Create a content marketing plan with the 6 w’s

Written by Kirsty Bamford


content plan

Whether you’re a novice to creating a content marketing plan, or if you’re just looking for a fresh approach, then this is the place for you. We all know how important it is to have unique, quality content and it can be become an uphill struggle for teams to constantly create something new.

We’ve found simple approach to keep your content plan fresh with relevant content – and it’s all thanks to the 6w’s.
1. Who is your target audience? Do you know your buyer persona?
2. What type of content are you going to create? And what will you write about?
3. Why it’s going to be relevant? Pulling together keywords and phrases
4. Where will the content be published?
5. When will you do it? Have you run an audit before planning?
6. How will you measure your efforts? Do you have defined goals?

DEFINE YOUR GOALS

Decide what you are hoping to achieve from developing a content marketing plan, this will then help you in knowing the type of content you need to create. We’d recommend you keep them SMART though: specific, measurable, attainable, relevant and timely. Align these goals with your overall marketing activity to ensure you have ROI.

ESTABLISH YOUR BUYER PERSONAS

Before you decide what to write, you need to be clear on who you’re creating your content for. By defining the different buyer personas, you can produce better quality content that is relevant and offers value to the end user. This, in turn, will increase the chances of producing website leads and conversions.

RUN A CONTENT AUDIT

If you’ve been running a content marketing plan previously then it pays to know what type of content is performing well – this doesn’t necessarily mean the click through rate but relating its performance back to your goals. This will help you form a better plan for the next 12 months where you can explore new ideas you haven’t yet tried.

DECIDE ON THE CONTENT

The next step is to form content pillars by grouping together the topics you will cover. There are also different types of content you might want to create, it doesn’t all have to be written blog posts, but take a look at creating things like case studies, videos, infographics or even interviews, to name a few.

PUBLISHING YOUR CONTENT

Creating a content calendar is one of the best pieces of advice we can give you. Plan to first publish your content when it’s most relevant by taking into consideration extrinsic factors. Don’t forget to repurpose your content, you can share the same piece again as long as you don’t turn it into spam.

MEASURING SUCCESS

Finally, don’t forget to measure how your content is performing through all of the channels you’ve published it on. End where you started and revisit your goals. By doing this, you’ll have a better idea of what your audience is engaging with and find of interest, helping to shape your future content plan.

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