In this episode, we review the three steps to take before launching a blog, vlog, or podcast. These planning and preparation tasks will set you up for content marketing success!
RESOURCES MENTIONED IN THIS EPISODE:
Meghan’s Free Content Strategy from Scratch Workbook
Introduction
[Meghan] Today’s topic is a follow up to episode #32 where we talked about how to choose a blog, vlog or podcast as your main content asset. That episode has been very popular. So, today we’re talking about what to do before launching your blog, vlog or podcast.
After you’ve decided which format is right for you, you may think that the next step is to create content.
But, often it’s the planning that guides your work, optimizes your productivity, and sets you up for success. So jumping right into content creation can bite you in the butt.
[Theresa] That’s true. You’ve been told to take action and take risks. “The early bird gets the worm” and all that. But they never talk about all the prep work and planning the early bird does! You hear mostly about the glory of achieving a goal more so than planning it.
So, before launching your blog, vlog or podcast, it’s time to do some advance planning to make your content marketing sustainable and more effective.
“Sustainable” means that you’ll be able to consistently keep up with your blog, vlog, or podcast. And “more effective” means that what you’re doing actually supports your business. After all, content marketing is meant to generate more leads and sales!
[Meghan] So, what things are you going to do first after you’ve settled on a content format?
1) Determine a Content Strategy
[Meghan] The very first step is to create a content strategy.
I can already hear you groaning and moaning! You’re sick of us saying that!
But you’ve got to sort out some really super critical details before creating any content.
And that’s where the content strategy comes in. It identifies things like:
- Target market/audience/avatar
- Content themes and topics
- SMART business goals for the content (aka the things you plan to accomplish)
All of these things matter to your content creation, so you need to think about them first.
Content strategy does three important things:
a) Confirms that you’re on the right path.
For example, through the strategy process, you could discover that the format you chose isn’t right for your business. Or, you could discover that you need to modify the target audience.
Figuring out the basics at the onset saves you from wasting time. It’s better to switch gears early rather than after you’ve created content or launched.
b) Helps you decide what content to create, for whom and why you’re creating it.
This is all about the what, the who, and the why.
Believe it or not, knowing these details helps you produce more effective content that attracts targeted leads and supports your business goals.
c) Makes you analyze the competition to know what you’re up against.
This step influences your choices and the content direction you take. Performing competitor analysis provides insight into your own marketing.
Think about it this way…
[Theresa] Let’s use an analogy. You’re not going to go on a vacation to Italy without mapping out your plans, right?
First you’re going to figure out your flights or how you’re going to get to Italy. Then, you’ll determine what you’re going to do once you get there. Next, you determine what you need to pack. There’s preparation involved!
It’s not like you invest all of this time and money into your big trip and just show up in Italy. You research and prepare first. And that’s what a strategy does. It guides your way and gives you direction so that you reach your destination and goals.
If you get to creating content before strategy, you could:
1) waste a lot of time
2) attract the wrong audience, or
3) set yourself up for failure from the get-go.
[Meghan] Exactly!
If you don’t have a clue about how to get started with content strategy, be sure to download my free “Content Strategy from Scratch” workbook. This workbook has examples, fill in the blanks, and multiple choice options to make this process as easy as possible for you.
I’ve included optional videos to guide you through the workbook.
2) Plan Ahead with a Content Calendar
[Theresa] So what’s next after your strategy is done? Is it time to plan ahead and map out your content with a calendar. We’ve talked about this repeatedly as well. But, stick with us!
You know how I just mentioned planning a trip to Italy?
Well, this is when you decide where to visit and what to do once you get there. You don’t wait to get to Italy and wing it. You plan your days and evenings. Again, it’s about preparation.
[Meghan] I love this analogy! It’s making me want to take a trip, you know?! Especially after a year of being locked down!
Anyway, we’ve already talked about what a content calendar is and the benefits of using one. So, go back and listen to that episode if you need to. But, the idea is to plan a few months of your weekly or daily content topics and put them into a calendar.
This makes creating the content much faster and more manageable. You know what to put on your schedule. You can plan better. And, you can support your marketing campaigns better.
The calendar even makes your content more effective since you’re more thoughtful and strategic about your topics versus just winging it at the last minute.
[Theresa] Planning your content in a calendar makes a big difference. We do this for the podcast, and I’ve done this for my blog.
The content calendar is a tool to optimize your time and plan ahead. It keeps you consistent and supports carrying out your strategy.
To keep up with your content production, you’ll need to plan and prepare your topics before the due dates. Creating content at the last minute is not ideal and sometimes it’s not possible.
Quality content takes time and planning!
3) Prepare a Month of Content in Advance
[Meghan] And that leads us nicely to step number three. Before launching a blog, vlog, or podcast, use your calendar from the previous step to prepare a month of content in advance.
This is content planning on steroids. And believe me you’ll be so happy that you’ve done this step!
[Theresa] Yeah, at first it sounds extreme. But life happens. Things in business take unexpected turns.
Having content done in advance is like an insurance policy. You worry less and maximize your marketing productivity. This step makes it possible to get ahead instead of falling behind. And that’s an awesome feeling!
[Meghan] Creating a month of content in advance improves the quality of your content. There’s time to research, edit, and produce a superior end product as you get ahead of the curve.
And, creating content before you launch gives you a chance to work in the weeds. You see what it takes to produce and manage your content. You figure out all the moving parts.
There’s a lot to content production. You need to know how much time the tasks will take and what’s involved.
Working in the weeds gives you the opportunity to develop a process and systems that support your time and productivity—BEFORE getting into the ongoing commitment that a blog, vlog, and podcast require.
[Theresa] You know I’m a big fan of systems! They make it possible to sustain your business and your sanity. And, systems make it easier to outsource.
We work on the podcast at least a month in advance.
Having the content done in advance has allowed us to manage through hard times. We could stay consistent with publishing episodes amid the crises. And, that’s another reason we’re big proponents of creating the content a month out.
Getting ahead of your content production is something you won’t regret.
[Meghan] Having content done before it’s due has been a huge lifesaver!
[Theresa] Absolutely! By the way, if you’re doing a live vlog or podcast, you can still prepare by outlining a month of content in advance.
These Three Steps Before Launching a Blog, Vlog, or Podcast Really Do Work
Meghan did these steps with me for my blog before I launched it. She created a strategy and a calendar. Then we worked at least three weeks ahead with the blog content.
Working ahead meant I was more consistent and less overwhelmed by content marketing. The process we covered today is a great example of marketing productivity.
The point is: we do this, I’ve done this, and Meghan has done this for clients and for herself. It works. These steps improve your marketing and how you implement it.
[Meghan] Planning ahead supports your health, productivity, and ability to meet deadlines and goals.
It also makes your marketing more effective, more productive. And, in general, that improves your results.
[Theresa] So, hopefully we’ve convinced you to do these three steps before launching your blog, vlog, or podcast.
Even if you’ve already launched, it’s not too late! You can still go through these steps, especially if you’re not satisfied with how your content is performing.
[Meghan] It’s never too late to assess and revise your marketing!
By the way, don’t forget to download the Content Strategy from Scratch workbook while it’s available.
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