Don’t Overlook These Foundational Tools When Developing Your Content Strategy
Yes, the majority of companies are increasing content marketing investment—75 percent to be exact, based upon a recent survey of 1,030 marketers. However, many of these same companies struggle with the right team to hire, which topics and content types to create, and how to get the greatest ROI out of content. What’s a great start to resolving these challenges? A content strategy.
Megan Pacella of Creek Content provides the foundational elements of a content strategy in a post aptly titled: Content Strategy 101. As Megan explains, a well developed content strategy helps with more than simply content marketing. A content strategy helps you with:
- Product development
- Content marketing
- Experience design
- Knowledge Management
Megan mentions the importance of content audits, inventories, editorial calendars and style guides as tools to help develop and execute a content strategy. I’d add that editorial calendars also help marketers be more data-driven in their content strategy. For example, a well designed calendar in Excel (such as this template) or use of a calendar as part of a content marketing platform should include the ability to tag each piece of content. These tags—such as content type, persona target, media entity—enable precise measurement of your content’s impact, identifying what works and doesn’t work, and why.
Check out this 40+ page guide for how to create a content strategy with a Content Marketing Pyramid, and refer to the below link for more great advice on Content Strategy 101.
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