Make a plan, stick to it

When to post is important, and how often to post is also important, but what to post is the most important thing and is frequently overlooked. There are topics that you should be writing about and others that you shouldn’t.

You want to be seen as an expert in your area or you want your brand to be perceived as the epitome of quality and great service. Then you have to talk like an expert or say the things that such a brand would say.

There are some topics that are essential to what you do for a living. If you make cars, for example, you should know everything about engines, seats, and gearboxes. Those are your topics.

Make a list of those topics or a list of the characteristics your brand should have to be seen as the best in its sector. Depending on what you do, that list is going to include very different things.

You’re going to post about your topics two or three times a week – or as frequently as it is recommended for the platform that you are using -, but you are doing it according to a plan.

Make a calendar of when to post about which topic on which platform, with pictures and everything. That’s your plan and you should have enough content for a week or two.

That’s why brands shouldn’t just jump on the next trend. You have to think about what that post will say about you as a brand. If it is something that works for you, go ahead, but it’s something you shouldn’t do most of the time.

Having a content plan also improves your SEO rankings. Remember search engines crawl websites looking for certain factors that define the order in which they will appear on the search results page.

If you frequently post about certain subjects and somebody performs a search about them, the search engines already know that your website has the answers to such questions and they will include you in their results.

As conclusion, having a content plan is essential when positioning yourself or your brand as an expert. It also helps you create content more easily and it increases your SEO rankings. You just have to stick to it.