At WordCamp Rotterdam 2019, Yvette shared how she approaches content planning.
Common mistakes in content planning
Entrepreneurs and content creators often make one or more of these mistakes:
- They don’t plan their content at all.
- They don’t plan their content specifically for their ideal client.
- In their content planning, they don’t make sure that the content ties into the right phase in the buyers’ journey.
According to Yvette, this buyers journey is no linear process, and therefore shouldn’t be modeled like that. She introduced an alternative model: Circles of Trust. When you plan content based on this model, you focus on your best customers first. When you give this group a head start with your best content, you can then reuse parts of this proven content. That way, you’ll also help other clients, leads, and visitors a step further. And they’ll get to know, like and trust you, too..
Yvette then introduced the Content Matrix method she developed. This allows you to map out content for each of your areas of expertise, and for each of your leads’ or customers’ stages of awareness.