What is a Content Planner?
A content planner is someone who is responsible for overall content planning to run a content marketing strategy. There are also types of content in the form of photos, videos, carousels, or holding live on social media. Not only that, the content planner can also schedule articles to be uploaded on the website.
Content planners work closely with people who are directly involved in content creation, such as content strategists, content creators, content writers, copywriters, graphic designers and even social media admins. Content strategists and content planners can be likened to planners, while people with other jobs are tasked with executing the plan.
Although often considered the same, content planner and content strategist are two different roles. The content strategist is in charge of setting the strategy for the content to be uploaded so that it can be accepted by the target audience. They are also responsible for determining the tone and style of language in the content to match the brand image that is delivered.
In content planning, the content strategist will first design the content strategy. After that, the content planner will create content topics according to the established strategy, choose the type of content, then schedule it in the editorial calendar. Content creators and other content managers will execute the schedule according to the specified deadline.
3 Content Planner Tasks
You already know the big picture of a content planner’s job after knowing the definition. However, content planners also have a series of jobs to fulfill in planning content. What are their responsibilities?
1. Create a Content Plan
Content planners should create content plans over the short or long term, ranging from a month to a year. The length of this period is determined by the results of content research from content strategists. The content plan also contains a number of information that consumers want to receive and the form of delivery of that information.
Content planners should also plan the type of content they want to create for a particular moment, such as religious holidays, national holidays, or company birthdays.
2. Designing an Editorial Calendar
This task is a continuation of creating a content plan. The editorial calendar contains a schedule for content creation and upload as well as deadlines that must be met. The content plan that goes into the editorial calendar is mature and ready to be executed by the content creation team.
3. Ensuring Content Plan Executes Successfully
Content planners act like captains in social media content production. They ensure that the content plans that have been created are successfully executed on time or there are no delays. Not only that, the content planner also ensures that the delivery method of the uploaded content is in accordance with the content strategist’s expectations.
3 Skills a Content Planner Needs
Whatever the field of work, all require skills that need to be developed over time. Likewise content planners, they must have the skills needed to remain qualified in carrying out the tasks and responsibilities above. Make sure these three main skills are in content planner candidates before you hire them.
1. Creative Thinking
Creativity is something that cannot be separated from planning and content creation. Content will actually feel empty and not attract the interest of the audience if there is no spice of creativity in it.
A content planner must be creative in planning content. This creativity is not seen in the graphic or video design, but also in the ideas and style of delivering the topic. The goal is simple, which is to make the audience more comfortable seeing the content that is presented to the end.
2. Research and Analysis
It’s not just content strategists who need research and analysis skills. Content planners must also have this skill because they also monitor trends that are in demand by the target audience. This trend is not only related to the business industry being run, but can also be a hot topic that is being discussed by the community.
3. Discipline and Time Management
Content planners must also have high discipline in time management. They are responsible for ensuring that the content plan is successfully executed on time and does not miss the set schedule.
Planning is the first step in content marketing, so content planners must be able to plan content and editorial calendars in the long term to avoid delays.
A content planner’s scope of work usually includes organic content planning. This method certainly still has the opportunity to increase the number of audiences if the content presented is interesting enough. However, there is nothing wrong with implementing a social media advertisement strategy so that the number of your social media followers will increase significantly.
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