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Creating a Web Content Plan That Works

Few realize the power of a web content plan until they see their website transform from a hidden gem to a leading authority.

Creating a web content plan is more than just scheduling posts. It’s a blueprint for meeting your content output goals while keeping your content focused on your niche and target audience. By carefully planning your content, you ensure every blog post serves a purpose, helping you educate and inspire your audience.

In addition, having a content plan for your website set you apart from competitors by delivering unique, valuable content that is perfect for your primary audience.

Success online requires consistent, precise efforts aligned with your long-term goals. A web content plan helps you achieve your objectives, whether that’s:

  • Increasing your online website visibility
  • Generating leads and sales
  • Establishing thought leadership

Move from aimless activity to purposeful progress. Let’s dive into the topic now!

Table of Contents


Before you can create a plan for your web content you need to understand the following:

  • Your niche (the specific area of an industry or market you serve)
  • Your target audience (the people within the niche you aim your content at)
  • Your goals (more leads/customers, increased search traffic, more conversions)

Once you have a good understanding of your niche, audience and goals you’re now equipped to plan content that satisfies these objectives.

Understanding Your Audience

I’ve discussed previously about finding your primary audience (or target audience). In summary, your primary audience consists of the specific group of people you target within your chosen niche. For instance, if your niche is yoga, your primary audience could include:

  • Busy people
  • Executives or managers
  • Stay-at-home spouses
  • Individuals over 50’s
  • People with limited movement
  • Athletes

And so on. Rather than trying to serve all these groups at once, it’s more effective to focus down on a smaller, more defined group that you can serve well.

In time, as your platform and reach expands, you may want to open up the range of people you serve but for those just starting out niching down to a smaller group is a good strategy.

Setting Clear Objectives

Setting clear, measurable goals is a great idea. Try to make your goals measurable, such as “achieve 300 search traffic visitors per month”, “2 conversions a day”, “5 newsletter signups per week”.

With simple, measurable goals you can use analytics software to track your progress. If you are not familiar with analytics software, it’s a script added to each page of your website that tracks visitors, how long they stay on the page, where they go next and a whole host of other useful metrics.

For website analytics, Google Analytics stands as the heavyweight option. Alternatively, Clicky offers a user-friendly, lightweight solution. It’s easily integrated into WordPress via a plugin or on other sites with a single script. Clicky provides basic metrics for free, making it ideal for budget-conscious website owners seeking simple performance tracking without the cost or complexity of more extensive tools.

Get Clicky

With analytics data, you can assess how effectively your content is performing. Analytics serve as the feedback loop in your content strategy, enabling you to refine and optimize your approach for better results.

Driving Growth: Understanding the Important Metrics for Website Traffic

Tracking User Engagement Metrics: A Guide for Website Owners and Bloggers

Auditing Your Current Content

It’s a good idea, if you have existing content on your website, to check the quality to see if you can make any improvements that will help your ranking potential.

SEO (Search Engine Optimization) is a big topic that I talk about extensively on this blog. Here, I will briefly summarize some of the tasks that help you evaluate your existing content.

On-Page SEO

These tasks are performed on each page of web content before publishing. Ensure your primary keyword, the word or phrase you want to rank for, is displayed prominently in the content. Suggested locations are:

  • Title
  • Blog Post Header (H1 element)
  • Subheader titles (H2 and H3 elements)
  • Meta Description
  • Image Alternative Text
  • In the normal text of your post
  • URL

In addition to primary keyword placement, try to include images, internal and external links throughout the article.

Images are great for giving readers a rest from reading text, visually explaining a point and adding white space around text blocks.

Keep your content simple to read, clear, concise and focused on the main topic (avoid overwriting or meandering and going off topic).

Technical SEO (sometimes called off-page SEO)

This refers to SEO tasks that are not specific to your web content and are usually related to performance, indexability and other technical matters.

Performance is crucial. Visitors are impatient and expect a web page to load quickly. To speed up a WordPress website, other platforms should be similar, I recommend:

  • Choosing a fast, lightweight theme, recommended: GeneratePress
  • Choose an SEO plugin to help with SEO tasks, recommended: All in One SEO
  • Pick a reliable hosting provider that has good security and customer support
  • Compress your images (cropping or scaling them if necessary)
  • Consider using a CDN (Content Delivery Network) especially if you have global visitors

Faster, loading images

Benefits of using a CDN

Plan Weekly: Introducing the 1+4 Plan

web content plan: plan weekly, introducing the 1+4 plan

Choose what time scale you want to plan content over. Personally, I prefer planning on a weekly basis. This approach, which I developed, helps me effectively organize content in advance.


Research blog post topics. I find topics by looking at published blog posts and thinking of related topics I could write about. If you find it difficult to find new blog topics, this blog post may help: Unlock Your Creativity With These 20 Blog Ideas For Beginners.

Once I have ideas, I use a keyword research tool to find suitable keywords I can rank for. Unfortunately, many keywords may be too difficult to rank for or have no search traffic.

For each week I look for 4 blog post ideas with a rankable keyword for each one.

Create a draft blog post for each blog idea. This draft consists of a working title (or just the keyword phrase), a meta description, and a blog outline.

I write about creating blog outlines here. Don’t write any content now, just the outline.

Do this for all four blog post ideas.


Write your first drafted blog post idea and publish.


Write your second drafted blog post idea and publish.


Write your third drafted blog post idea and publish.


Write your fourth drafted blog post idea and publish.

I find this method works well for me. By batching tasks (such as keyword research and drafting) into a single day, I ensure a productive week ahead without the common writer’s challenge of an empty page. This helps with motivation and focus.

Promotion and Distribution

Leveraging social media is a smart way to extend the reach of your blog content. By repurposing blog posts for social platforms and including links back to the original posts, you tap into a broader audience that might not have discovered your blog otherwise.

Starting a newsletter is another effective avenue for promoting your blog. A weekly newsletter that highlights your latest content, complete with links to full articles, serves as a direct line to your audience’s inbox. This approach not only keeps your readers engaged but also allows you to include ads, special offers, or exclusive content, adding value for email subscribers.

Expanding your content’s reach can also involve participating in online directories, communities, or Q&A forums like Reddit or Quora. These platforms offer unique opportunities to share your expertise, answer relevant questions, and subtly direct traffic to your blog.

Measuring Success and Making Adjustments

web content plan: measuring success

As discussed earlier in the post you want to set up analytics for your website to track visitors to your website. Some useful metrics to help you understand the impact of your content are:

  • Average engagement times
  • Bounce rate and exit rate
  • Click through rate (CTR)
  • Unique visitors

Other metrics, depending on your goals, may be important.

Average Engagement Time Metric

Unique Visitors Metric

Final Thoughts

Thanks for reading! Here is a quick summary of the main points:

  • Plan your content in advance
  • Know your niche, target audience and goals
  • Use a system, such as 1+4, to help you research, draft and write your blog posts
  • Track visitors to your website using an analytics tool
  • Use SEO to maximize your ranking potential

A web content plan will help you achieve your blogging goals. Keep focused on your target audience and, with discipline and determination, you can achieve success with your blog!

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