Kickstart your content planning - Part 2

In our previous journal, we provided tips for ensuring your content is useful and relevant. Now, we’ll look at how to plan a consistent and compelling content schedule.

Keep it small to start with

We know well how marketing teams can embark on an ambitious content plan, only to have it derailed as soon as the next trade show or product launch comes around. When it’s all hands on deck, the grand rollout of content falls off the end of the to-do list. This is followed by feelings of frustration and failure because some great ideas never saw the light of day.

Start small and build up; there’s no need to plan dozens of posts, weekly blogs or a podcast series straight away. It's perfectly fine to publish a case study every quarter, launch a new CPD seminar every two years, or publish a white paper every three years. Aim for quality rather than quantity so you feel in control of what you’re putting out.

In our previous blog, I talked about the value of brainstorming with colleagues. Even agreeing as little as four key themes can form the basis of a content plan which you can flesh out.

When it comes to word count, less is more. While we like to explain every detail of how we excel in our field, readers will respond better to key points. Do include links for specifiers to find out more, but recognise that most people prefer short, succinct messages.

Consistency is king, and repurposing is your friend!

The key to becoming a trusted resource for specifiers is to offer useful content on a regular basis. Even if you do not post every week, you need a level of consistency. And in order to be consistent, your content marketing plan must be achievable – that’s why small and simple content plans are usually the most successful.

Start to recognise how every piece of original content can be recycled for different platforms. A popular blog post might be summarised in an infographic. A video might contain some great quotes that could be used for exhibition boards, or in a series of social media posts. Using your existing content in different ways is also a great opportunity to widen your audience. Not everyone has the time to read a blog. Some people respond better to visual information, others shun social media and prefer a CPD presentation.

In this and the previous blog, we’ve looked at key things to consider when planning content. Ask yourself the following questions to stay on track:

• Is my content genuinely useful for specifiers?

• Can my colleagues help build insight into the issues specifiers want to understand?

• Is my content plan achievable, even during busy periods?

• How can I repackage material to create a consistent output?

In the next blog, we’ll take a step back and try to unpick what content marketing really is… make sure to subscribe below so that you don’t miss out.