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Generative AI is everywhere now. You see it in content, campaigns, customer experiences, and even internal workflows. It promises speed, scale, and efficiency, but there’s a harder question sitting underneath all that progress; Do your audiences actually trust it?

Trust in the Age of AI: What Consumers Really Think About AI Generated Content

Today, PR teams aren’t just tracking media coverage and share of voice. They’re also measuring how their brand shows up in AI-generated answers, search summaries, and large language models (LLMs). This new LLM visibility layer is quickly becoming a critical part of PR performance.

15 Must-Have PR KPIs and How to Track Them

See how one platform can power every decision across PR, communications, and marketing.

The Meltwater Blog

Blog Topics: Generative Engine Optimization, Media Intelligence, Media Relations, Social Listening, Consumer Intelligence, Influencer Marketing

Find out how you can leverage Facebook to boost your brand's online presence and gain a competitive edge. Explore the Meltwater category page today!

Facebook Blog | Meltwater

Find out how you can leverage Instagram to boost your brand's visual appeal and gain a competitive edge. Explore our category page today!

Instagram Blog | Meltwater

Find out how you can leverage LinkedIN to grow your professional network and gain a competitive edge. Explore the Meltwater category page today!

LinkedIn Blog | Meltwater

Find out how you can leverage TikTok to elevate your brand with creative content and gain a competitive edge. Explore the Meltwater category page today!

TikTok Blog | Meltwater

Find out how you can leverage X / Twitter to engage your audience effectively and gain a competitive edge. Explore the Meltwater category page today!

X / Twitter Blog | Meltwater

Find out how you can leverage YouTube to create engaging video content and gain a competitive edge. Explore the Meltwater category page today!

YouTube Blog | Meltwater

Generative Engine Optimization (GEO) is transforming how brands show up in AI-powered search. Explore insights, strategies, and best practices to help your content rank and resonate across conversational engines like ChatGPT, Gemini, and Copilot.

Explore insights and strategies for Generative Engine Optimization (GEO) to help your brand stay visible and discoverable in AI-powered search.

Generative Engine Optimization (GEO) Blog Collection | Meltwater

Every day billions of conversations take place on social media: tweets, posts, comments, blogs, reviews, podcasts, and much more.
Learn how to use social listening to make sense of all of that data.

On our social listening category page, you find all our blogs covering topics around social listening and social media monitoring. Read more.

Social Listening Blogs | Category

Business Reputation Management: What does it take to add reputation management to your marketing strategy? More importantly, how do you keep your reputation sparkly and shiny? Here’s your all-access guide to online reputation management for the long term.

On our reputation management category page, you find all our blogs covering topics around business reputation management. Read more.

Reputation Management Blogs | Category

From your brand's logo to your website, your social media presence to your customer support—these elements combined are what constitutes a brand in the minds of customers. But, there are thousands of other businesses that have a logo, website, social media presence, and website. So, how can you position your business on the market and make it stand out from the competition?
The key to success is branding & brand management!

On our brand management category page, you find all our blogs covering topics around brand management. Build your strategy and reach your goals!

Brand Management Blogs | Category

Competitive intelligence and the act of collecting competitive data can be seen as growth drivers for a company. Our guide will help you understand the concept of competitive intelligence (CI) by answering questions such as: What is the definition of competitive intelligence? How is competitive intelligence useful to organizations? What is the goal of competitive intelligence? And more.

On our competitive intelligence category page, you find all our blogs covering topics around competitive intelligence. Learn how to stay ahead.

Competitive Intelligence Blogs | Category

Let’s dive into the customer journey framework and how to optimize the process by creating a customer journey map and using metrics that matter when analyzing the customer journey.

On our customer journey category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Customer Journey Blogs | Category

What Is Data Analytics? [Beginner’s Guide 2023]
How can I grow my business? 
How do customers interact with my newly launched product?
How do I increase the productivity of my employees?
How do I know if my marketing efforts are working?
We have just two words for you...Data analytics!

On our data analytics category page, you find all our blogs covering topics around AI and data analytics. Technical and still easy to understand.

