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Maximize Your Content Marketing ROI: Create a Flexible and Effective Production Plan

Nativo Aug 29, 2025

Frequently Asked Questions

What is a content production plan and why does it matter?

A content production plan organizes seasonal priorities, company initiatives, audience needs, and desired outcomes so you can create and repurpose assets efficiently. It helps maximize ROI by ensuring content serves multiple funnel stages and business goals.

How can I make my content plan more efficient ("smarter, not harder")?

Focus on two key elements: (1) define clear objectives and audience needs, and (2) build a repurposing-first approach. Use a four-step process (establish goals, audit assets, learn from past/future content, map out the calendar) to optimize resources and reuse assets strategically.

What should a content audit include?

A content audit should catalog existing assets, evaluate performance and relevance, identify repurposing opportunities, and flag content gaps. The goal is to find high-value materials that can be adapted for new formats, audiences, or channels.

When should you create totally new content instead of repurposing?

Greenlight new content when you have a distinct strategic objective that cannot be met by existing assets, when audience needs or market conditions demand fresh messaging, or when new product launches and initiatives require original materials.

What are common pitfalls when repurposing content?

Common pitfalls include failing to tailor repurposed assets to the new audience or channel, over-relying on low-performing content, and neglecting to update data or context. Always adapt format, messaging, and calls-to-action to the target audience and distribution channel.

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Original Article

Maximize Your Content Marketing ROI: Create a Flexible and Effective Production Plan

Watch our on-demand webinar to learn tips for building an annual content strategy

Discover how to create a content production plan and content strategy that you can repurpose to achieve different goals, impact different audiences, and suit every season. This webinar covers key elements your brand needs to succeed in 2023 and beyond!

Watch these clips that detail best practices for developing a content production plan.

Content Marketing: Your Recession-Proof Tool

Content marketing is a versatile tool that works throughout the sales funnel, and its importance persists during tough economic times like recessions.

Building a “Smarter/Not Harder” Content Plan

Learn the two key elements of developing an efficient content production plan and discover the four steps needed to create a plan that “works smarter not harder.”

Establish Your Goals

Understanding who your audience is, the challenges they face, and your desired outcomes are the framework for establishing content marketing objectives.

Conduct A Content Audit

Access current materials that you have for assets that can potentially be repurposed in an efficient way.

Past & Future Content Learnings

Create efficiency by building off what you already know. Learn from what you’ve done and use that information to guide future content planning.

Map It Out

Make a plan that includes seasonal priorities, company initiatives, and more!

Download the full webinar, "Maximize Your Content Marketing ROI: Create a Flexible and Effective Production Plan", an Adweek x Nativo webinar, on demand now to learn: