When it comes to content marketing, failing to plan is planning to fail. Why do some marketers struggle with content planning? It isn’t easy nor is it always properly valued. Sometimes, content planning gets overlooked.

Today’s guest is Vassilena Valchanova, a digital strategist, trainer, speaker, and blogger. She talks about why it is important to plan content consistently with a repeatable and effective framework by sharing her blueprint for content planning.

 

Some of the highlights of the show include:

• Content Planning: Focus on the right things and follow a predefined structure
• Pros: Goal is to promote products and give people helpful information
• Cons: Without a clear process for planning content, promotional content fills gap
• Out of Necessity: Why Vissilena created content marketing blueprint/framework
• Purpose: Blueprint is a strategy document that helps with daily content planning
• Process: How Vissilena’s content blueprint strategy works from start to finish
• How to create your own content planning blueprint/framework for your company
• Compare/Contrast: Plan different content pieces across different channels

 

Links:

• Vassilena Valchanova
• Content Marketing Blueprint: a Building Block for Content Excellence [Content Marketing Plan Template]
• Andy Crestodina of Orbit Media Studios
• Animalz
• Wes Anderson
• Ben Sailer on LinkedIn
• CoSchedule

 

Quotes from  Vassilena Valchanova:

“We don't spend enough time properly planning out what messages we’ll be sharing, what different types of content we’ll be promoting, and how we engage our audience in different channels and in different formats.”

“We start creating content that pretty much feels and looks the same because we're trying to push something out quicker and will go for just an image with a standardized template design rather than focusing on really creating something unique at that point.”

“What the content blueprint does is allow you to document that strategy in an easy-to-use format. ”

“The four different segments will be the mission statement, setting up the goals, channel plan, and topic plans.”