Useful content starts with a real question
A content plan should not begin with a quota of posts. It should begin with the decisions customers are trying to make.
Search questions, sales conversations, enquiries, objections and service details give us the strongest topics.
Where the content can live
Different formats do different jobs.
- Service pages for commercial searches
- Guides for questions that come before a purchase
- Social posts for reach and familiarity
- Case studies for proof of work
- Email content for existing contacts
- Landing pages for campaigns
One topic can support several channels
A useful guide can become a short social post, a sales answer and a link a staff member sends to a prospect. The substance comes first; the format changes.
Measure what happens after the view
Views and impressions help show reach. For commercial content, we also look at service-page visits, contact actions, enquiries and the quality of those enquiries.
