A content marketing program begins with a content strategy. Easy enough, right?
According to the Content Marketing Institute a content strategy manages content as a strategic asset across the entire organization. This happens to be my experience as well. If content is the fuel that drives customer engagement, then having an understanding of the “how” and “why” that plays into the overall goals of the business is priority #1.
Most content marketing programs start with an idea and loose planning, but then quickly get derailed by lack of additional ideas and planning. At the end of the day, content marketers can lose sight of why the program was started in the first place.
To create an effective strategy, your content marketing plan should include the following key elements:
– Goals and Analytics
– SEO Strategy
– Target Persona Development
– Team Responsibilities
– Brainstorm Content
– Blog Promotion
– Landing Pages
– Lead Nurturing
A content marketing program cannot be scaled without a content strategy. Although the strategy may adjust for new data – as it should – the best results will be produced by answering the “how” and “why” first.