Content Planning
As a marketer, you know digital content like blogs, videos, and social media are integral to your marketing strategy, but figuring out the frequency you should post digital content can be tricky. Fortunately, HubSpot surveyed over 1,200 marketers to determine how often you should publish content across various channels. Here’s what you need to know. How often do marketers publish content? Our survey found that 34% of marketers publish content multiple times a week, and 33% publish content once a day. Only 13% reported publishing content multiple times a day, 10% said weekly, 6% said multiple times per month, and 4% said once a month or less. But which posting frequency is the most effective? Well, most marketers (35%) who publish once daily described their 2022 marketing strategy as effective. Interestingly, we found that 33% of the marketers who publish multiple times a week said their marketing strategy was effective
Posting Instagram content when your audience is most active on the app increases chances of engagement, brand awareness, referral traffic, and conversions. However, it’s not always efficient to hover over your phone or laptop to post on Instagram at the perfect moment — so you’ll need a way to schedule Instagram posts ahead of time. This is where Instagram scheduling software comes into play. Can you schedule Instagram posts? Why You Should Schedule Your Instagram Posts Instagram Scheduling Best Practices Best Way to Schedule Instagram Posts Tools for Scheduling Instagram Posts HubSpot Social Media Management Software Later Tailwind Buffer Sked Social Sprout Social Loomly How to Schedule Instagram Posts Schedule Your Instagram Posts Can you schedule Instagram posts? Yes! If you’re a content creator or business owner with access to Meta’s Creator Studio, you can connect your Instagram account to Creator Studio to schedule posts. If you don’t have Creator
Creating an effective content workflow is a lot like baking a cake. If you accidentally pour unfinished batter into an unprepared pan, the damage is done. You can’t go back and prep the pan after the fact. Imagine your cake batter is your content, and the cake pan is its publication. If your content goes straight from the writer to your consumers, you are running a lot of risks. You must first edit and fact-check the content before publication and distribution. Readers become disinterested or upset at careless, incorrect content. And once the information is out there, it is nearly impossible to recover. Having the right people in place on your content team is not enough. To create quality content every time you post, your company needs to outline its processes in a content workflow. In this post, we’ll cover the topic of content workflow — what it is, how
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…
Imagine this: as a content marketer, things are going pretty well for you — you’re confident about your upcoming campaign, the ROI from your last couple were stellar, and projections for the new one looked just as good, if not better, than ever before. And then something happened, and you need to pivot your content. Maybe it’s a sudden trend or global event that diverts your audience’s attention. Or, perhaps a competitor’s campaign launch has everyone talking, and you’re unsure if your current content strategy is good enough to outshine theirs. Regardless, this shift has impacted your company directly, which means, your entire campaign is impacted directly. With that being said, now you have to decide if you need to pivot your content plan — and quickly. But how do you respond to an event like this? We asked HubSpot managers to give their insights about how to navigate major…
If you’re anything like me, you’re consistently working out of at least 20 browser tabs, four journals, a yellow legal pad or two, and a myriad of Post-it notes stuck around your computer monitor. To the average overseer, it’s nothing short of chaos. To the blogger, it’s evidence of a (desperate) need for an editorial calendar. My muddled system transforms dramatically when I work with a team. I realize the need for organization and structure, and this could not be more necessary than managing a blog. Without a mutually agreed-upon system for planning, writing, and scheduling content every week, you can find yourself in a pile of missed deadlines, unedited blog posts, and a fair amount of team tension. There’s no such thing as a perfect editorial calendar — it all depends on the needs of your team. Nonetheless, there are several questions you should ask yourself to determine what…
If you ask marketers about their 2020 content plans, most will tell you they had to pivot because of the pandemic. In 2021, many said the same thing, as the world adjusted to this new normal. We surveyed over 600 media planners this year and 99% of marketers who have ever pivoted their content plan did so in 2021, with 39% of them pivoting three times that year. So how are they budgeting in 2022? Let’s find out. How much are marketers spending on content marketing? According to HubSpot Blog Research, 39% of marketers surveyed say they allocate 31-50% of their total marketing budget to content marketing. This tells us that brands are leveraging content marketing above many other marketing strategies, as they put at least a third of their funding in it. Wondering exactly how much? Most marketers surveyed (26%) said their quarterly content marketing budget ranged between $40K…
2021 was a big year for the HubSpot content team. Our team grew, we faced challenges, and we had some fun with experiments. Experiments can teach you a lot about your audience and help you unlock growth opportunities. Here are some experiments we ran in 2021 and what we learned from them. Conversion Rate Optimization In January 2021, the web strategy team decided to run a form optimization experiment to understand how altering our forms would affect our users, ahead of a blog redesign. When evaluating the current form, the team found that it was breaking several best practices relating to user experience (UX). For instance, the form used asterisks when all fields were required and users were unable to tab through the fields, taking longer to go through the form. This issue with the UX was further validated with high dropoff rates on offer pages. This meant that a…
A sound content marketing strategy is one of the better ways a business can help shape its brand identity, garner interest from prospects, and retain an engaged audience. It lets you establish authority in your space, project legitimacy, and build trust between you and who you’re trying to reach. As you can assume, it’s well worth understanding. But that’s easier said than done. Content marketing isn’t static. The landscape of the practice is constantly changing. It doesn’t look the same now as it did ten years ago, and in ten years it won’t look the same as it does now. It’s a difficult topic to pin down — one with a fascinating past and an exciting future. Out of both genuine interest and forward-thinking practicality, it’s important to understand both where it’s been and where it’s going. Here, we’ll get some perspective on both. We’re going to take a look…
What do you use spreadsheets for? If you’re anything like me, you likely use them to collect data, track campaign or blog post analytics, or keep track of weekly assignments. But have you ever thought about using spreadsheets to make a calendar? If not, let me tell you why Google Sheets is the perfect tool for your content calendar. If you often work on campaigns for a few different clients, creating individual calendars in Google Sheets could be uniquely useful for ensuring the client understands when certain content will go live. Alternatively, perhaps you need to create an internal Google Sheet calendar for your team to keep track of upcoming projects. Making a calendar in a tool that’s commonly used for spreadsheets sounds a little intimidating, but don’t worry, the process is actually pretty intuitive. And with the help of some tips, you can easily make a functional calendar that…