A content plan (or content marketing plan) is the way you plan on creating digital marketing assets for a larger content strategy and framework. It takes the wider concepts of your content plan and focuses them on specific tactics and actions you can take to turn concepts into reality.
Every content plan is different. It should take into account existing marketing vision, current goals, and whatever digital content trends are popular at the moment. If you’re trying to come up with a content plan for 2024, you’ve come to the right place.
Let’s break down how to develop a killer content marketing strategy. We’ll look at what kind of content to create, review what is trending, and consider a 10,000-foot overview of how to pull together an effective content plan this year.
Every year has its own content marketing trends. As artificial intelligence comes to play an increasingly outsized role in the content world, marketers can plan for another dramatic shift in the kind of content they’re creating moving forward.
Over the next year, the biggest trend is going to be a shift away from generic content. As AI provides more answers without the need to leave SERPs, basic “101” pages will become irrelevant.
Instead, content creation trends will focus on two things: being helpful and educating audiences.
The former includes genuine thought-leader pieces and unique industry opinions. The latter relates to things like “how to” articles and self-help infographics and videos.
Speaking of videos, moving pictures also seem likely to remain in vogue in 2024, as well. The enduring entertainment and engaging aspect of videos of all forms remains a powerful way for marketers to get their messages out to the world.
Demand Gen Report adds that interactivity is also on tap. Demos, quizzes, industry-specific calculators, and even simple click-through embedded links remain important priorities in 2024.
Okay, so helpful and educational content, videos, and interactive assets are all important types of content right now. But what are the actual marketing trends of 2024 that are driving these needs?
We have already touched on the biggest one. AI really is the trend that is behind most content creation right now. Content creators everywhere are looking for ways to utilize AI with their content.
Google’s AI-powered Search Generative Experience (SGE) — which the company intends to complete testing just in time for 2024 — will also be a big factor throughout the year. Learning how to rank in search results and make the most of potentially throttled click-through traffic will be a defining challenge of the next twelve months.
Google’s Helpful Content System is also going to factor heavily into the coming year. As AI puts pressure on content creators to clean up their content, Google’s automated content rating system will aid in deciding what content is “helpful” and what content, well …isn’t. The tech giant updates this system from time to time, and savvy marketers will be following those changes closely as they seek to use the information to improve their organic marketing strategies.
Considering the content types and trends above, how should you build a content plan for the year? Here is a quick overview that you can use as a content plan template or a content roadmap to help you get started.
This is a 10,000-foot view perspective of your content marketing that holistically considers things like your organization’s vision, mission, and values, as well as your marketing goals, plans, and tactics. Use it as a reference point to start the more detailed content creation process.
These should align with your larger content marketing strategy, keeping long-term goals in mind as you seek short-term gains in the next twelve months.
Your content plan is where the rubber hits the road. Remember, there are many forms of digital marketing, from search engine optimization to influencer marketing. What are the marketing strategy components you need to promote your brand effectively right now?
Should you create a pillar page and supporting topic clusters on your company blog to educate your target audience? Is it time to embrace more interactive content, such as user-generated content, quizzes, or demos? Should you finally invest in the equipment to create proper video content? This is where you make the detailed decisions.
A year is a long time to create content. From social media to blog posts, guest posts to email campaigns, you want to structure how you release all of your content. A content calendar can help you spread out your efforts and allow them to build on each other over time.
You may love your content plan heading into the year. But you can’t be certain it will align with actual trends or search engine changes as you go along. Take the time every few months to assess if your content is doing well and gather feedback on the user experience of your audience, as well. Iterate and optimize to ensure your content is performing how you want it.
Content marketing strategies give you a reason and focus for your content marketing. But you need a solid content plan to put those concepts into action. If you don’t have a content marketing strategy (or framework, for that matter) already in place, you can work with a content marketing agency to help you build one.
In 2024, your content marketing plan should focus on a few key things. AI is in the spotlight. Helpful content is a necessity. Video is effective. Interactive content is encouraged.
If you can factor these elements into a thoughtful and fleshed-out content plan, you can enter the new year with confidence, knowing you’re making the most out of the ever-evolving world of digital marketing.
