Content strategy plans for the creation, publication, and governance of useful, compelling content. This emerging field encompasses every aspect of content, including its design, development, analysis, presentation, measurement, evaluation, production, and management.

We draw from our clients’ business goals and their specific user needs to audit existing content and then create a comprehensive plan for future content—clearly defining which content will be published and why.

What should my content marketing strategy include? 

While there are no definitive “templates” for building a content marketing strategy — each one will be unique to the business that creates it — there are five components that they commonly include:

1. Your business case for innovating with content marketing

2. Your business plan for content marketing: This covers the goals you have for your content program, the unique value you are looking to provide through your content, and details of your business model. It also should outline the obstacles and opportunities you may encounter as you execute your plan.

3. Your audience personas and content maps: This is where you describe the specific audiences for whom you will create content, what their needs are, and what their content engagement cycle might look like. You may also want to map out content you can deliver throughout their buyer’s journey in order to move them closer to their goals.

4. Your brand story: Here, you characterize your content marketing in terms of what ideas and messages you want to communicate, how those messages differ from the competition, and how you see the landscape evolving once you have shared them with your audience.

5. Your channel plan: This should include the platforms you will use to tell your story; what your criteria, processes, and objectives are for each one; and how you will connect them so that they create a cohesive brand conversation.