HomeOnline MarketingDigital MarketingThe HubSpot Weblog’s 2022 Content material & Media Technique Report

The HubSpot Weblog’s 2022 Content material & Media Technique Report [Data]

Benjamin Franklin as soon as stated “Failing to plan is planning to fail,” and relating to content material and media, more true phrases have by no means been spoken.

Till 2020, that's.

However, though 2020 noticed a number of the most unprecedented international occasions, 2021 continued to place content material and media groups to the take a look at.

In truth, 99% of content material planners, strategists, or entrepreneurs who've ever pivoted their technique say a few of their pivots occurred in 2021.

Unsurprisingly, the #1 purpose they gave for this was the worldwide pandemic.

why did media and content planners change their plans

To make issues extra sophisticated, 39% of those that pivoted in 2021 modified their content material plan a whopping 3 times all year long.

the number of times media planners pivoted contentRegardless of all that turbulence, 62% of media planners say their content material carried out higher than their objectives in 2021. And, if something, 2020 and 2021 taught advertising and marketing groups how essential content material planning and re-planning is.

To get a way of how entrepreneurs deliberate or pivoted their manner by way of such an unpredictable 12 months and the way they'll strategy media planning in 2022, we surveyed 600+ media planners to collect knowledge on their objectives, methods, the instruments they use, and the way they met the distinctive challenges of 2021.

Inquisitive about some methods and insights particularly? Click on beneath to leap to the part you'd prefer to learn first.

High Targets of Media and Content material Planning

As you possibly can see beneath, participating and rising new audiences, maximizing the ROI of their content material, and understanding which channels or platforms their viewers spends essentially the most time on are prime priorities for media planners and content material entrepreneurs in 2022.

However which methods are best to attain these objectives?

Media and Content material Planning Methods

The Most Efficient Media Planning Methods

The highest methods media planners and content material entrepreneurs charged with planning use are conducting market analysis to know their goal demographic and discover the best channels to achieve them, leveraging media planning templates, and operating content material audits.

Unsurprisingly, these ways line up pretty effectively with the highest objectives, which embrace rising audiences with content material and concentrating on the suitable advertising and marketing channels.

top media planning strategies

Media planners additionally rated setting a clearly outlined finances (57%), analyzing the outcomes of your content material technique (57%), clearly defining objectives/KPIs (55%), and utilizing a calendar to schedule content material (48%) as the best media planning methods they use.

To perform most of those, entrepreneurs can leverage media planning templates, a method I’ll discuss in additional element later.

In the end, all the above methods are extremely efficient and can see considerably elevated use and funding in 2022. As you progress ahead in planning, you will need to think about a mixture of them moderately than simply operating with one or two ways.

Subsequent, let’s dive a litter deeper into every main planning technique and alternative.

Market and Demographic Analysis

Market analysis is leveraged by 43% of media planners and can develop considerably in 2022, with 45% planning to leverage it for the primary time.

  • 64% of media planners who use it say it's the best media planning technique they leverage.
  • 16% of all media planners will make investments extra on this than every other technique in 2022.
  • 70% of media planners who do channel analysis say it's the best media planning technique they leverage (the best of any technique.)
  • 22% of all media planners will make investments extra in it than every other technique in 2022.

Whereas technically the second-most-effective technique, I made a decision to convey this one up first as a result of understanding the demographics of your target market isn’t simply important for correct media planning, however important for any advertising and marketing technique to succeed.

You'll be able to look at a variety of knowledge together with age, location, training, and earnings to begin constructing purchaser personas, that are fictional representations of your perfect clients which you could cater your content material in direction of. And right here’s one of the best half – you possible have already got most of this knowledge obtainable to you at no cost.

After all, you could possibly additionally conduct market analysis research of your personal, or undergo an out of doors company for a extra holistic view of your business.

However when it comes to media planning, I’d argue that realizing which channels your viewers is spending their time on is simply as essential as realizing who your viewers is.

Channel and Platform Analysis

Studying about your viewers would not simply cease at personas or demographics.

In 2021, 43% of media planners performed market analysis to seek out the best channels for reaching their targets. This proportion will develop considerably in 2022, with 53% planning to leverage it for the primary time.

The information above is not too surprising. Earlier than you know the way a lot of your finances to put money into every space of your media combine, you will need to get an thought of which channels your target market spends their time on.

You may as well profit from utilizing your personal knowledge by taking a look at which channels are best at serving to you meet your particular objectives. However, you must also leverage outdoors analysis as it might present essential demographic knowledge on the particular channels you utilize.

