According to the Content Marketing Institute’s 2015 Benchmarks, Budgets and Trends report, only 35% of B2B marketers and 27% of B2C marketers have a documented content strategy. Not surprisingly, those marketers who have a documented strategy also report being more effective in their content marketing efforts? So why do so many marketers skip this step? Oftentimes, they don’t know what questions to ask to formulate the strategy they need. For marketers looking to create a strategy, here are ten initial questions you can ask yourself to get started.
1. Why are you creating this content and/or content hub?
What is the sense of urgency? What was the defining moment? Why now?
2. What is the overall goal of the blog?
Another aspect all too often we see skipped by marketers. What problems are you trying to solve? What questions are you trying to answer?
3. Who is your target audience?
Who do you want to engage? Customers? Prospects?
4. How will you decide what to write about?
How will you stay looped into trends happening in your industry? How do you know what your audience cares about? What resources will you use? What resources do you have available to you?
5. What will your editorial process be?
How many people will be involved in creating content? Will legal have to approve? Who will have final approval before something is published? Will freelancers be involved? If so, who will manage them? Settling on the approvals and workflows upfront will avoid headaches of miscommunications and publishing mistakes down the road.
6. How far out do you want to plan ahead?
A week? A month? How far out can you plan ahead and still stay relevant?
7. Who will produce your content?
Will internal employees be creating content? Will you have a dedicated team? Will you leverage external freelancers? Will you use licensed content to scale your efforts?
8. How often do you want to publish?
How often are you capable of publishing? Daily? Weekly? What will you do if your team does not have the bandwidth to publish as often as you’d like?
9. How often will your revisit and tweak your strategy accordingly?
How many times a year will you review the success of your strategy? How much are you willing to change? Where are you willing to take risks? The marketing industry is always changing and your strategy will always needs to reflect that.
10. What will you use to distribute your content?
Will you use paid distribution strategies? If so, how much budget can you afford? Will you just rely on organic? Are there influencers in your network you can leverage to share your content? The worst mistake content marketers can make is creating amazing content and not distributing it to their audiences.
11 . What will be your main KPIs?
Are you looking for page views? Do you care more about time on site? Are you looking to generate leads? Do you want to boost subscribers? Knowing what you’re going to be measuring is key in evaluating the success of your program.