5 steps to writing a content plan that engages your community

Whether it be nailing your internal communications or writing killer content that engages your businesses community; here are our tips for a content plan that drives engagement.

Target audience

The first thing you need to do when preparing a content plan is to consider your target audience. This is key to writing content that will be relevant and engaging for them. Think about their demographic, their interests, their pain points, their burning questions and use them as a starting point for your content plan.

Tone of voice

Tone of voice is extremely important for engaging with your audience. As you’ve now established who they are, think about the tone of voice you want to have and stick with it for consistency. This could be fun and informal, corporate and serious, educational but laid back and so on. Think about the phrase “It’s not what you say, it’s the way that you say it.” – Tone of voice is incredibly important when it comes to the perception your audience has about you.


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Categories & topics

Split topics into different categories to ensure you are ticking all the boxes in terms of the type of content your community wants. We would recommend a balance of the following:

Evergreen content – the type of content that will never go out of date for your community. For example, if this is for the purpose of internal comms, it could be new starter information. It could be articles written based on the frequently asked questions you get from your community or e-guides. Anything that isn’t likely to go out of date too quickly and will always be relevant to your readers.
Timely news – content that is news-led. So, this could be a new update about the business or something that’s happening on a national level that might affect your audience such as COVID-related updates.
Topics – next up, you need to identify the topics that will interest your audience. If you’re a landlord in Hackney with lots of small tech-related businesses in your building your topics could be; technology, small business tips, Hackney news and building updates.

Frequency & Timing

Frequency and timing is key to driving engagement with your content. Too much content could become annoying and spammy, too little content and you’ve lost your opportunity to engage with your audience. So, whether it’s daily, weekly or monthly – think about what frequency would be right for your audience. This goes the same for timing. If your audience is B2B or your employees, then content between the hours of 9-5 Monday to Friday will be the most relevant. Test to see what works, reflect on any engagement metrics you might have and iterate to improve engagement levels.

Once you have identified your frequency and timing it will help to plan an editorial calendar. This way you can ensure you have enough content planned that covers a variety of topics and covers all of your categories. You could create a simple editorial calendar on a spreadsheet or if you’re working collaboratively you could use a tool like Monday which allows you to assign tasks, create due dates and track the status.


Now you will need to identify how you will deliver your content from the platforms to the type of content itself. Think about your audience and the way they would like to engage with your business. For example, if you’re a company with a distributed workforce you could consider an employee app. You could use this as a platform for your content that your employees can access on or off-site, and use it to post your content in the form of articles – or even push notifications! If you mainly interact with your audience via your website, consider posting blogs and other content to the site such as e-guides. Other platforms include social media such as LinkedIn, Twitter and Instagram, email or even printed materials such as quarterly newsletters. Ultimately, the platforms and content types that you choose will depend on your audience so take some time to research into the platforms they will engage with the most.

So, there we have it! We hope these tips have been helpful in your journey to delivering content that delights your audience. If you need more support, District offers ongoing content packages that engage workplace communities.


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