Do platform research.

Marketing platforms like social media, magazines, newspapers, TV shows and so on are where people get their information. First off, you need to analyse what your audience is reading and watching. Once you know that, you can create content to match your audience’s expectations. Be practical: if your ideal client doesn’t read magazines, don’t waste valuable time creating content for that platform.

Do analyse what your competitors are doing.

Competitor analysis is easy to do and the chances are, there’s loads you can learn from your larger competitors. If they’re using content in a particular space or writing about a specific topic, you might want to consider it too. And if you can do it better, their customers might take notice of you instead.

Do your keyword research.

Online keywords are important. They are the words and phrases that we type into a search engine when looking for something. There are plenty of beginner-friendly tools out there that you can use to do your keyword research (see the links below!). We’ve even put together a document to help you choose the keywords for your next blog post.

Bonus tip: use seasonal keywords. Is your audience looking for something around Christmas, spring or summer? Use specific keywords that will help your content be more relevant.

Don’t have too much of a perfectionist mindset.

We understand how important it is for you to get your content right. But having a perfectionist mindset can slow you down or stop you from posting content entirely. Instead, develop a consistent calendar so your audience can rely on you for information. Then, focus on getting it done!

Don’t assume that what has worked in the past will work again.

Content is constantly evolving, so it’s essential to stay on top of the latest trends as part of your content strategy. The good news is that it’s easy to keep up if you do the research. To help you out, we’ve linked some of our favourite resources below.

Don’t overstretch yourself.

The key to a great content calendar is consistency. This ensures you can build an audience that looks forward to engaging with your content. If you don’t have the resources to post consistently, help is out there! Reach out to a marketing or PR agency that can support you by creating content, or help you come up with new ideas.

Those are our quick tips on the how, what and when of all things content. If you have any specific questions, post them in the comments below and we’ll get back to you!