Content structure
Before we dive into content creation, it’s crucial to define a clear content structure. This helps avoid unnecessary complications, saves time and resources, and gives us a better understanding of how everything will work together.
In my experience, poor planning often leads to duplicate efforts, wasted time, and overspending. To prevent this, content should be strategically organised according to the types we regularly work with. The most common formats include:
- Articles
- News
- Newsletters
- Videos
- Podcasts
- Surveys
- Presentations/Slides
- Downloadables
- Comments
- Social media posts
These content types can also evolve into sponsored content, so it’s important to consider that in our planning. However, advertorials and direct advertisements are not included here.
In addition, we also have typical website content, such as:
- Home page
- Section/Category pages
- Listing pages
- Search results
- Landing pages
Coordination between departments
Before content creation begins, it’s essential for the Editorial and Digital Marketing teams to collaborate. Proper planning can maximise the impact and reach of each piece of content.
This coordination affects more than just the theme or length of the content. It involves understanding how ready the reader is to consume the material, and what action we want them to take after doing so.
Practical example: Timing and format
Imagine we create an article about the best spots in Palma de Mallorca to enjoy a Negroni. It wouldn't make much sense to send the full article in a morning newsletter, as engagement is likely to be low.
