6 Steps to Creating a Content Marketing and Social Plan and Why You Need One
By Intern |5 Nov 2015
Putting it simply, a content marketing plan is a document that allows you to see and understand the content that is planned for your website. It answers the big five ‘W’s all journalists swear by, so for your content marketing:
- Who – not only who will be creating the content but also who it will be created for
- What – what format the content will take and what it will include
- Where – where the content will be published
- When – when the content will be published
- Why – why the content is being created in the first place; what it is intended to achieve
A content marketing and social planner is essential to help you plan out the successful research, creation, publication, promotion and refinement of effective content. It is designed to take an existing content strategy and translate it into a detailed plan that co-ordinates all aspects of your content marketing activity.
Why do you need a content marketing and social planner?
Whether you are creating a series of new onsite guides or are looking to better plan your blog content, a content marketing planner is designed to help you plan and keep track of the key elements of each piece of content.
It provides you with the simple framework needed to ensure your content is always geared towards answering your audience’s questions, and achieving your website’s and business’ objectives.
Knowing where to start when creating a content marketing plan can be tricky. That’s why we’ve created a free downloadable content marketing planner template for you to use for your own website.
Click the link at the bottom of this post to download.
How to create and fill in the content marketing and social planner template
The template is just the starting point – actually filling it out is where the hard work comes in. Before you begin, there are a few things to note about the planner:
- It is designed to cater for all types of content – from regular blog articles to more involved onsite content such as content hubs . This means that some columns might not be appropriate for your particular project or strategy – the template is designed to be a starting point; it’s important that you edit it so it best suits your own way of working
- Use the content marketing planner in conjunction with a publication checklist – like our ultimate blogging best practice checklist – for a thorough editing process
So, with all that in mind, where do you begin with populating your content marketing and social planner?
Step 1: Sort out your admin
As you might expect, it all starts with a spreadsheet. Create and setup your planner in a programme like Excel – or Google Sheets if multiple people will be accessing and editing the planner at the same time.
Don’t forget you can download our free template at the bottom of this post to make this part nice and easy!
Plot your timeline in the first column and include rows for relevant public events and staff holidays. The top row will include the headings that we’ll talk through in more detail throughout this post.
Publication date
- Include the date that the content is planned to go live
- This means everyone involved in content creation knows what deadline they are working towards
- You may also choose to add additional columns – ‘Scheduled publication date’ and ‘Actual publication date’. These can be useful to keep track of any missed deadlines
Relevant public events
- These should be intrinsically relevant to your target audience and offering. This will ensure you are capitalising on relevant events and not wasting time and effort shoehorning in content
Staff holidays
- Keep track of staff holidays that will impact your content marketing schedule
- This will allow you to plan for any periods of absence and prevent your deadlines from being missed
URL
- Once the content is live, include its published URL in the planner. This helps you keep track of progress
Creator/author
- Keep a note of the one person who is ultimately responsible for the content going live
- Including only one person in this column makes it easier to know who to speak to if you have any questions
Step 2: Ideas and research
The next step for filling in your planner is the ideas and research section. This covers off what exactly will be published, why and who for.