You’ve set your goals. You’ve set your KPIs. You’ve yet to plan for victory….
When it comes to content, the early bird does catch the worm. As we know, being an early adopter on a trend really does help with SEO and establishing you as an authority on a particular topic. When it comes to annual content planning, there are very clear seasonal trends that will serve you well to plan in advance. For this reason, it’s best practice to map out these trendy topics that you want to cover throughout the year now. Firstly if you haven’t done so already, get your content calendar up and running. Use our Content Calendar blog post to get you started.
Seems like a big job? Our advice: break it down by month and quarter.
Here are our tips to get your content planning on the right track:
- Look at trends that happen seasonally and place hypothesis on trends that you want to capture in 2020. Map out softly when you want to write about these things and put these in your annual content calendar along with an approximate (or if you have solid ones, then go ahead and these in) titles for your articles.
Tip: plan out approximately how long you want these articles to be. The longer the article the more likely it will appear as a search result.
- Look at your back catalogue. Plan out when you can republish your old content and give yourself time to update ahead of time. Loosely add these into your content calendar also. Be prepared to go into each month with at least 5 articles you can republish that month. Even if you don’t use all of these, it will give you a safety net should you miss a new article publishing deadline. Check out our advice on reworking old content.
- At the beginning of each month revise your content calendar for the upcoming next month. Assess if there are any editorial gaps. If so, can you write compelling content to fit into these? If not, is there anything else you can reuse from your back catalogue?
- Set aside time at the beginning of each quarter to pressure test your publishing by assessing key themes within your planned content in Google Trends, rejigging the publishing schedule as needs be to give yourself as much of an opportunity to be an early adopter on a trend.Tip: Use this time to do your keyword research for the next 3 months of content too. Put these keywords you choose into your content calendar also so you’re prepared before you write the content.
Use the above tips in conjunction with analysing what content worked well last year and why? Look at the content themes, layout, structure, and tone – use your findings to better improve your content quality this year!
Go get em!