The search engines want users to successfully find what they want. This includes determining how to model your content operations as well as outlining why you are creating content (your purpose), who you want it to reach (your audience), and the expected impact of your content efforts on the business (your goals). We included a content strategy and content calendar template in the course to help you through these exercises, which you can download here. A brand analysis compares your market position, voice, and values. Travelr Content Strategy. Manually entering all articles, images, infographics, white papers, and other content on a new site is time consuming, so you can work with the IT department and other teams to develop automation tools that import content to a new system. Including a few strategic elements (like those we suggest below) in every page template will help your content creators stay focused on company goals, user goals, and the content that will support them.If you already have page tables, consider incorporating them into your templates. Your content should guide them along the process of product discovery to the point of purchase. If you’d like to use this method as a foundation for your next content marketing strategy, you’re totally welcome to grab the template! You can use this information in creating your content strategy to motivate your team. The easiest thing for any customer to do is click to another site. Use Xtensio's interactive Content Strategy template (Free!) Ready to create your own content strategy? That’s where this content strategy template comes in. Your content marketing strategy rests at the intersection of speaking to your customers about their pain points and how your product solves their problem. Whether your team consists of internal employees, freelancers, or a mix of both, make sure they all have access to the editorial calendar and understand your audience personas. If you find the predicted results aren’t as big as you were hoping to see, now is the time to plan for publishing more content into your schedule throughout the following six months. Do you know how much content you already have, where it lives, and its effectiveness? A well-defined marketing strategy sets the overall plan for how you will reach your target market and explain the benefits of using your product or service. Use this template to help create a content strategy for: new services; new applications; new websites; website redesigns The content strategy template walks you through researching and writing up the three key elements of a content strategy: what content looks like now, what it should look like, and the ecosystem in which content is created. (But don’t rely on Excel or Google Docs for too long—a proper content marketing platform like Contently will save you a lot of time in the long run. The Food Truck Content Strategy. Content strategy helps you manage all the assets or pieces of content that you generate. The Smartsheet platform makes it easy to plan, capture, manage, and report on work from anywhere, helping your team be more effective and get more done. But you don’t need to make the decision alone. As you plan your content and workflow, you need a calendar to keep track of all the moving parts. The content workflow outlines the process from idea to analytics, maps out who is responsible at each point, and estimates how long each step will take. >> Click here to download the content strategy template — Content marketing is different. Add content details by theme, determine a category, pinpoint the target audience, assign and schedule content, track the status of each piece, and more. What do they do better than you? Text can take many forms: You can even package basic copy as a blog post, a list, a how-to or guide. We’ve created the Social Media Strategy Template in PowerPoint format, so once you’re finished you can easily share it with your team or present your strategy to other departments and even executives. How does your content compare? Good personas are realistic descriptions that help you understand your audience. These experts can become contacts for you as you map out your strategy. Now everyone in the organization, including all key stakeholders, can be on the same page about the kind of content you want and the story you want to tell. Content strategy is to copywriting as information architecture is to design.” —rachel lovinger Content strategy plans for the creation, publication, and governance of useful, usable content.” —Kristina halvorson in the web industry, anything that conveys meaningful information to humans is called “content.” Every website has content. Stories have become an integral part of any business Instagram marketing strategy. Be specific about each customer’s demographic data, their business or personal goals, and where they go for information. Content can’t support every company goal, nor should it. Now that you’ve identified your content, culture, customers, and competitors, you can answer the key question: What do you want to accomplish with your marketing content strategy? Also, a content strategy example can be accessed based on my content strategy template. Be realistic. Maximize the impact of your content. Any successful business focuses on the return on investment (ROI) for every initiative and product line, which includes the overall marketing department as well as content marketing. We’ve created the Social Media Strategy Template in PowerPoint format, so once you’re finished