One of the important elements of digital marketing is the content plan. A well-designed content has the opportunity to provide effective results for a successful marketing strategy. On the other hand, without a content plan, you could struggle to produce relevant content, resulting in low engagement rates.
What exactly is a content plan? How to effectively create a content plan? How is a content plan different from a content strategy? All these questions will be answered in this article.
What is a Content Plan?
A content plan is a strategy for creating content to help businesses achieve their goals. This planning involves content ideas tailored to the target market and the platform to be used to determine the best time to upload content.
In creating an effective content plan, you also need market research to determine the type of content that most suits the target market. Market research can be utilized on social media to collect customer attitudes towards brands, customer habits on social media, and information from other platforms.
After your research, you will generally find important information to better understand your target market needs. If you can meet the target market's needs, engagement will increase.
Increased engagement will also affect the overall marketing strategy, where prospecting will be easier, and lead conversions will increase.
How to Create an Effective Content Plan
Every personal and corporate business actor has his or her unique method of doing content planning. However, there are some general steps that you can apply so that the content plan that is created can be more optimal. Here are some steps on how to create an effective content plan:
- Setting Goals and Identifying Target Market
First of all, you have to determine the goals you want to achieve. For example, whether your goal is to increase engagement metrics, increase brand awareness, increase followers, increase conversion rates, or improve marketing communications.
This is where you need to create a content plan first. In addition to the goals, the target market must also be determined. You need to understand who your target market is to create relevant content. This is considering that not all target markets have the same tendency.
- Creating Content Categories
The next step in creating an effective content plan is creating various content categories. This is so that your target market does not experience fatigue or boredom.
You can present this diversity of content, for example, creating main marketing content by highlighting the advantages of brands supported by other soft selling and hard selling content.
You can insert educational content such as product history, recommendations, etc. This diversity makes your content less monotonous and will look insightful. So don't just highlight the promotion.
- Creating an Editorial Calendar
Choosing the right time to upload content is the third step in creating an effective content plan. Please note that upload time greatly affects engagement rates. For example, content posted during lunch break usually has the chance to get high engagement.
Creating a spreadsheet containing scheduling, categories, status, priorities, and deadlines is advisable. The components in this spreadsheet can be adjusted as needed.
- Determining the Right Platform
The next step in creating an effective content plan is determining the right platform. In this case, uploading content in marketing channels is not justified. If you choose the wrong platform, the engagement rate will be low.
The determination of this platform has to do with those who are your target market. Some platforms are flooded with young people, while others are dominated by older people. For example, if you have a target market of young people from millennials and gen Z, then Instagram social media marketing would be the best choice.
- Consider Content Other Than Text
In today's practical era, it is undeniable that there is less interest in reading. People want to get information quickly without having to bother reading long articles. Therefore consider the content in addition to the text.
Then what kind of content can be created besides the text? Now you can present information through infographics, images, videos, or more. Consider your target market's needs while choosing your content type. If you plan to upload content on social media, perhaps you can try a combination of memes, GIFs, or others tailored to your product's brand image.
- Topic Research For Content Idea Hunt
The last step in creating an effective content plan is topic research to find content ideas. Content ideas are the key to content marketing. Update fresh ideas by doing topic research. Hence, you will get an idea of the keywords for the content that should be created. You can search for viral topics to always create relevant and related content.
People worry a lot about missing the latest trends or news updates. Therefore, you can create fresh, relevant content that interests the target market.
Difference between Content Plan and Content Strategy
At first glance, content plan and content strategy sound the same, but they are quite different. The meaning and how to create a content plan have been previously explained. The content plan focuses on planning content, while the content strategy is the arrangement of all the written or other visual content you have created.
In the content strategy, you need to determine what kind of content should be created, know why you should create the content, and know the purpose of creating the content (for what and for whom). In short, it is a technique that should be applied in content creation to effectively achieve the target.
One clear difference is that content strategy determines the most effective approach to achieving KPIs. Meanwhile, creating an effective content plan focuses on scheduling when content is uploaded, on what platform it should be uploaded, and so on. In short, the content plan is related to the content strategy and needs it as a solid foundation.