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Planning, Scheduling and Managing Content


Top Tip #1: “Always start with a comprehensive plan. Know your goals, target audience, and metrics before diving into content creation.”

Building an Effective Content Strategy

Importance of defining your target audience
Example: If you’re a tech company, your target audience might be tech enthusiasts, early adopters, or businesses needing tech solutions.
Finding the right content for your audience
Example: For the tech company, you might share the latest tech trends, how-to guides, product reviews, and case studies.
Top Tip #2: “Your content should always add value to your audience. Solve a problem, answer a question, or provide new, useful information.”
Quote: “Content is the atomic particle of all digital marketing.” – Rebecca Lieb, Analyst, Advisor & Author
Source: “Content – The Atomic Particle of Marketing: The Definitive Guide to Content Marketing Strategy” by Rebecca Lieb

Crafting Captivating Content

Techniques for creating engaging and relevant content
Example: Use visuals like infographics and videos to convey complex tech concepts.
How to align content with your brand voice
Example: If your brand voice is innovative and professional, use cutting-edge insights and maintain a professional tone in your content.
Top Tip #3: “Use storytelling to make your content more engaging and memorable. People relate to stories more than facts and figures.”
Example: Share a success story of how a client used your product to solve a problem.
Quote: “Marketing is no longer about the stuff you make, but about the stories you tell.” – Seth Godin, Author, and Former Dot com Business Executive
Source: Seth’s Blog

Creating a Precise Scheduling Plan

Deciding on content frequency
Example: Based on audience research, post twice a week on LinkedIn, daily on Twitter, and once a week on YouTube.
Best practices for scheduling posts across different platforms
Example: Post on LinkedIn during work hours and on Twitter at lunchtime and after work hours for maximum reach.
Top Tip #4: “Maintain consistency. A consistent posting schedule builds trust and expectation among your audience.”
Quote: “Consistency in every medium of communication is key to building a brand.” – Chet Holmes, Author of “The Ultimate Sales Machine”
Source: “The Ultimate Sales Machine: Turbocharge Your Business with Relentless Focus on 12 Key Strategies” by Chet Holmes

Managing Your Content Campaign

Monitoring and adjusting your content plan
Example: If data shows your YouTube videos are more popular than blog posts, adjust your strategy to produce more video content.
Ways to repurpose and optimise content
Example: Transform a well-performing blog post into a series of social media posts or a video tutorial.
Top Tip #5: “Test, measure, refine. Make data-driven decisions to optimise your content strategy.”
Quote: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.” – John Wanamaker, Pioneering Merchant and Marketing Figure
Source: The quote has been widely attributed to Wanamaker, but the original source is untraceable.

Striking the Perfect Balance

Balancing creativity and data in your content strategy
Example: Use data to identify popular topics but rely on creativity to present those topics in a fresh, unique way.
How to use data to inform creative decisions
Example: If data shows that interactive content performs well, brainstorm creative ways to deliver interactive content.
Top Tip #6: “Use data as a tool, not a crutch. It’s crucial to make informed decisions, but remember creativity is key in engaging your audience.”
Quote: “Data-rich and insight-poor is a common state.” – Avinash Kaushik, Digital Marketing Evangelist at Google
Source: “Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity” by Avinash Kaushik

Maximising ROI of Your Content Campaign

Measuring content effectiveness
Example: Track metrics like user engagement, click-through rates, and conversion rates to measure content effectiveness.
Techniques for increasing ROI
Example: Use SEO strategies to increase visibility, engage with your audience on social media to build relationships, and optimise your call-to-actions to boost conversions.
Top Tip #7: “Effective content marketing isn’t just about sales. Consider engagement, brand awareness, and customer retention as part of your ROI.”
Quote: “Content builds relationships. Relationships are built on trust. Trust drives revenue.” – Andrew Davis, Bestselling Author and Keynote Speaker
Source: As quoted in various keynote speeches by Andrew Davis

Micro-Moments Matter

In today’s digital era, decision-making happens in micro-moments. These are instances when users turn to a device to learn something, do something, discover something, watch something, or buy something. As a content marketer, understanding and capitalising on these moments can set your campaign apart.

Augmented Reality (AR) & Virtual Reality (VR)

AR and VR technologies can take your content marketing to the next level. They provide immersive experiences, leading to deeper engagement. For example, IKEA’s AR app allows customers to see how furniture would look in their homes before making a purchase.

Voice Search Optimization

With the rise of smart speakers and voice assistants, optimising content for voice search is becoming increasingly important. This includes using more conversational language and long-tail keywords, as voice searches are typically longer and more natural-sounding than text searches.

Semantic SEO

Search engines are getting better at understanding context and user intent. Rather than focusing on single keywords, semantic SEO involves optimising content based on themes and the user’s intent. This includes using related keywords, synonyms, and close variants in your content.

Content Atomisation

This is the practice of taking a piece of content (like a blog post or a report) and breaking it down into smaller, standalone pieces of content (like social media posts, infographics, or video shorts) that can be distributed across different platforms.

Chatbots for Content Delivery

Chatbots can deliver personalised content to users at scale. They can be used to offer content recommendations, answer FAQs, or even deliver a complete content series. For example, HealthTap’s Dr. A.I. chatbot provides personalised health education based on the user’s health profile.

Advanced AI Models

ChatGPT et al, are revolutionising content creation and customer service. They can generate human-like text, answer queries, and provide explanations, which can be helpful in creating and tailoring content for specific needs.

Top Tip #8: “Use AI to automate content creation research, freeing up time to focus on creativity and more strategic tasks.”

Knowledge and Learning

With the change in Linkedin’s algorithm, prioritise value-added learning content above promotional or sales messages. “To maximise your reach, it’s time to share ‘knowledge and advice.’” Entrepreneur Magazine

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