you can easily share it with your team or present your strategy to other departments and even executives. As Emily Gaudette and Deanna Cioppa explain in the video below, once you come up with your pillars, you need to identify the sub-topics that fall under them. What business objectives are most important? What’s missing? If you have any questions about the template or how to create a content strategy, please reach out. Content can take many forms, from blog posts to white papers, e-books, podcasts and more. The good news is that you can follow a tried-and-true process to build your plan. You will quickly identify which content you should keep producing. Look at the traffic and audience, see how well each article has performed since publication, whether you need to update or delete it, and if there are gaps since the last audit. A content strategy is a critical step at the beginning of any new project that involves content. A content strategy is a critical step at the beginning of any new project that involves content. Armed with a shared vocabulary and mission, you continue to build a culture of content. Will you publish in multiple languages? What marketing initiatives are already succeeding? Just like there are a variety of ways to publish and promote your content, there are a wide range of tools and approaches to measure your work. Then, using a content inventory spreadsheet, to chart how successful each of these elements has been to your content strategy. That means there are few hard-and-fast rules for search engine optimization. You don’t have to do a full SWOT analysis, but you should collect some basic data to find out more about where customers get information about products and services that are similar to yours. Also, a content strategy example can be accessed based on my content strategy template. 5) Use your buyer’s journey to enhance your content strategy. You can’t effectively promote your product and business if your messaging and content doesn’t speak with one brand and voice. A simplified content strategy template that will definitely help you in your endeavors of creating your strategy is to be found if you click the aforementioned link. Our templates will take you through each step necessary to identify what matters to you, your organization, and your customers. What we love Brett Snyder is quite clear about the dos and don’ts of content strategy. You just created a fantastic piece of content. Make sure everyone on your team (and other stakeholders as needed) can see, share, and contribute to the calendar to keep them on track and give you a way to measure the work. All Rights Reserved Smartsheet Inc. Our world-class consulting team is here to help your organization realize the lasting advantage of Smartsheet. One more thing: Calendars won’t do you much good if you are the sole keeper of the schedule. Content strategy can follow a similar outline. 2. Review Your Ideal Client or Target Audience Once your audit is complete, the next step is to review your ideal client or target audience defined in your content strategy. The Food Truck Content Strategy. Analyze your competitors by conducting a gap analysis. You need to know how much support your content marketing efforts have — or will have — in your organization. Download this content marketing strategy template for yourself! The roadmap gives you a checklist of artefacts to create and some templates for creating key elements. Free your team from content sprawl with Brandfolder, an intuitive digital asset management platform. You know how much time it takes from idea to content creation to analytics. While blogging is not the entirety of your content strategy, this template can help get your editorial calendar started. Plus, it will help you avoid publishing duplicate or overlapping content. Join us for a re-imagined, innovative virtual experience to get inspired, get connected, and see what's possible. Why? Whether you are a content writer, editor, story writer or hold any responsibility related to content management then, this template is going to benefit you in showing the best of your creative thoughts and impress your customers, clients, boss or listeners. Interview the stakeholders to identify their expectations for content strategy, the ways they prefer communication as you move forward, and their influence on your strategy and execution. A persona is a detailed description of your typical customer or a collection of customers. Armed with all this organized information, you can now identify your staffing plan: Who you will need on your team to create, evaluate, and monitor the work. If you’re a seasoned professional or just getting started, Meghan’s experience guides you through complex, challenging projects. Read The Definitive Guide to Stakeholder Management for tips on how to develop a plan to keep them engaged in the process. These metrics will help you identify what content is drawing traffic and, more important, what content drives traffic away. It’s where you get to define your story and how you will tell it. Many marketers and advertisers follow a 70:20:10 model for prioritizing their content efforts. The culture of content expands throughout your organization and influences the way you perceive your brand and the way your brand is perceived by your audience. Responsive, fully customizable with easy Drag-n-Drop editor. The approach, tone, and look and feel of your content will be driven by how you want to speak to your customers and potential customers. Content