Please try again. Most of the businesses we work with at MarketMuse are looking to increase organic traffic and leads generated via content while lowering their Customer Acquisition Costs. Information that isn’t presented with the form and medium in mind risks being lost on the recipient. This wheel represents the cycle of content strategy and execution. This content marketing strategy helps businesses generate more leads because it improves their brand awareness online while also providing high-quality information that helps customers make smarter purchasing decisions. It’s a means of showing your expertise and awareness around things your target audience cares about and building trust with them so that if they decide to make a purchase, you are front and center. Your content marketing goals will evolve from the larger company goals. Post-purchase content may not be flashy in the sense that it attracts traffic and social shares. There’s so much information out there about how to build a content strategy. You’ll find ways to optimize your workflows. Just click the link below to grab a downloadable version of the template. Social media audit template. Strategic analysis is involved with analyzing the industry in which the organization is operating its business and analysis of both the external and internal environmental factors. until you have a clear idea of what business objectives to which you can map content. Example Social Media Goals 1. But before you read this, try to define what content strategy is. In previous posts I’ve defined the concept and provided use case examples for a variety of industries. Once we understand what content is, we can start to understand what it means to have a content strategy. For example, at MarketMuse, we want to reach content teams, SEO teams, and digital marketers. Also, remember that each target persona consumes content differently, so you have to identify the best platform to reach them. Create separate tabs for each kind of content you publish, such as blog posts, webinars, ebooks, videos, etc. A content management system (CMS) is a tool for creating and managing digital content such as documents, text, web pages, videos and images. Delivering content in such a personalized, context-dependent way requires a strategic content management approach and a sophisticated tech platform most likely fueled by artificial intelligence. We don’t publish content about social media marketing because it doesn’t align with the use of our product. Content Strategy for HealthcareContent Strategy for Professional ServicesContent Strategy for Startups. Content strategy is the ongoing process of translating business objectives and goals into a plan that uses content as a primary means of achieving those goals. Next, discuss all responses as a group. Strategic management is the process of strategic analysis of an organization, strategy-focused objective-setting, strategy formulation, strategy implementation, and strategic evaluation and control. Real World Examples of Successful ECM Strategies Brian “Bex” Huff Chief Software Architect “Content” is a single word loaded with different connotations and meanings that depend on its context. Ensuring that you have useful and usable content, that is well structured, and easily found is vital to improving the user experience of a website. If your content strategy doesn’t start with a business objective, it’s not a content strategy. One example of a successful content clustering strategy is from ISSA, a provider of personal trainer, nutritionist, and fitness instructor certifications. Think about it this way: Goals: What you want to achieve Strategy: Your plan to achieve this goal Tactics: How you are going to execute this plan. With a robust internal linking strategy to go along with all of this content, ISSA makes it easy for users to get the information they need and take a clear next step. You can’t start this process without knowing what you want to accomplish. Certified Personal Trainer – Self-Guided Study Program, Certified Personal Trainer – Fast Track Program. What are the KPIs for each type of content we publish? 6 awesome LinkedIn content strategy examples November 12, 2018. Hold it high. Welcome to the 2019 Content Management & Strategy Survey. —Kristina Halvorson Author, Content Strategy for the Web Content Strategy for Professional Services, How to Get the Most out of Ahrefs With MarketMuse, How to Get the Most out of SEMRush With MarketMuse, content strategy, SEO, and AI-focused webinars. For example, the publication of a new whitepaper or research report could generate several weeks’ worth of blog posts that each share details or small nuggets of data from the complete report. Any definition of “quality content” has to take this into account. It’s not something you deliberate on once a year or once a quarter. There’s no other way to measure your content marketing ROI. U-M’s strategic plan is a great example of an easy to read strategic plan. But it’s one of the best ways to solve the business issue of too many inbound customer support requests. Content strategy guides the creation, delivery, and governance of useful, usable content. What do we want our content to accomplish in pursuit of our business goals? The role of the content strategist is to develop a roadmap for how content can contribute to achieving defined business goals. Creating a business strategy that's in line with the vision you have for your company takes time and development. That’s why we produced the content like: Our sales team can send these over to prospects who want to understand how to make sure MarketMuse fits into their processes they’ve already built with other tools. It makes you stop and wonder, “what is a content strategy exactly?”