Creating content is an important part of any marketing plan. Knowing how to prioritize your time can help streamline the process and produce better results. Here are some questions to ask yourself when deciding what campaigns will be most beneficial for you in the coming months, with a few examples along with each question:
Content marketing is an effective way to reach your audience. It’s the process of creating or curating high-quality content that helps you build a following, generate leads and increase sales. It can be difficult to know what content you should create for your business because there are so many options out there. To help you prioritize this task, we created a template with 9 questions that will help you decide where to start. Read more in detail here: content marketing strategy template.
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The need for content has risen dramatically in many firms in recent years. You can’t simply say no, however. Or do you think you can?
You may more confidently respond no, maybe, and yes to every enquiry received if you use a systematic approach to content requests. Here’s some assistance in making it happen.
Make a form for requesting content.
Consider creating a content request form that you can distribute with various departments that may need material. This will help you prioritize your requests.
Consider creating a content request form that is shared across all departments to assist prioritize #content requests, advises @GBalarin through @SagaReach MarketingContent. To Tweet, just click here.
When people ask for material to be developed, they often have just a hazy sense of what they want. The request form allows them to narrow down their demands to the most important ones, which will help you figure out how to fit them into your current content strategy or reduce the revision process so you can free up time in your schedule to create more content. Furthermore, the form’s enhanced communication allows you to provide material that is more focused, relevant, and capable of delivering the outcomes that the requestor expects. Marketers can also fill out the form to assist them flesh out and prioritize their own content generation ideas.
It’s critical that your company has a content marketing mission statement, and that everyone who makes requests understands what it is. SagaReach Marketing, for example, has as its purpose to develop the discipline of content marketing. It may not be worth your time and effort to respond to content requests that do not promote your objective.
According to @GBalarin of @SagaReach MarketingContent, if you get content requests that do not complement your objective, it may not be worth your time and effort. To Tweet, just click here.
If at all feasible, keep your content request form to one page. Here are some questions to think about:
- What is the nature of your concept/need? Keep it short and sweet, and give your content idea/need a memorable title as soon as feasible. Regardless of what the ultimate title is, it’s probable that your content piece will be recognized by this name in the future – at least internally.
- What kind of study have you done so far on this subject? Requestors should provide three sources of research that they have previously completed. There are two major advantages of doing so: For starters, requestors may have have sources in mind that they would not have thought to offer otherwise; and, second, it reminds the requestor that the writing process includes research as well, which results in better material.
- What do you anticipate the production time will be? Requestors often misinterpret the content creation process and the amount of labor needed. Asking this question allows you to educate requestors while also starting the negotiating process so that both parties can agree on a timeframe.
- How many leads do you anticipate this content generating? This is very useful for requests received from sales. Not all material, particularly instructive information at the top of the funnel, should be expected to create leads. However, if your requestor already has a response in mind, it’s all the more important to create the correct expectations.
- How much will it cost to create the content? Make sure the requestor includes design and layout charges, as well as printing costs (if relevant) and the writer’s time, when determining the content’s production costs.
- Which of your fundamental company goals does this align with? While having entertaining, fascinating, or engaging content is fantastic, it should also match with corporate goals, especially if the material is required to satisfy key performance indicators (KPIs).
- What role does it play in the sales funnel? Content that is intended for usage at various phases of the sales funnel should be marketed in a variety of ways. Furthermore, the primary messaging and depth of product (or service) information will vary. It’s helpful to know what function the information is intended to fulfill up front.
- What will the consequences be if it isn’t made? What happens if you are unable to fulfill the request? Will the world collapse, will a campaign be jeopardized, or will their employer be unimpressed? This question determines if a request is for material that is required or would be great to have.
- What steps will you take to ensure that this material gets shared with a larger audience? Consumption and sharing of material are the only ways to make it useful. This question informs requestors that they will be encouraged to share the material on their own social networks – after all, they should be proud of the finished product and want to share it, right?
When a requestor fills out a form for the first time, assist them. Assist them in comprehending the process of developing material and determining where it should and may be utilized. For instance, they could wish to write a white paper when the information might be more suited to a blog. Explaining the whys and hows ahead of time not only helps to educate your coworkers, but it also helps them recognize the significance of your knowledge and position in the company.
It may be used as a reference document. Everyone will know what to anticipate from the end product. It basically keeps you everyone on the same page.
RELATED CONTENT HANDPICKED: How to Create a Flexible Content Plan That Works
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Prioritize requests, but don’t ignore those that are urgent.
Creating a content schedule that allows you to incorporate some unexpected activities that add value and align with your company’s goals and objectives is a smart approach to get started with your content strategy. But what if you get last-minute or frantic requests to develop material that doesn’t fit within your content strategy? What is the difference between vital material and information that is urgently required?
“Your lack of preparing does not constitute an emergency on my behalf,” as the old saying goes.
This is where you’ll need to master the art of saying no to content requests that don’t align with your overall company goals, aren’t specific enough in their aim, or are simply requested too late in your publishing cycle for you to do a decent job with.
According to @GBalarin of @SagaReach MarketingContent, “learn the art of saying no to #content requests that don’t fit inside your broader company goals.” To Tweet, just click here.
When it comes to “urgent” demands for content resources from other sections of the company, the trick is to take ego and emotion out of the equation. At the end of the day, content development is a business activity that should assist consumers and prospects understand clear, trustworthy, and useful communications. Don’t disregard a request because you’re having a disagreement with that person or your company groups have conflicting goals.
Pulling a content rabbit out of a hat to address an urgent demand has many advantages: it not only establishes you as a viable content development resource, but it also fosters cross-functional partnerships. And who knows, it may lead to that big transaction that keeps your content staff busy — and in demand — for another year while also enhancing your reputation: a win-win scenario.
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The “12 month editorial plan” is a template that will help you to create content that your audience wants to see. It also helps you to prioritize the content creation process.
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