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What's the best way to create a content marketing plan for multiple platforms?

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Content marketing is a powerful way to attract and engage your audience, but it can also be challenging to plan and execute across multiple platforms. How do you create a content marketing plan that aligns with your goals, resonates with your audience, and adapts to different formats and channels? Here are some steps to help you craft a creative and effective content marketing plan for multiple platforms.

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Raul Arantes

Award Winning Creative Director, Design Director | Cannes & Webby Winner | EMBA candidate

1 Identify your objectives

Before you start creating content, you need to have a clear idea of what you want to achieve with your content marketing. What are your business goals, your target audience, and your key messages? How will you measure your success and track your progress? Having a SMART (specific, measurable, achievable, relevant, and time-bound) framework for your objectives will help you focus your content strategy and align it with your overall marketing plan.

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Rachit Yadav

Trim 100x Time - Hit 10% - Save 1Y Advance | Creativepreneur | Author | World Record Holder | Mentor | Singer - Songwriter | Artist
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A content marketing plan aims to achieve specific business goals. Some common objectives include increasing brand visibility, encouraging audience engagement, generating leads, establishing thought leadership, and providing educational resources. By creating valuable and relevant content, you can boost brand awareness, foster a sense of community and loyalty, capture potential customers' interest, position your brand or key individuals as industry experts, and educate your audience.

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Tasneem Mohamed

Innovation & Creative Culture Strategist | Speaker | Coach. Helping CEOs, Founders & Execs to Drive Innovation with a Globally Tried and Tested Framework to Adapt in an Era of Constant Change.
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I find using a target audience centric approach, most useful: 1. Who do I want to talk to (build and refine your personas) 2. What outcome do they want ( structure content according to their needs and desires) 3. How do I reach them and how often (what channels do they use regularly and what type of content do like to consume) 4. What is the right time & way to engage them (lead nurturing / outreach strategy / other pre defined goal) 5. Measure the needle movers - what content yield the best results, best time to post, most responsive audience etc 6. Pivot - tweak and adapt

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2 Conduct a content audit

A content audit is a process of reviewing and evaluating your existing content across all platforms. It helps you identify what content is working well, what content needs improvement, and what content gaps you need to fill. A content audit also helps you understand how your content fits into the customer journey, how it supports your objectives, and how it compares to your competitors. You can use tools like Google Analytics, Google Search Console, or Content Analysis Tool to collect and analyze data on your content performance.

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Terrence Tan

Head of Creative | Entrepreneur
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Set Clear Goals and Objectives: Define what you want to achieve with your content marketing efforts. Are you aiming to increase brand awareness, generate leads, drive sales, or provide value to your audience? Setting specific and measurable goals will guide your strategy.

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3 Define your content mix

A content mix is a combination of different types of content that you create and distribute across various platforms. It includes the format, the topic, the tone, the style, and the purpose of your content. To define your content mix, you need to consider your audience's preferences, needs, and pain points, as well as your objectives, resources, and budget. You also need to balance your content between educational, inspirational, and promotional content, and between evergreen and timely content.

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Raul Arantes

Award Winning Creative Director, Design Director | Cannes & Webby Winner | EMBA candidate
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A well-curated content mix extends your reach across numerous touchpoints. However, understanding the platforms you intend to use before creating content is pivotal. Consider the uniqueness and relevance of each platform to your target audience. For instance, gauge the importance of a particular platform to your audience's preferences and needs. Your objectives will guide which platforms to prioritize and how to distribute your content. Familiarizing yourself with each platform's nuances and dynamics is a step you should take.

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4 Plan your content calendar

A content calendar is a tool that helps you organize and schedule your content creation and distribution across multiple platforms. It helps you plan ahead, avoid duplication, and maintain consistency and quality. A content calendar should include the following elements: the title, the format, the platform, the date, the time, the author, the status, and the keywords of each piece of content. You can use tools like Google Sheets, Trello, or CoSchedule to create and manage your content calendar.

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Raul Arantes

Award Winning Creative Director, Design Director | Cannes & Webby Winner | EMBA candidate
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While it's essential to balance content between educational, inspirational, and promotional categories and also between evergreen and timely content, the true strength of a content calendar lies in its adaptability. Ideally, plan your content calendar every trimester. This allows you to integrate emerging trends and realign with shifting priorities. Having clear themes and topics in your calendar streamlines and accelerates the content production process when it's time to get creative.

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5 Create and optimize your content

Creating content is the core of your content marketing plan, but it also requires creativity and skill. You need to produce content that is relevant, engaging, and valuable for your audience, as well as optimized for each platform. This means you need to adapt your content to the specific requirements, features, and best practices of each platform, such as the length, the format, the tone, the visuals, and the hashtags. You also need to optimize your content for SEO, using keywords, meta tags, headings, and links.

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6 Distribute and promote your content

Distributing and promoting your content is the final step of your content marketing plan, but it is also crucial for reaching and growing your audience. You need to use the right channels, tools, and strategies to deliver your content to your target audience, and to encourage them to consume, share, and interact with your content. You can use platforms like social media, email, blogs, podcasts, or webinars to distribute your content, and tools like ads, influencers, or partnerships to promote your content.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What's the best way to create a content marketing plan for multiple platforms?

1

2

3

4

5

6

7

1 Identify your objectives

2 Conduct a content audit

3 Define your content mix

4 Plan your content calendar

5 Create and optimize your content

6 Distribute and promote your content

7 Here’s what else to consider

Creative Strategy

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What's the best way to create a content marketing plan for multiple platforms?

1

2

3

4

5

6

7

1 Identify your objectives

2 Conduct a content audit

3 Define your content mix

4 Plan your content calendar

5 Create and optimize your content

6 Distribute and promote your content

7 Here’s what else to consider

Creative Strategy

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