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The Importance of a Marketing Content Planner Content planners are accountable to develop a vision of content creation publication, distribution and publication. They also have to monitor and evaluate the effectiveness of a plan. This type of content educates the audience about the company's products and services. It also helps the audience solve problems and meet their requirements. A marketing content planner is a spreadsheet or it can be a third-party program. The difference lies in the way you utilize it. 1. Identify Your Goals The famous quote, usually attributable to Benjamin Franklin although perhaps never said by him, is true: “If you fail to plan, you are planning to fail.” The structure, efficiency of workflow and clear communication are essential to transform a visionary strategy into a successful content marketing engine. Setting goals is among the most important steps in this process. You can start with the most basic goals for your company or utilize the SMART Framework to make them more specific. It's also a good idea to look over your current goals for content to ensure they're in alignment with your current strategy. Understanding your goals will help you monitor the performance of every piece of content. This will help you determine what is working and what can be improved, allowing 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 users. 2. Identify Your Audience Knowing your audience will help you create content that's relevant, engaging and effective. The best way to do this is through conducting research and identifying the characteristics of your ideal customer personas. This can be accomplished by using surveys, data analyses, and other methods of gathering information about your clients. You can then apply the results of your research to determine the types of content that will be most effective for you and your company. This can include everything from blog posts and social media posts to webinars and podcasts. Once you've determined which formats will be most effective, it's time to begin creating your content strategy. A tool for planning content can help you keep track of marketing goals and ensure the right people work on the right projects. It can also improve productivity by helping teams stay focused on what's important and staying clear of distractions. CopyPress provides a free Content Analysis Report that you can download right now. 3. Identify Your Ideal Platforms It's crucial to adapt your content for the platform you prefer. Instagram users want aesthetically pleasing images, whereas TikTok audiences enjoy trendy short-form videos. You can find out the preferred platforms of your target audience through conducting market research. An effective marketing content planner will account for all the steps required to convert your ideas into a completed asset. It will give you a structure for how to meet your objectives and ensure that everyone on your team is on the same page. A content planning tool such as Monday and Kapost can assist with this by allowing you to create, assign tasks and collaborate, as well as track progress on a single dashboard. There are more advanced tools, like Wrike, that offer drop-down menus, a table with actionable items as well as a message board and a general project timeline. Both of them offer a free version, as well as more comprehensive subscriptions in case your team requires more advanced features. 4. Identify Your Content Types If you're a single influencer or part of an enterprise marketing team, a content planner can help you keep track of your ideas and ensures that everyone is on the same page. It's a great tool for managing content for projects with a longer lead time, such as annual or quarterly campaigns. A good content planner will help you identify which kinds of content you should create and how to execute them. This involves determining the structure of your content, such as blogposts, infographics or podcasts, case study, or social media releases. This should include a schedule of when these pieces are expected to be published and produced. You should also be monitoring the results of your goals for content marketing like engagement and traffic. This will help you evaluate your results and make the needed adjustments. Using a tool like Ahrefs will help you understand what's working and what's not. It can also provide insight into the performance of your competitors. 5. Find Your Content's objectives If you've got clearly defined content objectives, your team can keep track of their progress and ensure they're meeting their goals. Whether that's increasing SEO traffic by rewriting blog posts or enhancing customer retention through organizing webinars, having clear goals will assist you in achieving your goals in marketing content. A professional content planner can assist you define your goals through laying out a workflow that is organized and allows collaboration. It can also include tools such as images-generation software and instructions for text-to-image or social management applications, to streamline the process. Apart from setting goals and establishing an expected workflow, a content planner can also assist you in identifying your performance metrics and key performance indicators (KPIs). This will enable you to evaluate the effectiveness of your content and make changes to improve your marketing campaign. Some examples of metrics that can be measured include bounce rate web traffic, website traffic and social media shares and newsletter signups. These metrics should be monitored throughout the lifecycle of content including production and publication. 6. Identify Your Resources A well-thought-out content strategy is useless if you don't have the resources to implement it. While planning, make sure that you have the funds to accomplish all the tasks you've outlined. This could include salary or team payments, production costs for web space and materials and paid marketing tactics. Once you have a budget, you can begin assigning the responsibility for each task. For instance, you could be able to assign keyword research and copywriting, editing and design to various members of your team. Alternately, you could use a tool like Sprout to make it easier of scheduling content across multiple platforms and channels. You can connect your social media accounts to the Sprout tool and schedule posts for Twitter, Facebook, Instagram, LinkedIn company pages and Google Business Profiles all from one dashboard. The scheduling tools of Sprout also have an image library to simplify managing assets and reduce time during the creation process. 7. Identify Your Key Performance Indicators If you're planning to invest many hours creating content, it's essential that your marketing efforts are rewarded. Identifying and tracking the right performance indicators will aid in assessing the effectiveness of your content and boost your results over time. As an example the number of repeat customers is a popular KPI used by content marketers. This metric is used to assess how well your content is converting customers to you and to identify areas to improve your future campaigns. In addition, it is important to identify the types of content you'd like to create based on your goals and your target audience. This may include blogs, social media posts, articles, infographics, or videos. After you've identified these various types of content, it's crucial to develop a strategy that includes the frequency and distribution method for each. This will help you ensure that your content is being read by the most relevant people at the appropriate times. 8. Find Your Methods for Tracking A marketing content planner is a useful tool for any business seeking to improve their marketing efforts. It lets you keep in mind your marketing goals as well as your audience and your resources, while allowing you the ability to assess your strategy's effectiveness 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 published consistently. You can also plan ahead for holidays or 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 boost your search engine ranking and visibility. It also helps to measure the effectiveness of keyword strategy for content over time. 9. Find ai tools for content creation marketing strategy should help you determine which metrics are the most important for each piece of content, regardless of whether you organize your content according to the theme or keywords. This will allow you to evaluate the effectiveness of your content to continue to improve it. A cloud-based marketing planner, like Optimizely CMP can help team members to work together and produce reports that can be used to make future content decision-making.