{"id":7442,"date":"2022-07-07T10:32:22","date_gmt":"2022-07-07T08:32:22","guid":{"rendered":"https:\/\/www.sortlist.co.uk\/blog\/content-marketing-best-practices\/"},"modified":"2024-09-27T14:11:21","modified_gmt":"2024-09-27T12:11:21","slug":"content-marketing-best-practices","status":"publish","type":"post","link":"https:\/\/www.sortlist.co.uk\/blog\/content-marketing-best-practices\/","title":{"rendered":"Content Marketing: Best Practices for Creating a Successful Content Plan"},"content":{"rendered":"\n<p>Understanding the best practices for<strong> content strategy is a key element<\/strong> for the success of your digital marketing strategy.<\/p>\n\n\n\n<p>Whether it&#8217;s to gain visibility and awareness, reach your target audience, generate leads, or optimize your conversions and increase sales: having a good content strategy will always help.<\/p>\n\n\n\n<p>In this article, we give a definition of content marketing and present the key components and best practices to follow to create an <strong>effective content marketing strategy<\/strong> from start to end.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Introduction to Content Marketing<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Content marketing: definition<\/strong><\/h3>\n\n\n\n<p>Content marketing consists in<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>creating <strong>high-quality content<\/strong> on topics related to your company and its industry. <\/p>\n<\/blockquote>\n\n\n\n<p>This content is intended for your customers and can be distributed on <strong>several communication channels<\/strong>.<\/p>\n\n\n\n<p>Content marketers&#8217; goal is to <strong>answer all the questions<\/strong> your customers may have. Additionally, moving them along the sales cycle.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3 key figures for content marketing<\/strong><\/h3>\n\n\n\n<p>Today, we know that content creation is a priority for 28% of SMEs. And rightly so: according to <a href=\"https:\/\/optinmonster.com\/content-marketing-statistics\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">72%<\/a> of marketing professionals, <strong>creating content is effective<\/strong> in generating leads and conversions.<\/p>\n\n\n\n<p>What&#8217;s more, between 2011 and 2021, the amount of <strong>time spent online increased<\/strong> from <a href=\"https:\/\/www.statista.com\/statistics\/319732\/daily-time-spent-online-device\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">75 minutes to 192 minutes per day per individual<\/a>.<\/p>\n\n\n\n<p>These numbers tell us three things:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>The audience to be captured on the Internet<strong> continues to grow<\/strong><\/li>\n\n\n\n<li>This audience is giving an<strong> increasing share of its attention<\/strong> to content on the web<\/li>\n\n\n\n<li>Nearly 3 out of 4 marketers say that <strong>content creation is effective<\/strong><\/li>\n<\/ol>\n\n\n\n<p>Faced with this observation, we understand why more and more companies want to create a <a href=\"https:\/\/blog.powr.io\/7-easy-steps-to-create-a-content-marketing-strategy-for-your-business\">content strategy<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Why create a content strategy?<\/strong><\/h3>\n\n\n\n<p>The problem is that content marketing is very broad and requires a lot of investment.<\/p>\n\n\n\n<p>Indeed, it is possible to create content for <strong>multiple platforms<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Social media<\/li>\n\n\n\n<li>Blog<\/li>\n\n\n\n<li>YouTube<\/li>\n\n\n\n<li>Newsletter<\/li>\n\n\n\n<li>Press<\/li>\n<\/ul>\n\n\n\n<p>In addition, the <strong>content formats<\/strong> a company can produce are also very diverse:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Blog posts<\/li>\n\n\n\n<li>White papers<\/li>\n\n\n\n<li>YouTube videos<\/li>\n\n\n\n<li>Podcasts<\/li>\n\n\n\n<li>LinkedIn \/ Facebook \/ Instagram posts<\/li>\n<\/ul>\n\n\n\n<p>Finally, each of these contents can meet <strong>different objectives<\/strong>, for different companies, which address different customers. <\/p>\n\n\n\n<p>Precisely because content marketing offers so many possibilities, it is necessary to create a strategy to get by and get results.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>3 Steps to Build a Content Marketing Strategy<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Define the editorial line of your content strategy<\/strong><\/h3>\n\n\n\n<p>The first step of the content creation process is to define your <strong>editorial line<\/strong>. This one explains:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Why<\/strong> do you want to create content? To achieve what objective?<\/li>\n\n\n\n<li><strong>What<\/strong> type of content you will produce.<\/li>\n\n\n\n<li>On <strong>which<\/strong> channels you will distribute it.<\/li>\n\n\n\n<li><strong>How<\/strong> you will manage its production.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>3 examples of objectives that content marketing can help you achieve<\/strong><\/h4>\n\n\n\n<p>Content Marketing can help you do <strong>three things<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Improve your brand awareness and visibility<\/li>\n\n\n\n<li>Generate leads<\/li>\n\n\n\n<li>Help your customers use your product\/service<\/li>\n<\/ul>\n\n\n\n<p>Take the time to think about your objective, as it will determine <strong>the type of content<\/strong> you will produce and the channels you will use.