How to Develop a Content Plan for your Business
Having a content strategy for your business is the difference between publishing random words to knowing what to say, when, where, and to whom. To be successful in your business communications, you need a strategic communication plan. Such a plan has many components, including analysis, communication initiatives, communication goals and objectives, audience segmentation, key messages and content pillars, channel map, content matrix and editorial plan, measurements, and analytics.
In this blog we will take a closer look at the matrix and editorial plan, also known as simply the content plan:
A good place to start your content marketing plan is to establish some content pillars. These are topics and themes which could be beneficial for you to create content around in order to achieve your communications objectives or positioning. The content is obviously dependent on your company’s products or services but here are some generic suggestions: brand focus, collaborations, thought leadership, meet the team, in the news, insights, company culture, product highlights, articles, and blogs, industry speak, events, tips, and tricks, behind the scenes, etc.
Next, establish your content governance. This is a series of guidelines and quality control processes that ensure that every piece of content your company publishes is on-brand, of good quality, and aligned with your communications objectives. These guidelines include:
• Tone of voice
• Writing guidelines
• Content creation guidelines
• Photography and videography style
• Roles and responsibilities – assigned functional ownership for particular communications
Content Matrix and Editorial Plan
This is where everything comes together. Below is an example of a primary content plan.
|Content||Frequency of creation / update|
|Website||Updated daily/weekly for dynamic content and every two months for static content|
|Press kit and online press center(s)||Monthly (including bios, company profiles, fact sheets)|
|Media outreach by PR agency||Continually, based on editorial calendars and opportunities for press coverage|
|Social media profiles||Quarterly|
|Facebook & Instagram||2-3 posts a week (frequency can be further detailed by handle and brand)|
|1-2 posts a week to keep the handle current|
|Crisis communications manual||Twice a year|
|Photography & image library||Quarterly|
|Awards||When a new award is received|
|Presentations||Every two months|
|Employee Value Proposition||Annually|
|Visual Standards Guide / Brand Manual||Annually|
|Employee bulletin||Every two months|
Based upon the above content plan, you can now create a detailed production schedule with the right message for the right audience via the right channel at the right time. We suggest you create a content marketing plan for 6-12 months at a time and populate your production schedule with specific and detailed content and PR activities based on the steps of your strategic communication plan. The content plan should also include deadlines and the names of the persons responsible for each bit of content.
If this all seems a bit overwhelming and you need help with your content strategy, feel free to contact In2 Consulting at www.in2consulting.com
By Cristina Kristensen, Senior Communications Consultant