For instance, in our 2022 Social Media Report and survey, we discovered that youthful audiences like Millennials and Gen Z choose shorter video content material that's humorous, stylish, and displays a model’s values – on platforms like TikTok and Instagram.

In the meantime, Child Boomers choose interactive/academic content material equivalent to interviews/podcasts/knowledgeable discussions, and dwell movies, with Fb being their platform of alternative.

These information will aid you plan out your media combine by providing you with perception on important questions, equivalent to whether or not your demographic is embracing social procuring instruments on platforms like Instagram or different platforms.

As soon as the analysis is full, media planners are utilizing templates to assist allocate and manage their media combine with most effectivity.

Media Planning Templates

Media planning templates are leveraged by 40% of media planners and 46% of them say it's the best technique they use to achieve their enterprise objectives.

Using media planning templates will see vital development in 2022 as 39% plan to leverage them for the primary time and 11% of all media planners will make investments extra in templates than every other technique.

There are all kinds of media planning templates to select from, all designed with a unique goal, however finally they exist that will help you monitor, plan, manage, distribute, and analyze all of your media content material.

which media planning templates are commonly use

The most well-liked templates are social media technique templates that aid you align your media content material along with your viewers and analytics and reporting templates for Excel, PowerPoint, and Google Drive that make the processes of pulling, organizing, and sharing knowledge easy.

Fortunately, HubSpot has each of these templates obtainable so that you can obtain proper now, with a handful of others which will additionally turn out to be useful.

As soon as their media plans are totally organized and executed, entrepreneurs are leveraging content material audits to research their efficiency and inform their future content material plans.

Content material Audits

Operating content material audits to tell media planning technique is utilized by 37% of media planners and is the third-most-effective tactic for media planners to achieve their enterprise objectives.

  • A whopping 81% of media planners who run audits say they've been efficient for reaching their enterprise objectives and 67% say the outcomes of their content material audits have had a reasonable to vital influence on their media planning technique.
  • Using content material audits will develop considerably in 2022 as 37% plan to leverage them for the primary time and 15% of all media planners will make investments extra in content material audits than every other technique.

So what are the objectives of a content material audit?

By analyzing the efficiency of the content material you create, you get insights on what exceeded expectations, what falls flat, and why

content audit goals

Figuring out content material gaps is the #1 goal of content material audits, however that doesn’t imply it must be onerous. Right here’s a information on easy methods to run a easy content material audit particularly to seek out and fill these content material gaps.

Figuring out points along with your web site and bettering the consumer expertise is one other extremely efficient technique for driving visitors to your net content material, bettering SERP rating, and growing engagement. In our survey of 400 net visitors analysts, we discovered that net analysts who reported an efficient web site technique in 2021 have been 25% extra more likely to optimize their web site for loading pace.

For those who’re nonetheless not satisfied to audit your content material, we additionally requested media planners concerning the largest advantages they’ve seen from auditing. Right here’s a graph with the outcomes:

content audit benefits

How usually must you run a content material audit?

Most media planners who run content material audits achieve this on a month-to-month or quarterly foundation. For those who’re prepared to begin auditing your content material, you possibly can both create your personal template or use this one from HubSpot.

Not solely did we craft it ourselves, however 46% of media planners who use templates for content material audits use it, making it the preferred third-party template. Our knowledge additionally exhibits that 86% of those that use HubSpot’s template say content material audits have been efficient for reaching their total enterprise objectives, so it's best to give it a shot.

Which Channels Entrepreneurs Use in Their Media Combine

The highest channels media planners leverage are paid and natural social media content material, electronic mail advertising and marketing, and natural search.

top channels in media mixes

As this knowledge is immediately in keeping with our earlier advertising and marketing analysis, listed here are a couple of fast bullets on every:

  • E mail advertising and marketing is essentially the most leveraged media channel utilized by 1 in 2 media planners and can proceed to develop this 12 months with 22% planning to leverage it for the primary time. E mail advertising and marketing has the third highest ROI of any channel.
  • Paid social media content material is utilized by 47% of media planners and has the best ROI and highest engagement of any channel. Channel utilization will develop considerably in 2022 as 14% of all media planners plan to take a position extra in it than every other channel and 25% plan on leveraging it for the primary time this 12 months.
  • Natural social media content material is utilized by 43% of media planners and can proceed to develop this 12 months with 22% planning to leverage it for the primary time and 9% planning to take a position extra in it than every other channel in 2022. Natural social has the 2nd highest ROI and 2nd highest engagement ranges of any channel.
  • Natural search is leveraged by 36% of media planners and 45% of them say it has the best ROI of any channel they use. It'll develop in 2022 with 23% of media planners planning to leverage natural seek for the primary time.
  • 84% of media planners leverage a mixture of natural and paid media.

