Content Planning Primer: 3 Tips to Help You Get Better
Most marketers are familiar with content marketing (CM), which the Content Marketing Institute defines as “a strategic marketing approach, focused on creating and distributing valuable and relevant content to attract and retain a clearly-defined audience―and, ultimately, to drive profitable customer action.”
Familiar forms of the practice include blog posts, video, white papers, and how-to guides. Content marketing generates three times more leads than outbound marketing, at a 62% lower cost. Like everything else, however, proper planning is required to reduce mistakes and maximize your investment. Here are some top tips from content marketing platform provider DivvyHQ.
1. Know your audience. What are their interests, motivations and struggles? How do your offerings address them? Use insights gleaned to inform content creation.
2. Clarify goals. Know why you’re creating each piece and what you want it to achieve. Looking to generate leads, demonstrate authority or grow brand awareness? Whatever it is, make sure your team is pulling together, lest you squander resources and opportunities.
3. Define success metrics. What are you measuring? What’s the current baseline? What are your key performance indicators?
4. Inventory and audit. Determine what has previously worked and why, then refresh as needed and identify gaps that can be filled with updated material. Budget permitting, fill any holes in digital infrastructure by adding or updating collaboration, publishing and analytics tools. As a famous French poet once said: “A goal without a plan is merely a wish.”