Your current content marketing strategy is doing well and everyone’s mighty pleased with the results it is bringing in. But when you’re asked to finally put it down on a document – stepwise, it seems nothing short of a challenge thrown in front of you.
Now, effective content marketing strategies are extremely flexible – you find a platform to syndicate your content and you just do it without thinking twice! Of course, in a trackable manner.
But when you’re asked to put it down so that the rest of the team can work together on it, you need to do it. Now hunting for the most suitable layout for your content strategy on the internet, can be a daunting task. Don’t believe us? Type in ‘content marketing strategy template’ and see how the search results bombard you.
We at Exit Bee, are working on a content strategy as well – yes, we have one in place but we keep optimizing it – penning it down, basically. So after scavenging through what’s available, identifying what’s not, we came up with our own approach to creating a content marketing plan that won’t take you ages to understand or follow.
So let’s walk through creating a content marketing strategy from scratch, that leads you right up to your end goal by giving all the marketing efforts a direction!
A content marketing strategy can get really elaborate sometimes – you don’t always understand where to stop or what to include. So lay down the basics by defining everything you need to cover –
Creating this general outline will give your research and ideas the much needed direction it needs. The need to answer these questions will make you stick to the point and not waver from it.
Yes, this is where you actually go back to all that you have been doing or plan to do for your business to define the ‘end goal’. No matter how big or how small it is, you need to define it in a realistic way – because this is going to be the document you come back to for comparison of results once execution starts.
But remember, every goal you jot down, needs to be: specific, measurable, achievable, realistic and timely.
A great way to define the goals for your content marketing strategy is to take a look at what your other marketing goals look like, and how content can help achieve them. Even though most businesses have separate resources for managing digital and content marketing, it is a wise idea to find a middle ground and collaborate on the strategy.
Here are a few questions you and your team can start with:
To create content for marketing purposes, you need to know what value proposition it – what is it that you’re selling, to whom and why. Knowing what your business is selling is the only way to understand what kind of content you will need through the marketing plan’s execution.
Here are a few questions to help you get started:
Of course you know who your ‘target audience’ is – but so does your competition. So basically, you and your competitor will be addressing the same section of the audience and expect them to convert. The sad truth is, only one of you will be successful at converting them.
And that’s exactly why you need to know who your ‘ideal buyer’ is – if you have a unique value proposition, there has to be an ideal buyer for it.
If you have done your bit of considerable research on your target audience – not just their general demographics, but also purchasing triggers, you’re set to move forward.
But if you’ve not yet done that and don’t know where to begin, you can simply follow HubSpot’s classic persona template to define them. The template nudges you to answer the most important questions about your target audience – that will become a reference point for your content strategy when it comes to ‘who you’re addressing’ with a particular campaign.
Do you know which marketing strategy works the best? The one that is relatable, addresses a common issue or concern and comes across as a solution – not a sales pitch.