In the last post we discussed where to find new ideas for content marketing. Hopefully, that inspired you to fill up a whole spreadsheet with ideas and start being a content marketing web copywriter machine!

Now it’s time to think about how you’re going to write all those ideas up and share them out with your growing network of prospects and customers.

What does your audience want?

Before you go off and start bashing out your very first blog post, I’d like you to revisit your audience needs again.

Determine how often your audience would like to get information from you. This sets the pace.

Next determine what you can achieve. Big pieces of content marketing – the really juicy items like ebooks or guides to a particular area of expertise – would likely be something you’d publish once or twice a year to really make them valuable.

Test it as you go. If you find it’s not enough to make an impact, turn up the frequency. If it’s too much, turn it down.

Do what publishers do

Doing content marketing the right way means that you’re going to create a steady stream of content that will attract and convert your prospects. In short, you’re becoming your own media source – you are now the publisher.

The web marketing industry can learn a thing or two from the traditional publishing industry. Namely, we could all do with a bit more organisation in our lives.

The first thing I propose you do with all your ideas is to write them down in a spreadsheet.

Rearrange those ideas into themes (if you spot any).

What kind of ideas do you have? Arrange the big ideas like e-books, white papers and downloadable assets over time so that they are spread out.

What is left are the ideas you’ll want to launch in between your big releases. This is likely things like articles, blog posts, news items, and other content to share.

Make a content marketing calendar

While not everyone advocates this, I really can’t see how you can stay organised without putting something in the diary.

Publishers know what they are publishing months in advance (often) and by committing yourself in this way, you are making it easier for you and your team to manage the flow of content you produce.

It’s simply less stressful.

Put dates against those content ideas now. Be practical and consider your audience. If you think your audience would like to hear from you several times per day, you need to plan accordingly.

But, don’t be a slave to the content calendar

While organisation is a wonderful tool, it can also leave you feeling less creative and unable to respond to the events happening now in your industry.

Try not to let the calendar dictate how you respond to changes over time. Reschedule – or remove altogether – the ideas that won’t work anymore.

If something comes up that is more pressing (such as huge hikes in insurance premiums due to EU regulations) then just change your calendar to accommodate.

Plan for recycling too

Take an page from those publishers again. Your content can live on in new releases, versions and updates.

You can build this right into your content marketing calendar.

Retweet old blog posts, re-share articles, update guides with new information, add new chapters or analysis to e-books.

Pulling up older content again makes the context new, and it also accommodates your new customers and prospects who didn’t see that content the first time it went out.

Remember that all web content should be a living thing – never finished, but always changing and growing.

Armed with this in mind and a content marketing calendar, you’re on your way to being your own publisher.

The next post in the series covers writing thematic content.

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