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The Importance of a Marketing Content Planner

Content planners design a strategy for the creation of content, publication, and distribution. They also are accountable for monitoring and evaluating the effectiveness of strategies.

This type of content educates the audience about the company's products and services. It also helps the viewers resolve issues and meet their needs.

A marketing content planner is a spreadsheet, or it can be a third-party software. The difference lies in the way you use it.

1. Identify Your Goals

The famous quote, often credited to Benjamin Franklin although perhaps never spoken by him, holds the truth: "If you fail to plan, you are planning to fail." To go from a strategic view to a successful content marketing engine requires a structured workflow, efficiencies in workflow and clear communication.

Identifying your goals is among the most crucial steps to take in this process. Start with the high-level business goals or the SMART framework to make them more specific and achievable. This is also a great opportunity to revisit existing content goals and ensure they in line with the current strategy.

Understanding your goals will allow you monitor the performance of each piece of content. This will help you determine what is working and what isn't working which will allow you to make the necessary adjustments and improve your overall performance. This will help you meet your overall goals and provide quality content to your audiences.

2. Identify Your Audience

Knowing your audience will enable you to create content that is relevant, engaging and effective. The best method to accomplish this is by conducting research and identifying the traits of your ideal customer personas. This can be done through surveys, data analysis, and other methods for gathering details about your customers.

Using the results of this research, you can then identify the kinds of content that will be most effective for your company. This could include anything from blog posts and social media posts to podcasts and webinars. Once you've determined which formats work best you can begin drafting your strategy for content.

A tool for content planning will assist you in keeping track of marketing goals and ensure that the appropriate people are working on the appropriate projects. It can also boost productivity by allowing teams to focus on the most important things and avoiding distractions. CopyPress offers a free Content Analysis Report that you can download right now.

3. Find Your Ideal Platforms

It's important to tailor your content to the platform you prefer. Instagram users are seeking visually appealing content, while TikTok users love short and trendy videos. Conducting some market research will aid in identifying your ideal users and their preferred platforms.

A successful marketing content planner will outline every step needed to turn your ideas into a completed asset. It will give you a framework to achieve your goals and make sure that everyone on your team is on the same page.

A content planning tool such as Monday and Kapost can help with this by allowing you create assignments, assign tasks, collaborate and keep track of progress on one dashboard. There are more sophisticated tools, like Wrike, that offer drop-down menus, an actionable table as well as a message board and a project-wide timeline. Both provide a free version and more comprehensive subscriptions in case your team requires more advanced features.

4. Find Your Content Types

A content planner is an excellent tool for any person, whether you're an influencer on your own or as part of a team of marketers in a large company. It helps you stay organized and ensures that everyone is on the right level. It's a great tool to use for managing content for projects with an extended lead time for example, quarterly or annual campaigns.

A good content planner will help you identify which kinds of content you should create and how to execute them. This includes determining the format your content should be in, such as blog posts, infographics, case studies, podcasts or social media press releases. It should also include a timetable to determine when these pieces need to be published and produced.

It is also important to monitor the results of your objectives for content marketing such as traffic and engagement. This will let you examine your results and make necessary changes. Using a program like Ahrefs can help you see what's working and what's not. It also gives you insight into the performance of your competitors.

5. Determine the goals of your content

If you have clear objectives for your content, it will assist your team to stay on track to achieve their goals. Whether that's increasing SEO traffic by updating blog articles or improving customer retention by organizing webinars, having clear objectives will help you achieve your goals in marketing content.

A good content planner can help you define your goals by laying out an organized workflow and allowing collaboration. It can also include tools like image-generation software and text-to-image instructions or social management applications to simplify the process.

A content planner for marketing will aid you in identifying your key performance indicators (KPIs) as well as other important elements. This will allow you to evaluate the effectiveness of your content and make adjustments to improve your campaign. Some examples of metrics that can be measured include bounce rate web traffic, website traffic and social media shares and newsletter signups. All of these metrics should be tracked throughout the duration of your content's lifecycle, including production, publication, and distribution.

6. Identify Your Resources

A great content strategy won't be effective when you don't have the resources to make it happen. When planning, make sure you have enough budget to accomplish the tasks you've outlined. This can include salary or team payments, production costs as well as web space and marketing strategies.

Once you have a budget, you can assign responsibilities for each task. For instance, you may be able to assign keyword research, copywriting, editing, and design to various members of your team. Alternately, Sprout can be used to automate the process of scheduling your content across multiple platforms.

You can connect your social media accounts with the Sprout tool and schedule posts to 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 makes managing assets and reduces time in the creation process.

7. Determine Your Key Performance Indicators

If you're planning to invest lots of time creating content, it's crucial that your marketing efforts yield results. Identifying and tracking the right key performance indicators can help you determine the effectiveness of your content and increase your performance over time.

As an example, the number of returning customers is a common KPI used by content marketers. This metric can be used to determine how effective your content is at converting customers. it can be used to determine areas for improvement in future campaigns.

Additionally, it's crucial to determine the type of content you'd like create based on your goals and your target audience. This could include blogs, social media posts, articles and infographics as well as videos. Once you've identified the various content formats, it's important to create a plan that includes frequency and distribution methods for each. This will help you ensure that your content is noticed by the appropriate people at the right times.

8. Find out the tracking methods you are using

A marketing content plan is an essential tool for any company seeking to improve its marketing efforts. It helps you keep track of your marketing goals as well as your audience and your resources, while also giving you the ability to measure your strategy's effectiveness over time.

A social media content calendar can help you decide when your posts are scheduled to go live, which will help ensure that your content is published consistently. It also lets you plan ahead for any holidays or other events that could affect your audience's engagement.

A keyword content plan is an excellent method of optimizing your SEO tactics. It will help you find the best keywords for your content and increase your visibility and search engine rankings. It can also help measure the effectiveness of your keyword content strategies over time.

9. Determine Your Measurements

No matter if you decide to organize your content by theme or keyword, your marketing plan should identify the most important metrics for each piece. This will help you determine the success of your content so that you can continue to improve it. A cloud-based marketing content planner, like Optimizely CMP can help you manage collaboration among team members and create reports that can be useful in making future decisions regarding content planning.