Part of the “content pressure” we feel in business comes from thinking we have to be groundbreaking and clever all the time. But all we need to be is useful.
Communicating with clients is the key to building connection (if you’re not talking to your clients, someone else will be) and content is the most effective way to reach your audience. So, if your content isn’t useful, rethink it – your clients will thank you for sparing them the fluff.
Content is everywhere – on our phones, in our ears, on every screen and spare inch of billboard space we see. is everywhere. That’s why you need a plan, otherwise you’re just adding to the noise.
Establishing a content plan
Stop posting on a whim and get strategic with your content. This helps build trust with your clients – existing and prospective – and shows them you know your stuff.
As an added bonus, a well-thought-out content plan works to increase your SEO and brand visibility in a sustainable way. And all going well, you’ll start building brand love among your clients.
Build a content plan in 3 easy steps (and none involved spreadsheets at midnight!)
Step 1: Identify what you want your content to do
Determine where you are in your sales cycle as that’s what decides what your content needs to do.
- Are you trying to get your name out there?
- Do you want to move leads through the pipeline?
- Do you want to drive more traffic to your website?
- Is it a call to action to website visitors or existing clients to stay in touch?
Content is most effective when it’s tailored to your audiences’ needs and those needs will change depending on what stage of the cycle they’re in. So, choose one-to-two goals that matter most right now and build your content plan accordingly.
Step 2: Tailor your content to where your audience is
How well do you know your clients? What’s bugging them? What do they want fixed and where are they looking for help?
Understanding this means you can not only personalise the content you’re producing but upload it to the platforms where your clients will actually see it.
Once you’ve identified which channels or platforms are the most used among your audiences, focus on these. You don’t have to be everywhere – unless you’ve got a team of 20 and a caffeine drip. Select two channels and manage them consistently, with meaningful content that engages your clients.
Step 3: Plan monthly themes, not daily posts
This isn’t about killing creativity, it’s about keeping your sanity.
We’re all guilty of reacting to a current trend online and creating content to leverage off the momentum. Coldplay’s KissCam ring any bells? Trends are fun, until you’re stuck scrambling every week.
Instead, brainstorm monthly or quarterly themes that align with your values, your clients, and your brand and prepare content that reflects this. This is your strategic, foundational content and ensures you have a consistent base of messaging going out to your clients on a regular basis. It also helps to avoid burnout and idea fatigue!
Keep an eye on what’s working
Don’t be afraid to shake up your content plan if it isn’t getting the results you’re after. This doesn’t mean you have to spend hours tracking and analysing insights and reports to determine a post’s performance. A simple monthly check-in on what’s working is enough.
Ready to build your content plan?
Grab our content calendar and get planning – it’ll make your life easier. Got questions? Get in touch today.
