How to prepare a content plan for 2017

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Before you start writing
Before you start creating content, prepare your materials. In marketing, this means preparing your analytics data. You will need to know:

Who do we create content for? Create personas and always write for a specific persona. Thanks to the persona, you will know exactly what tone to use and how to speak to users professionally. You can download the template for creating personas here .
How do they handle competitor content ? Prepare a thorough analysis of your competitors: do they have a blog and social media? If so, what topics do they cover?
What can we offer compared to the competition? You certainly have some competitive advantage. In marketing jargon we talk about SWOT analysis. For example, if the competition excels on Facebook or in PR, learn job seekers database tricks from them on how to communicate.
What channels will we use? You can choose from social networks, mailing, blog, PR articles. Choose several channels that your target group uses. At AITOM, we use blog, mailing, Facebook, Twitter and LinkedIn depending on the type of message.
How often will we publish?
How will we promote the content? The content will not find its readers on its own. You will have to help it a little. For example, by sharing on social networks or using a newsletter.
You will use most of this information for other purposes than just content creation. Write it all down and save it. This information will serve as a simple communication manual .

Prepare a publication plan
If you have carefully thought through and answered the questions above, you have the necessary materials. Thanks to personas, you know who you are writing for and how to write, you also know what channels these personas use. You know the behavior of personas, so you know what issues they are interested in.