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Content is King - but how do you put together a good content plan?

You've probably heard that "Content is King" and for digital marketing, it's absolutely true. To conduct effective online marketing, you need to not only attract visitors to your website but also get them to stay and engage with your business. This is done with the help of content!

What is content?

Content is the English translation of content. Many see it as synonymous with text but content can be so much more such as images, video, audio etc.

Why does content work?

Content on your website is what both drives traffic and gets visitors to engage with your business. It drives traffic by getting your website indexed by search engines and ranked high in search results or through a well-done advert, for example. It engages by the published content being what captures visitors and makes them read, listen or look further.When producing content, it is important to focus on both creating material that is appreciated by search engines but most importantly material that engages your visitors. It doesn't really matter if the search engines rank a website high if it doesn't convert.Always think about the persona the material is aimed at so that it is interesting to the person who is supposed to be the recipient of the material. For example, should a blog post be written for a construction company that in turn targets potential customers who are going to build patios? In this case, a relevant topic to write about could be what to consider when building a terrace, what to have prepared or when you need a building permit. This is likely to be information that is interesting and topical for a person who wants to start building a patio and which the person is also likely to search for online. Then the blog post needs to contain likely search terms for such a search, such as "Do I need a building permit to build a terrace?". A suggestion on how to structure a blog post is then to write a list of "yes" or "no" answers to many specific similar questions in the blog post. This is to increase the possibility of coming up in the search results for those particular questions.

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Get maximum value from content

Once your content is published, it's a good idea to try to get the maximum value out of the material that's published. Let's say you've gotten started with video marketing and published a new video on your website explaining your service. Then, of course, you want as many people as possible to see it. The video will be indexed by the search engines but this is a process that takes time and your video may not appear at the top of the first page of the search engines. There are therefore several good reasons to share your video on social media to maximise its distribution. By publishing on Facebook, Instagram, Twitter, LinkedIn, etc., you create good conditions for your content to be seen by your target audience.

Content takes time

Working with content and digital marketing is a long-term investment and the results do not appear overnight. Since we know that it takes time to get the desired results, it is important to set a clear plan for the work with content and ensure that the plan is followed. Continuity is partly good for your website to feel current and alive but also so that you don't miss anything.We at Contitude have developed a content planning template that hopefully can help you set your plan, and keep track of how you are doing according to the plan.

Content with reasonable ambitions

Make sure to set the content plan with enough ambition so that you are able to implement it over a longer period of time. Otherwise, it is difficult to evaluate the results of your efforts. Remember that continuity has a greater impact in the long run than individual one-off efforts. It is also important that you follow up by measuring the results of your content marketing. The advantage of digital marketing is that it can be measured at a detailed level and marketing has the potential to be data-driven to achieve a better return on investment. If Google Analytics and Google Search Console aren't set up yet, take the time to set it up and start tracking the results.Good luck with your content production and if you would like to know how we can help you succeed with your digital marketing, please contact us!

Download your content planning template here!Download our guide on Inbound Marketing

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