Wie erstellt man einen Content-Plan?

I’d argue that there are 3 things you need to define before creating a content plan: 1) Business Objectives 2) Marketing Goals 3) An Internal Creative Audit Each of those will influence your plan if they’re not defined you may find yourself 6 months into creating content feeling like nothing is working

When you are creating a content plan, understand the business better, learn more about the strategies they use and wish to use, aligning this with their target audience and then experimenting is the way to go!

One thing I've found helpful when defining content goals, is considering just how far you might exceed them. For example, if increased awareness is a content goal, be curious as to how you could use multiple creative assets to achieve the kind of awareness that rings and sticks to people, like how a jingle would. This is why I find that messaging is so important: it will either be treated as pedestrian or it will stick and have recall.

Understand who your ideal audience is and what their needs interests and preferences are. Create buyer personas that represent your target audience segments including demographics, pain points, and motivations. This knowledge will help you tailor your content to resonate with your audience

Drafting user personas is an excellent way to flesh out who your 'target person' is. This is where "audience" becomes more singular, and you're able to hone in on the audience of one. The target persona now has a picture, a name, a routine, interests, social commentary, consumer expectations. They become much more real throughout this process. You can take it one step further, by researching what they may be asking Google. Software like 'answersocrates' populates the questions we're all asking Google, and this can be applied to user personas in a psychographic way.

Choosing content topics can be challenging if you're all confused & dont make the best use of the resources you have. However, if you figure that out, you're all set to create valuable content that your audience enjoys. Here's how I choose my content topics: 1: I brainstorm a lot 2: I use case studies: I share my experiences, failures and success stories. 3: I do research: - What are the latest trends in my industry? - What are my competitors doing? I utilise tools like ubersuggest for keyword research 4: I keep upskilling myself: I take courses, read books, and watch interviews of experts to learn new things 5: I keep my notepad handy so that if I randomly get any idea I just note it down so that I don't forget 6. I observe a lot

This is the time where you really want to look at - what are the unique areas where you can add something to the conversation. We are now at a point where it doesn’t make any sense to just regurgitate what everybody else is saying. But what is your unique angle and unique story when it comes to some of those topics.

If you are still in question with all of the tips already given, you can also create polls, or create posts asking your clients as content. I have made it a part of my content to include questions to my audience about what information or tools and resources they think they need, what they think would help them to overcome challenges, and how I can help. Those are great ways to get engagement too.

When selecting content formats for your posts, it's important to consider the platform format that works best. Undoubtedly, IG reels are a crowd favorite, and videos are well-received on Facebook. However, studies reveal that certain formats perform better on specific platforms. The general consensus suggests mixing formats such as graphics, text, videos, and audio, depending on your goals, platform, brand image, and voice. Not only does diversifying your content types expand your reach on social media, but it also allows you to leverage a wider array of tools.

Considering your goals is crucial. If your aim is to generate leads, having the ability to obtain signups or collect emails is beneficial. To build credibility, contributing to newsletters or other articles can be helpful. These factors should be taken into account when deciding which platform to use and what each can offer to enhance your presence. Each also requires a commitment of your time and energy, so choose wisely for what best achieves your goals.

Scheduling is how you guarantee consistency. Scheduling content can be anything from setting re-occurring reminders in your phone to setting up marketing automation tools like Buffer or Sprout Social that have tracking and scheduling tools built in. Social media scheduling tool is a must for any content plan. Even if you can only afford the free plan

To build trust, it's crucial to not only post consistently but also maintain the consistency in messaging and branding. Additionally, consider what your customers want to see. Monitoring your results will help you ensure audience engagement and effective outcomes. If you're not receiving adequate engagement, it's time to reevaluate your content plan.