Marketer templates: twenty-one files and when you need which one
Navigation through all site templates: six media plan forms, five briefs, four content plans, rubricator, cohorts, technical specifications, KPI dashboard, cold letters and portfolio assignments. I figure out which file is used for which task and in what order to use them.
There were twenty-one files on the site, and the question “which one to take” was no longer obvious. Below is a map: four groups, order of use and what fits with what.
A universal template requires adaptation to the task. The narrow one works right away. If there is a form exactly suited to your situation, you should take it.
1. Four groups
| Group | Files | When |
|---|---|---|
| Money and planning | Six media plan forms | Before launch and while protecting your budget |
| Agreements | Five briefs and technical specifications for the landing page | Before starting work with the contractor |
| Content | Four content plans and a rubricator | When you need a smooth flow of publications |
| Analytics | Cohorts, KPI dashboard | When there is something to count |
2. Six forms of media plan
They do not replace each other, and this is the main thing to understand about this group.
- Basic — quarter, goals, audience, channels, hypotheses. Read by performance team.
- Annual - twelve months, seasonality, reduction scenario. The owner is reading.
- Event - phases, profitability, day X. Entirely different logic.
- Offline - checkerboard, GRP and OTS, froze without clicks.
- Press service - news feeds, pitches, publications.
- Crops in Telegram — CPM, check channel, subscriber price.
3. Five briefs and technical specifications
Briefs are filled out by the customer before work begins, technical specifications are written after and describe the solution. Which brief for which task - in separate analysis, there is also a table of differences.
Short version: marketing for entire campaigns, to the site before evaluation development, for design about restrictions and formats, on SMM about the purpose and accesses, on the roller about the site and rights. And Technical specifications for landing page — the next step after the brief to the site.
4. Content: rubricator first
The order here is more important than file selection. First rubricator: it sets which categories and in what shares. Then a content plan in which these shares are turned into slots.
Content plan forms differ in platform: universal, Instagram for 30 days, VK community and blank calendar for 2026 for those who run several channels at once.
5. Analytics
Cohorts - live file on formulas: paste unloading, you receive retention and revenue by month of the client’s life. KPI dashboard — agency metrics: funnel, unit economics, team.
They work next to them calculators and benchmarks: the first ones count, the second ones give a point comparisons with the market.
6. How are they connected?
Typical sequence on a new project:
- Brief - we collect context from the customer.
- Media plan - we distribute money by channels and months.
- Categories and content plan - we arrange publications within the budget.
- KPI dashboard - we record what we will judge by.
- Cohorts - after three months, when the data became available.
Skipping the first step is the most common reason why the second has to be redone.
7. About numbers in examples
In all files, the filled values are an illustration of how to fill, not a benchmark. This is signed on the sheets, but it’s worth repeating: you cannot substitute them as the norm.
Market standards live separately, on the pages benchmarks: there is CPC, CPL, landing page conversion, ROAS, LTV to CAC and open rate with sources indicated.
8. Summary
Twenty-one files, four groups, one logic: first agree, then count money, then plan content, then measure.
All files are free, without registration or email form, the license allows you to modify them and include them in internal processes.
The entire section - marketer templates.