How to Create a Technical Content Marketing Plan

Technical content marketing can be a game-changer for businesses targeting developers or technical teams, but only if it's done right. There are two common pitfalls companies fall into when starting into this space:

• They don't have a plan.
• Their plan doesn't involve content distribution, i.e., what do we do with the content once it is created? (Hint: Just dumping it on social media doesn't count)

Both of these issues can derail even the best intentions. So, let's focus on solving the first one, which is how to create a solid technical content marketing plan that will set your content marketing efforts up for success.

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What Is a Content Plan?

A content plan is more than just a list of articles you'd like to publish. It's a detailed roadmap outlining what you'll create, why it matters, and how it fits into your overall marketing goals.

For technical content, this means going beyond vague ideas like "Let's write about Kubernetes" to defining specific, actionable pieces like "How to Deploy ElasticSearch to a Kubernetes Cluster." Your plan should align three key elements:

• Your Audience: Who is this content for?
• Your Goals: How does this content support your product or business?
• Your Resources: Do you have the right writers, tools, and bandwidth to deliver quality content?

A well-thought-out plan ensures that every piece of content has a clear purpose and makes it easier to execute consistently.

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The Anatomy of a Technical Content Plan

Here's what a great content plan should include:

1. The Title

Titles not only define the topic but also hint at tone, and should include your main keywords. A good title gives clarity about the piece's purpose — whether it's a tutorial, guide, or opinion piece.

For example:

• Tutorial: "How to Build an API with Flask in Under 30 Minutes"
• Guide: "Understanding the Pros and Cons of Serverless Architecture"

2. Crafting a Compelling Pitch

A pitch is your quick, high-level summary of what the article is about and why it matters. It's your way of explaining the "why" behind the content. Think of it as the answer to the question, "Why should someone read this?"

For example:

• Title: "5 Tips for Debugging Python Applications Like a Pro"
• Pitch: "With the increased popularity of AI, more developers are getting into Python as a second programming language. This piece offers actionable advice for beginner Python developers to troubleshoot common errors faster, improve debugging workflows, and write cleaner code."

A good pitch ensures your team and writers are aligned on the purpose of the content before anyone starts writing.

3. Deliverables

Be specific about what each piece will include. Will the article have screenshots, code snippets, architecture diagrams, or maybe even a demo application? Defining deliverables upfront ensures clarity and reduces back-and-forth with writers.

4. Audience

Who are you writing for? Junior developers? Engineering managers? Non-technical stakeholders? Having a clear audience in mind shapes not only the tone of the content but also how you'll promote it later.

5. A Rough Outline

An outline is like a blueprint for your content. It doesn't need to be perfect, but a structure helps ensure the piece flows logically and covers the necessary points. This is particularly important for technical topics, where clarity is king.

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Why Is a Content Plan So Important?

You might think creating a detailed content plan is a lot of work, and you'd be right. But skipping this step is a recipe for headaches down the line. Here's why investing in a plan is worth it:

1. It Aligns Content With Strategy

Without a plan, it's easy to fall into the trap of publishing random articles that don't support your broader goals. A clear plan ensures your content serves a purpose, whether it's educating your audience, driving traffic, or showcasing your product's capabilities.

2. Maximizes Your Marketing Impact

Knowing your audience and the purpose of each piece helps your marketing team promote it effectively. For example, a tutorial for junior developers might thrive on platforms like Dev.to or Reddit, while a thought leadership piece might be better suited for LinkedIn.

3. It Simplifies Writer Collaboration

Whether you're working with in-house writers or freelancers, a content plan minimizes misunderstandings. Writers know exactly what's expected, from tone to deliverables, which means less revision time for everyone.

4. It Saves Time

Without a plan, you risk wasting time rewriting or scrapping work that doesn't hit the mark. A well-defined roadmap keeps everyone on the same page and ensures consistency.

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How to Create a Technical Content Marketing Plan

Step 1: Define Your Content Strategy

Start with the big picture. Who is your target audience? What problems are you helping them solve? What kind of content will resonate with them? Your strategy should guide every piece of content you create.

For example:

• Audience: Software engineers looking to adopt DevOps practices.
• Goal: Position your company as an expert in CI/CD tools.
• Content Focus: Tutorials, best practices, and case studies on DevOps.

Step 2: Brainstorm Ideas

Once you have a strategy, brainstorm article ideas that align with it. At this stage, focus on quantity over quality; just get your ideas out there. Later, you can refine and prioritize them.

Step 3: Add Details

Take your best ideas and flesh them out with:

• Working titles: "5 Ways to Optimize Your CI/CD Pipeline"
• Pitches: "This article will explore five simple but effective ways to speed up deployments and reduce errors in a CI/CD pipeline."
• Deliverables: Screenshots of pipelines, YAML config examples, etc.
• Outline: Main sections and key points to cover.

Step 4: Review and Adjust

Share your plan with stakeholders for feedback. Adjust based on their input and finalize the plan before assigning work to writers.

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Need Help?

Creating a technical content marketing plan can feel overwhelming, especially if you're new to it. That's where we come in. At Literally, we help businesses like yours create and execute content plans that drive results. Reach out to learn more about how we can help you succeed.