AI & Data Analytics Blogs | Category

Public relations and media relations can add impact to any marketing strategy. It’s an opportunity for brands to grow their reach beyond traditional sales messages. PR helps to shape the image you want people to have of your brand.
So, what is PR and how do you use it? This guide shows you everything you need to know to build a strong public relations foundation.

On our public relations (PR) category page, you find all our blogs covering public relations and communications topics. Step up your PR game.

Public Relations (PR) Blogs | Category

We all know exactly what the roles of sales or accounting are in a company, right? We might even have a slight idea of what the IT guys are doing.
But there is another business discipline, that plays a crucial role in organizations, even more so during the pandemic – internal communications!
But what exactly do we mean by that, what purpose does it serve and what steps can you take to ensure you and your employees will communicate effectively?

On our internal communications category page, you find all our blogs about internal comms topics. Learn about the intranet, internal newsletters, and more.

Internal Communications Blogs | Category

As the internet has taken root in more areas of our lives — everything from entertainment to shopping to paying bills and more — traditional marketing is becoming less impactful. As any marketer knows, you need to focus on where your audience is if you want to reach them. Since the average person spends about seven hours a day online, it’s no surprise that content has maintained its hold on marketers.

Here's a closer look at what content marketing is and why it matters more than ever in our digital-first economy.

On our content marketing category page, you find blogs about content marketing topics. Learn about strategies, KPIs, tips, and more. Make your content king!

Content Marketing Blogs | Category

The rise of the influencer marketing space – today a $10 billion industry, growing 50% per year – is one of the clearest examples of how social media is transforming traditional marketing. These days having a business website, presence on social, PR coverage, and your own content isn’t enough to compete.
We'll dive into the intricacies of influencer marketing to help ensure that you're equipped with the insights needed to be successful in this space.

On our influencer marketing category page, you find blogs about influencer marketing topics. Build your strategy, find influencers, and measure results.

Influencer Marketing Blogs | Category

Have you just launched a new product or service that you want to get the word out about? Maybe you want to share with consumers why it is awesome and how it is so much better than the one your competitors offer.

Well, then, there is one thing you can't do without...Marketing!

On our marketing category page, you find blogs about marketing topics. Learn about all the different angles and types of marketing and improve your results.

Marketing Blogs | Category

In this guide, we want to give you a peek into the definition of social media management, the daily schedule of a social media manager, social media platforms to promote your business, and the do’s & don’ts of social media management.
Are you ready to begin the journey of becoming a social media superstar?

On our social media management category page, you find blogs about social media management topics. Build and manage your online community.

Social Media Management Blogs | Category

Building a following and using social media platforms to reach a wider audience requires a well-planned social media marketing strategy. In this guide, we’ll be looking at why social media marketing is so essential and how you can make it work for your business.

On our social media marketing category page, you find blogs about social media marketing topics. Learn how to get the highest paid social ROI!

Social Media Marketing Blogs | Category

In the fast-evolving realm of digital marketing and public relations, utilizing the right tools is crucial for success. Our interdisciplinary category showcases all the pertinent tools for digital marketing & PR. These tools help in enhancing your online presence and effectively reaching target groups, whether through reputation management, influencer marketing, or social media management.

On our digital marketing and PR tools category page, you find all our blogs covering topics around mapping and understanding the customer journey.

Digital Marketing & PR Tools Blogs | Category

When you're using the world's biggest social media platform, how do you keep tabs on everything in your Facebook marketing? From gaining the right insights from your Facebook page and Facebook analytics to making continuously smarter decisions and adjusting to social media platform changes, this post takes a closer look into what you need to know about Facebook monitoring. 

Social media monitoring tools are on the rise, as social platforms themselves continue to see a growth in user-ship. It is becoming increasingly important for brands to stay up to date with the changes that platforms make.

Read on to learn the best way of tracking, monitoring and analyzing your Facebook marketing efforts going forward. 

The Discontinuation of Facebook's Analytics Tool

Which Facebook Metrics Should You Track and Analyze?

