If marketing is part of your role or your main focus, you understand the importance of planning. From laying out the big picture of your campaigns to detailing each component, it's easy to overlook a crucial element: digital content planning.
Content Still Reigns Supreme
The phrase "Content is King" remains true, even more so in today's digital landscape. Modern consumers crave information and connection; your digital content planning is the key to offering that. According to HubSpot, 82% of marketers actively use content marketing to attract and retain customers. Whether it's a blog post, a social media update, or a video, your content helps shape your brand's identity and educates your audience. Relying solely on paid ads cannot tell your brand story or communicate new product details effectively.
Plan to Succeed: The Case for Digital Content Planning
According to Sprout Social's 2023 Index, 80% of marketers say content aligned with campaign objectives delivers higher engagement rates. If you're working to build a great campaign, don't miss out on maximising its impact through content. Strategically planned social media posts, blogs, ads, and video content should echo your campaign's message to keep your audience engaged throughout the campaign cycle.
With digital content planning, you can gain momentum and critical opportunities to drive home your campaign's message. Consistent, well-timed posts remind your audience about your campaign and extend its reach and longevity.
Build a Framework: Use Content Pillars
Content pillars provide structure and ensure your brand consistently highlights its key offerings. These pillars guide your content creation, helping you maintain variety and relevance. For instance, if your brand's unique selling points (USPs) revolve around innovation, customer service, sustainability, and community impact, use these as your pillars. Aim for four pillars to keep your content both varied and focused.
Remember: while planned content is essential, don't hesitate to post reactive, timely updates when something exciting happens. Real-time engagement humanises your brand.
Consistency = Trust
Regular, planned content sharing contributes to brand credibility and trust. According to HubSpot, companies that publish 16+ blog posts per month get almost 3.5 times more traffic than those publishing 0-4 posts per month. Consistent output builds familiarity with your audience and reinforces your brand identity, making it easier to influence conversions. The more frequently and thoughtfully you post, the stronger your connection with your audience will become.
Scheduling for Sanity
Maintaining a steady flow of content can be overwhelming. That's where tools like Sprout Social come into play. Scheduling your content in advance allows you to stay organised and save time, allowing you to focus on other marketing priorities and strategic work.
INSIDER TIP!
At The Marketing Bungalow, we have created our custom Airtable template for content planning, allowing us to align each piece with our client's key objectives.
For scheduling, we rely on Sprout Social to ensure everything runs smoothly, helping us avoid the last-minute scramble and ensuring we hit our goals.
By planning your digital content, you can maximise every campaign, make meaningful connections with your audience, and save valuable time.
Let us know how you go, or ask any questions by sending us a message on Instagram. If you're interested in having us do it for you, we'd love to hear from you here.
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