The HubSpot Blog’s 2022 Content & Media Strategy Report [Data]
But which strategies are most effective to achieve these goals?
Media and Content Planning Strategies
The Most Effective Media Planning Strategies
The top strategies media planners and content marketers charged with planning use are conducting market research to understand their target demographic and find the most effective channels to reach them, leveraging media planning templates, and running content audits.
Unsurprisingly, these tactics line up fairly well with the top goals, which include growing audiences with content and targeting the right marketing channels.
Media planners also rated setting a clearly defined budget (57%), analyzing the results of your content strategy (57%), clearly defining goals/KPIs (55%), and using a calendar to schedule content (48%) as the most effective media planning strategies they use.
To accomplish most of these, marketers can leverage media planning
Benjamin Franklin once said “Failing to plan is planning to fail,” and when it comes to content and media, truer words have never been spoken.
Until 2020, that is.
But, although 2020 saw some of the most unprecedented global events, 2021 continued to put content and media teams to the test.
In fact, 99% of content planners, strategists, or marketers who have ever pivoted their strategy say some of their pivots happened in 2021.
Unsurprisingly, the #1 reason they gave for this was the global pandemic.
To make matters more complicated, 39% of those who pivoted in 2021 changed their content plan a whopping three times throughout the year.
Despite all that turbulence, 62% of media planners say their content performed better than their goals in 2021. And, if anything, 2020 and 2021 taught marketing teams how important content planning and re-planning is.
To get a sense of how marketers planned or pivoted their way through such an unpredictable year and how they will approach media planning in 2022, we surveyed 600+ media planners to gather data on their goals, strategies, the tools they use, and how they met the unique challenges of 2021.
Curious about some strategies and insights specifically? Click below to jump to the section you’d like to read first.
- The Top Goals of Marketing Media and Content Planners
- Content and Media Planning Strategies
- Which Channels Marketers Use In Their Media Mix
- The Benefits and Challenges of Media Planning
- Budgeting Your Content Marketing Efforts
- Timing Your Media Plan
- Media Planning and Content Marketing Tools
- Pivoting Your Content Plan
Top Goals of Media and Content Planning
As you can see below, engaging and growing new audiences, maximizing the ROI of their content, and understanding which channels or platforms their audience spends the most time on are top priorities for media planners and content marketers in 2022.
But which strategies are most effective to achieve these goals?
Media and Content Planning Strategies
The Most Effective Media Planning Strategies
The top strategies media planners and content marketers charged with planning use are conducting market research to understand their target demographic and find the most effective channels to reach them, leveraging media planning templates, and running content audits.
Unsurprisingly, these tactics line up fairly well with the top goals, which include growing audiences with content and targeting the right marketing channels.
Media planners also rated setting a clearly defined budget (57%), analyzing the results of your content strategy (57%), clearly defining goals/KPIs (55%), and using a calendar to schedule content (48%) as the most effective media planning strategies they use.
To accomplish most of these, marketers can leverage media planning …read more
Source:: HubSpot Blog
