Professional Documents
Culture Documents
36 Questions To Answer: The Essentials of A Documented Content Marketing Strategy
36 Questions To Answer: The Essentials of A Documented Content Marketing Strategy
36 QUESTIONS TO ANSWER
media channel Able to justify a higher percentage of the marketing budget to be spent on content marketing So, what does a documented content marketing strategy include? There is no template for a content marketing strategy, because how much and in what format you need to document your strategy is unique to your business. For small and limited content marketing initiatives, weve seen success from simply walking through the process and not documenting much at all (although our research shows that a larger percentage of smaller organizations have a documented content marketing strategy as compared to their larger peers). In other larger organizations or initiatives, documenting everything and adding mapping or even separate executive summaries can make sense.
As a starting place, The CMI Content Marketing Framework: 7 Building Blocks to Success, walks you through the seven common elements of a successful content marketing strategy.
Regardless of the format you use, this document will walk you through the steps you need to follow and the questions you need to ask as you create your content marketing strategy.
Channel Plan
What do we already have that helps us tell this story (e.g., an existing Web page, blog, etc.)? What must change for us to tell this story (e.g., do we need to add a blog; do we need to create or revisit our social Web strategy?) What must stop (if anything) for us to tell this story (e.g., do we need to stop using Facebook and divert our energy to a blog?) What are the objectives for each channel as they relate to the engagement cycle? How will we map each channel to our story? What are our specific goals for each channel? Which channels apply to which persona(s)? (Note: You may want multiple accounts on the same social network to address different personas.) How/who will manage the content and conversation on each channel? What is the velocity, tone, desired action and structure for the content on each channel?
While those with a documented content strategy are less challenged with every aspect of content marketing, those without a content strategy are far more challenged with getting executive buy-in, which is a key roadblock to content marketing success. Creating a business case is key to getting buy-in.
What is the business model? How does it work? What do we have to do? What is the scope of your initial content marketing plan? What is the team you will need to address that scope? How will this affect your existing content marketing efforts? What is your differentiating value? Why is this more important than other things you are spending time on? Can you expect a lift in an existing program? Is there something that you are no longer doing (or that you should no longer be doing) that you can shift people/budget from? Are there programs that content marketing can help feed (e.g., your SEO-optimized site)? What is your budget for failure? What are the risks? Whats in your way of success or what happens if you fail? What are the possible sources and impacts of the content marketing risk on achieving the goals you have set? What can you control? And what can you do to minimize the possibility of these things occurring? Will your risk mitigation plans increase the costs and/or return of your plan?
LEADS
VERBAL
Interview w/ CEO
Buying Process
Awareness
Information Search
Competitive Alternatives
Short List
Regardless of where your content is in the buying process or what persona you are targeting, it needs to do one thing: Support your content marketing mission statement. The why must come before the what. This seems obvious, but most marketers have no mission statement or core strategy behind the content they develop.
10
CONTACT
Awareness & Education White Paper 1 White Paper 2 White Paper 3
LEADS
Information Search Vendor Our Blog Interview w/ CEO RFI Vendor Information
QUALIFIED
Make the Purchase Decision ROI Calculator Alternative Searches Webinar ROI Calculator
FINALIST
Short List of Vendors Case Study 1 Case Study 2 Case Study 3
VERBAL
Contract
The challenge
What would the world look like if you could realize your Big Hairy Audacious Goal (BHAG) that you set out for your brand? What is the call to adventure for your product?
Looking back
Once your brand has changed, how will you show that differentiation?
Celebration
This is you realizing your dream.
Learn more about Brand Storytelling: 10 Steps to Start Your Content Marketing Heros Journey.
13
Situational analysis
What do we already have that helps us tell this story (e.g., an existing Web page, blog, etc.)? What must change for us to tell this story (e.g., do we need to add a blog; do we need to create or revisit our social Web strategy?) What must stop (if anything) for us to tell this story (e.g., do we need to stop using Facebook and divert our energy to a blog?)
Channel objectives
What are the objectives for each channel as they relate to the engagement cycle?
Content plan
How will you map each channel to your story?
Metrics
What are your specific goals for each channel?
Personas addressed
Which channels apply to which persona(s)? (Note: You may want multiple accounts on the same social network to address different personas.)
14
Editorial plan
What is the velocity, tone, desired action and structure for the content on each channel?
Blog
N/A Friendly - Focused on being our broadcast platform and online conversation. Add to existing Twitter content. N/A Asking questions to generate conversation
Conversational
To see a simple channel plan and more details about each step, view creating your content marketing channel plan.
15
CONCLUSION
Your documented content marketing strategy is not something to develop and put aside, but rather it is a living document that should be referred to and adapted as your consumers needs and the market changes. As mentioned in the introduction, what you need to document and the format you use will depend on the needs of your business. But, by working through these questions, you will certainly get a better sense of the content you need to create (and what you dont need) so you can better prioritize and create epic content. And, of course, your job does not end there. Once you have your strategy, you need to execute. Consider the next two steps:
About Content Marketing Institute: Content Marketing Institute (CMI) is the leading global content marketing education and training organization. CMI teaches enterprise brands how to attract and retain customers through compelling, multi-channel storytelling. CMIs Content Marketing World, the largest content marketing-focused event, is held every September, and Content Marketing World Sydney, every March. CMI also produces the quarterly magazine Chief Content Officer, and provides strategic consulting and content marketing research for some of the best-known brands in the world. CMI is a 2012 and 2013 Inc. 500 company. Learn more about how to develop a content marketing strategy at http://contentmarketinginstitute. com/developing-a-strategy.
16