Content Planning and Strategy: you either love it or hate it. Here’s the thing: If you don’t have a plan and a way to execute that plan, how will you know when you get there? That's where these 6 secrets come in.
There’s also a silver-lining, too. YOU are your best business advisor, so you get to decide how you plan and strategize for your products, services, and business.
Here are the 6 secrets that my Inner Business Council gave me for planning and strategizing content.
First, let's get some basics out of the way...
What is Content Planning?
A Content Plan is what you are going to create. This could include blog posts, newsletters, courses, services, books, and social media. This is your vision on paper.
What is Content Strategy?
Content strategy is how you are going to get the content done and out into the world. Strategy is the umbrella under which all of your content marketing tools and tactics rest. This is your plan happening in real time.
1. Your Audience
Who do you want to have a conversation with? For how many audiences are you creating content? Just as your business might have more than one type of customer, your content strategy can cater to more than one type of reader.
2. Content Voice & Writing Style
Voice is the lens through which you write. It’s the sum of your experiences, values, beliefs, interests, personal preferences, and more. Your voice is the creative flavor of your writing. It’s the thread that weaves through each of your pieces. It can manifest within the genre you write, the audience you write for, the tone of your writing, or
the themes you tackle, and more.
Your writing style is the unique way you use words to capture your reader’s attention. Your writer’s style often manifests in the tone, word choice, and sentence structure, language, sensory details, and other elements of writing. Your writing style can be casual and friendly, evocative and melodic, conversational, or even humorous with a dark undertone.
The best way to do both is to be who you are and say what you feel.
3. The Conversation You & Your Audience Want to Have (Problems You Solve)
Ideally, your product or service solve a problem you know your audience has. By the same token, your content inspires and educates your audience to begin to identify and address the issue. The best content plan and strategy supports both you and your audience with content that addresses their main challenge.
4. The Content Format Focus
What forms will your content take? Infographics? Videos? Blog posts? Once you have identified the topics you want to work on, you’ll need to determine which formats to budget your time, energy, and money. It is also a good idea to determine which formats will work best for each topic.
5. Where You’ll Distribute Your Content
Now, you’ve decided on your formats, it’s time to decide where you’ll distribute that content. We call these Channels, which include your website, blog, social media, teaching platforms, and collaborations.
6. How You’ll Manage & Maintain Your Content
Lastly, you need to decide how you’ll create and publish all your content. Are there tools that you need? Do you need collaborations with a designer, illustrator, or other supporter? How will you keep track of the titles, where they're located, and more? Organization that works for you is the right way. What magick can you add to your content to give it that witchy boost?
When you create a content plan and strategy, it prevents clutter and allows your brain to stop worrying about where things are, what you’re doing next, who you’re talking to, and where you’re doing your thing. Visualize your message and shine your light.
Download this Content Plan & Strategy Checklist to help you.