Building An Effective Content Creation Plan For Your

Business In 2017

Sharon Okanlawon

What You’ll Get Out of This…

1. What ‘content’ really is

2. Why Content Marketing is so important

3. 5 Steps to developing a Content Plan

4. Your Content Calendar

5. How to create world class content (Bonus)

First of all…What is Content?

Content is everything from words to visual media, audio to infographics, print to digital information. Any piece that is passing information across.

It is such a powerful tool used throughout marketing, spanning across search, social media, etc.

The best content is one that is relevant to the audience it is trying to reach, be it to entertain, to educate, or to be interesting.

This invariably means that…

The first step of a content strategy is research. You MUST have deep insight into the people that you want to speak to or target...their pain, frustrations, desires, needs, etc.

This is the only way your content will be relevant.

Why Is Content Marketing So Important?

1. People are losing trust in traditional advertising now more than ever

before.

2. People are constantly searching for information and Content

marketing meets that need.

3. Relevant content has a strong effect on you search engine ranking.

4. It has the power to influence a consumer’s buying decision

5. It delivers strong ROI (especially for the long term)

6. Social Media feeds on relevant content

7. Positions your business as an expert in your industry

8. Helps you to build authority and credibility

9. Provides value with no strings attached

10. Develops lasting relationships with your audience

5 Steps To Developing Your Content Marketing Plan

Step 1: Define Your GoalGreat content is created for a specific purpose, and this purpose needs to be defined.Ask yourself if you are creating content to…

Boost Brand Awareness

Generate Leads

Strengthen Loyalty with

Existing Customers

Improve Search Engine

Ranking

Attract Strategic Partners

Build trust and rapport

with your audience

Step 2: Decide How Often You Want To Release ContentAt this point, decide on the number of times you will release relevant content to your audience…

It could be daily, weekly, twice a week, etc. Whatever your choice is (based on the need in your industry and what you can realistically do), the key is to be consistent.

Note that momentum is best builtwhen there’s a pattern or habit

Step 3: Determine The Best Channels To Use

To decide what channels to distribute your content should primarily depend on where your audience ‘hangs out’; where they are gathered so you can speak to a large audience at the same time, as well as the people being laser-targeted.Is it…

Note that using multiple channels is a plus however…

Facebook A Blog Your Email List

Other SM Platforms

Step 4: Determine The Medium

Infographics

Video

AudioArticles

Step 5: Draw Up Your List of Targeted Titles• With a solid idea of the purpose of your content and where it’s going

to be placed, you can now start to create optimized titles for your plan.• Here, you will need to refer to your market research findings to help

you create content around themes that you have discovered your target audience is searching for.

The bottom line is to always think of the user’s needs first, before the search engines.

Your Content Calendar

How To Create World Class Content

1. Know your ROLE and your AUDIENCE

Inspire, educate,

Instruct, etc

Their hopes, dreams,

aspirations, frustrations &

desires.

2. Create for OUTCOMES

What does your customer want to achieve?

Does it help them achieve/be something

specific?

If you just inspire and they don't learn anything new,

THEY WILL LEAVE YOU!

3. Include Core Elements:

B. The Possibility

C. The Perspective

E. The Plan

D. Your Personal Story

F. Positivity

A. The Problem

4. Organised by FRAMEWORKS:

You have to make it ‘chunckable’ for them to receive.

World class content is always sequential; it moves people from point A to B.

 Still on Frameworks…

You are trying to get them from point A to B with a plan.

A FRAMEWORK helps to break that movement down into understandable elements.

IDEA/DIRECTIVE

Give Examples

Share a Story

Teach strategies

An Idea: “Good Nutrition”A Directive: “Eat Fresh Vegetables Everyday”

IDEA/DIRECTIVE

Give Examples

Share a Story

Teach strategies

DESIRED OUTCOME

THANK YOU