• David Johnson

Is your content ready for 2019?

Updated: Jan 8, 2019

We’re just days away from saying goodbye to 2018 and ringing in the new year. Does your organization have a content strategy for 2019?

According to a Marketing Profs and Content Marketing Institute’s study, the majority of the businesses surveyed stated that they don’t have a written content strategy.

It’s crazy to think that many businesses or organizations simply publish content for the sake of doing it. They lack a clear strategy or purpose for their communication.

I ‘ve experienced this firsthand. I once worked for an organization that didn’t have a strategy when it came to publishing content. It churned out blogs, posts and tweets because that’s what it believed it was supposed to do.

So, instead of being that organization that publishes content for the sake of publishing content, why not turn over a new leaf in 2019?

Here are three tips to help you publish your content smartly in the new year.

Step 1: Set your objectives and goals

Before you start charting your course for 2019, ask yourself the following:

  • Why am I publishing this content?

  • Who do I want to reach?

  • What will I publish?

  • Who will create and manage the content?

  • When will I engage in conversation?

  • How will I carry out the content strategy?

The answer to the above questions will help you develop your objectives and goals.

It’s also important that you know what your organization’s mission, objectives, and goals are before you start.

Your content strategy should not be its own island, isolated from the overall strategy or “big


To help you determine the right objectives and goals for your content, I recommend you start by listening to the conversations that are occurring about your organization.

Listening will help you understand what your audiences or consumers are interested in learning or talking about, and this will help you determine the right objectives and goals for your content.

Two bits of advice about developing your objectives and goals.

First, don’t overdo it. I’ve seen organizations have an extensive list of objectives and goals and as a result, their focus is scattered.

Second, be careful not to set your goals too high. It’s unrealistic to expect to hit a homerun just after you’ve published a few blogs.

Step 2: Create an editorial calendar

This step always seems to be a stumbling block. However, think of your editorial calendar as a template or roadmap for the entire year.

This step requires you to look ahead 12 months and decide when and where to engage.

I always start with the holidays. Plug them in and determine which ones you can leverage.

After you input the holidays, start listing your planned events or activities for the year.

Don’t let yourself get bogged down. You can always change and adjust. It’s also okay if you have some open or free space in the calendar.

Remember the point I made earlier about being aligned with your organization’s mission and goals, don’t forget it at this step.

It’s also important that you don’t get lured into plugging in your tactics.

What we want to accomplish at this step is to gain situational awareness of what the landscape is going to look like in 2019.

Fran Mater and Ray Artigue, authors of Public Relations Campaigns and Techniques in the 21st Century, couldn’t have said it any better.

“The biggest mistake practitioners and their clients or employers make is to plunge into tactical activities without a guiding strategy.”

Another plus with having an editorial roadmap is that it will hopefully force you to be consistent with your publishing.

Consistency is important because the community you’ve created will visit your website or blog less often if you’re not providing information they want or find interesting.

Step 3: It’s all about the content

Content is still King!

Quality content drives everything, so you want to ensure you’re not publishing content for the sake of publishing.

The first thing you must accept is that good content is not about you.

It’s about the people you engage. It’s your audience, followers, customers, and prospects.

Good content also starts with listening.

If you want to connect and collaborate, you’ve got to know what gets people excited.

What makes your followers want to read, comment, and share your blog or post?

I like to remind organizations to focus their content on the audience and less on their brand.

Avoid bombarding them with propaganda, publicity, and hype. Your content should be inspiring. You want readers to keep coming back, not run away.

According to Brian Solis, award-winning author and prominent blogger/writer,

“Go where your customers are and not where they aren’t. Give them something to read. Give them something to share. Give them reasons to respond.”

Bottom line give them great content.

These are just three simple tips to help you plan and organize your content for 2019. Having a strategy is one piece of the larger pie, but it’s the only way to go if you want to see your content produce results.

What tips do you have for developing a content strategy for 2019?


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