Being more successful with effective content planning

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Being more successful with effective content planning

Successful content marketing

Content marketing is a technique in which marketers address their target groups with helpful, entertaining and advice-giving content. Successful content marketing addresses the target group, which has been specifically defined in advance, with high-quality focus topics tailored to them. For this, the goals of content marketing should first be clearly defined, e. g. more sales, higher awareness, improved brand image.

For planning purposes, it makes sense to create an editorial plan that defines the content in the long term. All the topics with which you want to achieve your goals are entered there – a task that is not always easy and where the one or other gap is unavoidable. How can these gaps be filled and a lot of interesting content be created? The following strategies will help you create a comprehensive editorial plan:


Larger, comprehensive basic articles on a topic, so-called cornerstones, can be used to derive smaller, specialized articles from them. In this way, individual aspects can be dealt with in more detail in satellite articles. Breaking up existing topics for new content is also ideal for setting internal links (ranking upgrade in Google!).

Content stacking

Content stacking can also be used to generate new content for your editorial plan (core topic and further sub-topics). If there is not yet a cornerstone article on your topic, you can create a content stack directly with SEO analyses. Use SEO tools to research the relevant keywords for your main topic free of charge and get inspired for further keyword ideas there. Examples for social media marketing are the related keywords content optimization for social media, tips for social media postings and social media image sizes.

Change of perspective

Looking at a topic from a different angle is another method to create new content. This is because every topic can be viewed differently: Instead of “Tips for successful content marketing”, it could then be called “Content marketing: these beginner mistakes you should avoid”, for example. A change of perspective is suitable for almost any topic – be creative!

Content curation

Another way to fill gaps in your editorial plan is to link to third-party content. This is especially useful on social media channels! Important for content curation: Check the quality of third-party contributions in advance and comment on them if you like them!

Competition Check

The topics of your editorial plan should generate traffic on your website/blog, take current trends into account and generate new leads. Look around at your competitors and check what they do: What topics are they playing on Facebook, Twitter or Instagram, for example? And how do you reach your target groups? With social media monitoring tools or social listening, you can analyze your competitors’ content automatically.

Being inspired is allowed, but copying is an absolute no-go! If you have found interesting topics, you can possibly expand on them with professional know-how or implement them in another format (video, podcast)!


Optimize existing articles that are well received by your target groups. Here the formula for success is: Class instead of mass! Since there is already too much content and it is becoming increasingly difficult to position yourself with unique content, you can also work with reposts: In addition to the content plan, create a plan for reposts. To do this, select content from your blog/website that has been particularly successful (clicks, impressions and position in Google search results). Analyze existing content and optimize it if necessary – unless you want to tackle a completely new topic.



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