A content plan is a document that organizes and outlines the resources, activities, and tasks associated with content development, delivery, and promotion. The main goal of content planning is to lay out each phase of the content generation process needed to achieve the company’s digital marketing objectives.
Ideally, a well-defined content strategy should be created before establishing the content plan. This strategy will guide all subsequent decisions. Once the goals are set, you are ready to proceed with the content planning. There are several critical factors to consider first before developing your content plan. These are listed below:
- – Target audience
Your target market will determine which engineering content ideas will perform well. Do extensive research about their content consumption needs and habits. Take a look at what they want, how to reach them, and how your products and services can help them. Use tools such as Google Analytics to figure out your audience’s characteristics, activities, and preferences. This will assist you in creating content that is relevant to all your customers no matter where they are in the marketing funnel.
- – Branding
Your content marketing strategy will fail if you don’t fully understand your brand and its values. Knowledge of your brand will provide you with an idea of what engineering content you should publish and how it can align with your branding strategy. This includes the tone of voice and the branding message that your engineering firm wants to communicate to your audience.
- – Marketing channels and strategies
In determining the optimal methods and timing to promote your engineering content, you must also be familiar with and have access to various content marketing strategies and platforms. Social media, email, and your website are all important channels for promoting engineering content. Your communication techniques and timing will largely be determined by your target audience’s preferences.
Once you have defined those factors listed above, you can finally create your content plan. Its components are listed and discussed in the sections below.