Regardless of whether it is about content for a blog, guide, or social media, its quality and relevance for the users is of great importance. Because only if it is of interest to the target group, will it be read and ideally distributed by them on the Internet. In order to find relevant content and publish it as a contribution at the right time, an editorial plan is a great help.
How do you find content ideas and define topics?
First, consider the status quo: Has little or no content been published on the company blog, in the advisory, or in the social media channels? Then all topics should first be included in the editorial plan that deals with the company, its products, and services.
In this way, it is possible to communicate skills and USPs about the content and prove yourself an expert in your field. The editorial plan should continue to include topics that interest the target group. possible research sources are forums, comments on your own social media pages, or on those of the competition, and product reviews. Problems and questions can be found there, which are essential for the user.
If the blog, guide, or social media channels already contain a lot of posts, the search for suitable content is a little more difficult. In this case, current topics are recommended. This allows content to be played that is currently in the interests of the user. This recommendation should be taken into account in the editorial plan for social media or content marketing. In particular, current topics are easy to spread, there is great interest, and the community likes to discuss them.
Idea generation using tools
When looking for possible content for the editorial plan, various tools are a great help.
With the help of Search One, AnswerThePublic, and other W-question tools, questions can be determined which the target group has. You can use these as topics for your editorial plan and treat them when creating the content. Alternatively, you can see them as part of your topic. In this way, you have possible content for a post and a direct structure specification.
Normally they all work in the same way: you enter your main keyword in the corresponding field and get a list of results after one click. This usually contains both important questions and longtail keywords.
At AnswerThePublic, these are clearly structured according to question pronouns, articles, and prepositions. You can also look at the identified keywords and questions in alphabetical order. This way, you can easily get an overview of the result.
With Google’s own tool, you can research current or current topics or that will become current at a certain point in time. It also shows the interest over time. In this way, you can recognize when you should play content on your blog, guide, or in social media or when you should start your content marketing campaign.
Procedure for creating an editorial plan
1. Keyword analysis for the individual topics: In addition to addressing user interest, the aim of every content creation is also a good ranking in the search results. In order to achieve this, meaningful keywords should be found for the topics, which in addition to the focus keywords, also include longtail and WDF * IDF keywords.
2. Creating an Excel sheet: An Excel table is advantageous to keep track of the researched content. In this, you can record various aspects such as:
- Time of publication, for example, month or a specific date
- Content-type such as advice, blog post, Facebook post, etc.
- Keyword function: focus keyword, secondary keywords, W-question keyword
- Content: Brief overview
- Internal linking options
3. Prioritizing the content: By researching keywords on the various topics, these can be sorted based on their importance. To do this, you use the search volume of the focus keywords: the higher this is, the greater the topic’s priority. Because of the high search volume, it can be assumed that users are also very interested in posts that revolve around these keywords.
4. Set up monitoring for the content: If you monitor the topics or keywords being played, you can check their ranking and other KPIs. So you can see how successful these are and improve the content if necessary.
Creating an editorial plan is an important step in developing and planning a long-term, sustainable content strategy. It provides an overview of relevant and promising topics and supports you in bringing new content online regularly and, above all, at the right time.
Another advantage is that all information is already available for texting the topics. This simplifies the briefing for both the in-house editorial team and external editors and, last but not least, creating high-quality content.