. As the diagram below shows, it starts at the top, driving awareness of your business through content that targets searchers who want to answer questions or solve a problem. It applies to technical whitepapers and in-depth blog posts as much it does to TikTok videos and memes. So run with it. What does a content audit of our site tell us about the existing content we have and our gaps? The following are illustrative examples of a strategy plan. Your content strategy here should take into account common questions and objections your salespeople hear. A content management strategy allows system integration, business intelligence, and process management (all powered by a foundation of quality information) to work together to discover, analyze, and deliver insights in user-friendly formats (e.g. Content stops being timely, accurate and engaging when approval takes a long time or content is designed by multiple people. Aircall walks the walk when it comes to using content effectively to support and retain customers. You will be logged out in 60 seconds. A customer support strategy would have its success measured along the lines of reducing support tickets and, ultimately, retention. What Are Examples of Popular Content Management Systems? For example, you could write out the steps of changing a tire, but including images would make it a lot clearer. LinkedIn is home to 40 million B2B decision-makers and 61 million senior-level influencers. Please try again. Strategy leads to execution. The content which is captured represents the raw materials. In this article, we will define strategic management, explain how strategic management works, discuss the purpose of strategic management and provide an example of strategic management. WordPress, which we showed you above, is the best example of a popular content management system. The platform also is Fortune 500 companies’ social media channel of choice. Content strategy is the ongoing process of transforming business objectives and goals into a plan that uses content as a primary means of achieving those goals. 5 ... An important part of an effective content strategy is it’s integral linkage to a digital framework. If your content strategy doesn’t start with a business objective, it’s not a content strategy. Without an effective Content Management Strategy in place, the investment in content or in training is leveraged only marginally, and often leads to learners not gaining what they needed to. Jeff is a senior digital and marketing executive with a track record of executing growth strategies that result in bottom line results. Before we move on to some specific elements companies should consider, let’s go over a few guiding principles. Wikis Tools that allow multiple authors to maintain the same web content. For more on content strategy and SEO, we have a selection of vertical-specific guides that go more in-depth on building content strategies. It’s content that helps people learn something new, solve their problems, do better work, and ultimately find solutions that help them reach their goals. So if you have something specific you want to discuss, that’s the place to do it! A robust library of self-serve support content, once built out, can reduce the need to hire additional headcount for those purposes. It’s just content. Every other facet of content strategy starts here. As they begin to identify your product/service as a possible solution, they want content that helps them make the best decision to ultimately make a purchase. Chances are, you’ll find that it’s a more slippery concept than it initially seems. You’ll get feedback from customers, prospects, partners, and the public about your content that can help you refine your overall strategy. © Copyright 2020 iMedia Connection. The reader can very quickly get an understanding of what initiatives have impact across the university while at the same time understand how individual initiatives apply to a specific goal area. It’s not having a blog, even if it’s full of great content. A marketing strategy plan, like quality management plan examples, ensures that the company adheres to the standards that are set in relation to the activities that it will execute.Marketing programs and processes where a variety of stakeholders will be involved in needs to be guided by a marketing strategy plan so there will be a smooth flow of the implementation of call to actions. For your stakeholder meeting, print at least one template per participant. Their SEO gains and organic traffic growth has been steady and continues to climb even in a highly competitive space. In the realm of digital marketing, content encompasses four core elements: Content is information that is relevant in a given context and has a form shaped by the medium through which it’s transmitted. Anything we post on that topic would quickly lose relevance for our audience, even if it is sound. Once you’ve established your core objectives, the “how” of your content strategy is honed by asking simple, yet vital questions. For example, a content strategy for teenagers will not be the same as one for parents purchasing for their kids. Content can be an effective tool to educate, train, and teach customers. Maybe your content team can put together a mean blog post but lacks the skills to create high-quality videos. 