How to Create a Documented Content Marketing Strategy


Knowing what you’re doing, why you’re doing it, and when to do it is a critical part of any successful content marketing strategy.

By documenting what needs to be done and how you are going to do it, you are more likely to get it through. Plus, you’ll be better able to tell what is working and what isn’t, as well as a better understanding of how much you should be investing in your content plan based on how much value you’ll get from it. Without documentation, you are only filming in the dark.

Many areas are covered in a documented content marketing strategy, such as:

  • Develop audience characters

  • Enrich your content plan

  • Advance your brand’s story

  • Decide which channels you will use to deliver your content

Your content plan can be as detailed as you want. The exact amount you document will depend on how many other people you need to involve in the plan and who you need to convince to invest in the plan. The more people involved, the more documentation you will need to explain and convince others to participate, as well as to keep a team on task by working towards the goals you have chosen.

Your content marketing strategy should address the who, what, when, why, and how of your overall strategy. With a documented strategy, you’ll be able to track your progress, determine what’s working and what’s not, justify spending, and define the value of your content marketing strategy to the business. Plus, you’ll have a plan to follow to ensure you achieve success.

Your content marketing strategy should answer:

  • What you hope to accomplish with content marketing

  • Who is your audience and how big is it

  • The content marketing channels you plan to use

  • How you define your value

  • Respond to the strengths, weaknesses, opportunities and threats that exist in the market

Then you need to match those answers with the sales cycle of the business for which you are creating the content marketing strategy. You will need to know what to say, when to say it and in what form you will say it, as well as on which channel you will say it. This helps define the sales process before you develop your content marketing plan.

This process will allow you to turn leads into prospects and prospects into buyers. Using your product funnel and audience figures, you can then flesh out the content you need for each phase of the sales cycle. Using the sales funnel with knowing your audience’s buying cycle as a starting point to create your documented content strategy makes sense, because you’ll be able to see where you’re missing right away.

Source by Jon Allo

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