Content marketing: the editorial plan

After you have come to the conclusion that you need to Content marketing and have defined your target group and the Byer Persona, it is now time to plan the topics and content.

Create an editorial plan!

1. determine the general content: The topic plan

1.1 Keyword research

Keyword research is the basis for all content considerations. The content should be geared towards keywords that are being searched for.

1.2 The essential content

Define the general content you want to inform your customers about. It is a good idea to publish informative articles on certain topics and also tips, e.g. application tips for a product that you offer. Other ideas would be e.g. customer interviews, test reports, etc.

If your product is, for example, a wellness and beauty product for successful women, then topics such as wellness, beauty, meeting with girlfriends, ... come into question.

1.3 "Filler content" for the editorial plan

We call "filler content" content that does not necessarily fit with their general content. But take a look at an annual calendar. Every now and then there is an anniversary, name day or a particularly socially important day or holiday. Sometimes it can also make sense to report on these days to the day. This way you increase the content and visibility of your website. However, do not use too much filler content. The general theme of your website should remain recognisable!

1.4 Tools for the Theme Plan

Tool number 1 is definitely your target group and possibly the Byer Persona. Once you have determined this, certain topics automatically arise and you can derive keywords from them.

But beware: If you blog about keywords that are not searched for, none of this will help. You need a tool that shows you what search relevance your supposed keywords have. We recommend Sistrix for this.

2. determine when and how often you want to blog

It is important that you provide content regularly, preferably at fixed times. The production of relevant content is time-consuming. If you cannot provide content every day, then you should do it at least 2x per week and on fixed days, e.g. Tuesdays and Thursdays.

3. determine who in your company should / may blog

Depending on how many different topics you have as a result in step 2, it may make sense to distribute them among different staff members. So determine the authors. If, for example, you have 4 different topics, 2 contributions are to be published per week and, in addition, also 4 employees who each work on a different topic, then the load is better distributed. In this case, each staff member must create a new contribution every 2 weeks.

But beware: texting has to be learned!

4. now to the editorial plan

Now draw up an editorial plan. This contains the headlines of the articles that are to be published on certain days.
All stakeholders should have access to the editorial plan. The tasks for those involved should be clearly visible. With a CMS like WordPress, posts can be entered in advance; publication can be scheduled.

It is advisable to create an Excel table.

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