Content marketing strategy is the result of careful planning and execution, so here is a check-list that will help you to execute:
- Secure executive sponsorship
- Understand your customer and how they interact with you
- Create an editorial calendar
- Re-purpose content
- Evaluate internal capabilities and resources, then develop a process for measuring and reporting
- Curate content from third parties
1. Secure executive sponsorship: Content marketing is not a fancy strategy but a different way to do business based on changing conditions in the market and how people consume content. Start by securing executive support by letting the leadership team understands why it’s important and what value it will provide to existing, prioritised key business metrics. Bear in mind results will not be instantaneous. Think about the length of your sales cycle. Content Marketing works only if other operational departments are in the same page as coordination and a 360 degrees view is important.
2. Understand your customer and how they interact with you: Star by creating personas and then create journey maps that visually illustrate a particular persona’s activities over time. Map your sales cycle to the buying cycle. Then map the tools and resources below each stage to achieve the next stage, such as case studies, white papers, videos, demos, etc. In here you need to work with other teams like product management, sales, logistics, finance, legal, e-commerce, etc. The more you understand and address the customer in your content, the more likely your content will be attractive to direct consumers as well as more viral to their networks.
3. Create an editorial calendar: This is your execution plan. This overview also provides you the opportunity to determine how to integrate everything into a cohesive story for execution, and how to connect the dots, as this will give you the visualization of all the interactions you are planning. It should also provide a tentative outline of when different pieces of content will publish and on what platform.
4. Re-purpose content: Creating lots of content is hard, but taking one idea and creating multiple pieces of content from it makes your life easier and allows you to scale.
5. Evaluate internal capabilities and resources, then develop a process for measuring and reporting: You might not have a team of content writers, designers and community managers. Set expectations appropriately. A content strategy is a long-term approach that will gain momentum over time. Demonstrate that financial impact relative to other/current programs that may be more costly, share findings across the company
6. Curate content from third parties: There’s enormous value in not only producing original content, but curating “best of” content from across the Web. y. It also shows independence and credibility if you’re not the only voice being published.