<\/p>\n\n\n\n<p>As you might expect, you won&#8217;t use the same content to generate leads as you would for helping your customers use your product\/service.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Define the type of content you will produce<\/strong><\/h4>\n\n\n\n<p>Once you know exactly why you&#8217;re going to create content, it&#8217;s time to choose the format you&#8217;ll use.<\/p>\n\n\n\n<p>If your goal is to <a href=\"https:\/\/www.truepush.com\/blog\/the-complete-guide-to-content-marketing\/\">drive traffic<\/a> to <strong>increase visibility<\/strong> and<strong> brand awareness<\/strong>, here are three formats you can use:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>SEO optimized blog posts (an <a href=\"https:\/\/www.sortlist.co.uk\/seo\/united-kingdom-gb\" target=\"_blank\" rel=\"noreferrer noopener\">SEO agency<\/a> can help you with this)<\/li>\n\n\n\n<li>YouTube videos (it&#8217;s the second biggest of all search engines, behind Google)<\/li>\n\n\n\n<li><a href=\"https:\/\/www.sortlist.co.uk\/blog\/types-of-digital-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\">Online advertising<\/a> (SEA and Social Ads)<\/li>\n<\/ul>\n\n\n\n<p>If your goal is <strong>lead generation<\/strong>, here are the three formats we recommend:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>White papers<\/li>\n\n\n\n<li>Two-part content (e.g., a blog post that provides access to downloadable content)<\/li>\n\n\n\n<li>Webinars (which your prospects will have to register with their email address in order to attend)<\/li>\n<\/ul>\n\n\n\n<p>Finally, if your goal is to <strong>help your customers<\/strong> use your product\/service to its full potential, you can :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create video tutorials<\/li>\n\n\n\n<li>Set up FAQs<\/li>\n\n\n\n<li>Write a sequence of emails that explain the different uses of your product\/service<\/li>\n<\/ul>\n\n\n\n<p>At this point, you should already have a clearer picture of your content marketing strategies. You know what you <strong>want to achieve<\/strong> and you know <strong>what relevant content to produce<\/strong> to get there.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<div id=\"module_call-to-action--block_2e2f50222ab2347b8e689c289818c038\" class=\"sl_custom_module module_call-to-action align_text_left\">\n    <div class=\"module_call-to-action__wrapper\">\n        <h4 class=\"js-texte-typing\">Don&#8217;t know how to             \n                <span data-text=\"build your content marketing strategy?|start creating content?|generate leads?\" class=\"js-texte-typing-text\"><\/span>\n                <span class=\"cursor\">|<\/span>\n                    <\/h4>\n        \n        <p>Discover the most relevant agencies for your project based on your own specific requirements.<\/p>\n\n        \n            \n                <span class=\"js-ga-gutenbergBlock-callToAction btn btn-blue\" target=\"_blank\" rel=\"nofollow noopener\" data-o=\"aHR0cHM6Ly93d3cuc29ydGxpc3QuY28udWsvcHJvamVjdC9uZXc\/YXV0b2xvYWQ9dHJ1ZQ==\">Find me an agency!<\/span>\n\n            \n            <\/div>\n<\/div>\n\n\n<hr class=\"wp-block-separator has-css-opacity\"\/>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>Choose your communication channels<\/strong><\/h4>\n\n\n\n<p>As digitalization progresses, the number of available digital channels keeps growing. We have an article dedicated to this subject. We present <a href=\"https:\/\/www.sortlist.co.uk\/blog\/communication-channels-for-business\/\" target=\"_blank\" rel=\"noreferrer noopener\">all the communication channels<\/a> you can use.<\/p>\n\n\n\n<p>Here, the choice you will make depends on the content you have decided to produce and your audience. Specifically, answer the following <strong>two questions<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Where will your content be most suitable?<\/li>\n\n\n\n<li>Where does your target audience pay the most attention?<\/li>\n<\/ul>\n\n\n\n<p>Also, consider your content marketing budget and production capabilities. Creating content takes time and you need to be able to produce a lot to get results.<\/p>\n\n\n\n<p>So choose a channel (or several) that meets <strong>these criteria<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Your <strong>target audience<\/strong> uses this channel to consume content<\/li>\n\n\n\n<li>Your <strong>content<\/strong> <strong>offerings <\/strong>are adapted to it (e.g.: written content on a blog, by email, or even in a thread on Twitter)<\/li>\n\n\n\n<li>You have the <strong>capacity<\/strong> to produce a lot for the chosen channel<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Manage the production of your content<\/h4>\n\n\n\n<p>Finally, the last element of your editorial line: how will you manage the <strong>production<\/strong> of the content?<\/p>\n\n\n\n<p>Whether it&#8217;s writing a blog post, producing a podcast, or shooting a video: creating and publishing content <strong>takes time<\/strong>.