The Importance of a Marketing Content Planner Content planners create a vision for content creation, publication, and distribution. They are also accountable for monitoring and evaluating the effectiveness of their strategy. This kind of content informs viewers about the services and products offered by the company. It also aids users to solve issues and meet their needs. A marketing content planner is a spreadsheet, or it could be a third-party application. The difference is in how you utilize it. 1. Set Your Goals Benjamin Franklin's famous quote If you don't prepare, you're planning for failure is true. Efficiency, structure and clear communication are required to transform a visionary strategy into a successful content marketing engine. One of the most important steps in this process is identifying your goals. You can either start with the most basic goals for your company or utilize the SMART Framework to make them more specific. It is also a good time to review the goals for content and make sure they still in line with the current strategy. A clear understanding of your goals will also help you monitor how well each piece of content performs. This will help you determine which elements are working and which isn't working, allowing you to make the necessary adjustments and improve overall performance. This will help you achieve your goals, and deliver quality content to your audiences. 2. Identify Your Audience Knowing your audience can enable you to create content that is relevant, effective and engaging. The best way to do this is by conducting research and identifying the traits of your ideal customer personas. This can be done by using surveys, data analysis, and other methods to collect data about your clients. Then, you can use the results of your research to determine the content types that will be most effective for you and your business. This could range from blog posts and social media posts to podcasts and webinars. Once you've identified which formats will be most effective, it's time to start creating your content plan. A content planning tool can help you keep track of your marketing goals and ensure that the appropriate people are working on the right projects. It can also increase productivity by allowing teams to stay focused on what's important and avoid distractions. CopyPress offers a free Content Analysis Report that you can use right now. 3. Choose Your Ideal Platforms When creating digital content, it's crucial to tailor it to your preferred platform. Instagram users are seeking visually appealing content, while TikTok users enjoy short and trendy videos. Conducting some market research will aid in identifying your target audience and their preferred platforms. A well-designed marketing content planner will outline every step needed to turn your ideas into an actual asset. It will outline a plan to help you meet your objectives and ensure that everyone on your team is on the same level. A content planning tool like Monday and Kapost can aid in this by allowing you to design, assign tasks and collaborate, as well as track progress on a single dashboard. There are also more advanced tools, like Wrike, that offer drop-down menus and provide an actionable table such as a message board and an overall project timeline. Both of them offer the free version as well as more comprehensive subscriptions if your team requires more advanced features. 4. Identify Your Content Types A content planner is an excellent tool for any person, whether you're an individual influencer or a team of marketers within a large corporation. It helps you stay organized and ensures that everyone is on the right level. It's an excellent tool for managing content for projects with an extended lead time for projects like annual or quarterly campaigns. A good content planner can help you identify which kinds of content to create and how to execute them. This involves determining the format of your content, such as podcasts, blog posts, infographics, case study, or social media releases. It should also include a timetable for when these pieces should be published and produced. It is also important to monitor metrics related to your objectives for content marketing such as traffic and engagement. This will let you examine your results and make necessary changes. Ahrefs is a great tool to help you understand what works and what doesn't. It can also give you insights into the performance of your competitors. 5. Determine the goals of your content If you have clear goals for your content, it will assist your team to remain on track to reach their goals. It doesn't matter if it's increasing the number of visitors to your website by updating blog articles or enhancing customer retention through organizing webinars, having clear objectives will help you reach your goals for content marketing. A good content planner will help you establish your goals by drawing out the workflow in a way that is organized and allowing collaboration. It can also include tools such as image-generation software and text-to-image instructions or social management software, to streamline the process. Aside from setting goals and establishing an expected workflow, a content planner can also help you identify your metrics and key performance indicators (KPIs). This will enable you to assess the effectiveness of your content and make changes to improve your marketing campaign. Bounce rate, website traffic, and social media shares are all examples of metrics that are quantifiable. These metrics should be tracked throughout the time of your content's existence, including production, publication and distribution. 6. Identify Your Resources A successful content strategy won't be effective if you don't have the resources to make it happen. While planning, make sure that you have the budget to complete the tasks you've set out. This could include salary or team payments, production costs for web space and materials, and paid marketing tactics. Once you have a budget in place, you can begin assigning the responsibilities for each task. For example, you might decide to assign tasks such as keyword research and copywriting, editing and design to different members of your team. Alternately, Sprout can be used to automate the process of scheduling your content across multiple platforms. Sprout allows you to connect your social media accounts and schedule posts for Twitter, Facebook, Instagram and LinkedIn corporate pages and Google Business Profiles, all from a single dashboard. Sprout's scheduling tools also include an image library to simplify the management of assets and cut down time during the creation process. 7. Find content of marketing strategy to make your marketing efforts worthwhile if you're planning to spend many hours creating content. The right way to identify and track the performance indicators will help you determine the effectiveness of your content and improve your performance over time. For example, a common KPI for content marketers is the number of returning customers. This metric can be used to gauge how effective your content is in converting customers into customers, and it can be used to pinpoint any areas of improvement for future campaigns. It's also important to determine the kind of content you'll produce in accordance with your goals and the audience you intend to reach. This may include blogs, social media posts, articles, infographics, or videos. Once you've identified these different formats of content, you need to devise a plan that includes the frequency and distribution methods for each. This will help you ensure that your content is being read by the appropriate people at the right times. 8. Identify Your Methods for Tracking A marketing content plan can be a valuable tool for any business looking to improve their marketing efforts. It helps you keep track of your marketing goals, your audience, and your resources, while also allowing you the ability to assess the effectiveness of your strategy over time. A social media content calendar can help you decide when your posts are due to be published, which can help ensure that your content is posted regularly. It also allows you to plan ahead for any occasions or holidays that could impact your audience's engagement. A keyword content plan is a great method of optimizing your SEO strategies. It will allow you to identify the right keywords for your content, which can increase your search engine rankings and visibility. It can also help you determine the effectiveness of your content strategy based on keywords over time. 9. Determine Your Measurements No matter if you decide to organize your content according to keyword or theme the marketing plan you create should identify the most important metrics for each piece. This will allow you to evaluate the effectiveness of your content and keep improving it. A cloud-based marketing content planner, such as Optimizely CMP can aid in managing collaboration among team members and create reports that can be useful in making future content planning decisions.
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