marketing goals help the company achieve some of the overall marketing goals. A strong Content Strategy boils down to creating the right type of content for your target audience. Design anything from simple strategy docs to pitches, agendas, reports and other business and marketing collateral. The free pack of Instagram UI stories mockups will be especially useful for designers. By continuing without changing your cookie settings, we assume you agree to this. You can formalize and legitimize support for your content strategy by creating a stakeholder register. Our guide will help navigate your thinking as you plan new projects and streamline your editorial calendar. Great content connects the dots between business goals and measurable results. What are the benefits to the company of successful content marketing? Xtensio is a collaborative workspace where teams can easily create and share beautiful living documents. Content Audit Template: Create a comprehensive list of your content assets along with metrics related to their engagement, quality, and SEO, so you can easily assess each piece’s value and decide where it fits in your content map. Regardless of the type of content you create, it should answer your customers’ questions, offer product highlights, and compare your solution to your competitors. Identify the key stakeholders, their titles, and departments. How to use the content strategy template Our customers rated us the #1 Enterprise Content Creation Solution is G2’s Fall 2020 Grid. Regardless of the title, this person is responsible for defining the story behind your content, ensuring you deliver a consistent message, and supervising the creation and measurement of the team’s work. Think of those fairy tales you heard as a child. What’s Included. Download our complimentary content marketing strategy template to boost … Now that you have your fleshed out buyer’s journey, you can take a second look at your content strategy and see how you might need to shift your approach. It should have specific, achievable goals and still be flexible so you can build on what works and toss what doesn’t. Let’s start by taking a look at what content marketing is: The Content Marketing Institutedefines it this way: Note the emphasis on strategy in this statement. Content strategy template - free download. When you start creating content, this description of what you’re selling and how it meets the needs of your audience will guide what you write. The spreadsheet in your content strategy template has formulas built into it, so you don’t have to figure it out yourself. This is a big one. Pinpoint your audience. How does that address your customers’ wants and needs? You’ll also want someone who’s tracking the trends in technology so you can take advantage of the latest production tools, editorial calendars, and analytics services that help you succeed. This template gives you a pre-defined structure of your marketing project. Why? Who do you want to reach and what do you want them to know? To start off with, download the content strategy deck template using the form below. Content Strategy Template. You can share or talk about your content through a range of external channels, including social platforms, thought leaders who see the value in your work, and the communities that talk about the problems your products and services solve. Consider Your Goals and KPIs. It covers everything you need to lay out your long-term plan. Unlike traditional marketing, content marketing uses web content, videos, e-books, and other informational digital assets to interact with consumers. Will you wall off some content in a members-only section? When teams have clarity into the work getting done, there’s no telling how much more they can accomplish in the same amount of time. From planning and creating content, to publishing posts and measuring results. Your content marketing goals will evolve from the larger company goals. Google Webmaster tools and Google Analytics: These tools provide insights into your site’s search performance and conversions. The best way to understand your customers and their journey is to create customer personas. For example, content marketing can’t address some goals regarding your culture (improving staff morale) or costs (reducing overhead by 10 percent). The popularity of content marketing has soared in recent years. A good content strategy template (alongside a content marketing calendar) helps you tie together your business strategy and the day-to-day tasks that need to happen to achieve those goals. Learn more about writing SMART goals in this article. Once you understand each kind of customer, you will be able to create a strategy for relevant content that successfully reaches them. Will one CMS handle all your content or should you consider a suite of tools and platforms? See Smartsheet in action. Before you create a content strategy to reach your audience, you have to clearly identify it. What makes a piece of content successful? It's based on a three-part model: Diagnosis - Get a clear picture of where you are right now, what challenges you’re facing and what the opportunities are. If you want to learn more about building a content strategy, sign up for our free course that’s full of video lessons, templates, and tools. This map of personas and products can help you visualize what’s working and what type of content can best connect your audience to your business. They will have valuable insight into your customer’s journey to buying (or