What is Content Marketing Strategy?
Content Marketing Strategy is defined as the overall process that involves the planning, development, management and documenting of content.
Its purpose is to create a deep understanding of the why’s, the how’s, the what’s and the who’s of content marketing.
In this slideshow below, we see a summary or condensed version of the end result of all the preparation and hard work that goes on behind the scenes to create an amazing content marketing strategy.
To understand how we got here we need to delve deeper, so that's exactly what we'll do as you read on.
Developing a Content Marketing Strategy
Enables us to understand the purpose of why we create content, who we create content for, how our content will help others, and what uniquely separates our content from all others.
Importantly, it also helps us to build our audience so we can achieve our goals, which generally speaking, are to increase our revenue, lower our costs and to attract better customers to our business.
In itself, delves deeper into the generation, publication and management of content that is both useful and usable for our audience.
Content Strategy, more often than not, goes beyond the scope of Content Marketing Strategy as it helps our business to manage all of the content that we create.
Is very calculated and strategic and involves documentation of the specifics of how we execute our strategy, and for larger organisations, it clearly defines who is responsible for handling each task throughout the process.
However, it is essential that we must have our Content Marketing Strategy in place before we can build our Content Plan.
If we look at our Content Plan as our Marketing Plan specific to our content, then we can consider such details as; the key topics to discuss, what content we will create, when and how we should share our content and what actions we want our audience to take.
Do We Really Need to Create a Content Strategy?
Can’t we just wing it? No.
We need a Content Strategy and we need to document it.
What Should Content Marketing Strategy Include?
Your Content Marketing Strategy outlines your key business and customer needs, therefore will be a detailed plan for how you intend to use your content to address these needs.
Now, let’s look at what you’ll need to include:
1. Your Business Case
This is your opportunity to communicate and obtain support from management for your reasons for creating content, what risks are involved and your vision of the benefits that will emerge from the creation of content.
2. Your Business Plan
Your Plan covers your goals for content, the value it will provide, the details of your business model and the opportunities and obstacles that may be encountered along the way.
3. Your Audience and Content Maps
Here you will describe the specific audience who you will target your content towards, what their needs are, how you intend to engage them and how you will map out your content throughout, to encourage your customers to move them closer to your business goals.
4. Your Brand Conversation
Identifies how your content marketing will look, keeping in mind that your content fits within your brand style and what ideas and messages you wish to communicate as you share your content with your audience.
5. Your Channel Plan
Outlines where and how you will share your content, such as your website, social media, email campaigns and the like. Detailing your criteria, processes and objectives for each and how they interconnect with each other to communicate your overall brand conversation.
Sharing Your Content Marketing Strategy with Others
Depending on the size of your business or organisation you may need to consider sharing your Content Marketing Strategy with other teams or departments.
Sharing your vision has the benefits of ensuring everyone is on the same page, it minimises duplication, and helps to gain buy-in so everyone works towards the same goal.
For larger organisations who may have both internal and external specialists within the content marketing chain, it helps to provide clarity around who is responsible for each part of the process of content creation and distribution.
When you share your Content Marketing Strategy with others you can choose to provide full documentation or targeted summaries for certain stakeholders depending on their role and how it will impact them.
The detail that you share will differ between roles, i.e. busy executives will only need a summary, whereas operational departments will require more in-depth documentation to understand processes and objectives of your Content Marketing Strategy.
How Often Should You Update Your Content Marketing Strategy?
Some parts of your Content Marketing Strategy should always remain consistent with your business mission statement and goals, even as it grows and evolves. In fact, it is a good idea to have your mission on display so you can refer to it, to ensure that each piece of content that you create and distribute meets with your goals.
Other parts of your Content Marketing Strategy such as, channel strategy, core topics and processes should be revisited and updated periodically on an annual basis, or perhaps more often if you are just starting out.
When you're ready to get your Content Marketing Strategy happening, or if you need assistance, then you should contact me and let's talk.
Resources for this article: Thank you to Content Marketing Institute