23 May If You Download Just One Content Marketing Guide…
This is the first in a series of ebook excerpts from “The One Content Marketing Document You Can Plan Your Whole Quarter Around.” To download the full version, visit the download page.
The One Content Marketing Document You Can Plan Your Whole Quarter Around
You’re at your desk, staring at a blank screen. The cursor blinks incessantly, mocking your lack of action with its own unflappable consistency. It knows exactly what to do, and there it is, blinking away.
If only that damn cursor knew what to do next, you’d be ok.
Ever since you were tasked with creating a content strategy, you’ve been wondering where to start. “What should my content strategy consist of?” you ask yourself. “What is a content strategy, and where should I start?”
This is a common problem, and searching the web for an answer doesn’t alway bear fruit. There is plenty of theory, but there aren’t a lot of content marketing strategy templates out there to copy from, and even if there were, your problem is certainly different than it is from an any examples you might find. But here’s a way you can plan your first content marketing strategy, using just one document.
Something led you to this guide, so you’ve already stumbled upon the first step in any strategic planning process; researching and reading about your problem, and start to formulate a plan for how to proceed. Take a second to congratulate yourself for coming this far, and if you follow this guide through to the finish and complete the exercises, you’ll complete a winning content strategy that resonates and helps you achieve your goals.
So what’s a strategy? And where to start?
A strategy is a goal or a destination, with an accompanying list of tactics as to how to get there. With any strategy, you start with the current state of affairs (where we are), and then list what it is you hope to achieve (where we are going) and then you list tactics as to how to achieve that goal (how to get there). This document discusses at length some of the tactics that you can use to achieve your content marketing goals, but you’ll have decide what they are first. I like to focus on bottom-line, quantifiable goals first, and then set secondary goals for each of the measurable areas of my content plan.
For example, you could set a revenue goal of $10M, and then reverse-engineer the targets that you’ll need to hit to achieve it— in traffic, downloads, sales conversions or whatever else you are measuring. If you’re already savvy enough to know your conversion rates, your average dollar sale and the lifetime value of your customers, then you are way ahead of the game. If you are still getting to that point, then learn what you can, and do some informed forecasting with some measurable goals that you can strategize around.
Once you know where you are going, you can start working on how to get there, and come up with ideas about how you can get there.
This is the first in a series of ebook excerpts from “The One Content Marketing Document You Can Plan Your Whole Quarter Around.” To download the full version, visit the download page or click below: