{"id":11593,"date":"2019-10-19T08:03:11","date_gmt":"2019-10-19T08:03:11","guid":{"rendered":"http:\/\/visakanv.com\/marketing\/?p=11593"},"modified":"2019-11-28T12:50:08","modified_gmt":"2019-11-28T12:50:08","slug":"content-plan","status":"publish","type":"post","link":"https:\/\/visakanv.com\/marketing\/content-plan\/","title":{"rendered":"\ud83d\udcdd How to plan content on a monthly basis?"},"content":{"rendered":"\n

The following is based on a Q&A session I did at Saleswhale<\/a>.<\/em><\/p>\n\n\n\n

How do ya\u2019ll plan what to write on a monthly basis?<\/em><\/strong><\/p>\n\n\n\n

Good question. Early on it was super unscientific. My first blogpost was like \u201chow sharing makes us smarter\u201d \u2013 there\u2019s this whole funnel approach to thinking about this sort of thing. Eg ReferralCandy is a referral program product. And there are people who want a referral program for themselves \u2013 they\u2019ve seen referral programs themselves in the wild, \u201cget a referral program\u201d is on their action item todo list. Those folks, we can get them quite easily just by having a good product, a good website.<\/p>\n\n\n\n

Then there\u2019s this larger group of people who don\u2019t even know that they want a referral program \u2013 so we have to educate them. But nobody types into google \u201cteach me about referral programs\u201d \u2013 you\u2019re not going to get taught about a thing you don\u2019t know about. So you have to figure out what are things that people already care about that are kind of adjacent to what you care about \u2013 we try to figure out what the interest groups are, content topics are.<\/p>\n\n\n\n

We decided to frame it in terms of word of mouth. People who are interested in word of mouth elsewhere \u2013 we would do blogposts analysing other companies\u2019 marketing strategies. Commence stores \u2013 think of an commerce brand like bonobos \u2013 they make pants. So imagine you\u2019re another ecommerce brand \u2013 making shorts. And you recognise bonobos, and you want to learn from bonobos. And in that blogpost discussing bonobos, we also talk about referral programs.<\/p>\n\n\n\n

If you\u2019re not convinced word of mouth is important, we\u2019ll convince you that word of mouth is important.<\/p>\n\n\n\n

examples of guerrilla marketing. Or how \u201cX book\u201d talks about marketing.<\/p>\n\n\n\n

A thing I learned about a year in that I wish I learned earlier. It\u2019s easy to forget when you\u2019re a writer that readers have some set of things that they already care about \u2013 so instead of coming up with something from scratch that they might not don\u2019t care about, you have to go after than with something that they care about, and then lead them from there to what you care about. And the connection has to be genuine, you can\u2019t just be like, \u201ccelebrity -> AI chatbot\u201d. And of course you\u2019ll lose people along the way. And off course there\u2019s a drop-off.<\/p>\n\n\n\n

That post has authority in google\u2019s eyes -> link to a blogpost about Starbucks\u2019s marketing strategy -> word of mouth -> referral program. So it\u2019s about figuring out all the roads that lead to what you\u2019re trying to sell.<\/p>\n\n\n\n

Figuring that out was like the first 2.5 years of my career \u2013 and it\u2019s an ongoing thing.<\/p>\n\n\n\n

Initially we had about 3-4 in-house writers \u2013 eventually we found that once you\u2019ve articulated your marketing strategy very well, you don\u2019t really need a lot of in-house writers \u2013 when they left it didn\u2019t make sense to hire new in-house writers vs hiring engineers, product people, etc.<\/p>\n\n\n\n

So we had freelance writer -> one in-house writer, more writers -> smaller again -> freelancers. But now you know what to tell the freelance writers what to write, very specific instructions that fit your branding. All these pieces are aligned with what people come to expect.<\/p>\n","protected":false},"excerpt":{"rendered":"

The following is based on a Q&A session I did at Saleswhale. How do ya\u2019ll plan what to write on…<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[36],"tags":[],"class_list":["post-11593","post","type-post","status-publish","format-standard","hentry","category-howto"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p5wrnV-30Z","_links":{"self":[{"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/posts\/11593","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/comments?post=11593"}],"version-history":[{"count":4,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/posts\/11593\/revisions"}],"predecessor-version":[{"id":11659,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/posts\/11593\/revisions\/11659"}],"wp:attachment":[{"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/media?parent=11593"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/categories?post=11593"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visakanv.com\/marketing\/wp-json\/wp\/v2\/tags?post=11593"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}