{"id":16646,"date":"2018-01-30T14:00:49","date_gmt":"2018-01-30T19:00:49","guid":{"rendered":"https:\/\/crowdcontent.com\/blog\/?p=16646"},"modified":"2021-03-10T06:38:27","modified_gmt":"2021-03-10T11:38:27","slug":"the-struggles-with-content-planning-and-how-to-overcome-them","status":"publish","type":"post","link":"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/the-struggles-with-content-planning-and-how-to-overcome-them\/","title":{"rendered":"The Struggles with Content Planning and How to Overcome Them"},"content":{"rendered":"\n<p>Spontaneity has its place. If you\u2019re deciding between tacos and Thai for dinner, wavering between a Cosmo or Stella or pondering how long you\u2019ll stay on the ski slope, winging it is just fine. If you\u2019re funneling your hard-earned resources into content planning, you might want to invest more than the quarter you\u2019re using for heads vs. tails.<\/p>\n\n\n\n<p>Content planning is the foundation for everything good and pretty that comes next for your brand. You can buy beautiful words, but they don\u2019t mean anything if no one sees them. A well-stocked blog only matters if the posts are cohesive and relevant to your readers.<\/p>\n\n\n\n<p>So yes. Content planning matters. But it\u2019s also hard. The struggle is real but so are the solutions. Luckily, I\u2019m a veteran of content combat, and I can show you how to win the war (or just beat out your competition) by strategizing your way to the top.<\/p>\n\n\n\t\t<div class=\"ss-ctt-wrapper ss-ctt-style-4\" data-ss-post-id=\"16646\" data-nonce=\"f285974be7\">\n\n\t\t\t<a href=\"https:\/\/twitter.com\/intent\/tweet?text=Moving+into+%23contentmarketing+without+a+solid+plan+behind+it+is+like+taking+a+road+trip+without+a+destination+in+mind%3A+Maybe+it+will+work+out%2C+and+maybe+not.&#038;url=https%3A%2F%2Fwww.crowdcontent.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F16646&#038;via=crowdcontent\" class=\"ss-ctt-tweet\" data-title=\"Click to Tweet\" rel=\"nofollow noopener\" target=\"_blank\">Moving into #contentmarketing without a solid plan behind it is like taking a road trip without a destination in mind: Maybe it will work out, and maybe not.<\/a>\n\n\t\t\t<a href=\"https:\/\/twitter.com\/intent\/tweet?text=Moving+into+%23contentmarketing+without+a+solid+plan+behind+it+is+like+taking+a+road+trip+without+a+destination+in+mind%3A+Maybe+it+will+work+out%2C+and+maybe+not.&#038;url=https%3A%2F%2Fwww.crowdcontent.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F16646&#038;via=crowdcontent\" class=\"ss-ctt-link\" data-title=\"Click to Tweet\" rel=\"nofollow noopener\" target=\"_blank\">\n\t\t\t\t<span>Click to Tweet<\/span>\n\t\t\t\t<svg class=\"ss-svg-icon\" aria-hidden=\"true\" role=\"img\" focusable=\"false\" width=\"32\" height=\"32\" viewBox=\"0 0 24 24\"><path d=\"M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z\"><\/path><\/svg>\t\t\t<\/a>\n\n\t\t<\/div><!-- END .ss-ctt-wrapper -->\n\n\t\t\n\n\n<h2 class=\"wp-block-heading\"><strong>Setting Goals<\/strong><\/h2>\n\n\n\n<p>If you&#8217;re the type to set out on road trips without a clear destination in mind, then this doesn&#8217;t apply to you. But if you want to give your content marketing the best chance of success, you need to figure out what your goals are and put strategies and tactics in place to support them.<\/p>\n\n\n\n<p>You could:<\/p>\n\n\n\n<ul><li>Attract an audience<\/li><li>Build your authority<\/li><li>Drive engagement<\/li><li>Generate leads<\/li><li>Support sales<\/li><li>Increase awareness of your brand or a specific product or service<\/li><li>Boost conversions<\/li><\/ul>\n\n\n\n<p>The smart play is pick one primary goal and, if applicable, a few secondary goals. Don\u2019t try to do it all your first time out.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Identifying the Who<\/strong><\/h2>\n\n\n\n<p>Would you pour out your heart in a love letter without having an idea who the recipient was going to be? Okay, maybe if you were starring on the <em>Bachelor<\/em> or mass texting on Tinder, but most consumers prefer a more personal (and less intense) approach. That means writing tailored content that address the needs and wants of a defined customer base.<\/p>\n\n\n\n<p>Figuring out \u201cthe Who\u201d can be a pain because it\u2019s not always who you think it is. Huge Fortune 500 companies might have separate Whos for each division or even each product. Smaller companies are more likely to have one Who that\u2019s interested in much of their catalog. Agencies could have hundreds of Whos once all clients are taken into account. Decide which applies to you and then put together a buyer persona that acts as a mock-up of Joe Customer &#8212; where does he live, what does he do, how much money does he make, does he like espresso or black diner coffee\u2026 pretend you\u2019re Joe and imagine a day in his life.