Carol Forden Content Strategy

A strong content marketing strategy aligns your goals with what your audience needs through data-driven solutions and long-term campaigns.

Align Your Goals With Your Content

Content Strategy digs deeper to the creation, and governance of useful, usable content that is published.

Content strategy goes beyond the scope of a basic marketing strategy, to help a business manage all of the content they have.

What is a Content Plan
In contrast to a content strategy is very tactical. A content plan documents specifics:

  1. How you will execute your strategy
  2. Who has the responsibility to handle and complete each task.

Before you build a content plan you need to have a content marketing strategy.

Think of your content plan as a marketing plan that specifically deals with content.  This plan needs to  include details including the critical topic areas you will cover, what content will be created, how to share your content when you share the content and specific calls to action you will include in every piece of content.

Carol Forden Content Strategy  The most common mistake made by many brands when establishing their content and marketing plans: making a laundry list of what’s inside the package instead of communicating something tempting and engaging to their target audience.

Brands need to get outside their bubbles, what you did at summer camp is irrelevant to the consumer.

Every bubble consists of things that don’t matter.

 As a content marketer its our job whether people care about the brand and product, casually glances at the with abandonment, is bored by the brand message and content or embraces the brand passionately.

What should a content marketing strategy include? 

A content marketing strategy outlines your customer bubble, driven by a detailed plan for how you will use content to address their needs.

Despite what you may have read, there are no one size fits all “templates” for building a content marketing strategy.  This documents needs to be unique to the business that it is created for.there are five components that they commonly include:

Carol Forden Content Strategy  5 Key Elements of a Content Strategy

  1. The business case for marketing with content marketing: By detailing in writing your reasons for creating content, the risks, and a clear goal of what success will look like, you are more more likely to gain senior management support for the content strategy — be afforded the ability to make a mistake as you move forward as you figure out what works best for your company.
  2. The business plan for content marketing: This plan details the goals for the content strategy, and the value provided through content. This plan needs to outline the obstacles and opportunities you may encounter as you execute your plan.
  3. The target audience personas and content maps: Here you describe the specific target audiences you are creating content for, their needs and fears, the problems they are encountering and how you can work with them to solve their problems. You need to detail how your content engagement cycle will look like. You also need to map out content you can deliver throughout their buyer’s journey through the sales funnel in order to move them closer to their goal.
  4. The brand story: Illustrate the content marketing in terms of the ideas and messages your brand needs to communicate, how this is different from the competition, and why this changes the competitive landscape as you  share your content with your target audience.
  5. The channel plan: This should be the platforms you will use to tell the brand story.  It includes the criteria, process, and objectives are for the brand and message.  You need to ensure that the customer is the hero of the story.   Then the plan should detail how you will connect each element for a cohesive brand conversation.

The content marketing strategy needs to be shared with every team and departments in the company

Sharing the content marketing strategy breaks open siloed teams and gets everyone on the same page.

The ability to reduce duplicated efforts and get everyone working toward the same content goals is critical. Sharing the content strategy is a good practice for companies that are just getting started with content marketing.

Content teams that can rely on internal and external subject matter experts, helps drive a cohesive brand message throughout the company.  This allows a brand to utilize internal resources and expertise as they develop content.

Before you share your content strategy, a few things to think about:

  • How will you “sell” content marketing throughout your organization?
  • What do internal stakeholders care about most?

The questions above will guide you to determine the parts of the content strategy that is most appropriate to share with each team in the company.

Do I need to update the content strategy?

With every plan, there are aspects that will remain consistent as the content strategy grows and evolves, mainly the company mission and business goals.

Other aspects of a content marketing strategy will need to be reviewed and updated every few months to guarantee that your strategy remains on target.  I would strongly suggest revisiting the plan every few months to assure that the plan is on target and core topics are being covered.

Interested in discussing a content strategy?

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