Content Development & Marketing
Looking to create a content marketing strategy? You’ve come to the right place. But, before we dig in, there is one critical distinction you should understand: A content marketing strategy is NOT the same thing as a content strategy.
Content marketing strategy: Content marketers draw and develop the larger story that an organization tells. They focus on ways to engage an audience, using content to drive profitable behaviors.
• Content strategy: On the other hand, content strategy delves deeper into the “creation, publication, and governance of useful, usable content.” As The content strategy helps you manage content as a business asset.
If you are looking for information on creating a content marketing strategy, read on.
Do I really need to create a content marketing strategy?
Yes! As we’ve learned through our research, not only do you need a strategy, you also need to document it. Those with a documented content marketing strategy:
• Are far more likely to consider themselves effective at content marketing
• Feel significantly less challenged with every aspect of content marketing
• Generally consider themselves more effective in their use of all content marketing tactics and social media channels
• Were able to justify spending a higher percentage of their marketing budget on content marketing
What should my content marketing strategy include?
Think of a content marketing strategy as an outline of your key business and customer needs and a detailed plan for how you will use content to address them.
While there are no definitive “templates” for building a content marketing strategy — each one will be unique to the business that creates it — there are five components that they commonly include:
1. Your business case for innovating with content marketing: By communicating your reasons for creating content, the risks involved, and your vision of what success will look like, you are much more likely to gain executive support for your strategy — and to get permission to make a mistake here and there as you figure out what works best for your business.
2. Your business plan for content marketing: This covers the goals you have for your content program, the unique value you are looking to provide through your content, and details of your business model. It also should outline the obstacles and opportunities you may encounter as you execute your plan.
3.Your audience personas and content maps: This is where you describe the specific audiences for whom you will create content, what their needs are, and what their content engagement cycle might look like. You may also want to map out content you can deliver throughout their buyer’s journey in order to move them closer to their goals.
4. Your brand story: Here, you characterize your content marketing in terms of what ideas and messages you want to communicate, how those messages differ from the competition, and how you see the landscape evolving once you have shared them with your audience.
5. Your channel plan: This should include the platforms you will use to tell your story; what your criteria, processes, and objectives are for each one; and how you will connect them so that they create a cohesive brand conversation.
We’ve found that it’s beneficial to give everyone in your organization access to your content marketing strategy — even those who may not be directly involved in the content marketing process.
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