choosing not to buy) your product. Or download the free Excel and PowerPoint templates below. From traffic to views, links, and shares, a multitude of numbers can provide insight into your content’s performance. Base your content marketing strategy on this map between persona and product. Moz provide a free content strategy template in MS Word format. How does your content stand out? In January, I wrote about a Venn diagram you can use to identify the pillars of your content marketing program. Valuable content that engages readers must be more than a blog post that has been translated in another language. Here are some suggestions for writing for the web. They should lie in the overlap between what your brand is passionate about and what your audience is passionate about. Our template for content marketing provides an excellent roadmap for content agencies or teams. Some of your governance guidelines will help you maintain those standards when creating content. For the customer to get their attention, and to increase the market value, and meet all the sales target. Consider a couple of workflow approaches, depending on the size of your team. Xtensio is a collaborative workspace where teams can easily create and share beautiful living documents. You will know what you want to continue promoting. These descriptions are more than facts, however. Quickly Customize. It aligns your strategy and goals within the larger framework of the organization. See how our powerful content technology and elite network of 160,000+ content creators who can help you up your content game next year. (Elias St. Elmo Lewis developed the concept in the 1800s. Meet Contently. Prioritize the information that gives you clear takeaways so you can use it to improve your work and grow your success. A schedule helps you see what you’re sharing, especially on social, and it helps you assign and monitor the workflow. Ultimately, a community manager is your in-house expert on what’s resonating with your audience. Look at the competing sites and ask: What content do they offer? With your content research in hand (from the Content Audit worksheet you’ve completed in step one) you can see what’s been successful and what hasn’t quite hit the mark. We generally use it when we are providing an organisation with a strategy for the first time. Who is your target audience? But if you’ve created an overarching story that speaks to your mission, strategy and goals, then any piece of content should tell part of that story. “Audience” may be an inherently friendlier word than “customer,” but you want to make sure your content is welcoming. You’ll also want a community manager (sometimes called a chief listening officer or even a director of audience) to monitor feedback about your product or service. The head of your content marketing team can go by several titles: chief content officer, content strategist, managing editor. The roadmap will help you prioritize your efforts and assign resources in a way that keeps you and your team focused and successful. Content marketing plan template consists of typical ready-made tasks. We included a content strategy and content calendar template in the course to help you through these exercises, which you can download here. This can range from the timing of your email or blog posts, to conversion trends or SEO tactics. Identify the elements that draw traffic. If you have the opportunity to choose a CMS, take the time to identify the functions you need. We often use 2 main types of strategy: one for selling content strategy into an organisation and one for organisations with a more mature editorial model that just need the strategy itself. Reassess your website. Dig a little deeper by describing their roles in content creation and distribution. An executive summary of your goals will help other teams and company leaders support and share your vision. Developing a winning content strategy—and measuring its effectiveness; The bonus? You can easily import and export Excel files to work with your tasks online, manage dates, track progress, and estimate marketing budget. Free Instagram Templates for Easy Content Planning. Do you need different white-label sections or microsites? (Page tables are strategic breakdowns of each page of your site and may include page goals, prioritised content, and maintenance concerns. The above is the list of Content marketing formats that should be followed these days. Taking a strategic approach to your content plan ensures your message cuts through the clutter and reaches your target audience with the right information at the right time. By performing a search of these words, you’ll see other websites that are popular for those keywords. This is a hybrid document. What we love Brett Snyder is quite clear about the dos and don’ts of content strategy. The excel content calendar template is ungated and is available without any access form. Content lives on various pages on your site, including landing pages, feature pages, channel pages that aggregate content by theme or topic, or even microsites dedicated to a specific product or service. Een goede content strategie maken is echter best complex. The DIY tool: Fill in the blanks of Meghan Casey’s core content strategy statement template to home in on the unique value your content can provide – to both your audience and your business. Once you have a mission statement, identify the goals of your organization. Template Content Strategy Roadmap A free step-by-step path, template, and checklist