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The Importance of a Marketing Content Planner Content planners are responsible for creating a vision of content creation, publication and distribution. They are also responsible to evaluate and monitor the effectiveness of a strategy. This kind of content informs viewers on the products and services provided by the company. It also helps the audience resolve issues and meet their needs. A marketing content planner can be a spreadsheet or a third-party tool. The difference is in the way you make use of it. 1. Determine Your Goals The famous quote, often credited to Benjamin Franklin although perhaps never heard by him, holds the truth: “If you fail to plan, you will fail.” Getting from a strategic vision to an efficient content marketing engine requires structure, workflow efficiencies and clear communication. One of the most critical steps to take in this process is determining your goals. Start with the most basic business goals or employ the SMART framework to make them more specific and actionable. This is also a great time to look over your current content goals and ensure that they in line with the current strategy. A clear understanding of your goals will also aid in monitoring how each piece of content performs. This will help you determine what is working and what needs improvement which will allow you to make necessary adjustments and improve overall performance. This will help you achieve your objectives, and provide high-quality content to your customers. 2. Identify Your Audience It's important to know who your audience is to develop content that is relevant, interesting and effective. This can be accomplished through conducting research to discover the traits of your ideal customers personas. This can be accomplished through surveys, data analysis and other methods for gathering information about your customers. You can then use the results of your research to identify the content types that are 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 strategy for content. A tool for planning content can help you keep track of marketing goals and ensure that the appropriate people are working on the appropriate projects. It can also improve productivity by helping teams stay focused on what's important and avoid distractions. CopyPress offers a free Content Analysis Report that you can download today. 3. Identify article rewriting tool to tailor your content to the platform you prefer. Instagram users are looking for visually appealing content, whereas TikTok users enjoy short, fashionable videos. Conducting some market research can aid in identifying your target users and their preferred platforms. A well-designed marketing content planner will take into account all the steps needed to convert your ideas into a finished asset. It will give you an outline to reach your goals and make sure that everyone on your team is on board. Content planning tools like Monday and Kapost aid you in this. They allow you to create tasks, assign them, collaborate, and track their progress through a single dashboard. Additionally, there are advanced tools like Wrike which provide drop-down menus and provide project timelines and tables of actionsable items and a message board. Both of them offer a free version, as well as more comprehensive subscriptions in case your team requires more advanced features. 4. Find Your Content Types A content planner is a great tool for anyone, no matter if you're an influencer on your own or with a team of marketing professionals in a large enterprise. It helps to keep you organized and ensures everyone is on the same place. It's also a great method to manage content for longer lead-time projects, like quarterly or annual campaigns. A good content plan can assist you in determining the types of content that should be produced and how they should be executed. This involves determining the structure of your content, for instance podcasts, blogposts, infographics, case study, or social media releases. It should also include a timeline for when these pieces should be created and published. You should also be monitoring the metrics that relate to your content marketing goals, such as engagement and traffic. This will help you evaluate your results and make the needed adjustments. Ahrefs is a great tool to help you understand what is working and what isn't. It can also give you insights into your competitors' performance. 5. Identify Your Content objectives If you establish clear objectives for your content, it will assist your team to remain on track to reach their goals. If it's increasing traffic to SEO by updating blog articles or increasing customer retention by organizing webinars, having clear objectives will help you reach your content marketing goals. A good content planner will help you define your objectives by laying out a well-organized workflow and allowing for collaboration. It can also include tools like image-generation software prompts for text-to-image, and social management apps to simplify the process. In addition to setting goals and establishing an expected workflow, a content planner can also help you identify your key performance indicators (KPIs). This will enable you to evaluate the effectiveness of your content and make changes to improve your marketing campaign. Bounce rate, website traffic, and social media shares are examples of metrics that can be measured. These metrics must be tracked at all stages of the content lifecycle, including publication and production. 6. Identify Your Resources If you lack the resources to implement your content strategy, it will be useless. When planning, ensure that you have enough money to accomplish all the tasks you've outlined. This could include team or salary payments, production costs for web space and materials and paid marketing tactics. Once you have a budget, you can assign responsibilities for each task. For instance, you could want to assign keyword research, copywriting, editing, and design to different members of your team. Alternatively, Sprout can be used to automate the process of scheduling content across different platforms. Sprout allows you to connect your social media accounts and schedule posts for Twitter, Facebook, Instagram and LinkedIn company pages, as well as Google Business Profiles, all on one platform. The tools used by Sprout to schedule posts include an image library that makes asset management and saves time in the creation process. 7. Identify Your Key Performance Indicators If you're planning to invest many hours creating content, it's important that your marketing efforts are rewarded. You can boost your performance by tracking and identifying the most important performance indicators. For instance, the number of returning customers is a common KPI employed by content marketers. This is a metric used to assess how well your content can convert customers into customers and to identify areas to improve your future campaigns. It's also important to establish the kind of content you'll produce based on both your goals and target audience. This may include blogs, social media posts, articles, infographics, or videos. Once you've identified the various formats of content, you should create a plan for each that includes frequency and distribution. This will ensure that your content is being seen by the most relevant people at the appropriate times. 8. Identify the tracking methods you use A marketing content planner is an essential tool for any business seeking to enhance their marketing strategies. It assists you in keeping track of your goals, audience and resources, while allowing you to see how effective your strategy is over time. A calendar for social media will aid you in planning your content and ensure that it is consistently released. You can also plan ahead for holidays or events that could impact your followers. A keyword content strategy is a great tool to improve your SEO strategies. It can help you determine the best keywords for your content and increase your search engine ranking and visibility. It will also help you evaluate the effectiveness of your content strategy based on keywords over time. 9. Find Your Measurements Whatever your preference, whether you opt to organize your content according to keywords or themes, 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 planner, such as Optimizely CMP can help team members to collaborate and produce reports that can be used to make future content planning decisions.