Create a flexible content plan

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 01, 2021, 5:00 PM UTC

A content plan documents the policies, resources, processes and task-related decisions necessary for executing the content marketing strategy.

Content marketers should break down their content plan into three focal areas: guidelines and governance, processes and tools, and team resources. But, they should design flexible content plans to adapt to shifting business priorities, audience preferences and emerging technological trends.

Guidelines should focus on editorial quality standards, preferred practices and guiding principles - including content tone, voice and style. The planning should also include defining and detaining tasks, workflow schedules, team collaboration and communication strategies, and identifying necessary tools and technology.

Companies should promote communication and collaboration within teams to increase efficiency. They should also develop a work environment that fosters creativity, minimises distraction and enables constructive feedback to increase productivity and reduces team churn rates.

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