There isn’t a universal template, one size fits all, for what a content marketing strategy should contain. It varies depending on the size of your company, your goals and on which problems the strategy will solve. It is, however, possible to follow this 7 steps to create a solid strategy.
Step 1: Pinpoint the problem
Identify and write down a handful of concrete problems that you’d like to solve with your content marketing.
Identify the strengths and weaknesses of your organisation – consider how to leverage your strengths and overcome any obstacles.
Step 2: Find your sweet spot
To succeed with content marketing, you’ll need to find your sweet spot – this is an area where your brand’s expertise and passion meets audience’s needs.
Step 3: Pick your strategic objectives
Define and formulate a handful of strategic objectives that will define your content marketing. Make sure your topics are niche and meet your sweet spot requirements.
Step 4: Craft an editorial mission statement
Write an editorial mission statement that explains who your audience is, what kind of content you’ll create for them and how it’ll deliver benefit.
Step 5: Choose your channels and content types
Create a plan for how you’ll use the channels you work with today. Add the channels that you think you might benefit from in the future, too. Your channel plan should include: channel, target group, content types, activation, frequency, tone of voice and KPIs.
Think about the content formats you work with now and identify which ones you may want to try in the future. Highlight the channels and mediums that don’t suit your brand at all.
Step 6: Map content to the buyer’s journey
Identify the kind of content you need to create in order to attract, educate and convince your audience to engage with you or your business.
Attract: What kind of content appeals to your target audience?
Educate: What do you want to teach your audience?
Convince: How can you communicate features and benefits in a way that delivers value to your audience?
Step 7: Set goals and measure your efforts
Define, set and prioritise your overall objectives. Return to your channel plan and add realistic KPIs. Make sure they relate to your goals and that you’re measuring them – and iterating – on a regular basis.
Are you ready to build your own strategy?
We have created a 7 steps online course, jam packed with case studies, examples, worksheets and infographics to help you create your own content marketing strategy. Take the course today and start build your strategy right away. All you need is the full access membership.
/Björn Owen Glad
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