In the previous point we have seen the utilities that you are going to report with your content. Now let's consider what we want to achieve with it:

Attract traffic to your website

Arouse interest in the value proposition that you offer and that the user becomes a lead (that leaves your contact details)

Convince, build trust and clear all your doubts or brakes.

Convert that lead into a customer.

7. GIVE THEM FORMAT:

When you are already clear about all the previous points, it is time to shape your Content Plan. You have to consider two things:

> the budget that you have

> in which media, channels, supports, networks you are going to be because this will determine the form.

According to these 2 conditions, we will combine content creation with content curation:

a) Creation of content , that is, they are not copied from another site.

Here are some ideas (arbitrarily ordered) to generate brand awareness, attract traffic to your website, get leads (emails) and finally turn them into customers.

When you create content consider:

That they can be perfectly consumed on mobile devices.

The keywords with which you want to optimize your search engine positioning. Be sure to insert those keywords in the copywriting of your publications, and with hashtags on social networks.

b) Content curation , that is, you must also echo interesting, useful and relevant content that is in line with your brand territories, even if they have been generated by others. But be careful. It is not only about sharing links, but about making yourself echo, always trying to provoke an interaction on the part of your audience and followers. To filter content of interest you can use tools such as:

BuzzSumo to see content ideas that are most shared on social networks about your topics

Ubber Sugest to get content ideas based on your keywords.

Feedly to stay up to date with everything published by other websites related to your topics of interest.

8. Take Care of STYLE:

Use a voice and tone that are consistent with your brand personality archetype and verbal identity .

Do not write in any way, your copywriting must be very well thought out so that your communication attracts the interest of the public you want to conquer.

9. PLAN according to each platform

To avoid improvising, I recommend creating a chart like the one below to plan your brand's content plan for the following days and weeks. It is the only way to manage a dynamic and effective social media plan that meets your goals and strategy.

Don't fall for the convenience of copying and pasting the same copywriting from one network to another. Adapt the message to each platform because I got each one has its idiosyncrasy, that is, its particularities, its way and reason for being, and its own way of interacting and relating.

10. Define KPIS to measure your results

The Kpis ( key performance indicators ) are the indicators that allow you to measure and control whether the work being done in terms of your content plan is working well and to what extent it is contributing to achieving your objectives branded. Remember that your objectives must be SMART, that is, specific, measurable, achievable, relevant and set in a period of time.

A Content Plan requires a strategy so that your effort in managing your blog and social networks has a return and contributes to achieving your objectives.