How to properly plan your content marketing campaign

How important is content marketing really? Well, it is so important that it can help boost your presence and authority online. The most important rule when it comes to content marketing is to have a plan in place. Without a plan, it could turn out to be a disaster. A person could write 20 articles in a month and post them on their website and social media pages, and hope for the best. Then after a while, they do not get any response from their readers and thus give up.

The problem comes in when companies practice mass marketing (quantity over quality) and they do not tailor their messages and content around their target market. If you have a content marketing plan or schedule in place, you will be able to properly map out your postings and when you want them posted. This will help you better navigate how much time you will spend on your content marketing in order to create quality content.

What is a content marketing plan?

A content marketing plan is your guide to successfully grow your business, through posting content on your website and social media pages. A good content marketing plan can help you answer key questions like:

  • How will you position your business in the market?
  • What are your sales goals?
  • How will you reach your customers?
  • Where and how will you advertise?
  • What will you say to your consumers?
  • How often do you want to communicate with them?

Beyond these questions, content marketing will help you establish a strong identity and unique strategy for your brand. That is why it is essential to make sure that your content is consistent with your brand identity. There needs to be a constant theme that runs across all of your brand messages, topics, and content.

How to plan your content marketing topics

It is important to create something your audience finds valuable and engaging. It ultimately needs to ignite a dialog. From there, the dialog can be turned into potential business results, if done correctly and skillfully. Topics need to correspond to your service offerings and they need to ultimately yield ROI for your brand. You can compile topics for your organisation by creating a goal-specific list. You can then score each topic by volume and value.

Here are a few steps on how to do it:

Before writing your topics, you have to ask yourself: “What questions or issue will my content help resolve?”. You then write down a list of topics you think will best answer your questions. You can then narrow down the list by value & volume.

Scoring value & volume

After cutting the list down to topics your audience finds most valuable, you then need to pull out the strongest topics according to volume (audience reach) and value (benefits your business).

Gather information

Gather all the supporting data related to your topics, including the number of people who seem to care about the topic and people that will find the topic useful. You then need to draft a list of keywords that can be added to the content. These could be keywords people use to get to your site or keywords that will enhance your SEO.

Organise the information

Now you need to organise all the information of your topics on a spreadsheet. You should order the topics in a way that forms a theme. The topics can be ordered in terms of categories, genre, or level of importance. That way, you will be able to establish which topics are targeted and worth keeping.

Clean-up and check


Simplify your list further by keeping topics that relate to your marketing strategy. Ask yourself if you want to gain more customers or do you want to up-sell existing customers. With this in mind, you will be able to further refine your article topics and really piece together a strategic content marketing plan.

Develop a style

Once you know what your target market needs and values, you can look at what your content style will be. This will help you determine the exact type of articles and posts you will publish. You can consider styles such as:

  • Infographics
  • Custom illustrations
  • Q & A sessions
  • Guides
  • How-to articles
  • Product updates
  • Webinars
  • Industry news
  • Case studies
  • Interviews
  • Surveys

Ultimately, this process does take long but you will be thankful you did it because you will have a strong list of topics that will support your marketing and business goals, without bombarding your readers with irrelevant content.

How often do you have to post or blog?

You don’t have to blog or post each and every day. You may find that blogging 2 or 3 times a week could work better for you. It really depends on the time you have each week to spend posting and how much effort you are willing to give that will determine the amount of times a week you should post.

Daily posting or blogging

Some bloggers or content writers find that posting every day is easier as it allows them to remain more consistent. There are also SEO benefits to posting daily. The more articles or posts you have, the more opportunities a viewer has to find your posts and ultimately your website. Essentially, Google will rank you higher because you are consistently posting new and original content, and you will be gaining invaluable traffic.

Tips for posting or blogging daily

  • Always keep your posts short and to the point
  • Plan ahead so you don’t end up posting sub-standard content that is rushed
  • Vary your post types
  • Try a mixture of video posts, heavy imagery posts, original articles, hard sell posts, and links to interesting articles from credible websites/sources

Weekly posting or blogging

Some readers prefer seeing posts or blogs once or twice a week as they view these posts as useful information that is carefully constructed. Some readers say that the reason why they unsubscribed from RSS feeds is because they felt that they were being hounded or spammed. Posting once or twice a week allows you to go in depth with your topics and it also gives you time to engage with people that are responding to your posts.

Tips for posting or blogging weekly

  • You can look at which content on your social media pages is the most popular so that you can make every single post successful and relevant
  • Experiment with longer posts. You can write interesting articles that are between 800-1000 words. This will help to ensure that you create content that has the right structure and meaningful information
  • Try focusing on ‘evergreen’ content, content that stays relevant throughout the years

Get writing

Effective content marketing is no easy task, but with enough time and effort, you can develop the perfect content marketing plan that will keep your readers both entertained and informed.

If you have any hesitations about your content marketing and how best to proceed, we will gladly assist. Our copywriter will write original articles, share interesting links on your social media, and post hard sale messages. A tailored and targeted content marketing plan will be developed and executed, leaving you with more time to manage your day-to-day responsibilities.

Further reading

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