The Importance of a Marketing Content Planner
Content planners develop a strategy for the creation of content, publication and distribution. They are also responsible to monitor and evaluate the effectiveness of a strategy.
This type of content informs the audience on the products and services offered by the company. It also assists the audience to resolve issues and meet their requirements.
A marketing content planner may be a spreadsheet or a third-party tool. The difference lies in how you make use of it.
1. Set Your Goals
The famous quote, frequently believed to be the work of Benjamin Franklin although perhaps never spoken by him, holds true: “If you fail to plan, you are planning to fail.” Structure, workflow efficiency and clear communication are essential to transform a strategic vision into a highly efficient content marketing engine.
The process of identifying your goals is among the most important steps to take in this process. You can start with high-level business goals or the SMART framework to make them more specific and actionable. It’s also a good opportunity to review your current content goals to ensure they’re still in line with your current strategy.
Having a clear understanding of your objectives will enable you to monitor how each piece of content performs. This will help you identify what is working and what needs to be improved, allowing you make the necessary adjustments and improve your overall performance. This will ensure that you reach your overall goals and provide quality content to your audiences.
2. Identify Your Audience
Knowing your audience will aid in creating content that is relevant, effective and engaging. The best method to accomplish this is to conduct research and identifying the characteristics of your ideal customer personas. This can be accomplished through surveys, data analysis, and other methods of gathering information about your customers.
Then, you can use the results of your research to identify the content types that will be most efficient for you and your company. This can include everything from blog posts and social media posts to webinars and podcasts. Once you’ve decided which formats work best then you can begin creating your content strategy.
A tool for content planning can help you keep on top of marketing goals and make sure that the right people work on the most relevant projects. It can also improve productivity by allowing teams to focus on what’s most important and stay clear of distractions. It’s simple to start with a free Content Analysis Report from CopyPress today.
3. Choose Your Ideal Platforms
It is crucial to tailor your content to the platform you prefer. Instagram users want aesthetically pleasing visuals, while TikTok audiences enjoy trendy short-form videos. You can discover the preferred platforms of your target audience through conducting market research.
A content planner for marketing can assist you in planning all the steps required to turn your ideas and concepts into a finished product. It will outline a plan to help you meet your objectives and ensure that everyone in your team is on the same level.
A tool for planning content such as Monday and Kapost can aid in this by allowing you to design, assign tasks, collaborate and monitor progress on a single dashboard. Additionally, there are advanced tools like Wrike which provide drop-down menus and provide overall project timelines as well as an actionable table and a message board. Both provide a free version and more extensive subscriptions if your team requires more advanced features.
4. Identify Your Content Types
A content planner is a great tool for anyone, no matter if you’re an influencer on your own or as part of a team of marketers within a large corporation. It helps to keep you organized and ensures everyone is on the right page. It’s also a great way to manage content for longer lead-time projects, like annual or quarterly campaigns.
A good content planner can aid you in determining what kinds of content you should create and how to implement them. This includes determining the format of your content, such as blogposts, infographics or podcasts or case studies, or social media releases. This should include a timetable of when these pieces are expected to be produced and published.
You should also be keeping track of the metrics that relate to your content marketing goals like traffic and engagement. This will allow you to analyze your results and make changes. Using a program like Ahrefs can help you determine what’s working and what’s not. It also gives you insights on your competition’s performance.
5. Determine the goals of your content
If you’ve got clearly defined content objectives, your team can remain on track and ensure they’re meeting their objectives. If it’s increasing traffic to SEO by updating blog articles or enhancing customer retention through hosting webinars, having clear goals will help you achieve your goals in marketing content.
A professional content planner can assist you define your goals through laying out the workflow in a way that is organized and allowing collaboration. It could also include tools like images-generation software and instructions for text-to-image, or social management apps to simplify the process.
A marketing content planner will help you to identify your performance metrics, key performance indicators (KPIs), and other crucial factors. This will allow you to assess the effectiveness of your content and make changes to improve your campaign. Some examples of measurable metrics include bounce rate websites, traffic to websites and social media shares and newsletter sign-ups. These metrics should be monitored at all stages of the lifecycle of content, including production and publication.
6. Identify Your Resources
A successful content strategy won’t be effective without the resources to implement it. When planning, make sure you have enough budget to accomplish the tasks you’ve outlined. This can include team or salary payments, production costs, web space and marketing strategies.
Once you have a budget in place, you can begin assigning the responsibility for each task. You can assign various employees to do keyword research, copywriting and editing or design. You can also employ a tool like Sprout to make it easier of scheduling content across various channels and platforms.
You can connect your social media accounts with the Sprout tool and schedule posts for Twitter, Facebook, Instagram, LinkedIn company pages and Google Business Profiles all from one dashboard. The tools used by Sprout to schedule posts include an image library that simplifies managing assets and reduces time during the creation process.
7. Determine your Key Performance Indicators
It’s important to make your marketing efforts worthwhile if you’re planning to spend many hours creating content. Finding and tracking the appropriate performance indicators will help you determine the effectiveness of your content and increase your performance over time.
For instance, a typical KPI for content marketers is the number of return customers. This metric can be used to determine if your content is converting customers to you and to identify areas for improvement in future campaigns.
It’s also important to establish the kind of content you’ll produce in accordance with your goals and target audience. This could include posts on social media, blog articles and infographics as well as videos. Once you’ve identified the various formats of content, you need to devise a plan that includes the frequency and distribution methods for each. This will ensure that the correct people are viewing your content at the right time.
8. Identify Your Methods of Tracking
A marketing content planner is a valuable tool for any business looking to enhance their marketing strategies. It lets you keep track of your marketing goals as well as your audience and your resources, while also allowing you the ability to assess your strategy’s effectiveness over time.
A social media calendar can help you plan your content and ensure that it is released regularly. You can also prepare for holidays and events that could impact your audience.
A keyword content strategy is a powerful tool to optimize your SEO strategies. It will allow you to find the most relevant keywords for your content, which can improve your search engine ranking and visibility. It will also help you determine the effectiveness of your content strategy based on keywords over time.
9. Find Your Measurements
Your marketing plan should allow you to identify which metrics are most relevant for each piece, regardless of whether you structure your content by themes or keywords. This will help you evaluate the effectiveness of your content to keep improving it. A cloud-based marketing content marketing agency london planner, like Optimizely CMP, can also aid in managing collaboration among team members and generate reports that can be useful in making future decisions regarding content planning.