Planning - Deepstash
Planning

Planning

An editorial calendar provides the team with a clear view of the tasks:

  • Allows the team to develop quality content in advance of publication time.
  • Enables staff in other departments to be in the communication loop.
  • Promotes posting consistency, which ultimately leads to improved communication with your customer base.

Drawing your content plan & calendar on a table, detailing the following for each post:

  • The goals you have for the post
  • Marketing promotion channels
  • The chosen content type
  • The topic
  • Deadlines and publication dates
  • Task owners or other team members involved in the process

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MORE IDEAS FROM THE ARTICLE

  • Research: Content should reflect factual, research-based information - it helps to establish your authority in the field. In-depth research can guide your content creation process, preventing you from wasting your money & losing your credibility. Research on:
  1. Business Goals 
  2. Buyer Persona
  3. Search Intent
  4. Keyword Research & SEO
  5. Content Strategy
  6. Topic Research
  • Planning: Once you’re clear about your goals, topics, content formats, respective funnel stages, & marketing channels, you can work out your content calendar.
  • Writing: Develop content that’s on point with your brand & marketing goal.

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  1. Business Goals: Type of content format, Style/tone of the piece, & Goals for each piece.
  2. Buyer Persona: Demographics, Professional Status, Psychographics, Pain Points & Challenges, Influences & Information Sources, & Purchasing Process.
  3. Search Intent: Informational, Navigational, Commercial, & Transactional.
  4. Keyword Research & SEO
  5. Content Strategy: Content formats, Publication channels, Content management, Content construction, & Content performance.
  6. Topic Research: Come up with strong, strategic ideas for your content that will resonate with your audience & drive results.

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When creating a content calendar, consider the following questions to determine what your calendar should look like based on your team's needs:

  • How often do you publish content?
  • Do you publish more than one type of content?
  • How many people need to access the calendar?
  • How many content stages do you go through prior to publishing?
  • What platform will you use for the editorial content calendar?

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What Is Content Writing?

Content writing refers to creating content for online marketing purposes. With content, businesses can attract leads and foster positive connections with their audience, ultimately pushing them down the sales funnel.

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  • Make sure all content has a clear goal
  • Think enticing titles
  • Hook your readers from the first line. Start your copy with some exciting data, a one-sentence story, or a question.
  • Make your copy scannable. Most people skim read, so use descriptive subheadings, lists, & white space between paragraphs.
  • Use visuals
  • Be consistent
  • Choose an interesting angle
  • Tell a story
  • Use data
  • Repurpose old content
  • Use calls to action
  • Modify the content type according to your goals
  • Keep an eye on the metrics
  • Avoid spelling, grammar, and punctuation errors

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RELATED IDEAS

Step 1. Outlining Your Blog Strategy
  1. Determining Your Business Blog’s Purpose (e.g. Attracting quality traffic; Generating leads; Driving conversions; Educating users, etc.)
  2. Setting up Measurable Blog Goals (e.g. Attract X% of the total addressable market (TAM); Increase organic traffic by X%; or Get X% more leads in a year.)
  3. Defining Your Target Audience
  4. Deciding on the Content You’ll Publish (One of the approaches to this is to consider two kinds of content strategies - Publications & Libraries. Publications cover the latest industry news and trending topics.  Libraries focus on evergreen content)

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How Does Google Scholar Work?

Google Scholar is a search engine for scholarly literature at major academic publishers & university presses that lets you find articles/citations on the topic of your choice.

It ranks documents based on the number of times an article has been viewed, printed, or downloaded within a set period of time (usually around 1 yr). Its aim is to rank documents the way researchers would: based on relevance & popularity.

Documents are added to its library when publishers submit them to the GS Metadata Program. From there, documents are indexed, ranked, & made available to searchers in search results.

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Evergreen content: How to write articles that last

Evergreen content is a type of content that targets topics that typically retain consistent interest over time.

1. It focuses on timeless advice rather than specific or timely information. In other words, it delivers information almost everyone in your audience would care about at some point.

2. Such content also religiously matches the user intent.

3. It delivers broad but generic information about the topic.

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