– What do you think is the most important story to tell to customers today?
– We work with the “pain points” that customers have about modern technologies. And with "points of passion." For example, many have a passion for photography. And manufacturing companies say: “We have a cool camera!” But they do not explain in plain language what opportunities it opens up for shooting.
We realized that it is important not only to tell about the new camera, but also to show what it is capable of. Tell about professional tricks and "life hacks". It is the kind of content that helps buyers become better at what they love that we do.[8]
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How to write and use a content plan
What is a content plan
What to blog about? What to post on social media? What to make a video about? These questions torment both SMM specialists, bloggers, and managers.
What to write about (so that it is meaningful, interesting and relevant for your target audience) is not so difficult to understand. The recipe is simple: to know the “pain points” and “passion points” of those who read you, and to find experts and sources of information that correspond to these points.
It is more difficult when a “cool article” is needed yesterday. Fact: preparing good content takes time and resources – both human and financial. Therefore, planning is necessary.
In addition, your readers will appreciate the consistency of publications. If you stick to the promised schedule, the audience will have an anticipation effect, readers will look forward or look forward to your nightly newsletter (for example, the Evening Jellyfish newsletter, made by the Meduza.io online publication, with the main news of the day), weekly webinar, podcast or even a monthly issue of a print magazine (such as the Chief Content Officer produced by the Content Marketing Institute).
The main task of a content plan is organizational: to ensure the timely preparation and release of quality content.
A rolling plan for three months solves the problems of medium-term planning, and the current work plan for the next month organizes the operational work on the release of content.
In addition, a content plan is necessary to coordinate the work of various departments of the company. For example, to understand what content to prepare for the planned sale, who exactly and what materials should provide for this, and what tasks to perform.
So, a content plan is a document that fixes when and what content will be prepared and published, the deadlines and responsible employees are indicated.
Who draws up the content plan and monitors its implementation
Depending on the scale of the business, the situation may be different. In large companies with many departments, product lines and regional divisions, there should be a head responsible for coordinating the direction of content marketing - a content director. His task is to ensure the coordination of the release of content that is common to the entire company or in key areas, plus to make sure that the process of planning and releasing content is also implemented in regional divisions and in all other business areas.
At TELE2 -Russia" we regularly gathered regional managers for meetings in Moscow in order to introduce uniform standards for holding campaigns to reduce churn and increase profits from the subscriber base. efficiency.
Each regional division had its own strengths: some had better contacts with the press, others had better contacts with youth clubs and informal groups, and still others had better work with dealership personnel. Therefore, we did not insist on holding the same campaigns in all regions - let everyone do what they do best.
What we insisted on was a single format for planning campaigns and calculating results. We introduced a methodology and taught everyone to work with an Excel file template that automatically calculated whether the action was effective (in terms of ROI, payback period). Absolute criteria were also important – by how many percentage points the churn of subscribers in the target group was reduced and how many subscribers were restored. this is a very good result. It became possible due to the fact that it was possible to combine the efforts of marketing, service department, billing, network development with the work of regional teams. As a result, the quality of services was also improved, properly expanding the coverage area, and the decrease in subscriber churn significantly affected financial performance.
In small and medium-sized companies, the marketing and advertising director can take responsibility for maintaining the content plan or PR. In information and media projects - the editor-in-chief or the editor of the information portal.
Plani
