Proper planning enables a marketing team to publish well-thought out, well-timed content. If leading a content initiative at Omnicom Group, how would you suggest planning for it?

"With previous content marketing campaigns, I have always started by briefly analyzing campaign goals and the buyer persona. So, I would suggest beginning here by deciding on content structure, then make decisions on publishing platforms and sequence. To stay organized while putting together and carrying out the plan, using a robust scheduling tool is imperative. Once we have the foundation of the plan in place, we'll come up with names, subjects, formats and assign someone on the team to each piece of content. We'll also decide when the pieces will be published and decide how we'll regroup to review their performance."