3 Reasons to Monitor Facebook Page Analytics

Facebook monitoring is the process by which marketers can track for mentions of their brand, industry, and competitors on Facebook.

Monitoring on Facebook covers posts and pages.

Your team can uncover common keywords associated with certain topics, be alerted when a spike in negative or positive sentiment occurs, find new marketing opportunities, and more.

Facebook announced in 2021 that the free Facebook Analytics tool would no longer be available after June 30, 2021. 

According to CMS Wire, there was a declining interest in the panel data - data with a filtered view - that Facebook Analytics displays. With the growing concern surrounding data privacy regulations and well as the aggregate view of what content trends, there was been less interest in the panel data that Facebook Analytics provides. Moreover, Facebook Analytics was simply found to be less useful than other analytical tools that provide much more in-depth insights. So it's bye-bye Facebook Analytics and hello to new alternatives.

While Facebook Analytics is no longer available, the social media platform does have alternative tools that can be used for Facebook monitoring, and to track content engagement, budget spend on ads, and page traffic: 

If you haven't explored these tools before, take a look at this Facebook Management Guide to get a feel of how you can start utilizing them:

Facebook Business Suite is a social media management tool that allows you to manage your Facebook, Facebook Messenger and Instagram in a central place. From engaging with your audience to responding to messages and managing your advertising activity, Facebook Business Suite is ideal for managing your brand's Facebook and Instagram profiles to create content, promote ads, publish posts and provide customer service. 

Ads Manager is a tool that allows you to create ad campaigns, manage your Facebook ads and view or demonstrate the performance of your ads with reporting. This tool is free to use and makes it quite easy to adjust small ad details like the copy, ad placement, and tracking the conversion. 

Creator Studio is Facebook's social media content management tool that is designed to manage content shared on a Facebook page and analyze the performance of the content. While the tool is free to use and allows anyone who manages a Facebook page to use Creator Studio, your page role will determine the information you see.

Insights gives you data about your Facebook Business Page performance and audience activity.

Better understand how your audience is interacting with your Business page.

View and analyze metrics about the performance of your page.

See which posts have high engagement and when your audience is most active on Facebook.

What is important to remember with this version of Facebook monitoring is that ﻿it's always updated to reflect your Business page’s developments; soon enough, you will start to see certain patterns and trends form that can be incorporated into your Facebook marketing efforts and you have the ability to monitor your page in real-time as a result.

Follow these steps to access Facebook insights:

Select the "Insights" tab on the navigation panel on the left-hand side of your screen.

You'll see a Page Summary, a link to access your Ad Center, and insights into your 5 most recent Facebook posts. 

In essence, Facebook Insights is able to give you an overview of your content performance, tracking traffic and allowing you to learn more about who your Facebook audience is and how they engage with your content. 

One thing to note, though, is that due to privacy rules in certain regions, Facebook will no longer provide messaging and order-related data. This impacts performance reporting metrics, specifically on ads delivered to and from Europe and Japan.

Tip: With Facebook Monitoring Tools like Meltwater you can get access even more in-depth Facebook Analytics. Get a tour today!

Which Facebook Metrics Should You Track and Analyze? 

Social media metrics are a helpful way of determining just how successful a campaign turned out to be. However, Facebook has its own metrics that you should be paying attention to in order to better understand the performance of your campaign.

So what metrics should you be tracking for your Facebook Page? 

Post Reach: This will tell you how many users saw your post and who engaged with them. 

Page views: This will track who is viewing your Page and how many views your Page is receiving. 

Post types: This will tell you what type of content best resonates with your audience. 

Location: This is to see where your audience is coming from.

Demographics: this will give you a breakdown of age groups and percentage of women and men that make up your audience.

Monitoring the analytics of your Facebook page provides insights to help you improve your Facebook marketing strategy. Here are some key ways Facebook analytics can give you a deeper understanding of your Facebook content performance:

3. Know how to improve your Facebook Page

Facebook provides enough data for you to get a better idea of who engages with your content, where your followers are located and more demographical data such as their age and sex. As the biggest social media platform - with more than 2.50 Billion active users - you could cast your net quite wide when assessing who your target audience is for a specific marketing campaign. 

