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4. Content Marketing

Content Strategy and Planning

In digital marketing, having a content strategy and planning is much like preparing for an important test. You wouldn't just walk into the exam room and hope for the best; you study, make notes, and know what subjects you need to focus on. Similarly, with digital marketing, you need a strategy to know what content will reach your audience and how you will present it to them.


Let’s explore what goes into developing a content strategy and how to plan effectively:


Understanding Content Strategy

A content strategy is your game plan for how content is going to be used to reach and engage your target audience. It’s the why and the how behind the content you see online, guiding you toward meeting your goals, whether they are increasing your audience, boosting sales, or getting more engagement on social media.


Components of a Content Strategy

Goals: Define what you want to achieve with your content. A goal could be as simple as "get more students to attend our online tutoring sessions" or "increase the number of followers on our gaming channel."


Target Audience: Know who you are talking to. Is it students who are interested in sports, fashion, or technology? Understanding your audience will shape the kind of content you produce.


Content Types: Decide on the form your content will take. Will it be blog posts, videos, infographics, or podcasts? A tech-savvy audience might prefer a video tutorial on how to code, while book lovers might enjoy a detailed blog post about upcoming fantasy novels.


Channels: Where will you share your content? Each social media platform attracts different types of audiences and is suitable for different kinds of content.


Resources: Determine what resources you have available. Do you have access to video equipment? Can you hire writers or influencers? Resources will influence the quality and quantity of content you can produce.


Execution Plan: This is your step-by-step plan of action. It includes content creation, publishing schedule, and who is responsible for each task.


Content Planning

Planning is about the details. It’s creating a calendar and deciding when you will publish your content to maximize its impact.


Here’s how you could plan out content for a fictional skateboard company aimed at teenagers:


Weekly Blog Posts: Every Tuesday, release a blog post about skateboarding tips, tricks, and safety. This provides consistent, helpful information that skateboarders can look forward to every week.


Daily Social Media Posts: Post on Instagram and Snapchat daily, showcasing new skateboard designs, sharing clips of skilled skateboarders, or highlighting customer tricks.


Monthly Video Tutorials: On the first Friday of every month, release a video on YouTube teaching a new skateboarding move or reviewing new gear.


Quarterly Interviews: Every three months, feature an interview with a professional skateboarder or a popular figure in the skateboarding community.


Execution and Monitoring

With the plan in place, it’s time to execute it. This means creating the content, following the schedule, and then monitoring how well the content does. Are people engaging with it? Are they sharing it? Adjustments can be made based on these insights.


For example, if the skateboard company notices that the video tutorials get a lot of views and shares, they might decide to produce them more frequently. Or, if a particular blog post about skatepark etiquette went viral, they could follow up with more content on that topic.


In summary, content strategy and planning are about knowing your goals, your audience, and how you'll reach them. It’s about choosing the right type of content, picking the right channels to use, and deciding when to release that content for the best possible impact. With a solid plan, you’ll be ready to engage your audience effectively, much like acing that test with flying colors.

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