6.3 Content Planning

Planning content requires a structure to follow because the elements to take into consideration are multiple.

Planning content requires a structure to follow because the elements to take into consideration are multiple. It also requires a lot of teamwork and brainstorming. For this reason, we created a template that you can use with your team as a board to design and plan your content very specifically, based on the objectives for the promotion of your destination.

Planning content requires a structure to follow because the elements to take into consideration are multiple. It also requires a lot of teamwork and brainstorming. For this reason, we created a template that you can use with your team as a board to design and plan your content very specifically, based on the objectives for the promotion of your destination.

This mural will help you plan single or multiple pieces of content strategically, following 7 steps:

  1. Define the audience you are creating the content for. Use the personas you already created in your audience strategy or,  if you don't have identified personas yet, use the template in the mural to create them.
  2. Identify the subject of your content. It can be an experience offered in your destination, an event, a place you want to describe or a theme you want to use to build content around.
  3. Identify the channels you want to use to distribute the content. Consider your personas before choosing the channels, remember each market segment has a preference for specific channels.
  4. Think about who could be the content creator for this specific piece. Can the content be created in-house? Should you ask content creators such as writers, video makers, influencers? Which technology should they use to create the content? Which costs does the technology imply for your DMO?
  5. Think about who will manage the production and distribution of content and if it should be a hero/hub/hygiene type of content.
  6. Set clear rules for the content creators. Tell them who they should speak to, what tone of voice they should use in line with the destination identity, what is or is not allowed.
  7. Finally draft an editorial plan for the content to create, deciding timings to distribute it and once more confirming the format, the audience and the channels you want to use.


Template material
Template material

6.3 Content Planning

Planning content requires a structure to follow because the elements to take into consideration are multiple. It also requires a lot of teamwork and brainstorming. For this reason, we created a template that you can use with your team as a board to design and plan your content very specifically, based on the objectives for the promotion of your destination.