5 Essentials To Your Content Management Strategy Jeffrey Fleischman. If so, you know where you’ll be more likely to stand out. Download this content marketing strategy template for yourself! The right content for the wrong purpose won’t drive consistent results. It also has to make sense in the context of the target audience you want to reach. Over the years, content has become the most critical part of any SEO strategy. Why Is It Important to Have a Content Strategy? Selecting the right partner can help ensure that you make the best choice for your company. Your current landscape is … These can then be analyzed, codified, disseminated, queried, searched for, retrieved, and reused. It shares common ground with user experience (UX), interface design, web development, SEO, content marketing, public relations and traditional “offline” marketing. Apart from that, a study from [11] established the strategy for enterprise content management should include the technology (namely the system), reusable content, and process. That’s what’s challenging and fun about content strategy. It’s not about being purely promotional or transactional. It is very short at only 5 pages and uses graphical elements to communicate goal alignment. Of course, technical issues and obtaining links are still big pieces of the puzzle. You have to truly add value in some way if you want your content to move any business goal forward. How will we ensure we have a documented strategy and governance, rather than relying on ad hoc requests for content? Put simply, content strategy is doing your homework and content marketing is presenting it. Today I am kicking off a group of posts discussing prerequisites to a successful Distributed Content Management strategy. 5 Essentials To Your Content Management Strategy. Others may not have the slightest clue they need a solution at all and are searching for answers to a problem or question they have. As a content strategist, it’s your responsibility to know the larger goals you’re contributing to and why. In other words, it requires systems and repeatable processes for creating and managing content in a way that can scale. Content strategy and SEO often work hand-in-hand, and rightfully so. How will we distribute content? For that, you’ll want to develop a roadmap. Yet, a single concise definition is elusive – most of us would simply say we know it when we see it. But the sales funnel isn’t linear. That’s why it might be best to think of content along several different lines. View full biography. The following are common types of content management system. 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. The right content for the wrong purpose won’t drive consistent results. Content Strategy for Customer Success and Support. How to Become a Certified Personal Trainer, How to Start a Personal Training Business – The Quick Guide. It’s just content. Look for opportunities to repurpose content. 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. Not everyone starts at the top and works their way down. Likewise, the material you include in a piece of content has to reflect the medium and form – you wouldn’t publish an in-depth guide to a complex topic in a Twitter thread. The fact is that the content lifecycle needs to start somewhere. So how can a content strategy serve this goal? While the approaches to content and content strategy will differ for B2C marketers and B2B marketers, a baseline understanding of what we mean when we talk about content strategy is industry-agnostic. Now that you understand what content strategy is and what it needs to accomplish, you’re probably wondering how to put it into practice. 2. A content cluster, or topic cluster, is a way of organizing content on a website into topically related ‘clusters.’. In this article, we’ll look at what we mean by “content” and use that to work our way to a definition of content strategy. Once you’ve got a strong foundation, a great next step is to watch some of our content strategy, SEO, and AI-focused webinars to get some tactical tips. A content strategy can either be about a brand's journey to land a customer (useful when a brand is new or has lost its way), or a content strategy can be about a customer's journey and how the brand can help. Content isn’t just for prospects; it’s just as necessary to provide useful content for customers. The pillar page should link to the cluster pages. Content for SEO purposes gets the lion’s share of attention, but don’t ignore the “Post-Purchase” phase. He is a skilled visionary experienced in leading multi-million dollar strategic initiatives that defines new ways... If you have not set your goals, you will struggle to create a strategy template. The short answer to this question is that you’ll be directionless without a content strategy, chasing whatever new shiny object enters your line of sight. See the webinar for an example of each. What Is a Content Strategy? The strategy continues with all the digital goals, how they will be met