Content Planning

How I do It

Content Planning Basics

To start, I do a comprehensive background check on the business. This includes target audience, creating SMART goals, finding a content strategy, and identifying KPIs, as well as how to measure the KPIs. Finally, once all the information is acquired, a content calendar can be made.

Below is an example of how I did this for Musee LTD.

Target Audience

  1. Demographics:
    • Homeowners 
    • People aged 35-65+
    • Interior designers
    • Antique collectors
    • Art collectors
    • Upper-middle-class to upper-class individuals/families
    • Majority women
    • Pet owners
    • Families with younger kids
  2. Geographics:
    • River Oaks, Houston, TX
    • Memorial, Houston, TX
    • The Heights, Houston, TX
    • Beaumont, TX
  3. Psychographics:
    • People who have an appreciation for luxury decor, cultural history, art, and value high-quality items
  4. Behavioral Traits:
    • These people can be very nostalgic. They love the history of the items they buy, and they are willing to pay the price for it. They also typically love patterns and interesting designs, as well as historic 
    • Likely to purchase home decor items that are long-lasting and high quality, with a focus on those who prefer hand-crafted, culturally significant pieces. Likely to have a sense of nostalgia or a keen interest in art, history, and cultural diversity.

SMART Goals

  1. Increase Foot Traffic to the Physical Store by 10%
    • Specific: Increase the number of customers visiting the brick-and-mortar store.
    • Measurable: A 10% increase in foot traffic over the next 3 months.
    • Achievable: Through local promotions, partnerships with interior designers, and community events. Getting these connections is essential to growth as it spreads word of mouth and increases the number of people in the store. Having sales, events, and reaching out to influencers.
    • Relevant: Increased foot traffic will lead to more in-store sales and brand awareness.
    • Time-bound: Achieve this goal within the next three months.
  2. Increase Social Media Followers by 20%
    • Specific: Grow the number of followers on Instagram and Facebook.
    • Measurable: Increase Instagram and Facebook followers by 20% within three months.
    • Achievable: Use high-quality visuals, collaborations with influencers, and engaging content like behind-the-scenes and customer testimonials.
    • Relevant: More followers can lead to higher brand awareness, more website traffic, and potential sales.
    • Time-bound: Achieve this goal within the next three months.

Content Strategy

  1. Themes:
    • The art of rug craftsmanship and the history of oriental rugs
  2. Brand Essence:
    • History, art, floor coverings, and luxury
  3. Content Types:
    • Infographics
    • Reels/Videos
    • Stories
    • Newsletters and Blog Posts
  4. Content Distribution Channels:
    • Website
    • Social Media
      • Instagram, Facebook, Pinterest, Tiktok, Youtube
    • Email newsletters
    • Partnerships with interior designers and real estate agents

KPIs and Adjustment

  1. KPIs:
    • Website Statistics: traffic, conversions, and bounce rates
      • Using Google Analytics
    • Social Media: Engagement on posts and followers
      • Using Metricol
    • Email/Blog: Click-through rates, conversions, views,
      • Using Metricol
    • Sales: Growth of sales while content is being put out
  2. Analysis and Adjustment of Strategies
    1. Weekly reviews of KPIs
    2. Seeing which type of content gets the most engagement or influence for people to purchase, and doing more of that content
      1. Especially with paid promotion

Persona Creation

This may be one of the most important parts of content planning.

Paige

42-year-old female

Paige has had time to build up wealth and become interested in getting rid of all the Ikea furniture and buying high-quality home decor.

Upper Class Homeowner in River Oaks, Houston

Paige’s husband works for a prominent oil company in Houston and makes a good household salary.

Mother

She is the mother of an 8 and a 6-year-old.

Pet Owner

She has two dogs and a cat who have accidents on their nice rugs.

Interior Designer

Paige loves home design and style, and she appreciates decorating and upkeep on her own home.

Loves Nostalgia

Paige loves looking at things and being reminded of old times. Because of this, she loves antiques and things that will outlive her.

Results

The results were a three-month content plan with posts twice a week and plans for content on multiple platforms.

Below are the results:

March Content Calendar – Musee LTD
April Content Calendar – Musee LTD
May Content Calendar – Musee LTD

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