However, what is the perfect media combine seem like? Try this useful information with much more knowledge. 

The Advantages and Challenges of Media Planning

The Advantages of Content material and Media Planning

Media planning can assist you manage, plan, and analyze your content material, however what are the largest advantages entrepreneurs get from having a devoted content material plan? Right here’s a breakdown of our survey outcomes:

One fascinating theme to notice above is that the highest three advantages relate to understanding channels, the place your viewers is, or the place and easy methods to goal them. From what we have seen over the previous decade, the key to efficient, ROI-generating advertising and marketing or content material is knowing and realizing the place to satisfy your targets.

So, whereas the thought of media planning may appear daunting in occasions when plans consistently change – it is nonetheless extremely precious, value your time, and is more likely to return on its funding.

In the end, the work you do as a media or content material planner will educate you ways and when to create new content material, when to pivot, or easy methods to successfully change course in occasions the place rivals are struggling to know altering client ideas and behaviors.

Media Planning Challenges

For all its advantages, media planning additionally comes with some challenges. Listed below are the largest challenges entrepreneurs face with media planning:

the biggest challenges of media planningFiguring out the best media combine is an extremely essential side of media planning, but additionally the one media planners wrestle with essentially the most. Try this article for recommendations on optimizing your media combine.

Except for discovering the best media combine, a restricted finances is the second largest problem media planners face, so let’s check out some knowledge on content material advertising and marketing budgets.

Budgeting Your Content material Advertising Efforts

How A lot of Your Funds Ought to Go to Content material Advertising?

Chances are high you have already got a finances devoted to content material advertising and marketing, however in case you don’t, it might be a good suggestion to affix the 94% of media planners who do.

The actual query is how a lot of your complete advertising and marketing finances ought to go to content material advertising and marketing, so right here’s a have a look at our outcomes:

how much do marketers budget on content strategyHalf of manufacturers spend below 50% of their advertising and marketing finances on content material, with 72% of media planners saying the first model they work with spends between 20%-60% of their complete advertising and marketing finances on content material advertising and marketing.

The place Entrepreneurs Make investments Their Content material Advertising Funds

So, how a lot is that content material finances we simply mentioned above? Here is a have a look at how a lot advertising and marketing departments delegate to content material. 

quarterly content marketing udget

  • 1 in 4 manufacturers have a quarterly content material advertising and marketing finances below $40K
  • 38% of manufacturers have a quarterly content material advertising and marketing finances between $40K-$100K, whereas 35% have a finances over $100K.

Along with your finances in thoughts, let’s check out how usually you ought to be making a media plan and the way far prematurely to begin laying the groundwork to your content material technique.

Timing Your Media Plan

How Typically Ought to You Create A Media Plan?

Almost half of media planners create a media plan for his or her major model as soon as per quarter:

Whichever cadence works greatest for you, you’ll additionally want to begin your planning course of forward of time. Let’s learn how far prematurely entrepreneurs are creating their media plans.

how often do content planners make plans

How Far in Advance Ought to You Begin Formulating Your Media Plan?

Based on our survey, 41% of media planners will change their media combine in 2022, however how far forward will they begin planning?

how far in advance do marketers make media plans

Over 80% of media planners formulate their methods lower than 4 months forward of time.

One other essential piece of formulating your media plan would be the instruments you utilize, so let’s have a look at which instruments entrepreneurs discover the best.

Content material Planning & Advertising Instruments

The highest two instruments media planners use are HubSpot Advertising Hub (38%) and HubSpot Media Planning Templates (34%).

Right here’s a chart exhibiting the largest advantages of leveraging media planning instruments:

top media marketing tools

One other instrument leveraged by 78% of media planners is automation, right here’s what content material strategists and media planners use it for:

content automation use cases chart

Pivoting Your Content material Plan

Pivoting might be intimidating as a result of uncertainty of abruptly switching up your content material plan, so here is a high-level have a look at our survey knowledge on the subject. You may as well discover a deeper dive into our knowledge and suggestions on this put up.

Is Pivoting Your Content material Plan Efficient?

Whether or not you had each advertising and marketing marketing campaign for 2020 and 2021 totally deliberate out or have been simply winging it, the pandemic compelled us to toss no matter plans we had out the window and adapt in real-time.

As we talked about above, most entrepreneurs who pivoted their content material plan in 2021 did so due to the COVID-19 pandemic. 

The excellent news? A whopping 74% of media planners say their most up-to-date pivot was efficient for reaching their total objectives and 78% of media planners say their content material plan modified a reasonable to vital quantity the final time they pivoted.

