Content Strategy

Content Planning – why it helps

When you are stuck as to what to write (like I am right now) this is when a content plan would come in very useful.
For example, if you are a garden fence company who wishes to sell fencing and gates, then you might have a seasonal calendar plan. March/April here in the UK is the time when people start to enter their gardens more frequently, start the after winter tidy up and look to see what improvements they can make. Your content plan would have addresses this in December or even January, with a view to getting relevant content published well in advance.
If you sell gifts, again your content plan would be based around events like Christmas, Easter, Mothers Day, Valentines day and so on.  We all know that Valentines Day comes around on the same day every year, but marketers should have this planned and catered for.
Your content should be around 300-400 words, and so an ideas folder may help. You can gather ideas for discussion from magazines and newspaper articles, or you can use a tool to bookmark or save different web pages for future reference. Gathering ideas from other Marketers and then planning your own unique content around this idea can be time saving.
Your content should be relevant to what you do, after all that is why people visit your website, to discover news and information about the products and services you provide.  We have had to advice clients that discussions based around their dog walking is not relevant when you are selling widgets, and it does not help the relevancy score on your website, and therefore does not help you get found for widgets.
To help guide you, you should have a list of base keywords that describe your products or services (not longtail, these will become readily available within your content as you start to write – just  like the phrase “longtail keyword” has just magically arrived within this blog post).
Where it is appropriate, you may want to link to other blog posts and web pages to enhance a particular element of your blog post too. For example, if I wanted to send you to a page all about SEO, then I would link that word “SEO” to a page or blog post on my site – just like I have done here … SEO
The small things like backlinks are not essential for the plan, but a simple excel spreadhseet with the months (or weeks), keywords you are looking to write about, and a draft title and description all sat within your ideas folder will help you make sure you do not miss that important marketing date.
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