Not everyone on Facebook is interested in your brand and the content you have to share so having a clear idea of who your target audience is helps you craft a more effective content marketing strategy. 

The insights you gain from analyzing who engages with your content - from when your audience is active on Facebook to seeing which posts receive more likes than others - can help you decide how to adjust your content.

Speaking of knowing when your audience is active on the platform, monitoring your Facebook page analytics will give you the data you need to see when your audience is most active on Facebook. While there are suggestions on when the best time is to post on social media, most times, the best time to post highly depends on your specific target audience.

Having insights on when your audience is active on Facebook helps you plan and schedule your content accordingly. Planning your content like this is important because you're able to ensure that you send the right information to the right audience at the right time. With a social media content calendar, and a tool for social media publishing you can align your long-term content marketing strategy and maintain consistency across your social media accounts.

One of the benefits of monitoring your Facebook Page analytics is having access to the in-app reporting tools that can quickly show you an overview of how your page is performing. You can export the data collected to report on the analytical insights you find with stakeholders or use the data to improve your Facebook page and the content you share.

Summary: Internal vs. external Facebook Monitoring

While Facebook Analytics is no longer available, you still have the ability to monitor and analyze insights from the platform. Today's digital landscape requires you to keep your finger on the data pulse to monitor the health of your Facebook presence and ensure that you meet the needs of your audience. 

The alternative analytical tools that Facebook has will still help you track your Business Page but if you want a far more powerful, all-in-one solution, reach out to the Meltwater Team to hear more about our social media monitoring capabilities by filling out the form below.

Facebook Monitoring: How to Get The Best Facebook Page Analytics

We asked our resident data geek for her favorite free data visualization tools. These tools are becoming more and more important to understand how PR and social campaigns are performing, uncover opportunities for improvement, and as always, prove to executives that PR works.

As businesses and organizations have become more focused on data, the importance of tracking, measuring, and analyzing every interaction has moved to the forefront. This has allowed users to glean more from their daily transactions; however, an overabundance of data can be a liability if it isn’t harnessed or utilized correctly.

In response, the market has been flooded with data visualization software and tools. These tools allow organizations to illustrate ideas and data as well as share significant analytics with shareholders, customers, and the broader global community.

Data visualization is an integral part of any analytics strategy, and there are many powerful tools with wide-ranging capabilities in how they visualize and direct data. To cut through the clutter, I’ve assembled a list of free and easy-to-use data visualization tools that will help transform your data.

Open Refine is a free open-source tool that helps you easily explore large data sets, clean and transform data, and reconcile and match data. Transforming data is typically a painstaking process, so if you find yourself with messy, mismatched data in need of some assistance, check out Open Refine.

Google Refine 2.0 - Introduction (1 of 3) (video version 2)

Charted is a tool that aims to transform your data into visualization in as few steps as possible. It automatically creates data visualizations by using linked files and turning them into sleek, shareable charts. Focusing purely on visualizations, Charted is perfect for datasets that look good in simple line or stacked column charts. While Charted does not store or manipulate any data, it does refresh every 30 minutes so your charts are always up-to-date.

WebDataRocks is a web pivot table that provides data analysis and visualization by integrating and analyzing complex data. Wrapped in a modern UI, the pivot table quickly aggregates data and shows real time insights. After uploading a CSV or JSON file, users can instantly see, understand, and interact with their data thanks to user-friendly drag and drop fields, sorting, and filtering.

Information is Beautiful is a curated library of pre-built visualizations. The visualizations, based on facts and data, are constantly updated, revised, and rotated to reflect accuracy and the current climate. Information is Beautiful’s mission is to help the public make more informed decisions and as a result, everything is downloadable. These visualizations are an easy way to add striking and informative visuals to in-house presentations. Make sure to check out their licensing agreements though, because while they give free access to individuals, they do charge for commercial uses.

