Learn how to document a content marketing strategy in just 10 steps – WAU
In this post we will explain how to do the content marketing strategy documentation to generate even more results.
If you are investing in marketing, starting to do Content Marketing is certainly in the plans.
Building a Content Marketing strategy, however, is a complex but very important task. If you want to achieve goals and obtain concrete results, it is not possible to start actions without planning ahead.
Therefore, the documentation of this strategy is of great importance.
Since Content Marketing consists of several productions of specific content, the only guarantee that everyone will follow the pre-defined guidelines is if everything is documented and easily accessible.
To help you build a successful strategy, we have separated 10 essential steps for building this content marketing documentation.
Why is it necessary to document a strategy?
Most likely, you will not put your strategy into practice alone, right?
Delegating or even outsourcing content production requires organization and planning, but mainly requires that all information relevant to the production of content according to your objectives is easily accessible to everyone.
By correctly documenting your content marketing strategy, it is possible to replicate this information, reinforcing the most important points for each person.
For example, if your strategy consists of only articles for a blog, all the writers of those articles should be aware of the purpose of your blog, the persona that the blog wants to reach, the themes worked and the language that should be used.
Where to start?
The first step, of course, is build a strategy.
It consists of:
1. Objectives and goals
To set your strategy goals, define:
- What is the purpose of your company?
- How is this objective reflected in marketing actions?
- Why did your company choose content marketing?
- What is the problem that content marketing solves?
- Are all stakeholders aligned with these objectives?
In addition, it is important to have well-defined and clear goals.
The SMART method helps a lot in this choice. According to him, the steps to define a goal involve having something specific (S), measurable (M), attainable (A), relevant (R) and with a well-defined time (T).
KPIs are the key performance indicators, that is, which key indicators you will use to track and understand the success of the strategy.
They are totally directed towards the objective defined previously. Basically, think about which metric you should check to understand whether the goal was successful or not.
When defining your strategy’s KPIs, be aware of whether these indicators are relevant and will provide enough information for decision making.
The persona is basically the audience you want to reach, but with better structured and defined information.
If your target audience is young and class A, for example, when defining your persona, you should identify more characteristics of your daily life, in addition to the problems and objectives of this audience, understanding how your service or product helps them . If the target audience is broad, in the persona it is important to give a name and see that audience represented in a person.
Do you know why it is so important to better define this audience? When producing content to attract and convert these people, you need to understand in depth what motivates them. Without this personalization, you will be just one more in the world of information on the internet, at the risk of even attracting the wrong people.
Therefore, the best personas are built from interviews with customers or potential customers, to identify where these people differ and how you can really help them (and thus attract them) with the content.
4. Objectives of the content
Now that you know the objectives of your strategy, how you will measure your success and who you will talk to through the content, you must define what the goals of the content itself are.
Here, you need to focus on defining the elements and characteristics that each content must have in order to effectively comply with your business objectives.
If your goal is to be a reference in the market, for example, your content needs to be educational, informative and to heal the pains of your persona.
You can also use the sales funnel defined for each persona as a basis. Thinking of the goal example as a reference in the market, define your top funnel content (awareness), funnel medium (consideration) and funnel bottom (decision).
For other types of content you can define unique characteristics of each medium. To build videos, for example, guidelines such as duration for each objective or stage can be defined, or even videos with people or graphics.
How do you turn that into real content?
Now that you have the strategy defined and documented, it’s time to put it into practice. For that, it is necessary to determine some other aspects.
5. Pillars of content
The pillars are the main themes to be worked on. They must be aligned with the previous steps, contemplating the persona and the objectives. In addition, it is also necessary to define related topics.
A simple and visual way to define these pillars is a table:
|Related theme: Social networks||Related topic: Business management||Related topic: Digital transformation||Related topic: SWOT analysis|
|Related topic: Content marketing||Related topic: Financial management||Related topic: Virtual reality||Related topic: Management inspirations|
|Related topic: Email marketing||Related topic: Bureaucracy||Related topic: Robotics||Related topic: Processes|
6. Brand identity
In the production of content it is essential to have a brand identity. This can be replicated language and a well-defined visual identity.
It will be delimited by two main points: how your company wants to communicate and how your persona communicates.
To define all of this in a practical way, use some elements such as voice, tone, personality, perspective. In addition, especially when outsourcing content production, be sure to separate examples, both of what you want done and what to avoid. They will help anyone get what they want right and will avoid rework and delays.
7. Quality checklist
To enhance the production of content without losing quality or brand identity, many companies use the quality checklist.
It is a simple checklist for each stage of production, containing the objectives of the content previously defined. Each person must check each point. A minimum score for approval of the content must also be defined.
Editorial planning: how to start producing?
You should now understand how the content strategy will be executed.
This is nothing more than the definition of each step of production and dissemination and those responsible for each one.
8. Publication and dissemination channels
Where will each piece of content be published and disseminated? It is important to follow the initial strategy and understand where each type of content will best reach the persona. Also define the frequency of publication on each channel.
Also use SMART goals and targets and KPI tracking for each disclosure channel. Only then will you understand whether they are efficient or not.
9. Roles and responsibilities
Before actually starting production, it is essential to identify the people responsible for creating, editing, distributing and measuring the efficiency of the content. All of them must be aware of the strategy created, and according to the defined steps.
An example of well-defined roles and responsibilities should summarize each one, according to the production steps:
Last but not least, it is necessary to define how each metric will be analyzed and monitored. Many teams forget or neglect this part – which causes many content marketing projects to fail.
Remember that no one gets it right the first time, and monitoring what is working or not is what will define the small changes during the execution of the strategy.
Tracking and reporting this data, even though it is an essential task, is not that difficult. Just make a table with your indicators, making it clear what the objective is (SMART!), The metric followed, where this is measured and the problems reported in that time. To be sure that it will be updated, set periods for review and completion and make it a task for your day.
Extra: how to make a different strategy?
The steps I taught you are followed by the best marketing teams today. How, then, to make sure that your strategy is different and has something more?
Use a special seasoning: Dice.
It is much easier to create a content marketing strategy based on guesswork and different opinions from different points of view. But for this construction to be effective and unquestionable, the ideal is always to use as much data as possible.
When setting goals and KPIs, fully understand your company’s needs and which way your competitors are going (not to copy them, but as a “down to earth” to understand if what you plan makes sense).
When building the persona, characteristics and channels of dissemination, use interviews with customers, extract information from their social networks and all possible databases.
When defining pillars and themes, make more benchmarks and discover not only your business competitors, but who also talks about the same subjects as you.
The use of data is endless and, in any marketing strategy, it makes all the difference.