Test drive the best DAM in the business.

Digital Asset Management thumbnail

Digital Asset Management

Manage content planning, creation, and distribution all in one place to get on-brand, personalized customer experiences to market faster.

Productivity Management thumbnail

Productivity Management

Improve productivity and collaboration, increase visibility, and align strategies with business objectives in real time to move your brand forward.

Plan & Spend thumbnail

Plan & Spend

Track, measure, and optimize your marketing spend and performance with planning, budgeting, and expense management tools all in one place.

Marketplace thumbnail


Explore partner apps, connectors, tools, and templates that expand the capabilities of the Aprimo platform.


By industries

Financial Services

Life Sciences


Consumer Goods





The Definitive Guide to Content Operations

Everything you need to know about content ops and how it helps drive personalized CX at scale.

Discover Aprimo's Content360°

Get a single view into strategy, planning, execution, review, and delivery across all teams and locations in real time.

Marketing Cheat Codes Podcast

Join industry luminaries and DAM experts on how they beat Marketing: the game that never ends. New episodes every other week!

About Us
‹ Blogs

Creating a Content Plan

October 10, 2019 | Aprimo Blog

Most content marketers agree that having a content plan is the key to a successful campaign, yet in practice, many teams jump directly to content creation without adequate planning. As a result, we have found that creative teams tend to build the same types of content they always have because that is what they know. It also leads to content that is misaligned with performance expectations and fails to deliver on key performance indicators (KPIs). At Aprimo we help marketers curb this harmful habit.

These problems can be avoided by slowing down the planning process and making sure there is cross-team and cross-silo involvement. It’s the basic idea of measuring twice and cutting once. Every step that follows this process, from budgeting and content creation to distribution and campaign analysis, moves faster and is more on target. As marketing expert, Robert Rose, explains, “De-siloing… does slow down the planning process but every step that follows is exponentially faster.”

We surveyed marketing professionals about their planning process and found that although they claim to have cross-team and cross-silo involvement in planning, only a few people actually review content before it goes out.

We asked marketers the following question:

During the planning stage, do you make sure there is cross-team and cross-silo involvement?

  1. No, we handle this as we go.
  2. Yes, of course. It saves time down the road.

One hundred twenty-five respondents answered in this way:

However, regarding the content review process, we asked the following question:

How many people need to review a piece of content before it can go out?

  1. 1–3
  2. 4–5
  3. 5–10
  4. More than 10

 One hundred twenty-five respondents answered in this way:

It is important that during the planning phase, everyone agrees on project objectives and specific KPIs needed to measure them. At Aprimo, we suggest taking an agile approach to content planning which involve planning more frequently and creating shorter, more lightweight, and flexible plans that are designed to respond to an iterative inspect-and-adapt process.

To learn more about how the experts approach content planning, read our eBook 7 Experts on Using the Content Lifecycle to Maximize Content ROI.

Don't miss a beat!

Sign up to receive our latest content on best practices, trends, tips, and more to elevate your content operations.


About UsCareersPress and MediaContactTrust
Privacy PolicyTerms of Service

© 2023, Aprimo All Rights Reserved.