Elevating Your Online Presence Through a Strategic Content Plan
Have you ever felt overwhelmed trying to create quality content consistently? As a content creator or marketer, producing engaging content is crucial for growth, but crafting a strategic plan is equally vital. Without a content roadmap to guide your efforts, it’s far too easy to spin your wheels creating content that misses the mark.
Luckily, with the right blueprint in place, you can transform aimless content creation into targeted content capable of boosting your online presence in a big way. In this guide, we’ll outline a tactical, step-by-step process designed to help you build an effective content strategy from the ground up. Whether you’re looking to grow your personal brand or scale your company’s owned media, you’re sure to discover game-changing insights that will level up your content approach.
Let’s dive in and uncover the secrets to strategic content planning success. Crafting a winning content strategy takes effort, but the payoff for your online presence makes it well worth the investment.
Why Autumn Offers the Perfect Window for Content Creation
The months of September through November provide the ideal window for kicking your content creation efforts into high gear. Here’s why fall primes the pump for content success:
As summer winds down, people begin transitioning back to regular routines. Kids head back to school, vacations wrap up, and minds shift focus back to work and everyday life. This return to routine opens up more time for social media consumption.
Darker evenings coupled with dropping temperatures keep people indoors more often. With less time spent on outdoor summer activities, social media usage steadily increases heading into fall and winter.
The holiday season kickstarts in November. Thanksgiving, Christmas, and New Year’s offer a treasure trove of relevant topics and evergreen content ideas to leverage.
Take creator Stephanie as the perfect case study highlighting the power of ramping up content efforts this time of year. From September through December last year:
She increased posting frequency to one Reel every other day, creating 61 videos in total across the 4 months.
16 of those Reels exceeded 100K views
7 videos hit over 1 million views
Her top-performing Reel scored an incredible 36 million views and earned Stephanie a feature on Good Morning America
Most importantly, she grew her follower base from 8K to 75K subscribers
As you can see from Stephanie’s incredible growth, there’s no better season than fall to elevate your content game. The seasonal shifts in routine and upcoming holiday hooks make autumn the prime moment to craft an effective content roadmap. Plot your path wisely, and you can unlock transformational growth for your online presence heading into 2023.
Laser-Focus Your Efforts on One Platform
When first diving into content creation, it’s tempting to spread yourself across every platform – dabbling in Instagram Reels one day, YouTube shorts the next, and firing off TikToks the day after that.
Resist that urge.
Pick one platform and go all-in. This focused approach is essential for two reasons:
You can fully immerse yourself in mastering a single platform’s unique style, algorithm, and best practices. Jumping between sites divides your energy and prevents you from gaining true fluency.
Consistency breeds growth. By centralizing your efforts instead of fragmenting them, you increase discoverability and allow viewers to associate your brand with a steady stream of content.
Once you cement expertise on one site, expanding your reach becomes far easier down the road. But at the start, discipline yourself to single-platform focus.
In tandem with picking a platform, establish a posting cadence that fits smoothly into your lifestyle over the next few months. Aim for consistency above all else. Common starting points to consider:
YouTube: Once a week
Instagram: 3-5x per week
No matter the pace you choose, the key lies in sticking to your guns. Plot out your publishing calendar in advance to hold yourself accountable. Adapt as needed, but resist the urge to sporadically skip weeks or go dark for long stretches.
By combining single-platform focus with a steady posting rhythm, you lay the foundation for sustainable growth as a fledgling content creator.
Craft Content That Resonates by Getting Crystal Clear First
Before you film a single video or type a word of copy, pause to get intentional about who you want to reach. Many creators skip this step, instead churning out content on autopilot. But when aiming for growth, thoughtfulness matters.
To ensure your work resonates, answer these three questions:
What industry are you in? Get ultra specific here. “Fitness” is too broad. “Yoga for seniors” carves out a niche.
What section of that industry will you focus on? You don’t need to cover all of yoga. Maybe you’ll teach restorative flows for calming anxiety.
Who is your target audience? An avatar helps here e.g. “65-year-old women named Kathy who live in suburbia and want to destress.”
Having clarity on those three points brings your direction into sharp relief. It also safeguards against wasting creative energy on content that flops.
You’ll intuitively know what to talk about because you’ll deeply understand the pain points and interests of your audience. And you’ll be top of mind next time they search for solutions on Google and social media.
So before anything else, detail who you are, what you offer, and who you serve. The foundation creates the framework to craft content that truly resonates.
Let Your Audience Lead the Way with Search-Based Content Research
Creating content without research is like throwing spaghetti at a wall to see what sticks. Some noodles might cling for a bit. But you’ll make a mess missing the mark more times than not.
Instead, let your audience guide your content calendar.
Leverage search engines to uncover exactly what people are looking for right now. YouTube, AnswerThePublic, and TikTok all provide a direct line to your audience’s interests.
Here’s a simple yet potent process to try:
Type industry keywords into each platform’s search bar
Note down suggested results and video ideas
Transform these findings into blog posts and videos
For example, if you run a yoga studio, plug “yoga for seniors” into YouTube. The top results and autofill recommendations showcase popular topics and questions ripe for covering.
Create videos like:
Yoga Poses to Relieve Back Pain
How Long Until I See Results From Yoga?
Yoga for Complete Beginners Over 60
Not only does this search-based approach produce content people actually want. But it also positions you to rank high in results for those same terms.
Let your audience’s searches uncover the themes and formats guaranteed to resonate. Then craft content that directly answers their burning questions.
Build a Content Calendar that Adapts and Evolves
With a robust backlog of search-based video ideas in hand, it’s time to map out an initial posting cadence.
Aim to release:
70% search-based videos – These directly answer the questions and topics your audience is exploring right now. Batch film them upfront for an efficient workflow.
30% spontaneous videos – Leave room in your calendar for spur-of-the-moment videos. Capitalize on trending topics and new ideas that strike you.
This balanced mix allows you to plan ahead while retaining creative flexibility.
Just don’t set your calendar in stone. The key is continuously tracking and optimizing based on performance data.
Review metrics like views, comments, and shares for each video. Then double down on what works and phase out lower performers.
You might notice certain topics or video styles strongly resonate with your viewers. Adapt upcoming content to feature more of the same.
Let your calendar flow and change over time. Follow the digital breadcrumbs your audience leaves to guide video creation moving forward.
The key is crafting a content calendar that evolves right alongside your viewer’s ever-changing interests.
Greetings! I’m Jack, founder of Scythos – where I’ve helped over 50 brands transform into unforgettable identities and stunning digital presences. As a brand strategist and creative consultant, I have over a decade of experience taking brands from wallflowers to the centre of attention.
Looking to get your branding noticed and your business thriving? Reach out anytime to brainstorm creative strategies for making your brand impossible to ignore. I love collaborating with passionate entrepreneurs to conceptualize innovative ways to connect with their audiences.
Whether you need help with a logo, website, content or entire rebrand – let’s chat! I’m always eager to share my ideas, creative concepts and expertise to help brands reach the next level. Together, we can make sure your business gets seen and heard. Follow along on social or send me a message to get the conversation started!