Whether you’re just getting started with content marketing strategy or have been using the same approach for a while, it never hurts to revamp your content roadmap and make sure it’s current, innovative, and engaging to your prospects when and how you want to buy.
Choose the right marketing budget for your business
Marketing budgeting is a balancing act: spend too much and you’ll break the bank, but under budget and no one will know your product exists. A clear budget framework based on fixed income or percentage of sales to help you allocate resources and measure campaign results. A combination of research, insight, and data processing keeps you on the right track.
Contet strategy, on the other hand, digs deeper into creating, publishing, Book Editing Services, and managing useful and actionable content. Keep in mind that content strategy is often beyond the scope of her marketing strategy, as it helps companies manage all of their content.
Unlike his other two, his content plan is very tactical. Document in detail how the plan will be executed and who is responsible for each task on the team. Before creating a content plan, it’s vital to understand that you need a content marketing strategy. Think of it as a content-focused marketing plan. As such, you should include details such as the key subject areas you cover, the content you create, when and how you will share the content, and Book Editing Services calls to action.
Do you really need to develop a content marketing strategy?
Yes! As our annual survey shows, you not only need a strategy, you need to document it. For those with a documented content marketing strategy:
- Much more likely to consider themselves effective in content marketing
- All aspects of content marketing feel much less challenging
- Generally, believe they are more effective using all content marketing tactics and social media channels
- May justify spending a higher percentage of your marketing budget on content marketing
What Should Your Content Marketing Strategy Include?
Think of your content marketing strategy as a detailed plan outlining your key business and customer needs and how you will use content to meet them.
While there is no definitive “template” for building a content marketing strategy (each unique to the company developing it), there are five components that are typically included.
- The business case for innovation with content marketing: Communicating your reasons for creating content, the risks involved, and your vision for success will increase your chances of getting senior management support and approval for your winning strategy. You make mistakes here and there when figuring out what works best for your business.
- Content Marketing Business Plan: This includes details about your content program goals, the unique value you want to deliver through your content, and your business model. It should also outline any obstacles and opportunities that may be encountered in implementing the plan.
- Audience Personas and Content Cards: Here we describe the specific audience you are creating content for, their needs, and what the content engagement cycle looks like. You can also establish content that you can offer throughout the buyer’s journey to help them move closer to their goals
- Brand Story: This is where you think of your content marketing in terms of the ideas and messages you want to convey, how those messages differ from your competitors, and how you think things are evolving after you share them with your audience.
- Channel plan: This should cover the platforms you will use to tell your story. What are the criteria, processes, and goals for each? And how to tie them together so that you can have a cohesive, branded conversation.
Do you need to share your content marketing strategy with other teams/departments within your company?
Make your content marketing strategy accessible to everyone in your organization, including those who may not be directly involved in the content marketing process. I’ve found it useful to have
This is especially important in large organizations. This keeps sales teams on the same page, minimizes duplication of effort, and ensures everyone is working towards the same content goals. is also good for companies just getting started with content marketing, content teams that rely on internal and external experts, or companies that are part of outsourcing their content creation and delivery process.
Of course, how you communicate your strategy depends on your organizational structure and culture. In some cases, it may be appropriate to share the complete document. Also, it makes more sense to create targeted summaries of content for specific stakeholders (such as busy executives or external agencies) depending on how his marketing strategy impacts their roles, processes, and goals. It may be suitable.
In other words, how do you use content marketing principles to “sell” content marketing across your organization? What do people care about most? Helps you decide if it’s best to share with others.
How often should you update your content marketing strategy?
As your content marketing program grows and evolves, part of your strategy needs to be consistent: your mission and business goals. In fact, these two things are so important that I recommend sticking them on a post-it to keep an eye on them as you work on your content. (For example, CMI uses them as part of its acceptance criteria for all editorial content submissions it receives.)
However, other aspects of your content marketing strategy may benefit from regular review and updating. To ensure your content marketing program hits its goals, your channel strategy, core themes, and team processes should be reviewed annually, or more often if you’re just starting out.