&nbsp;<\/p>\n\n\n\n<p>So you need to know who is going to produce your content, in what quantity, and at what pace. You have several options:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Internalize your content production<\/li>\n\n\n\n<li>Work with freelancers<\/li>\n\n\n\n<li><a href=\"https:\/\/www.sortlist.co.uk\/content-marketing\/united-kingdom-gb\" target=\"_blank\" rel=\"noreferrer noopener\">Work with an agency<\/a><\/li>\n<\/ul>\n\n\n\n<p>In all cases, you will have to plan a budget and create an editorial charter that includes all the guidelines to follow in order to have coherent brand content.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Build your content plan<\/h3>\n\n\n\n<p>The objective of this step is to help you clearly define the <strong>topics<\/strong> your content will cover, but also to have a <strong>production and distribution schedule<\/strong>.<\/p>\n\n\n\n<p>While the first step serves to define your objective and the format of your content, the second step aims to clarify the <strong>implementation<\/strong> of this content.<\/p>\n\n\n\n<p>More concretely, what are you going to talk about and when are you going to produce and deliver content.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Defining the topics to be covered<\/h4>\n\n\n\n<p>The <strong>biggest risk<\/strong> in content marketing is to produce content that nobody will consume.<\/p>\n\n\n\n<p>This happens when you start <strong>producing content<\/strong> without asking yourself if your audience will really be interested in this content.<\/p>\n\n\n\n<p>To have a content strategy that works, you need to follow a real methodology of defining the relevant topics and&nbsp;<a href=\"https:\/\/blog.socialmediastrategiessummit.com\/choosing-blog-topics\/\">high-performing<\/a>&nbsp;blog topics to be covered. This is called <strong>keyword research<\/strong>.<\/p>\n\n\n\n<p>It consists of researching the topics on which your audience is <strong>looking for information<\/strong>. This way, you validate the fact that there is a real demand to consume content related to a certain topic.<\/p>\n\n\n\n<p>Let&#8217;s take the example of this article, which you are currently reading and which is dedicated to the subject of content strategy.<\/p>\n\n\n\n<p>When we wrote it, we didn&#8217;t just &#8220;guess&#8221; that it was a topic that would interest our blog readers. Instead, it&#8217;s a purely objective, <strong>data-driven choice<\/strong> that we made using a tool called <a href=\"https:\/\/ahrefs.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Ahrefs<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"2671\" height=\"723\" src=\"https:\/\/www.sortlist.co.uk\/blog\/wp-content\/uploads\/sites\/2\/2022\/07\/cro-marketing.png\" alt=\"example of Ahrefs\" class=\"wp-image-7446\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing.png 2671w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-768x208.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-1536x416.png 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-2048x554.png 2048w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-50x14.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-288x78.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-576x156.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-339x92.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-678x184.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-373x101.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-746x202.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-691x187.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-1382x374.png 1382w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-973x263.png 973w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-1946x527.png 1946w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-1048x284.png 1048w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-478x129.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-956x259.png 956w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-516x140.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-1032x279.png 1032w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-680x184.png 680w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/cro-marketing-1360x368.png 1360w\" sizes=\"auto, (max-width: 2671px) 100vw, 2671px\" \/><figcaption class=\"wp-element-caption\">Demo of Ahrefs<\/figcaption><\/figure>\n\n\n\n<p>As you can see in this image, Ahrefs shows that the <strong>volume search<\/strong> is 1.7K for the <strong>keyword<\/strong> &#8220;CRO marketing&#8221;.<\/p>\n\n\n\n<p>In other words, it lets us know that in the United States 1700 people search for &#8220;<a href=\"https:\/\/www.sortlist.co.uk\/blog\/cro-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">CRO marketing<\/a>&#8221; every month on Google.<\/p>\n\n\n\n<p>Moreover, the <strong>keyword difficulty<\/strong> tells us that this is a keyword on which there is little competition. In other words, few blogs have existing content on this subject.<\/p>\n\n\n\n<p>Based on this observation, and considering that we had already published articles related to CRO marketing, it <strong>made sense<\/strong> for us to write about that topic.<\/p>\n\n\n\n<p>You should adopt the same logic for your business: find <strong>topics related<\/strong> to your product\/service and to which your audience is looking for information.