Content strategy – what’s in it?

Content Marketing, Marketing

What's included a content strategy_1

  • content ideation, content development and publication, editorial calendar planning, process and system creation and oversight, writing, editing, on-page SEO, and a host of other activities related to content management.

What's included a content strategy_2

What's included a content strategy_3

  1. Your business case
    • communicatie 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
    • covers the goals you have for your content program
    • the unique value you are looking to provide through your content
    • details of your business model
  3. Your audience personas and content maps
    • describe the specific audiences for whom you will create content, what their needs are, and what their content engagement cycle might look like
    • map out content you can deliver throughout their buyer’s journey in order to move them closer to their goals
  4. Your brand story
    • 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
    • the platforms you will use to tell your story
    • what your criteria, processes, and objectives are for each one
    • how you will connect them so that they create a cohesive brand conversation

What is a content strategy framework?

  • An outline of how you plan to create content. A framework might include your audience, keywords you will target, how often and when you will publish content, and who will create the content.

6 steps

  1. Define Your Goals for Your Content Strategy
  2. Research Your Audience for Your Content Strategy
  3. Focus on Your Niche for Your Content Strategy
  4. Measure Your Results for Your Content Strategy
  5. Listen to Your Customers to Improve Your Content Strategy
  6. Amplify Your Content Strategy

9 steps (lots of details in article)

  1. Identify the problem
  2. Define your target audience
  3. Research competition and demand
  4. Decide on key messaging
  5. Map your buyer’s journey
  6. Pick your marketing channels
  7. Create a sales plan
  8. Set concrete goals
  9. Create clear processes

Questions to ask

  • What do we bring to the table? (Why do people choose us over our competitor?)
  • What benefits does our brand promise to deliver?
  • Who are our target customers?
  • What do we hear our customers saying? (What are their common questions, needs and concerns?)
  • What’s the purpose of our content? (build authority, increase awareness, engage customers, get conversions, etc.)
  • What content do we already have in place to educate, promote and build trust?
  • What resources do we have right now to carry out our marketing?
  • What do we need, if resources are lacking, in order to reach our goals?
  • Who will create and maintain our content?
  • What forms of content are we the most comfortable with?
  • Where will our content reside (what platform will you build from)?
  • How often should we publish?
  • Where will we distribute our content?

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