5 Steps To Creating a Content Pipeline (and Why You Need One)
It’s no secret that content marketing is an effective tactic to find, engage, and interact with customers online. The more content you put out there for your audience to consume, the more likely they are to remember you and your services when they’re planning their next trip. But before you start pushing out content without any rhyme or reason you need a plan; you need a content pipeline.
Steps To Creating a Killer Content Pipeline
Ask Your Current Audience
The people who know best what your customers want are your customers. Engage with your current audience; ask them what kind of content they’re enjoying or would enjoy in the future. Take a look at what your business has tried in the past and how your audience responded to it.
What’s the best way to reach your audience? Visual platforms perform best for travel brands, specifically Facebook, Instagram and YouTube. Though, you shouldn’t discount things like podcasts or twitter if you can spin a strategy that appeals to your target demographic. Hey, maybe your potential clientele consists of middle aged, working class men and women with long commutes who would appreciate an informative podcast about your business and area of operation. I don’t know; you do. Consider everything.
How often will you be publishing content? Be honest with yourself given your time and resources. You don’t want to commit to too much only to then disappoint your audience when you can’t follow through or keep up with an impractical publishing schedule. Specific platforms should have specific posting schedules. You shouldn’t be publishing blog posts at the rate you post to Instagram and vice versa.
Create the Content
With all this in mind, now it’s time for the fun part. The best and most efficient way to do this is to batch your content creation. When we were filming a recent campaign in Nova Scotia with Great Earth Expeditions we blocked a full day to film video content for their YouTube channel and social networks. This allows for a controlled environment. You determine who appears in your content, what they are wearing, what they’re doing and is just an all around better time than awkwardly asking your guests to do something on-camera for you.
Not every business owner is a photography, videography or writing pro. In fact, few are. It may be hard to accept that someone may be better suited to tell the story of your business than you or your team. It’s important to move past this fact and to realize that the content representing your business online needs to be of the best possible quality it can be to attract customers even if that means you’re not the one getting the shot or writing the copy.
A great way to both create content as well as promote that content is to employ social media influencers in your niche. Look for high engagement rate, not necessarily just a high follower count or readership. This shows that a particular influencer’s audience cares about what they have to say. Some will do the work for free, while some will require payment for their time and services. For best results in terms of low budget and high reach we recommend a social-first content strategy.
Once you’ve created your content it’s time to distribute it. You want to make sure your audience knows the publishing schedule. If you plan to release a video each Monday, your followers, viewers and readers across all your platforms should know this.
Save content as drafts and publish in line with your predetermined schedule. Just about every social network and website now has tools that allow this. If you’ve taken the time to batch the creation process and set publishing dates for that content then all you have to do is sit back and monitor it as it’s pushed out.
This is a constant rinse & repeat process. You should always be evaluating how each piece of individual content is received, how it fits into your overall brand and if its worth continuing. Failing to prepare a content pipeline leads to sporadic distribution, customer confusion and stress for your business. If you have any questions not covered in this post feel free to drop us a comment and of course, if you need help creating your content pipeline, be sure to get in touch with us; we’d love to help.