and what success or failure is. This content can be shared beyond the buying team, so other budget makers can understand precisely for what they’re paying. Here’s what that looks like. Business goals encompass the entire company. From there, finesse the responses into a single statement. Now in its third year, this research provides a snapshot of how marketers are using technology to help create, manage, deliver, and scale enterprise content and marketing, as well as how their teams use it to more precisely target and engage audiences across the customer journey to provide memorable experiences. What content formats are we best suited to produce? If you find that your support teams are inundated with the same issues and questions regularly, make some room in your content calendar to produce content that helps your customers learn how to use your product themselves. Digital content allows potential customers to discover and engage with you organically. What is our target audience for the different types of content we will produce? A strategy plan, more commonly known as a strategic plan, is a list of strategic goals together with an action plan to achieve each goal.This is the output of strategy planning and may be developed at the level of an organization, department or team. Examples of supply strategies include project databases, skills inventories, and document repositories. For example, content marketing can’t address some goals regarding your culture (improving staff morale) or costs (reducing overhead by 10 percent). Increase “member” base, recruit new “members,” draw physical traffic to facility a. Develop a thoughtful content strategy and set a publishing schedule you can stick to; Track your progress and adjust your plan as needed ; Bonus: Get a free social media strategy template to quickly and easily plan your own strategy. Likewise, the cluster pages should link back to the pillar.A content cluster should cover a topic across all phases of the buyer’s/user’s journey. Content can’t support every company goal, nor should it. This is just the tip of the iceberg for how much content ISSA has produced on this topic. Content strategy is the piece of your marketing plan that continuously demonstrates who you are and the expertise you bring to your industry. ECM is a critical building block in the efficient operation of all organizations; build a roadmap to a right-sized ECM Strategy to enable your people to spend less time looking for content, and more time on higher-order, mission-critical tasks. For example, one of the most common questions our sales team at MarketMuse gets from prospects is how they can use MarketMuse with their existing marketing technology stack. Come on out from under the bed. Any content marketing strategy must align with your broader brand strategy, marketing goals, and business objectives. Anyone can join our community and start asking and answering questions. All rights reserved. You need to use a variety of content strategies to cover a broader market share. 2. Understand And Focus On Goals. But as search engines (and let’s be serious, we’re mostly talking about Google here) evolve, they’re putting increasing emphasis on serving users quality content that satisfies their search intent. It also allows your support teams to focus their attention on high-value clients and more significant issues that content alone can’t solve. Defining Your Content Management System Strategy. Content not only includes the words on the page but also the images and multimedia that are used. It’s also why small domains can punch above their weight with authoritative content clusters that rank highly for competitive terms. That’s why you need to cover the entire journey – anyone who enters your site should have a clear next step they can take no matter where they are in the funnel. A supply-only strategy will not be very useful to an organization. Real World Examples of Succesful Enterprise Content Management Strategies 1. Forums Web … Many definitions of content focus too much on the information and not on the rest of the elements. Also use it to track results and present the plan to your boss, teammates, and clients. Sample Social Media Strategic Plan This plan includes the tactical objectives to be used to accomplish the primary social media goals identified by McNelley Media on behalf of [Company Name]. Before we dive into what content strategy actually is, it’s worth understanding what we mean when we say “content.”. Content strategy refers to the management of pretty much any tangible media that you create and own: written, visual, downloadable — you name it. The business strategy also guides many of your organizational decisions, such as hiring new employees. Once you’ve established your core objectives, the “how” of your content strategy is honed by asking simple, yet vital questions. As they search for topics and concepts relevant to what they want to do or know, they find you and dive deeper at their leisure. You have The Elements of Content Strategy to light your way. How will we ensure they align with our brand voice, goals, and audiences? Strategic management can help companies reach their goals. That’s why authoritative domains can rank well in search even with subpar content. © 2020 MarketMuse, Inc. All Rights Reserved. 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