The Content Planner

Angela Crocker

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

Sujets

• COMPUTERS
• Web
• Blog
• World Wide Web

Informations

• Publié par: Self-Counsel Press
• Date de parution: 01 février 2017
• Nombre de lectures: 1
• EAN13: 9781770404724
• Langue: English
• Poids de l'ouvrage: 1 Mo

Extrait

The Content Planner
A Complete Guide to Organize and Share Your Ideas Online
Angela Crocker
Self-Counsel Press (a division of) International Self-Counsel Press Ltd. USA Canada

Copyright © 2017

International Self-Counsel Press All rights reserved.
Contents

Cover

Title Page

Introduction

1. Who Can Use The Content Planner?

2. Where Can I Use The Content Planner?

3. How The Content Planner Works

4. Benefits of a Content Plan

5. What Content Can I Create?

Chapter 1: How to Use The Content Planner

1. Step 1: Determine Your Purpose

2. Step 2: Know Your Audience

3. Step 3: Pick a Place to Publish

4. Step 4: Craft Your Ideas

5. Step 5: Make an Editorial Calendar

6. Step 6: Create Your Content

7. Step 7: Share, Monitor, and Evaluate

8. Appendix: Content Planner Workbook

9. Adapt to Suit You

Chapter 2: Step 1: Determine Your Purpose

1. Craft a Purpose Statement

2. Why Are You Creating Content?

Sample 1: Purpose Statement Worksheet

3. Be SMART As You Develop Your Purpose and Goals

4. Protect Your Purpose Statement

Chapter 3: Step 2: Know Your Audience

1. Write a Persona

Sample 2: Persona Worksheet

2. Compile Your Persona

3. Contributors

Chapter 4: Step 3: Pick a Place to Publish

1. Where to Publish Online

2. Choosing a Platform

3. Who Owns Your Platform?

4. Length and Format

5. Your Platform Plan

Chapter 5: Step 4: Craft Your Ideas

1. Focus Your Topic

2. Brainstorming and Research

3. Brainstorming Techniques

Sample 3: Mind Map

Sample 4: Thought Cloud

4. Research Techniques

5. Use the Ideas from Your Brainstorming and Research

Chapter 6: Step 5: Make an Editorial Calendar

1. Your Editorial Calendar

2. Organize Your Ideas

3. Prioritize Your Content

4. Make Your Schedule

Sample 5: Calendar Worksheet

Table 1: Effort Estimate

Sample 6: Gantt Chart

Sample 7: Calendar Worsheet

Chapter 7: Step 6: Create Your Content

1. What Media for the Message?

2. Quality

3. Writing Copy

Sample 8: Keyword Planner

4. Image Advice

5. Recording Audio

6. Use Video

7. Legal Considerations

Sample 9: Release Form

8. Publish to Your Platform

Sample 10: Creation Checklist

Chapter 8: Step 7: Share, Monitor, and Evaluate

1. Share

Sample 11: Promotion checklist

2. Monitor

3. Evaluate

Conclusion

Appendix: Content Planner Workbook

1. Worksheets

2. Monthly Calendars for Planning and Tracking

Download Kit

About the Author

Dedication

Acknowledgments

Notice to Readers

Self-Counsel Press thanks you for purchasing this ebook.
Introduction
Welcome to The Content Planner , your guide to organize and share your ideas online. I’m Angela Crocker. I’m a writer, a teacher, and an information organizer with more than 20 years’ experience in business communication. I want you to be successful with your content. Together, we’ll establish processes that make good use of your time, create shareable content, and benefit your business.
I encourage everyone to create content about topics they love. The best content is created by people who are passionate about their interests. Share your knowledge and your enthusiasm on whatever subject is important to you. There is personal satisfaction and business value in well-written, well-produced content. Elevate your content creation game. The Content Planner is designed to show you steps to become a content superstar.

1. Who Can Use The Content Planner?
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. Or, perhaps, you aspire to share the things you love to establish yourself as an influencer. Whether you work alone, as part of small team, or within the communications department of a larger organization, you’ll be able to make the most of limited content marketing time and leverage opportunities to generate sales and reap non-monetary benefits. Whatever your role and situation, this book will help you get your ideas online efficiently and effectively.
Not every business will enhance its success with content sharing. For example, the neighborhood store. The location and long hours are convenient for customers who need to stop by for milk or a chocolate bar. They are just going to drop by without checking a website or podcast first. The corner store’s customer arrives knowing what he or she wants and is willing to pay a premium price for the convenience. In this case, the business owner would have limited reason to create a content plan.
In today’s market, the convenience store example is the exception. Most business owners should invest time and energy in a content plan. Let’s explore some of the most common reasons.

2. Where Can I Use The Content Planner?
Online publishing can take many forms. You might write for a website or blog. Perhaps, you’re in charge of an email newsletter or, maybe, you produce a podcast or YouTube video series. You can use The Content Planner to map out broad themes to share through social media tools such as Facebook, Instagram, or LinkedIn. Together, we’re going to gather your ideas and make a plan to publish your content regularly and with purpose. Before we do that, we’ll begin by connecting your content to your objectives.

3. How The Content Planner Works
Savvy business owners know the importance of publishing frequent, unique content, yet often struggle to take action. Some are overwhelmed at the prospect of brainstorming topics. Others find it a challenge to write, photograph, or record their content. Add to that the trend towards live video and a shy content creator may shut down completely. Still others are muddled by the mechanics of how to use a Wordpress dashboard, the Facebook interface, or an email template. Even folks who accomplish this much are sometimes unable to organize their ideas into a viable publishing schedule so end up publishing nothing. If you struggle with any of these challenges, this book can help you.
The Content Planner walks you through seven steps to success:
Step 1: Determine your purpose.
Step 2: Know your audience.
Step 3: Pick a place to publish.
Step 4: Craft your ideas.
Step 5: Make an editorial calendar.
Step 6: Create your content.
Step 7: Share, monitor, and evaluate.
You’ll find an overview of these steps in Chapter 1: How to Use The Content Planner . More detailed information is found in the chapters that follow. There’s also a workbook in the appendix to help you capture your ideas and a digital download of it if you want extra copies.

4. Benefits of a Content Plan
Creating content is an investment of time and, sometimes, money. A confirmed return on your investment makes it easy to justify spending the resources. With a content plan, you have the potential to experience a wide range of benefits. The benefits that matter most to you will depend on your business model and goals.
Some content creators see a direct return on their investment in the form of product sales, ticket revenue, appointment bookings, consultations, and other revenue creation activities. New money in your virtual cash register sounds great, right? I agree, but keep in mind that financial return should not be your only objective. There are many valuable indirect benefits to a carefully executed content plan.
Indirect benefits can take many forms. First, consider the human resources perspective. Businesses can save paid working hours by having the team focus on making and then executing the content plan. Dedicated, focused planning time is much more efficient and effective than an ad hoc approach. Don’t make your team work on content only when they have time or, worse, during unpaid overtime. Good content cannot be created as a side project. It demands focus and action.
The Content Planner method also allows you to capture brainstorms for future content plans without being distracted from the plan in progress. Content planning time is also an opportunity to include other team members. Perhaps a subject matter expert, the founder of your company, or a worker involved in manufacturing could contribute to your content plan. Drawing on many perspectives within a company makes for more interesting and well-rounded content. It’s also an opportunity for collaboration and team building, a terrific indirect benefit.
If you work alone, consider inviting key suppliers, customers, or advocates to contribute to your content plan. By inviting them to participate, you demonstrate how much you value and respect their ideas. You also have the