towards creating a content strategy. Why is it so hard for marketers to create a strategic plan for their content? If you’re in that group and have been wondering how to create a content strategy for your business, we’re here to help. Use our persona worksheet to create as many customer profiles as you need. Take a little time to learn more about those companies. So, search engines like Google and Bing continue to tweak the algorithms that deliver content. Here are some of the questions to help you assess your company’s culture: When you understand how your company measures success and how well departments work together, you will be able to include those lessons in your content marketing plan, and also assess the resources you have and what you need to succeed. Content marketing goals should address specific questions: Why are you creating content? Used 1651 times. In addition to deciding and prioritizing your content, you also need to decide who will produce it, review it, publish it, monitor it and update it — and then make sure everyone knows who’s responsible at each stage. content, and spreading that content appropriately among your targeted personas and stages of the buying cycle. Make sure a second set of eyes reviews your content to ensure it meets your storytelling guidelines, follows a logical structure and flow, and avoids grammar and typographical errors. Edit the interactive planner with your team to go through every step of your content strategy, from planning and executing to … Finally, spend 10 percent experimenting with new ideas. Take advantage of the opportunity to work with your IT department, and generate buy-in and support throughout the company for your content strategy. Your governance guidelines should include: As part of your governance strategy, you want to establish and stick to best practices for your content. It happens before the content is created and continues on when the content is live. This content strategy roadmap is a step-by-step path towards creating a content strategy. Content marketing provides a unique opportunity to tell the story of your business and your product. How does my content help create customers? A simplified content strategy template that will definitely help you in your endeavors of creating your strategy is to be found if you click the aforementioned link. The goal is to get a clear picture of who you are writing content … Depending on your resources, you should consider adding a public relations or promotions person to work with your community manager. You’ll also discover the places, or watering holes, where people go for information. The efforts you value more should be given higher point totals. See why Smartsheet is the platform you need to drive achievement, no matter the scale of your ambition. Snyder’s content calendar is comprehensive and precise. This content strategy roadmap is a step-by-step path towards creating a content strategy. Categories: Art & Design, Text on Image, Shapes. The Five Steps to Developing A Successful Plan and the Content Marketing Templates You Need to Achieve It, Step Two: Build Out Your Content Strategy, Step Three: Use Content Strategy Templates to Plan Out Production, Improve Content Strategy Efforts with Smartsheet for Marketing, The Definitive Guide to Stakeholder Management. What is the unique value and approach that your content can provide? By working across departments to build your migration plan, you reinforce the value of content marketing to your entire company. A fully editable Content strategy template that will help you right from planning to tracking your weekly progress towards your goal. These guidelines spell out your brand, design, style, voice, metadata, and more. There are, however, guidelines to help your content stay relevant and easy-to-find. And to track your progress along the way. What’s in this template? Similar to a gap analysis, a brand analysis can highlight how the perception of your company stacks up to your competitors. Request a free content consultation and see how we can help >>, We're a technology company whose mission is to build a better media world. No SignUps. You know how effectively you are reaching your goals — not just revenue goals, but engagement and brand awareness. To start, gather all your content that is currently produced by your organization: keywords, blog, website, social media, etc. Spell it out for everyone who plays a role in creating and monitoring your content. Content strategy template is a significant tool for you to plan your content in the most efficacious manner. Content Mapping Template: Develop a content map that details each phase of the customer journey. Use the information from your audit to map out your existing workflow, taxonomy, and metrics. Download our complimentary content marketing strategy template to boost performance and … Once you localize that content, you can translate it for an international audience. These interviews will not only highlight challenges, but also serve to help you build collaboration across departments and with the executives who hold the keys to resources, staffing, and support you will need. Content strategy development. © Contently 2020. )If you are creating templates from scratch, make sure to include strategic elements from the start. What resources and data does content marketing need to succeed? You can set realistic goals about the capacity of your team, and address any gaps that appear. Marketing KPIs, buyer persona template, project brief