Immediately’s digital panorama is a aggressive one. For any enterprise to seek out success at present, it should create and share media content material (reminiscent of photographs, movies, written content material, and podcasts) with its viewers.
Publishing new media is the way you enhance model consciousness, engagements, conversions, and income for your small business. To not point out, media content material helps you stand out from opponents.
Over time, although, it might change into complicated to maintain monitor of, plan, manage, distribute, and analyze all that media content material.
One of the simplest ways to fight these points is thru media planning.
What’s media planning?
Media planning is figuring out how, when, the place, and why your small business shares media content material along with your viewers. The method consists of deciding what media might be shared on what channels to spice up attain, engagements, conversions, ROI, and extra.
Media planning has many transferring elements, and the method might be troublesome to get proper.
By working via the media planning steps in addition to implementing media planning templates, you’ll maintain any media-related challenges at bay.
What’s a media plan?
A media plan particulars what sort of media you’ll create and the place and the way you may publish it to finest interact and convert your viewers. Some media plans align with bigger firm initiatives and campaigns, following together with pre-approved messaging and content material.
Different media plans are standalone methods that element how organizations plan to leverage media (written, video, audio, and many others.) to attach with followers and clients.
There are an a variety of benefits to media planning.
Advantages of Media Planning
Media planning aids with elements of content material creation and distribution, together with:
- Attending to know your audience on a deeper degree so you’ll be able to successfully attain them via your media content material
- Deciding which media channels and platforms on which you’ll share your content material
- Figuring out the timing and frequency of the media and content material you publish and share
- Maintaining with the most recent media traits and expertise
- Sticking to your price range as you’re employed to create, publish, and share high-quality and fascinating media content material
- Conducting analyses to measure the success of your media planning course of
Along with the advantages of media planning, it’s necessary to notice the way it differs from media shopping for. Though the processes are associated, they’ve totally different functions and are sometimes confused with each other.
Media Planning and Shopping for
Media planning and media shopping for are carefully associated and work in tandem with each other. Relying on the scale of your small business and your price range, your workforce members who plan your media may additionally deal with the media shopping for course of.
So, what makes these processes distinctive?
Properly, media planning focuses on the technique behind the media content material that’s created, revealed, and shared amongst your clients and audience. The media referred to right here is all-encompassing, which means it doesn’t at all times embrace paid advertisements and paid content material.
That is the place media planning and media shopping for differ.
What’s media shopping for?
Media shopping for is expounded to paid media — whether or not meaning your small business is shopping for marketing campaign or advert house on numerous channels, paying to share focused campaigns and advertisements, or negotiating with media distributors.
In a world the place your small business can create and share media and efficiently attain your viewers free of charge, media planning can occur with out media shopping for.
Nevertheless, media shopping for requires media planning. (It is like that “a sq. is a rectangle, however a rectangle is just not a sq.” lesson that baffled us all in elementary faculty.)
Media planning units the tone and course for the shopping for that should happen. As soon as advert house is bought or content material distribution plans have been negotiated, there must be a method (or media plan) for getting that media to your viewers and clients.
Subsequent, let’s evaluation the steps within the media planning course of so you’ll be able to start creating your small business’s technique.
Media Planning Course of
- Conduct market analysis.
- State your media planning goal.
- Decide your media planning templates.
- Implement your media plan.
- Consider your success.
As you’re employed via the next media planning steps, remember the fact that how your small business applies the outcomes and conclusions derived from every step might be distinctive primarily based in your viewers and desires.
1. Conduct market analysis.
The very first thing you’ll wish to do when creating your media planning course of is conduct market research. Market research will allow you to tailor the content you create and the media plan you implement to your target audience and customers.
Start by creating (if you haven’t already) and studying your buyer personas as well as developing an understanding of who your target audience and current customers are.
With this information, you can determine what media will reach, resonate with, and convert your audience. Additionally, it’ll help you decide what platforms and channels through which to share your content.
2. State your media planning objective.
When developing your media plan, keep a goal (or a few) in mind to help you effectively navigate the process. Moreover, goals can help you know what content types and platforms you can say “no” to.
Here are some examples of media planning objectives you might have:
- Strengthen cross-team collaboration (e.g. content, graphic design, animation, video, blog, social media) while creating and sharing media.
- Enhance and streamline the publication and distribution processes for all media.
- Improve media distribution timeline to ensure our content is shared efficiently so it’s relevant to our target audience.
- Amplify the success of our media content by allowing for ample time to analyze its impact and reach our audience.
For instance, say you’re looking to create a media plan for your Facebook and Instagram social content. Your objective may be to streamline the content creation process in a timely fashion and then schedule posts on both platforms in advance.
This way, you ensure your posts are relevant to your audience so you can boost engagement and stay top of mind.
3. Determine which media planning templates you’ll use.
There are a number of easy-to-use templates available to help with your media planning strategy, such as editorial calendar templates and social media strategy templates. We’ll cover these options, and several others, in detail below.
Media planning templates ensure you stay efficient and effective while working on all aspects of your media content. They keep your media content organized while publishing and sharing it among your audience members.
Due to the variety of templates available for different types and parts of the media planning process, the templates you incorporate will be unique to your business. Don’t be afraid to experiment with or combine different templates.
