So you’ve spent hours planning out your content over the next six months… What you’ll publish, when and through which channels. Job done – or is it?
While it’s tempting to treat content plans as tick-boxes – something you produce every month or three and then execute – in reality your content plan should be considered as a living document, something you consistently monitor, adjust and update in response to events in your business and in the world.
I don’t mean you need to do this on a daily or even weekly basis. But you should be reviewing your content plan every time a significant change occurs in your business, your sector or the world.
Here’s a few reasons why:
- You’ll see opportunities to share your expertise that you didn’t previously
- You’ll be able to respond to events that affect your business and your customers
- You’ll be able to take advantage of opportunities to share your insights
- You’ll be able to broaden your reach by tapping into new audiences
First you can plan out some of these ‘reactions’ in advance, and have a framework, ready to produce content responsively. For example:
- A new competitor launches a PR campaign
- A new piece of legislation is approved
- A competitor makes a high-profile acquisition
- A competitor makes a high-profile exit
- A scandal breaks in your sector
- A scandal breaks in a sector that your business intersects with
Second, you can craft custom content in response to something unexpected and fit it into your content plan.
If you do want to want to make sure your content is simpatico with current events, you must make sure you attack this vital question: how will your audience perceive the topic?
Adapting your content plan to events is not simply about publishing on a topic after events have happened.
It is knowing how your audience is going to perceive the event, and planning to publish your material in a way that is going to ensure the audience understands why you are engaging on or explaining this event and why it is important to them.
If you can successfully convince your audience of the “why,” and appeal to the “why” of the event, then you will have successfully communicated and engaged your audience.
Do this and you’ll never be caught flat-footed when something unexpected changes.
And always remember to check your current content in light of events – you wouldn’t want to be caught publishing something that seemed innocuous, but takes on a negative perspective due to the events of the day.
This article was largely written by AI with some human editing.
Try using an AI for your content at www.SimpleMarketing.AI – we even suggest images for you!