6 Questions to Ask Before Drafting Your 2017 Content Marketing Plan

Growth Hacking


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Whether you’re a B2B or B2C marketer, chances are, content marketing is going to be an integral part of your marketing strategy next year. The most recent data from the Content Marketing Institute suggests that it will be around 28 percent of your total marketing budget.

Considering all the other pieces of the marketing pie, that’s a pretty big slice. Take the time to step back, ask questions, dig into your data, and collaborate with your team. Don’t dread the planning process—enjoy it! Below are a couple questions to ask yourself as you dive in.

1. What Content Performed Well Last Year?

This seems like an obvious one, but it’s often easy to jump the gun on starting fresh without taking a close enough look at what worked and what didn’t. Dedicate a day to diving into your Google Analytics, marketing automation data, and social media dashboards to come up with a comprehensive picture of how your content performed.

Don’t forget to talk to your sales team to get first-hand feedback on what content helped them move prospects toward a purchase. The goal is not to uncover every little metric from last year, but to answer the big questions. At Invoca, we’re digging into the following:



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