Building a house requires a plan. Not just any plan, a blueprint. The blueprint is tricky because it is two-dimensional. Unlike written pages one doesn’t know how to start reading the information. Yet, to the skilled eye the drawing reveals how the building should be constructed, its size, what materials to use, and the location of features.
A builder easily sees that a blueprint consists of different views. Looking downward it’s called a plan; looking sideways it’s an elevation. A view that cuts through an object is a section. A properly executed blueprint results in a well functioning house. When creating content for your company anticipate a body of work, not just pieces. Know that people will interpret what you create from different viewpoints. Customize your content to address your particular audience. Know how to measure content effectiveness.
The content plan is directed to those who need to see the big picture, usually CEOs and top management. It shows how well integrated your content strategy is or should be, how it will be implemented, what resources will be needed, where content will appear and why. Here you’re offering fresh air from windows nobody knew opened.
Your audience sees the side view directly in website copy, blog posts, newsletters or white papers. The purpose of your content is not to sell. Straightforward business objectives are cushioned with an angle that appeals to the audience. A roof does not become a roof until you fit the material to a particular house. When a website visitor finds an answer to a question, asks a question, or smiles at the clever way you convey information the content fits.
You may have lots of content but is it working for you? This insider view offers marketers and content writers a trail of data that shows what’s working and what’s not based on your goals. Like a fireplace, content can add ambience but must function well when needed. Get the most from your content by interpreting your data. Explore platforms, topics, and delivery methods. Know where and how your content works best.
Just curious, is your content development guided by an overall theme or by specific themes for each campaign?