Google Charts is an easy-to-use online application that enables users to visually display data on their website. Using a simple JavaScript embedded on the web page, users have complete control over the look and feel of their data. Charts are highly customizable and can be anywhere from simple plots to exceedingly hierarchical treemaps—they can even be bolstered with interactive elements such as animations. There’s an extensive library of examples to gain inspiration, so it’s exceedingly easy to get started.

BONUS: Data Visualization Designed for PR and Comms Professionals

Of course, here at Meltwater, we’ve been busy with some data visualization of our own. Our current favorite is the Meltwater Insight Reports Builder within the Meltwater Suite which enables comms pros to crate slick reports in just a few clicks based on brand and competitor searches. Looking to streamline your reporting, visualizations, and competitive intelligence?

Top 5 Data Visualization Tools — And They’re Free

A blank screen is a mortal enemy of a content marketer. You need to create new content to engage your audience, but the ideas just aren’t flowing. Reality check: Your next great idea might already be in your content collection. That’s the beauty of content repurposing.

Content repurposing makes it easy to get as much use out of the old content you already have. It gives new life to all the hard work you’ve already put into your B2B content marketing. When you can introduce the same ideas in a new format, you can expand your content’s reach and get in front of a bigger audience.

Here’s what repurposing looks like in a content strategy and examples of content repurposing done well.

So, what is content repurposing, officially? We define content repurposing as the practice of turning one piece of content into a new format — for instance, making a TikTok video out of a blog post.

You can use some or all of the elements in an existing piece of content in your new content. If you’re repurposing a blog post on the top five places to travel this summer, you could easily turn the entire post into an infographic. Using that same blog post, you could create a TikTok video using the title and the names of the five locations as video captions – no other context needed! 

Content marketers often get caught up in the idea they have to produce new content all the time. And that’s true — but “new” content isn’t always what you think.

When you repurpose a piece of high-quality content, you are creating new content. The difference is you’re not having to start from scratch. You’ve already done the hard work. Now, you’re turning all your ideas into a new content format.

A blog post can double as a lead magnet. Podcast episodes can easily be turned into a YouTube video series. Use your email list to drive traffic to all the different content you’re creating — that gives you plenty to talk about with your email audience, too!  

Get inspired to create your next video with this list of 50 Delightfully Simple Video Content Ideas for Your Online Business.

Content repurposing allows you to scale your content marketing strategy much faster and more cost-effectively compared to creating all new content for all your channels. You can spend less time researching and brainstorming. Use that extra time tweaking your content for different channels.

That’s a huge advantage, given it takes anywhere from 1 to 6 hours to create just one piece of content. When you’re not busy reinventing the content wheel, you can engage more people and create more opportunities for ROI.

Now that you have a solid content repurposing meaning, what should you do with it? We suggest starting with these best practices when developing your strategy:

Evergreen content maintains a much longer shelf life than timely content. Stories around the iPhone 4S, the rise of Snapchat, the ice bucket challenge — that’s old’s news!  

Repurposing evergreen content allows your content to remain relevant for longer. If you’re focusing on topics that are trending for the moment, they might be old news by the time you repurpose them into new formats. Choose topics that people are likely to be interested in no matter what else is happening in the world.

Not to be overly meta, but an article on repurposing content for social media works well in this case. It’s something content marketers will always be interested in.

Plus, this topic could work for a blog post, video content, guest post, e-book, email series, slide deck, webinar, instructographic, LinkedIn post, content upgrade, and even a case study!

Repurposing marketing content doesn’t mean copying and pasting your content into different formats. To do it right, you’ll need to think about how and where you’re going to share it and who will be viewing it.

You wouldn’t want to read your old blog posts word for word in a YouTube video. It’s too wordy, which makes it harder for your audience to follow along.

But your blog content could give you a solid foundation for a video. Use the same ideas but present them in a visually appealing way. Take a conversational tone, like you’re talking to your viewers directly. Videos also have features that blogs don’t, such as sound effects, background music, transitions, and more.

When repurposing written content into video content, make sure you familiarize yourself with the file sizes and constraints of the different social media networks. Check out all of the video sizes in our Ultimate Guide to Social Media Video Sizes blog.

