Editorial planning for content marketing: 10 pointers

Some key editorial techniques and practices can be used to refine the content-marketing activity in your own organisation. Here are 10 pointers to help you market better with content…

 Editorial planning for content marketing: 10 pointers
  1. Work out what kind of content you are. Do people look to you for ideas (inspiration)? Do they want you to tell them things they don’t already know (thought leadership)? Are you about providing useful information (education) or making them laugh (entertainment)? Work out what sort of content brand matches your business goals and positioning.
  2. Identify your content niche. This is the magic space where your domain of expertise overlaps with your users’ information needs. What do you know more about than anyone else, that your prospects and users really need to know more about?
  3. Looking for ideas? Start by answering your users’ questions. Simply looking at what your users want to know more about and providing useful information in response is a powerful content marketing strategy, especially in b2b.
  4. Remember, you are not the great content idea. You need to make sure your content is worth looking at or reading in its own right – eg because it’s funny, useful, worth sharing or provokes an emotional response – before you can even hope to deliver any ROI on your content marketing activity.   
  5. Add a managing editor to your team. This needs to be someone with formal responsibility for the ongoing creation, scheduling, planning and tracking of your content creation.
  6. Keep up the flow. Users expect brands to deliver a steady flow of useful content, and too little content can be as ineffective as too much. In email, infrequent mailing is a key reason why emails get marked as spam, for instance. Yet only 38% of brands have a defined content-marketing strategy, a surefire recipe for content stagnation and inertia.
  7. Good keyphrases for content marketing point both ways. They’re what users are looking or, of course, but they’re also words and phrases that you can provide relevant content around, in support of your business goals.
  8. Write titles that travel. A good shareable headline works in different media, is compelling in and of itself, and is short enough to fit into 140 characters – with room for your users' comments and hashtags, too.
  9. You’re probably creating more content than you realise already. Webinars, presentations, speeches, press releases, forums… there’s probably already lots of content being created in your organisation that could be reused and repurposed as content marketing. 
  10. If you can’t create, curate. Ask around for content contributions, either internally or externally, to help fulfil content briefs. Use the raw responses to craft interesting clusters of content around a particular theme.