When do manufacturers pivot a content material plan?

Right here’s how media planners knew it was time to pivot. Spoiler! It is not at all times attributable to international occasions. 

Of the media planners who've ever pivoted, over two-thirds did so to attempt a brand new social media platform, and 77% pivoted to attempt a brand new function.

reasons its time to pivot a content plan chart

Which platforms or options have media or content material planners pivoted to?

Fb and Instagram Buying platforms; YouTube Shorts; and dwell chat rooms like Instagram Stay Areas, Clubhouse, and Twitter Areas have been receiving excessive curiosity from strategists recently. 

What's extra, our survey found that:

  • Entrepreneurs who say their final pivot was efficient are 10% extra more likely to have pivoted to make use of Twitter Areas.
  • Entrepreneurs who say their final pivot was efficient are 10% extra more likely to have pivoted to make use of Fb Stay Buying.
  • Entrepreneurs who say their final pivot was efficient are 8% extra more likely to have pivoted to make use of YouTube Shorts.
  • Entrepreneurs who say their final pivot was ineffective are 9% extra more likely to have pivoted to make use of Spotify Inexperienced Room and eight% extra more likely to have pivoted to make use of Spoon.

What needs to be your first steps to pivoting a content material plan?

Switching up your content material plan can really feel like going into uncharted territory. That will help you, here is how the media and content material planners we surveyed tackle the problem. 

steps media planners take when pivoting a content plan

I discovered that entrepreneurs who speak to gross sales and customer support groups to higher perceive their clients and their ache factors have more practical pivots than those that don’t. They're 16% extra more likely to say pivoting was efficient.

Additionally, those that alter their media combine to replicate altering client habits have more practical pivots. They're 9% extra more likely to say pivoting was efficient.

To get a extra detailed step-by-step information on easy methods to pivot, take a look at this put up.

How usually must you pivot your content material plan?

Whereas, most manufacturers that pivoted did so a minimum of 3 times in 2021, this does not essentially imply you must make large adjustments as soon as 1 / 4.

Nevertheless, it is sensible to have versatile features of your planning that may change if exterior elements, like world occasions, come up.

And, if and when the unprecedented does occur, you will need to take a stp again and ask your self what adjustment or technique is true to your model. 

Though customers care about responsive content material, in addition they care about moral advertising and marketing and social accountability of the manufacturers they comply with. Due to this, they will be fast to identify (and name out) inauthentic and opportunistic conduct, which may injury an organization’s picture.

And whereas we’re on the subject of avoiding errors, I additionally requested media planners concerning the largest errors they’ve made when altering their content material plan. Let’s check out the place they’ve gone unsuitable.

Errors to Keep away from When Pivoting Your Content material Plan

Pivoting your content material plan is efficient, but additionally has its pitfalls. These are the highest errors media planners have made when switching issues up:

media planning mistakes

As you possibly can see above, altering your content material technique drastically to cater to only one section of your viewers isn’t advisable.

And to reiterate the recommendation of Karla Hesterberg, the Sr. Supervisor of Content material Development Technique at HubSpot, “Keep in mind that content material technique is at all times a protracted sport —your short-term technique can’t compromise your potential to unravel for the continuing, long-term wants of your content material property.”

Talking of long-term objectives, switching up your media plan on the go may wind up being costly. Right here’s how a lot of their finances media planners are spending once they pivot.

Key Takeaways for Content material & Media Strategists

Content material and media planning can get advanced and sophisticated in at present's world the place the whole lot – together with your goal purchaser – is consistently altering.

In the end, sturdy preparation will aid you be able to create and optimize your content material technique to cater to your evolving target market.

Though we went over a handful of various methods and knowledge factors above, listed here are three key themes which you could take away from this put up.

  • Understanding your viewers is significant: As a marketer, creator, and media planner, it is advisable know your viewers to know what they will reply to, what is going to inspire them to have interaction with you, and the place they will go to devour content material. You’ll additionally need to know the place your viewers spends essentially the most time. With this information, you can create campaigns that meet them the place they're and nurture them into shopping for your product.
  • Plan to re-plan: The world is at all times altering. An efficient media planner creates a plan, but additionally prepares for issues to alter and identifies methods they will optimize, shift, or pivot it when one thing surprising occurs.
  • At all times be auditing: One technique will not work without end, in any area of selling. So, it is essential to proceed to trace and audit your efforts. That manner if one thing stops working or must be mounted, you possibly can optimize it or shift away from it promptly with out shedding time or cash.

Wish to see much more knowledge on this matter? Try the free, downloadable useful resource beneath which highlights the majority of the info from our survey multi function place. 

content planning in 2022

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