matches the title.)
  • End with a call-to-action you want your reader to perform.
  • Assign Alt Text to any image inserts. Recommended for good SEO.
  • Optimize social share language and images.
  • Write a compelling meta description and title.
  • Attach keywords mentioned in the section above.


Distribution Channels


Distribute your content where you might find your audience. List the channels you plan to distribute your content.

  • Social Media: Facebook, Twitter, LinkedIn, Pinterest, Instagram, Etc.
  • Help Channels: Quora, Reddit, or StumbleUpon
  • Newsletters
  • Traditional PR
  • Influencers


Trends & Analytics


Use Google Analytics or the Analytics/Insights dashboard of your social channels to review your content's performance. Refer back to your "Core Goals" and "KPIs" from above. How has your content been performing?

  • There has been a 100% increase in page views from the previous month to this month.
  • There has been a 75% increase in newsletter sign-ups from Q1 to Q2.
  • Blog 1 has a 50% increase in shares, while Blog 2 has a 20% decline.


Optimizations & Action Items


Your learnings from the performance of your posts will reveal where there’s room for improvement. Here, you can identify and list out points of attack for your future posts.

  • Change the copy structure/outline
  • Add or remove images
  • Change the call-to-action language
  • Improve the usability

Content Marketing Process Essentials

DO THE NEXT THING

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