Companies are best served when owners think of content marketing strategies as an outline of customer and business needs, and a plan for how those needs will be addressed with content. While there are no hard-and-fast rules for strategy building, certain components are common.
- The business needs a good reason for an innovative content marketing strategy. By determining the motivation behind content creation, assessing the risks and forming a vision of success, a company is more likely to gain support for its strategy—as well as permission to make the occasional mistake during the learning process.
- The business needs a content marketing plan that covers its goals, the value to be provided, and certain details of the business model.
- Content maps and audience personas describe who the content is for and what their needs are. It may be a good idea to make a timeline of content to be delivered throughout the buyer’s journey, in efforts to move them toward their goals.
Does the Content Marketing Strategy Need to be Shared With Other Departments?
It’s beneficial to give everyone within the company access to its content marketing strategies, even when those people may not have direct involvement in content marketing. This is critical especially in large companies, as it keeps teams on the same path, minimizes effort duplication and ensures that everyone is working toward similar goals. However, the company’s method of communicating this strategy depends on its culture and structure.
How Often Should the Company’s Content Strategies be Updated?
Some parts of a company’s strategy should remain consistent even while the content marketing plan evolves and grows—namely, its business goals and mission. These components are so critical that they should be kept in view every time content is created. For instance, they can be included in the acceptance criteria by which content submissions are judged.
However, other parts of a company’s content marketing plan are likely to benefit from periodic reviews and frequent updates. To ensure that the corporate content marketing strategy remains on point, the owner should consider re-evaluating its core topics, channel strategy, and team processes on a yearly basis or more often if the company is a startup. While it can be difficult to differentiate between content marketing strategy and content strategy, the distinctions can make or break a company’s marketing efforts.