1. Why is Content Marketing Planning Important for
Your Business’s Online Success?
Wondering why no one is reading your content, clicking your links and contacting you to avail
your services or buy your products? Feeling like you have been doing so much of activity, day and
night, without any productivity?
Well, if that’s what you experience, chances are you won’t get anything done. What you need to do
immediately is - stop and analyze what you’re doing and plan your next move.
Yes, you have been churning amazing content but then the question is if you are able to roll it out
at the right time, on right channels and in front of the right audience.
Good content all alone can’t help much to your business or online image until it is published at the
right place and at the right time and in front of the audience for whom it’s relevant.
Content marketing planning is exceptionally important for the success of your content
marketing campaign. Your planning must take into account a few important factors, the major
ones being - your goals, the audience, your content creation capacity, content marketing channels
and content mix.
 Your Goals
What actions do you want to generate? Do you want them to browse your site, explore your
products, sign up for your mailing list, subscribe your newsletters, become your regular readers or
share your content with their friends?
Without clearly defined goals, you won’t be able to put a call-to-action in your content pieces.
Besides this, it’s impossible to measure the effectiveness of your content marketing plan.
 The Audience
Who do you want to target? Who will you be writing for? It is of absolute importance to know your
audience, what they like, what type of content they prefer to read and what their needs are. You
content marketing planning is half way if you don’t know about your audience.
After all, you are putting in so much effort to impress them only, making them to take the desired
action.
 Content Marketing Channels
Where does your target audience socialize? Where do they go to find information that they need?
Where will you reach them? Find answers to all these questions before you begin with your
content marketing campaign.
Shortlist content platforms and channels depending upon the information you collect. You may not
need to present everywhere, on every channel. The idea is to make a mark and impress your
audience on the channels where you float your content.

2.  Content Mix
Every individual is different and thus has different needs. Not everyone likes to read the same
content. Therefore, it’s important to have a variety of content to serve diverse needs of the
audience. This is critical to content marketing planning.
 Content Creation Capacity
Do you have the expertise or resources in-house to create a variety of content that you will need at
any given time or will you have to avail professional content writing services to meet your needs?
Many companies offer such services; however, you need to conduct a thorough research before
selecting a company.
If you think it is difficult for you or lack expertise or resources in-house, you can opt for
professional content marketing services. Hundreds of companies are coming in this field but not
all are able to offer you what you need. So, the ideal way is to conduct research as much possible
and choose a reputed company that can act as your content marketing partner.
Content marketing planning includes a lot of consideration such as long and short term goals,
the audience, content marketing channels, content mix and content creation of a company. They
play a critical role in ensuring the success of a content marketing campaign.
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