A website content plan sets out what a business should work on first. But when priorities change, the order of that work should change too. Anything from a new business goal to new search data could push another project to the top. Here’s why revising a content plan and editorial calendar is a normal part of keeping both useful. Backed by more than 15 years of digital marketing experience from our Managing Partner, Lissa Duty, at Rocks Digital Marketing we take this flexible approach with both local and national clients.
A Content Plan Reflects Current Priorities
Every content plan should be strategically created based on what the business and the agency know at the time. This can include adding important service pages, expanding existing content, and creating resources from data that turned up during research. Content is then prioritized and scheduled according to an ordered list, so a business is not creating articles or blogs at random.
However, in practice, the plan you created weeks ago will often evolve. A project classified as low priority might become urgent due to a change in the market, or a delay in a product launch might see supporting content lose its urgency. In these cases the content strategy behind the plan stays the same, but content demands shift within it.
Business and Website Needs Can Change
A content plan is there to serve the business. This means that your content plan should be flexible enough to respond quickly to new business decisions.
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