This goes for any type of content repurposing. Figure out what makes each format unique and take advantage of those differences. 

Long-form content is among the easiest to repurpose since you can split it up into lots of smaller pieces of content. For example, if you’re making multi-part online courses, you can write a blog post about various parts of the course. Use those blogs to drive traffic to your course landing page!

Or, let’s say you have a long-form how-to guide that covers a topic in depth. You can break up chapters or sections into smaller videos, blog content, and social media posts.

The goal is to split up larger content pieces into bite-sized pieces. You’ll end up with an endless supply of content across all your channels, all without having to come up with new ideas. 

Think Outside Your Original Branded Content

Repurposing content doesn’t end with your own branded content. Marketers should look beyond their own content creation efforts and get help from user-generated content.

User-generated content (UGC) is content created by other people on your behalf. Unboxing videos, product reviews, testimonials, social media posts that tag your brand, and posts using your branded hashtags are all examples of UGC.

Reshare UGC on your social media channels. It gives the content new life while also getting it in front of a wider audience. It also allows you to build quick social proof. UGC shows how much other people care about your brand, giving you instant credibility.

You can also repurpose content in your guest post strategy. Think about the types of content you already have and can link to in a guest post. Use a topic you’ve already written about as a foundation for your guest post, then link back to your original work to support your new content. You’ll get in front of a new audience, plus you’ll have earned a backlink! 

You can more easily make repurposed content part of your normal workflow with the right content repurposing software and tools. Here are our top picks to help you reuse more of your quality content.

Read more on the best content marketing tools in this blog.

Not to brag, but Meltwater comes in handy when creating repurposed content. Use Meltwater's social listening features to find trending topics on social media and beyond. Compare your findings to content you’ve already created to see what your audience will be most interested in. Then, put your repurposing efforts to work to stay part of essential conversations.

Meltwater can help you identify your high-performing posts, too. This is a good indication that your audience is intrigued by your content. Knowing this, you can test new formats to share this same information in different ways.

You can also use Meltwater's Influencer Marketing Solution to publish your repurposed content across multiple social accounts. Once you create your repurposed content, upload it to Meltwater for social media publishing. Make custom edits for each channel and fine-tune your content to fit each format.

Framing your content into new formats usually requires adding or enhancing visual elements. Piktochart was built for this role.

Similar to Canva, Piktochart features ready-to-use templates that you can customize to your liking. Quickly copy and paste your blog post stats into an attractive one-sheeter. Turn your X (formerly known as Twitter) polls into visual images that are ideal for resharing. Or transform your listicles into eye-catching infographics.

Another purpose-built tool for content repurposing, Designrr does a lot of the heavy lifting for you. It can pull text-based content from a number of sources, such as a blog article or PDF. From there, you can choose a different content format and Designrr does most of the rest.

For example, you can choose the e-book option and easily add a cover page, page numbers, and images. Attractive visuals make your content instantly more shareable, which also helps you expand your reach.

Need some inspiration to help you build a content repurposing workflow? These examples show the potential for using repurposed content in your strategy:

Turn Your Blogs into Videos (and Vice Versa!)

Studies show that 80% of people would prefer to watch a video rather than read a blog post. But there are also plenty of people that enjoy reading blogs. Cater to both sides of the same coin by repurposing blog content in your videos, and vice versa.

At Meltwater, we practice what we preach. Above is an example of how we converted our blog on How To Be Successful With Instagram Marketing into a YouTube video. They each touch on the same topics but offer slightly different information in their respective formats. Plus, the YouTube video link is right there on the blog article page, making it easy to enjoy the content in whatever format you prefer.

Use Customer Testimonials for Social Media Posts

Repurposing social media content has never been easier if you have customer reviews and testimonials. Just grab some feedback, turn it into a nice visual, and post it on your channel as an organic post or paid ad.

Boxed did exactly this and repurposed the same testimonial as a static ad and an animated GIF on Facebook.

Blog content can go stale, especially if you include stats, figures, and examples in your posts. Eventually, those stats will change, which will require more up-to-date research. You can also usually find better or more relevant examples to illustrate your points.