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Launching the production<\/h4>\n\n\n\n<p>Once you have defined the topics of your content, it&#8217;s time to <strong>launch its production<\/strong>.<\/p>\n\n\n\n<p>It doesn&#8217;t matter if you&#8217;ve decided to do blog articles, podcasts, videos, or social media posts: you need to know who will be doing the production.<\/p>\n\n\n\n<p>As mentioned earlier, you can either bring your content production in-house or outsource it. Each of these two solutions has advantages and disadvantages.<\/p>\n\n\n\n<p>I<strong>nternalize your content production<\/strong><\/p>\n\n\n\n<p>The <strong>advantage<\/strong> of this solution is that your producer knows your company, its value proposition, its customers, and the tone of voice to use.<\/p>\n\n\n\n<p>The <strong>disadvantage<\/strong> is that you will have to build a team 100% dedicated to content production. This is a full-time job, and if you want to produce a lot, several people will have to be dedicated to it.<\/p>\n\n\n\n<p>The problem is that not all companies have the budget to <strong>hire an entire team<\/strong> of content managers. The second solution then comes into play.<\/p>\n\n\n\n<p><strong>Outsource your content production<\/strong><\/p>\n\n\n\n<p>Whether it&#8217;s working with freelancers or an <a href=\"https:\/\/sortlist.co.uk\/content-marketing\/manchester-england-gb\/\" target=\"_blank\" rel=\"noreferrer noopener\">agency specialising in content strategy<\/a> or a <a href=\"http:\/\/www.sortlist.co.uk\/copywriting\/london-england-gb\" target=\"_blank\" rel=\"noreferrer noopener\">copywriting agency in London<\/a>, you always have the option of working with external providers to produce content.<\/p>\n\n\n\n<p>This is a more <strong>economical solution<\/strong>, but you will have to spend time checking the content produced.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Is it consistent with your brand?<\/li>\n\n\n\n<li>Is the content of good quality?<\/li>\n\n\n\n<li>Does the tone of voice adapt to your audience?<\/li>\n\n\n\n<li>Does it respect your editorial charter?<\/li>\n<\/ul>\n\n\n\n<p>You can also opt for a <strong>mix of both<\/strong>: appoint an internal content production manager, who will be in charge of collaborating with external partners.<\/p>\n\n\n\n<p>In any case, we advise you to have a look at this article dedicated to <a href=\"https:\/\/www.sortlist.co.uk\/blog\/content-writing-tips\/\" target=\"_blank\" rel=\"noreferrer noopener\">content writing<\/a>.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Scheduling publications<\/h4>\n\n\n\n<p>Once your content is produced, it&#8217;s time to <strong>schedule its publication<\/strong>. The idea is to know at least a week in advance what content you will publish.<\/p>\n\n\n\n<p>The objective is to avoid stress related to the publication and to <strong>never run out of content<\/strong> to share.<\/p>\n\n\n\n<p>For this, we can advise you to use a tool like <a href=\"https:\/\/www.airtable.com\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Airtable<\/a>, which allows you to create a shared <strong>editorial calendar<\/strong>.<\/p>\n\n\n\n<div class=\"wp-block-image\" datatext=\"\"><figure class=\"aligncenter size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.sortlist.co.uk\/blog\/wp-content\/uploads\/sites\/2\/2022\/07\/calendar_view.png\" alt=\"example of airtable \" class=\"wp-image-7444\" width=\"749\" height=\"537\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view.png 1800w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-768x551.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-1536x1102.png 1536w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-50x36.png 50w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-288x207.png 288w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-576x413.png 576w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-339x243.png 339w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-678x486.png 678w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-373x268.png 373w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-746x535.png 746w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-691x496.png 691w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-1382x991.png 1382w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-973x698.png 973w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-1048x752.png 1048w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-478x343.png 478w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-956x686.png 956w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-516x370.png 516w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-1032x740.png 1032w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-680x488.png 680w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/calendar_view-1360x975.png 1360w\" sizes=\"auto, (max-width: 749px) 100vw, 749px\" \/><figcaption>Example of Airtable&#8217;s Calendar &#8211; Source: <a href=\"https:\/\/symbioz.pro\/introduction-a-airtable-ou-lexcel-du-futur\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Symbioz<\/a><\/figcaption><\/figure><\/div>\n\n\n\n<p>Ideally, you should give access to this calendar to your entire content marketing team, so that everyone knows which content will be published on which channel, and when.