template, content worksheet, Download now! When everyone understands the value of the story of how your product connects to customers, more internal stakeholders will want to tell that story. And why they’ll care about your content. One more consideration: If you have content in multiple languages (or plan to start creating content in multiple languages) you’ll need to develop standards for localization and translation. As you drill down to develop your content marketing strategy, you should also keep in mind that you will want to get buy-in and collaboration throughout the company. Your company’s goals are your goals. Others prefer making the revisions on a new site because it helps their team learn how to use the new system. Marketing strategy templates. Now that you have a sense of the scope of your content, you can decide whether you want to create new content first, revise existing content, or scrap outdated assets that aren’t relevant to your strategy. Use your guidelines to decide what to keep in its current form, what needs revising to meet your new standards, and what you can delete or retire; then prioritize that long list of content assets. It will walk you step-by-step through setting goals, defining your audience, telling your story, allocating your budget, and more. Share Your Content With A Social Media Strategy Template. Content Strategy. Compare similar time frames to avoid false reporting. Are you publishing blog content? A gap analysis reveals how your customers see you (and your competitors) online. Not every piece of content gets equal promotion on all channels. Improve your marketing efforts and deliver best-in-class campaigns. There was a problem (a big bad wolf), a conflict (pigs who were trying to protect their homes from the wolf) and a solution (building a brick house to keep the wolf out, at least until he fell down the chimney). Every touch of your contact has a value. That’s why the first step in creating your content strategy plan starts with a content audit. Here’s the most common types of content: Use this checklist to identify the type of content you want to create and the frequency at which you’ll distribute it: Regardless of the format, each piece of content should convey a message that relates to your central theme or story. This process can be part of your overall editorial calendar, but you may find it more effective to keep a separate promotions calendar. This is more than customer service: This person follows your content channels and monitors the conversations that will eventually shape future content. You can provide some key numbers because you have created a thoughtful and well researched content marketing strategy. Overall marketing goals support many of the revenue and product goals of the company. The bottom line is that anyone in your company should be able to tell the story that your content illustrates. The personas you created describe your potential customers and their pain points. It’s that simple. Interview stakeholders in your organization to find out where you have buy-in for marketing initiatives and identify potential roadblocks. Introduce the problem, explain the conflict, and offer a resolution. as part of your free 30-day trial. We’ve successfully used content marketing to grow our own traffic and boost conversions since OptinMonster first launched in 2013, and we want … To answer this, ask: What are your business, marketing, and revenue goals? Content marketing can help your business break through the noise of traditional marketing channels. Content strategy concerns itself with the vision—the ins and outs of how and why your content will be created, managed, and eventually archived or updated. Refer to your SMART goals so you can measure the impact of your hard work. Metrics will help you make sense of the return on your investment of time and energy. This information creates a customer journey map that identifies a person’s interaction with your product or brand. Making original or new content can be quite tricky, especially in today's era, where new ideas are no longer a hundred percent new! Once you’ve set your strategy and outlined your plans for executing it, it’s time to start creating and distributing those compelling, customer-driven stories.Though the creative process is unique to every business, plenty of tools can help with generating story ideas, organizing them into relevant content pieces, and getting them into the hands of your target audience. Either way, make sure you have guidelines for the writing and visual look of these efforts. ©2020. Report on key metrics and get real-time visibility into work as it happens with roll-up reports, dashboards, and automated workflows built to keep your team connected and informed. Use Google Analytics to see your top landing pages and your top exit pages. You want to provide an engaging and relevant experience. Several companies, such as Brandwatch and CallMiner can create the required tracking to create the algorithms and reports that provide insight into how your brand is perceived. Cost Free. You’ll want a calendar to track your promotional efforts and measure their effectiveness. Available online so the audience can find it more effective to keep a separate promotions calendar we this... S journey to your governance guidelines set the direction that your content game next.! Are popular for those keywords spends his or her time making connections, especially on social, and to! 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