Updating your blogs and reports is a great way to repurpose your ideas. It gives you new reasons to share them. Promote the updates via your email list or on social media. Then, create other types of content using those new stats and examples.

This is also a good opportunity to update your call-to-actions. Make sure your CTAs are actionable and directed toward your target audience. A well-designed CTA can help you improve your click-through rate and take more users to the next step.

Bottom line: You don’t need a dedicated content repurposing service to take advantage of reused content. With the right tools and a little imagination, you can get more from every piece of content you create!

Fill out the following form to speak to one of our reps about how to utilize social listening and media monitoring for your content repurposing strategy!

Repurposing Content: Definition, Software, Examples

A strong marketing strategy is key for maximizing ROI and encouraging positive growth. Set your marketing team up for success with our tips on crafting a strategy using vital customer acquisition and growth channels.

What Are the Different Kinds of Marketing Channels?

Broadly speaking, a "marketing strategy" can be defined as follows: a business’s plan for getting in front of potential users and turning them into purchasers. 

Depending on if your business is more transactional or relationship-focused, a marketing strategy oversees all the ways to encourage repeat website visits and purchases. Your strategy and goals are executed through a marketing plan, which breaks down the day-to-day structure for putting your ideas into action.

To get started, establish a strong foundation by looking closely at how you're benchmarking against the previous years. 

This will help you establish the specific marketing goals and KPIs you want to achieve.

A marketing plan takes your marketing strategy and goes into more detail about how it will be executed. Marketing plans are usually channel and campaign-specific. 

Your marketing plan is your roadmap for executing the strategy and achieving the marketing goals of the campaign. It should have a date-based timeline, giving you plenty of buffer space for gathering assets and planning the launch. 

The strategic marketing channels we discuss below each have their own complexities. This means that your marketing plan needs to include what each one is responsible for. 

For example, say your company is planning a major product launch. Perhaps you want to schedule several teasers on social media leading up to the launch. You'll need promotional copy and imagery prepped. 

Where are you linking to? A landing page or blog page on your website? Well, this means you need a content writer and possibly a web developer to help. You'll might also want to announce the launch to your email lists. Maybe once the product is on the market, you want to work with a group of influencers to promote it to their audience. 

This all leads to a lot of cats to heard and staying organized is key. So having a carefully laid out social media marketing plan, content marketing plan, email marketing plan, and influencer marketing plan is essential. These should all strictly agree with each other so that all team members are on the same page and not stepping on toes (or missing opportunities).

Promotional materials needed, including press releases, social copy, and content

While there is no perfect template for the best marketing plan — and it should be specific to your brand — here are some top tips for success:

Set up a campaign calendar. Identify the marketing campaigns you want to do throughout the year. Check out our blog about how to create a social media content calendar for ideas!

Apply dates to deliverables. When you have a timeline associated with each component of a marketing campaign, it helps everyone stay on the same page.

Apply reasonable budgets. Make sure you’re allocating marketing funds where they are most needed to achieve the goals you set for this year. Think creatively about places you can save.

There are many factors that contribute to your business's success, and a successful marketing strategy is one of them! Here are a few key tips for creating a strategy that will have an impact and drive conversions.

First and foremost, you’ll want to assess your performance from the previous year. Highlight the bright spots and the areas that could use improvement. 

Data-driven decisions are important. But it can be very easy to get pulled into the weeds of looking at every single type of marketing metric — especially for data nerds. 

It’s crucial to make sure you're pulling the most relevant metrics that tell the important stories for your team to start planning. 

Recommended metrics for marketing teams include:

Conversion rates at key points in your consumer acquisition funnel 

It’s also recommended to run a SWOT analysis. Create a table to visualize your brand’s Strengths, Weaknesses, Opportunities, and Threats.

Any marketing strategy should begin with a solid understanding of your audience. If you haven't already, start building marketing personas and audience segments so you can more accurately and effectively structure your marketing priorities and hone the tactics you use to engage existing and potential customers.

The Meltwater Blog

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