For example, if your business is looking to create a media plan for your Facebook and Instagram social media, you might choose to implement a social media calendar template.
Such a template will allow you to coordinate your content material throughout each channels, enhance engagement, and enhance productiveness amongst your workforce members — and due to this fact, obtain the target you set in step two.
4. Implement your media plan.
Guarantee all events who ought to concentrate on the plan have the mandatory particulars that will help you execute accordingly.
Moreover, share the contact particulars of the media-planning level particular person at your organization in case anybody has questions or feedback.
To get a greater understanding of what I imply, let’s refer again to our instance within the above step about your social media plan for Fb and Instagram.
Should you implement a social media calendar template as a part of your media plan, guarantee everybody who might be engaged on or creating the content material and publication schedule for each platforms has entry to it.
5. Consider your success.
Whether or not your media plan revolves round particular person posts on Instagram or a month-long, company-wide marketing campaign, be sure you measure the success of your plan.
Ask your self and your workforce questions like, “Did this media plan assist us obtain our particular targets?” and “Did the media planning templates and instruments we used add worth to our media creation and publication processes?”
The way in which you consider your media plan’s success must be straight tied to your small business’s particular targets relating to your media and content material, the groups who create the media, and the worth you hope to derive from the media (e.g. enhance conversions, engagements, income, and many others.).
Let’s look again at our instance from above one final time. Take into consideration whether or not or not your social media content material plan and the calendar template you carried out have helped you attain your audience and obtain the target you set.
Ask your self whether or not or not your media plan helped you enhance engagement on the social platforms you targeted on in addition to collaborate and coordinate extra successfully to extend team-wide productiveness.
What to Think about for Your Media Planning Technique
After following the media planning steps above, there are just a few further issues to think about.
First, what’s your media planning price range? Should you’re aiming free of charge media, you’ll be able to disregard this query. But when a part of your media planning entails media shopping for (as we mentioned above), you may want to take a seat down along with your advertising management to know what funds you must work with.
Set this price range earlier than you begin researching platforms and creating content material. You do not wish to begin formulating a marketing campaign that you would be able to’t afford down the street.
Second, take into account your key messaging factors you need your media to speak. You do not have to pre-write all of your media content material, per se, however you must set up the principle themes at first so all media is constant and on theme.
These messaging factors will come from out of your viewers analysis and may additionally affect what content material sorts and platforms you pursue, so be sure you set up these early on.
Now, let’s evaluation some sources out there to simplify the media planning course of.
Media Planning Templates
There are a plethora of media planning templates out there on-line that you would be able to buy or obtain free of charge. The nice half about utilizing media planning templates is that you would be able to customise and tailor them to your small business’s particular wants and targets.
Relying on the media software program your small business makes use of, reminiscent of HubSpot’s (free) CRM, Marketing Hub, or Sprout Social, there could also be customizable planning templates included (just like this menu of options from HubSpot).
You may additionally elect to create templates by yourself with the assistance of Google Sheets.
Both means, the way you select to implement and use media planning templates might be distinctive to your small business and desires — so don’t be afraid to change your templates over time as your targets evolve or viewers grows.
Kinds of Media Planning Templates
To assist get you began, right here’s a listing of frequent sorts of media creation and planning templates. (Click on the hyperlinks to be directed to an related template useful resource.)
You would possibly use one or a number of media templates primarily based in your wants. Keep in mind, there’s no proper or mistaken reply to which template you must use — it’s about desire and what works finest for your enterprise.
- Use a media planning template to arrange your paid media efforts and bills in a single visible location.
- Use a social media strategy template to align your media content material along with your viewers in a means that gives worth for your small business.
- Use a social media calendar template to customise a timeline for once you’ll share your social media posts in a easy, organized, manageable, and efficient format.
- Use an editorial calendar template to plan and optimize the entire advertising content material you’ll publish and share together with blogs, social media, and campaigns.
- Use a blog post template to easily fill-in-the-blanks and start writing participating, related, and well-optimized weblog content material on your viewers (all whereas avoiding author’s block!).
- Use an ebook design template to take the guesswork out of how one can make your book skilled, eye-catching, and delightful all whereas saving your self worthwhile time.
- Use an infographic template in Powerpoint or Illustrator to rapidly customise the way in which you current information, share insights, and promote provides in a means that appears and feels skilled.
- Use an analytics and reporting template for Excel, PowerPoint, and Google Drive to make the processes of pulling, organizing, and sharing information easy irrespective of which metrics you monitor.
- Use a budget template to handle and evaluation your spending and price range with Excel or Google Sheets.
- Use an advertising template that will help you plan and handle promoting campaigns in a means that’s positive to transform viewers members into leads and clients.
Start Your Media Planning Course of
Media planning is an integral a part of your small business’s means to efficiently create, publish, and share media content material. It’s the way you streamline cross-team communication and collaboration round your media in addition to guarantee it’s shared along with your viewers in a well timed vogue.
So, work via the media planning course of steps above and select which templates you’ll use to start reaching and changing extra viewers members.
Editor’s notice: This publish was initially revealed in February 2020 and has been up to date for comprehensiveness.