CONTENT PLANNING

The Allyson Group

Content Planning
Links Content to Your Business Goals

Content Planning allows you to craft the best and most useful online content inside a carefully constructed framework. Great content writing does not happen by itself!

A good plan helps you focus on customers’ point of view, and thereby serve them better! A good plan gives you many months’ worth of topics, so you always know what to write – and when.

Content planning also makes it much easier to delegate the writing task. Inside or outside your organization, other writers on the team easily know how to keep your content on-topic and on-brand!

Content planning rescues your websites, blogs, and social media posts from randomness and gives them a thematic focus that helps you make your brand’s value proposition clear to consumers.

 A good content plan organizes content that helps your customer know how your product or service helps them and teaches them why and how to engage with you.

 Great content helps bring the right prospects into your tent – because it showcases your unique value, and speaks to the people who are looking for what you provide.

One of the most important functions of a content plan is to make sure the organization’s public communications are linked to its strategic goals. This connection generates the metrics you will need to estimate your ROI – return on investment. What numbers are you looking to influence? Readership? Donations? Email subscribers? Strategic hires? If your content reflects your objectives, you’ll have something to measure.

The main reason business owners, executive directors, chief marketing officers, and others responsible for their organization’s digital presence love content planning is because it provides a road map that every communicator can follow.

Imagine not having to wrack your brains for a juicy topic every single time you sit down to write!