<\/p>\n\n\n\n<p>To make it clearer, we also recommend creating a <strong>mind map<\/strong>. This should keep a visual record of all the content you&#8217;ve already published, but also of the content you still need to produce.<\/p>\n\n\n\n<p>This will allow you to see things more clearly and to <strong>better structure<\/strong> your content strategy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Evaluate the results of your content strategy<\/h3>\n\n\n\n<p>The third and final step to a successful content strategy is to evaluate your results. In concrete terms, it&#8217;s not enough to produce content by the numbers.<\/p>\n\n\n\n<p>You need to put in place several <strong>performance indicators<\/strong> to know if your content is effective or not.<\/p>\n\n\n\n<p>These indicators will allow you to know which content <strong>works best<\/strong> according to your objective and your audience.<\/p>\n\n\n\n<p>This information will allow you to know which content to <strong>put more effort<\/strong> into to increase your return on investment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">In Conclusion<\/h2>\n\n\n\n<p>To conclude this article dedicated to content marketing best practices, we want to remind you that content marketing is a<strong> team effort<\/strong>. Indeed, a successful content strategy requires a whole range of skills, time, and investment.<\/p>\n\n\n\n<p>For example, if you opt for a blog, you will need skills in content creation but also in SEO to optimize your articles. In addition, knowledge of link building will be necessary to improve your SEO.<\/p>\n\n\n\n<p>Finally, don&#8217;t forget that <strong>your content can also be recycled<\/strong> and used by other departments in your company. Hence the importance of always working as a team to carry out a successful content strategy.<\/p>\n\n\n\n<p>If you need help with developing your content marketing, <a href=\"https:\/\/www.sortlist.co.uk\/project\/new?autoload=true\" target=\"_blank\" rel=\"noreferrer noopener\">contact one of our experts<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Understanding the best practices for content strategy is a key element for the success of your digital marketing strategy. Whether it&#8217;s to gain visibility and awareness, reach your target audience, generate leads, or optimize your conversions and increase sales: having a good content strategy will always help. In this article, we give a definition of [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":7445,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_sb_show_comment_boards":false,"content-type":"","om_disable_all_campaigns":false,"footnotes":""},"categories":[46,41],"class_list":["post-7442","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-content-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Content Marketing: Best Practices for Creating a Successful Content Plan<\/title>\n<meta name=\"description\" content=\"In this article, we present the key components and best practices to create an effective content marketing strategy from start to end.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sortlist.co.uk\/blog\/content-marketing-best-practices\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Content Marketing: Best Practices for Creating a Successful Content Plan\" \/>\n<meta property=\"og:description\" content=\"In this article, we present the key components and best practices to create an effective content marketing strategy from start to end.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.sortlist.co.uk\/blog\/content-marketing-best-practices\/\" \/>\n<meta property=\"og:site_name\" content=\"Sortlist Blog\" \/>\n<meta property=\"article:published_time\" content=\"2022-07-07T08:32:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-09-27T12:11:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/7\/2022\/07\/es-en-translations.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1748\" \/>\n\t<meta property=\"og:image:height\" content=\"1240\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Tancr\u00e8de d&#039;Aspremont Lynden\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Tancr\u00e8de d&#039;Aspremont Lynden\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"10 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.sortlist.co.uk\\\/blog\\\/content-marketing-best-practices\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.sortlist.co.uk\\\/blog\\\/content-marketing-best-practices\\\/\"},\"author\":{\"name\":\"Tancr\u00e8de d'Aspremont Lynden\",\"@id\":\"https:\\\/\\\/www.sortlist.co.uk\\\/blog\\\/#\\\/schema\\\/person\\\/3a09cba0494828940c49b550349b464b\"},\"headline\":\"Content Marketing: Best Practices for Creating a Successful Content Plan\",\"datePublished\":\"2022-07-07T08:32:22+00:00\",\"dateModified\":\"2024-09-27T12:11:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.sortlist.co.uk\\\/blog\\\/content-marketing-best-practices\\\/\"},\"wordCount\":1975,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.sortlist.co.uk\\\/blog\\\/content-marketing-best-practices\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cdn.blog.production.sortlist.cloud\\\/wp-content\\\/uploads\\\/sites\\\/7\\\/2022\\\/07\\\/es-en-translations.png\",\"articleSection\":[\"Advertising &amp; 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