<\/p>\n\n\n\n<p><strong>More From Meghan:&nbsp;<em><a href=\"\/\/blog.crowdcontent.com\/2018\/01\/02\/build-brilliant-content-strategy-6-easy-steps\/\">How to Build a Brilliant Content Strategy in 6 Easy Steps<\/a><\/em><\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Deciding Which Type of Content to Create<\/strong><\/h2>\n\n\n\n<p>We tend to associate content marketing with blogs, but those posts are just the beginning. Content can be anything from your email drips to podcasts to product descriptions. Landing pages count too, as does your social media feed and the ebook download you make available in exchange for someone\u2019s email address. All of these content types are good; not all of them are good for you.<\/p>\n\n\n\n<p>For instance, Facebook Live is huge right now and video can be a powerful way to stop people in their tracks, spur enthusiasm, and convey personality\u2026 unless you wilt at the sight of a camera lens and swallow your tongue in front of a crowd (anonymous and internet-based though they may be).<\/p>\n\n\n\n<p>Not every format is going to be an ideal fit for every brand or every situation, so it helps to have a big bag of tricks that can be raided whenever the need arises. SEO and marketing agencies run into this dilemma quite frequently \u2013 they\u2019ve unintentionally become a one-trick pony because their in-house content writer has tons of blog experience but hasn\u2019t ever formatted a white paper.<\/p>\n\n\n\n<p>Learn your limits, don\u2019t be afraid to outsource, and always focus on the type of content that\u2019s going to get the job done. Anything else is too much icing and nobody will even remember that you wanted them to taste the cake.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The Endless Need for Ideation<\/strong><\/h2>\n\n\n\n<p>Give me a blank slate and tell me to brainstorm and I\u2019ll give you 1001 ways to procrastinate. Ideation is hard, especially if all the burden of turning on mental light bulbs is sitting on your shaky shoulders.<\/p>\n\n\n\n<p>When in doubt, give your cerebral cortex some stimulation:<\/p>\n\n\n\n<ul><li>Google your topic or even just a keyword and see what others are writing about<\/li><li>Do a topic search on Quora and use the questions as inspiration<\/li><li>Poll your social media networks to see what they want to know<\/li><li>Riff on something in the news<\/li><li>Hire a writer or team or writers who\u2019ll bring their own perspectives and ideas<\/li><\/ul>\n\n\n\n<p>Bonus tip: If you\u2019re going to brainstorm, brainstorm in bulk. Become the Costco of content conjuring and write up a year\u2019s worth of titles in one go. It\u2019s a lot easier than going through the motions every week and coming away with just a single subject. Trust me.<\/p>\n\n\n\t\t<div class=\"ss-ctt-wrapper ss-ctt-style-4\" data-ss-post-id=\"16646\" data-nonce=\"f285974be7\">\n\n\t\t\t<a href=\"https:\/\/twitter.com\/intent\/tweet?text=Having+a+solid+%23content+plan+is+place+from+the+start+makes+it+simple+to+scale+up+down+the+road.&#038;url=https%3A%2F%2Fwww.crowdcontent.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F16646&#038;via=crowdcontent\" class=\"ss-ctt-tweet\" data-title=\"Click to Tweet\" rel=\"nofollow noopener\" target=\"_blank\">Having a solid #content plan is place from the start makes it simple to scale up down the road.<\/a>\n\n\t\t\t<a href=\"https:\/\/twitter.com\/intent\/tweet?text=Having+a+solid+%23content+plan+is+place+from+the+start+makes+it+simple+to+scale+up+down+the+road.&#038;url=https%3A%2F%2Fwww.crowdcontent.com%2Fblog%2Fwp-json%2Fwp%2Fv2%2Fposts%2F16646&#038;via=crowdcontent\" class=\"ss-ctt-link\" data-title=\"Click to Tweet\" rel=\"nofollow noopener\" target=\"_blank\">\n\t\t\t\t<span>Click to Tweet<\/span>\n\t\t\t\t<svg class=\"ss-svg-icon\" aria-hidden=\"true\" role=\"img\" focusable=\"false\" width=\"32\" height=\"32\" viewBox=\"0 0 24 24\"><path d=\"M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z\"><\/path><\/svg>\t\t\t<\/a>\n\n\t\t<\/div><!-- END .ss-ctt-wrapper -->\n\n\t\t\n\n\n<h2 class=\"wp-block-heading\"><strong>Scheduling Your Content<\/strong><\/h2>\n\n\n\n<p>Content scheduling is a big deal. Post on social media the wrong time of day and your content is gone like a plate of hot wings on Super Bowl Sunday &#8212; except in this case nobody\u2019s going to get to enjoy what you made. Frequency is also a concern. How often you post on your blog and how often you share those posts with your audience can make a huge difference in engagement and conversion rates.