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The Content Planner

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Description

The Content Planner helps business writers plan, create, and publish content to the web!
It’s important for bloggers to publish frequent, unique content, but they often struggle to take action. Some are overwhelmed at the prospect of brainstorming topics to write about, let alone writing and publishing the content. Many others are unable to organize their ideas into a viable publishing schedule and so they end up publishing nothing.
By using an editorial calendar to plan online content in advance, businesses save time, and build relationships with customers. At the same time, they will learn to write more professionally, share content consistent with their brand, and better serve their customers and potential customers. The Content Planner provides a structure that focuses each business on content that supports their business objectives.
The Content Planner is for anyone who publishes online. You might own an established business or be starting a new entrepreneurial venture. Maybe you’re a creative entrepreneur — a writer, an artist, a musician — wanting to raise your profile and share your work with a wider audience. Whatever your role and situation, this book will help you get your ideas online efficiently and effectively.
By using an editorial calendar to plan a month of online content in advance, each business:
saves time
builds relationships with customers
writes more professionally
shares content consistent with the brand
better serves their customers and potential customers
The Content Planner provides a structure that focuses each business on the types of content that support their business objectives. The process also formalizes their plans in a “pen on paper” calendar to use as a work plan. By knowing what to write about and when, writers can take timely action.
The download kit includes:
• Goal Tracking Worksheet
• Promotion Checklist
• Calendars for Planning
• — And more content planning resources!
Introduction xiii
1 How to Use The Content Planner 1
1. Step 1: Determine Your Purpose 2
2. Step 2: Know Your Audience 2
3. Step 3: Pick a Place to Publish 2
4. Step 4: Craft Your Ideas 3
5. Step 5: Make an Editorial Calendar 3
6. Step 6: Create Your Content 4
7. Step 7: Share, Monitor, and Evaluate 4
8. Appendix: Content Planner Workbook 4
9. Adapt to Suit You 5
2 Step 1: Determine Your Purpose 6
1. Craft a Purpose Statement 7
2. Why Are You Creating Content? 7
2.1 Content for marketing and promotion 7
2.2 Content to differentiate your brand 9
iv The Content Planner
2.3 Content for customer service 10
2.4 Content for market research 10
2.5 Content as portfolio 11
2.6 Content to generate sales 12
2.7 Content and credibility 14
2.8 Content to grow your audience 15
2.9 Content to support business partners 16
2.10 Don’t limit your reasons 16
3. Be SMART As You Develop Your Purpose and Goals 16
4. Protect Your Purpose Statement 18
3 Step 2: Know Your Audience 19
1. Write a Persona 20
1.1 Persona research 21
1.2 Demographics 21
1.3 Name your persona 21
1.4 Photograph 21
1.5 Education 23
1.6 Career 23
1.7 Politics 23
1.8 Religion 23
1.9 Medical 23
1.10 Economics 24
1.11 Shopping habits 24
1.12 Fitness habits 24
1.13 Home 24
1.14 Personal history 25
2. Compile Your Persona 25
3. Contributors 25
3.1 Single contributor 26
3.2 Staff contributors 26
3.3 Editors 26
3.4 Photographers and videographers 26
Contents v
3.5 Guest and community contributors 26
3.6 Content exchanges 27
3.7 Bylines and credits 27
4 Step 3: Pick a Place to Publish 28
1. Where to Publish Online 28
2. Choosing a Platform 30
2.1 Website 30
2.2 Blog 31
2.3 Video 31
2.4 Podcast 32
2.5 Email newsletter 33
2.6 Online communities 34
2.7 News sites 35
2.8 Social networks 35
3. Who Owns Your Platform? 36
4. Length and Format 37
4.1 Text 37
4.2 Images 37
4.3 Audio 38
4.4 Video 38
5. Your Platform Plan 38
5 Step 4: Craft Your Ideas 39
1. Focus Your Topic 39
1.1 Expertise 41
1.2 Engagement 41
2. Brainstorming and Research 42
2.1 Overcoming procrastination 43
2.2 Overcoming writer’s block 43
3. Brainstorming Techniques 45
3.1 Prepare for your session 46
3.2 Mind maps 48
3.3 Thought clouds 49
vi The Content Planner
3.4 Wonder questions 50
3.5 Inspiration decks 51
3.6 Touch and move 52
3.7 Play 53
3.8 Music 54
3.9 Plan an outing 54
3.10 Use a facilitator 55
4. Research Techniques 55
4.1 Internet research 55
4.2 Content review 56
4.3 Interviews 57
4.4 Surveys 57
4.5 Numbers analysis 58
4.6 Archives 59
5. Use the Ideas from Your Brainstorming and Research 59
6 Step 5: Make an Editorial Calendar 60
1. Your Editorial Calendar 60
2. Organize Your Ideas 61
2.1 Evergreen content 62
2.2 One-hit wonders 62
2.3 Biographies 62
2.4 Celebrations 62
2.5 Be of service 63
2.6 Events 63
2.7 Product features 63
2.8 Regulatory 63
2.9 Make your own 63
3. Prioritize Your Content 63
3.1 Time sensitive 64
3.2 Seasonal 64
3.3 Series 64
3.4 Frequency 64
Contents vii
3.5 Opportunity knocks 65
4. Make Your Schedule 65
4.1 Estimate Effort 67
4.2 Pick publication dates 71
4.3 Schedule time to create 71
4.4 Schedule time to share and interact 72
4.5 Schedule time to update plans 72
7 Step 6: Create Your Content 73
1. What Media for the Message? 73
2. Quality 74
3. Writing Copy 75
3.1 Keywords 76
3.2 Style guide 78
3.3 Finding your voice 79
4. Image Advice 79
4.1 Use photos 79
4.2 Use graphics 81
5. Recording Audio 82
5.1 Microphones 82
5.2 Recording location 82
5.3 Audio editing 83
6. Use Video 84
6.1 Make videos 84
6.2 Live streaming 86
7. Legal Considerations 86
7.1 Copyright 87
7.2 Creative commons 88
7.3 Model release 88
8. Publish to Your Platform 90
8.1 Finalize content 90
8.2 Approvals 92
8.3 Publish now versus schedule for later 92
viii The Content Planner
8 Step 7: Share, Monitor, and Evaluate 93
1. Share 93
1.1 Start with your true fans 93
1.2 Make the most of social media 94
1.3 Get out in the world 95
2. Monitor 95
2.1 Respond and interact 96
2.2 Reward true fans 96
2.3 Dealing with negativity 98
3. Evaluate 98
3.1 Interpret the data 99
Conclusion 100
Appendix: Content Planner Workbook 101
1. Worksheets 102
2. Monthly Calendars for Planning and Tracking 111
Download Kit 159
Samples
1 Purpose Statement Worksheet 8
2 Persona Worksheet 22
3 Mind Map 49
4 Thought Cloud 50
5 Calendar Worksheet 66
6 Gantt Chart 69
7 Calendar Worksheet 70
8 Keyword Planner 77
9 Release Form 89
10 Creation Checklist 91
11 Promotion Checklist 97
Table
1 Effort Estimate 68

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Informations

Published by
Published 01 February 2017
Reads 0
EAN13 9781770404724
Language English
Document size 1 MB

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