04
Mission StatementWhat is your company all about? Write your mission statement here …<br>
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Content Marketing Goals<br>
06
Business ObjectivesWhat overarching goals is your business hoping to reach? Business Objective 1
Business Objective 2
Business Objective 3<br>
07
Content Marketing GoalsSet content marketing goals that will directly impact your business objectives. Content Marketing Goal One
Content Marketing Goal Two
Content Marketing Goal Three<br>
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Primary AudienceThis section should identify the core persona of your target audience. These are the people that the majority of your marketing efforts should focus on. Demographics: gender, age, ethnicity, industry, job, income.
Psychographics: values, beliefs, habits, hobbies & more
Challenges: what struggles are they facing every day?
Pain Points: what is happening in their life that our organization can fix?
What Drives Them to Purchase Our Product: what do they need to see from us that would convince them to buy from us?
Where Do They Find Their Information: internet, newspapers, ads, commercials, etc.
What Type of Content Do They Prefer: blogs, e-books, videos, social media posts, etc.
How Do We Help: what content or resources can we provide to help our audience and convince them to buy.<br>
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Secondary AudienceThis section of your target audience is your secondary audience. These are buyers that don’t fit your primary audience but they could still convert with the right content. Demographics: gender, age, ethnicity, industry, job, income.
Psychographics: values, beliefs, habits, hobbies & more
Challenges: what struggles are they facing every day?
Pain Points: what is happening in their life that our organization can fix?
What Drives Them to Purchase Our Product: what do they need to see from us that would convince them to buy from us?
Where Do They Find Their Information: internet, newspapers, ads, commercials, etc.
What Type of Content Do They Prefer: blogs, e-books, videos, social media posts, etc.
How Do We Help: what content or resources can we provide to help our audience and convince them to buy.<br>
12
Content TypesList what types of content that your organization will be publishing. Content Type One
Content Type Two
Content Type Three
Content Type Four
Content Type Five<br>
13
Promotional ChannelsWhat channels are you going to promote your content on? Promotional Channel One
Promotional Channel Two
Promotional Channel Three
Promotional Channel Four
Promotional Channel Five<br>
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[BRAND] Voice and ToneWhat should your content sound like when your audience reads it? Voice:
Tone:<br>
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Voice + Tone Examples Examples of On-Brand Voice: Examples of On-Brand Tone:<br>
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Message MatrixWhat is the core message your content should convey?<br>
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Core TopicsWhat key topics and themes are you going to write about?<br>
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Design StandardsWhat do designers need to do in order to get content ready for publish? Standard One
Standard Two
Standard Three
Standard Four<br>
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Branding Design Examples Do: Don’t:<br>
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Content Creation Process<br>
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Content Creation ProcessWhat process will your content marketing team use to create the content you publish and how long do they have to get each step done? Step One:
Step Two:
Step Three:
Step Four:
Step Five:
Step Six:
Step Seven:
Step Eight:
_ Number of Days Before Publish
_ Number of Days Before Publish
_ Number of Days Before Publish
_ Number of Days Before Publish
_ Number of Days Before Publish
_ Number of Days Before Publish
_ Number of Days Before Publish
_ Number of Days Before Publish<br>
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Editorial Planning ProcessWhat steps does your content need to go through before it is ready for publish? Step One:
Step Two:
Step Three:
Step Four:
Step Five:<br>
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Publishing ScheduleHow often are you going to publish your content? Blog Posts
Post x times per week
E-Books
Post x times per quarter
Videos
Post x times per week
Infographics
Post x times per week
Social Campaigns
Post x times per week<br>
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Sample Marketing Calendar<br>
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Promotional TacticsHow will your team promote your content? Tactic One
Frequency:
Tactic Two
Frequency:
Tactic Three
Frequency:
Tactic Four
Frequency:
Tactic Five
Frequency:<br>
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Promotional ScheduleHow often are you going to post new content across your promotion channels?<br>
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Measurement FrameworkHow are you going to measure and report on your success? What Will We Report On?
Option One
Option Two
Option Three
How Often Will We Send Reports?
Frequency:
What Should Our Reports Look Like?
Visual One
Visual Two
Visual Three<br>
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KPIsWhat are you going to measure your content against to indicate success? KPI One
KPI Two
KPI Three
KPI Four
KPI Five<br>
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MetricsWhat data points are you going to measure to indicate that you are reaching your goals? Metric One
Metric Two
Metric Three
Metric Four
Metric Five<br>
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Content ScorecardWhat is the baseline that every piece of content that you publish needs to hit? Blog Posts Will Receive x Number of Unique Page Views.
Blog Posts Will Receive x Number of Total Views.
Blog Posts Will Generate x Amount of Revenue.
Emails Will Receive x Number of Opens Per Email.
Social Campaigns Will Get x% Engagement Per Post.
Social Media Posts Will Reach x Number of People.
Videos Will Receive x Number of Views.
E-books Will Be Downloaded x Number of Times.<br>
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Key ContactsWho should someone reach out to if they have questions on this strategy template? Here is who you need to reach out to if you have questions about this strategy guide.
Name:
Phone:
Email:
Name
Phone:
Email:<br>
34
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