<\/p>\n\n\n\n<p>Put these stats in your noggin and take them for a spin:<\/p>\n\n\n\n<ul><li>Brands that publish <a href=\"https:\/\/blog.hubspot.com\/marketing\/blogging-frequency-benchmarks\">at least 16 blog posts per month<\/a> more than triple their traffic compared to brands that publish 4 posts or less<\/li><li><a href=\"https:\/\/coschedule.com\/blog\/social-media-posting-schedule\/\">Expanding your social media posting schedule<\/a> can take your average daily clicks from 24 to 58<\/li><li>Some <a href=\"https:\/\/www.hubspot.com\/marketing-statistics\">47% of buyers<\/a> need to view content 3-5 times before they\u2019re ready to talk to a sales rep<\/li><\/ul>\n\n\n\n<p>See? It\u2019s a big deal.<\/p>\n\n\n\n<p>Develop a schedule so your audience learns to expect certain types of content at certain times. Have a Wednesday Wine Recommendation, a seasonal buyers guide that always comes out right before the holidays, and share your thrice-weekly blogs several times on Twitter and Facebook so you can build traction.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"620\" height=\"349\" src=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/time-1739629_1280-620x349.jpg\" alt=\"content planning\" class=\"wp-image-16740\" srcset=\"https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/time-1739629_1280-620x349.jpg 620w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/time-1739629_1280-320x180.jpg 320w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/time-1739629_1280-768x432.jpg 768w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/time-1739629_1280-1170x658.jpg 1170w, https:\/\/www.crowdcontent.com\/blog\/wp-content\/uploads\/sites\/16\/time-1739629_1280.jpg 1280w\" sizes=\"(max-width: 620px) 100vw, 620px\" \/><\/figure><\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Scaling Up<\/strong><\/h2>\n\n\n\n<p>So, you started small with your content plan and &#8212; wonder of wonders &#8212; it\u2019s working! Now what? Doubling your efforts doesn\u2019t mean twice as much work. Increasing your content marketing efforts means exponentially more slog, and suddenly your plan has branches galore.<\/p>\n\n\n\n<p>This is when you get help. Writing more content, posting more often, managing several channels &#8212; there\u2019s an app for that, or several, actually. There are also freelancers, contractors, agencies, and other entities ready to help you deliver your must-read message to the masses.<\/p>\n\n\n\n<p>Whether you\u2019re a huge corporation with an in-house marketing team that has casual Fridays and a fleet of cubicles, a small startup with two gals building an empire out of Diet Coke and duct tape, or a marketing agency spreading the SEO love to a new batch of budding brands, turning content planning struggles into success is a matter of perseverance, creativity, and a really good team. How could you improve?<\/p>\n\n\n\n<p><strong>Keep Reading: <em><a href=\"\/\/blog.crowdcontent.com\/2017\/12\/05\/8-companies-that-have-great-content-for-every-stage-of-the-funnel\/\">7 Companies That Have Great Content for Every Stage of the Funnel<\/a><\/em><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Spontaneity has its place. If you\u2019re deciding between tacos and Thai for dinner, wavering between a Cosmo or Stella or pondering how long you\u2019ll stay on the ski slope, winging it is just fine. If you\u2019re funneling your hard-earned resources into content planning, you might want to invest more than the quarter you\u2019re using for [&hellip;]<\/p>\n","protected":false},"author":283,"featured_media":16736,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_stopmodifiedupdate":false,"_modified_date":"","footnotes":""},"categories":[1],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Struggles with Content Planning and How to Overcome Them - Crowd Content - Blog<\/title>\n<meta name=\"description\" content=\"Moving ahead in your content marketing execution without clearly defined plans, goals and objectives is a risky move. Here are a few tips for content planning to help you achieve success.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.crowdcontent.com\/blog\/content-marketing\/the-struggles-with-content-planning-and-how-to-overcome-them\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Struggles with Content Planning and How to Overcome Them - Crowd Content - Blog\" \/>\n<meta property=\"og:description\" content=\"Moving ahead in your content marketing execution without clearly defined plans, goals and objectives is a risky move. 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