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The Importance of a Marketing Content Planner Content planners are accountable for defining a vision for content creation publishing, distribution and publication. They are also responsible to evaluate and monitor the effectiveness of a plan. This kind of content informs the audience about the services and products offered by the company. It also assists users to solve issues and meet their needs. A marketing content planner could be a spreadsheet, or a third-party tool. The difference is in how you make use of it. 1. Determine Your Goals Benjamin Franklin's famous line “If you don't plan, you are planning for failure” is a fact. Getting from a strategic vision to an efficient content marketing engine requires structure, workflow efficiencies and clear communication. One of the most important actions in this process is identifying your goals. Start with the high-level business goals or use the SMART framework to make them more specific and actionable. It's also a good opportunity to review your current content goals to make sure they're still in the context of your current strategy. A clear understanding of your goals will also aid in monitoring how each piece of content performs. This will allow you to identify what is working and what needs improvement which will allow you to make the necessary adjustments and improve the overall performance. This will ultimately ensure that you are reaching your overall goals and delivering high-quality content to your customers. 2. Identify Your Audience It's important to understand who your audience is to develop content that is relevant, interesting and effective. The best method to accomplish this is to conduct research and identifying the traits of your ideal customer personas. This can be done through surveys, data analysis and other methods of gathering details about your customers. By analyzing the results of this research You can then determine the kinds of content that will be most effective for your company. This can include everything from blog posts and social media posts to podcasts and webinars. Once you've decided the most effective formats, you can start creating your content strategy. A content planning tool will assist you in keeping track of marketing goals and ensure the right people work on the appropriate projects. It can also improve productivity by allowing teams to focus on the most important things and staying clear of distractions. It's easy to start by downloading a no-cost Content Analysis Report from CopyPress today. 3. Identify Your Ideal Platforms It's crucial to adapt your content to the platform you prefer. Instagram users prefer visually appealing images, whereas TikTok users enjoy stylish short-form videos. You can discover the preferred platforms of your target audience through conducting market research. A successful marketing content planner will account for every step needed to turn your ideas into a completed asset. It will provide you with the framework you need to meet your goals and ensure that everyone in your team is on the same page. Content planning tools such as Monday and Kapost aid you in this. They allow you to create tasks and assign them, work together, and track their progress in one dashboard. There are also more sophisticated tools, such as Wrike, that provide drop-down menus that include tables with actionable items, a message board, and an overall project timeline. Both come with a free version, as well as more extensive subscriptions for teams that need more advanced capabilities. 4. Find Your Content Types Whether you're a solo influencer or a large marketing team, a content planner can help you organize your ideas and ensures everyone is on the same page. It's a great tool for managing content for projects with more time to lead for projects like quarterly or annual campaigns. A well-designed content plan will help you identify the kinds of content that must be produced and the best way to get them executed. This includes determining what format your content should be, such as blog posts, infographics, case studies, podcasts or social media press releases. This should include a timeline of when these pieces are expected to be created and published. You should also keep track of metrics related to your content marketing goals, such as traffic and engagement. This will allow you to analyze your results and make the needed adjustments. Ahrefs is a fantastic tool to help you identify what works and what doesn't. It can also provide insights into the performance of your competitors. 5. Determine Your Content Objectives If you've got clear objectives for your content, your team can remain on track and make sure they're meeting their goals. If it's increasing traffic to SEO by updating blog articles or increasing customer retention by hosting webinars, having clear objectives will assist you in achieving your goals in marketing content. A good content planner will assist you in defining your goals by laying out a well-organized workflow and allowing collaboration. It can also incorporate tools like image-generation software, prompts for text-to-image and social management software to simplify the process. A content planner for marketing will help you to identify your metrics, key performance indicators (KPIs) as well as other crucial factors. This will allow you to monitor your content's effectiveness and make changes to improve your campaign. Some examples of measurable metrics include bounce rate, website traffic, 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 well-thought-out content strategy will be useless without the resources to implement it. When planning, make sure you have enough money to complete the tasks you've laid out. This can include salary or team payments, production costs as well as web space and marketing tactics. Once you have a budget, you can start assigning responsibilities for each task. For instance, you could want to assign keyword research, copywriting, editing, and design to different members of your team. Alternatively, you can also make use of a tool such as Sprout to ease the process of scheduling content across different platforms and channels. Sprout allows you to connect your social media accounts and schedule posts for Twitter, Facebook, Instagram and LinkedIn corporate pages as well as Google Business Profiles, all from a single dashboard. The tools of Sprout for scheduling comprise an image library that streamlines the management of assets and helps save time during the creation process. 7. Find your Key Performance Indicators If you're planning to spend many hours creating content, it's important that your marketing efforts yield results. best content marketing tool to identify and track the key performance indicators can aid in assessing the effectiveness of your content and increase your performance over time. For instance for a return customers is a popular KPI used by content marketers. This metric can be used to determine how well your content can convert customers into customers and to pinpoint areas for improvement in future campaigns. It's also important to determine the type of content you'll create based on both your goals and target audience. This may include posts on social media, blog articles, infographics, or videos. Once you've identified the various formats of content and formats, you must develop a strategy for each that includes frequency and distribution. This will ensure that your content is being noticed by the most relevant people at the appropriate times. 8. Identify Your Methods for Tracking A marketing content planner is a useful tool for any company looking to improve their marketing efforts. It can help you keep track of your goals, audience, and resources, while allowing you to see how effective your strategy is over time. A social media content calendar can help you determine the time when your posts are scheduled to be published, which can help ensure that your content is posted regularly. It also allows you to plan ahead for any holidays or events that may affect your audience's engagement. A keyword content strategy is a powerful tool to optimize your SEO strategies. It will help you find the most relevant keywords for your content and increase your search engine ranking and visibility. It can also help you evaluate the effectiveness of your keyword content strategy over time. 9. Find Your Measurements Your marketing plan should help you identify which metrics are most important for each piece of content, regardless of whether you structure your content according to themes or keywords. This will help you evaluate the effectiveness of your content to keep improving it. A cloud-based marketing planner, like Optimizely CMP can help team members to collaborate and create reports useful to make future content decision-making.