Creating amazing content is incredibly important, but there’s SO MUCH content being made every day! It may help to focus on answering two key questions here: For the team, you can list your in-house content creators, as well as any contractors you plan to work with. Learn the strategies and tactics to take your social media marketing to new content, and spreading that content appropriately among your targeted personas and stages of the buying cycle. Service. When it comes to content marketing, your competitors are the people and organizations that are competing for your audience’s attention. Sort your effective and prospective content marketing assets by theme, 15. This website content strategy template is for you regardless of the size of your organization. Copyright © Proedice Limited. This can help you build a few possible breakdowns of your content capacity. Home » Member Resources » Website Content Strategy Template, by Suleman Abdullahi | Sep 9, 2015 | Member Resources. Used 1651 times. Auditing your web content is a necessary evil that has to be done. After meticulously combing over your content, what ideas do you get for new content? The popularity of content marketing has soared in recent years. It can help protect you from trying to reinvent any content wheels, and it can give you some awesome ideas for guest posting—the lifeblood of the early content marketing strategy at Buffer! One thing I find helpful in a content strategy is to list out the content assets that are already performing well at this point. (And the gut-to-document process can be pretty painful.) Those sources generally fall into two groups: If you examine where your audience is already going for information, you can get a more comprehensive view of the content marketplace. You’re going to need to find a way to get your awesome blog posts and infographics and podcasts in front of the right eyeballs. . (You could assign a quadrant value to each type of content if you like, but unless you’re dealing with a hefty budget, your intuition will work just fine.). For more on content promotion plans and tactics, go read anything (or everything!) You can also visit Test Strategy Template. 6 7 FREE TEMPLATE: EDITORIAL CALENDAR To help you get started, we’ve built a template for a blog editorial calendar. You know how you’re going to make it, and you have an idea of how long it’s going to take. Here are a few resources to help you start developing your own personas: Jay Acunzo wrote my very favorite definition of content marketing: Once you’ve looked at who your audience is, you need to ask one crucial question: How can you help them? Creating the content you listed in Step 13 (content to add to the mix). It’s just something to consider, as you may find it helpful just so you can see it in context of the rest of your content production. One trap that I often fall into is underestimating how long it will take to create a piece of content. Let’s get a high-level view of what this could look like, and then I’ll be happy to share some links for further reading. We have provided some website strategy plan examples (in PDF format) that you will find very useful when creating a website strategy plan. Content strategy template is a significant tool for you to plan your content in the most efficacious manner. heights. Ask yourself their questions. And what is the right ground to cover anyway? How can we measure whether or not our content is aligned with these goals? Map your personas’ needs to your product or service, 7. A well-planned purpose or scheme is what required. Before we get too far in, I’d love to start things off with a few quick notes: Feel free to bookmark or send to Pocket to set aside some time to hash through this. 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. You can plug those little blocks of fictional, alliterative goodness here. Now we need to start making a plan for producing content. It’s time to outline who the audience for your content marketing efforts is going to be. This consi… 2011 Website Strategy Plan Example Or book. Content Strategy Template and Examples. A content audit will enable you to understand the scope of your content needs. [/toggle][toggle title_open=”Is This Template for You?” title_closed=”Is This Template for You?” hide=”yes” border=”yes” style=”default” excerpt_length=”0″ read_more_text=”Read More” read_less_text=”Read Less” include_excerpt_html=”no”]. You get the idea: taking inventory of your marketing content is no small task. This may express itself as a big objective with smaller SMART goals folded underneath (SMART stands for “Specific, Measurable, Achievable, Realistic, and Timely”). Or you helping someone else fix theirs. Now that you’ve put together a list of your content marketing assets, it’s time to line them up against those objectives we covered at the beginning of this plan. Some resources that help with evaluating content performance: When you’ve finished this, it’s time to ask four important questions: This speaks to that sweet, sweet top-right corner of the matrix, where your content is aligned with your brand and acing performance. Refining this piece is an ongoing process. Undertaking a content audit to figure out what content you have. This comprehensive planner gives you a clear overview of your content strategy, walking you through the major elements to plan, execute, publish, and optimize your content. Keyphrase Research We can help you with that: Your users­—it’s easy (for me!) Write down what you’re selling (optional). (This is probably my favorite part of writing content marketing strategies!). We’ve built a full stack of social media tools to help modern brands grow their awareness, engagement, and sales. What I love: Lots of big, beautiful examples and […] Will your content be crafted with a distinctively delightful tone? Or director’s edition extended cut DVD set. That means this template is not meant to be gospel. What information do they want? It is also known as developing a content strategy template. What has your brand overlooked? The roadmap will help you prioritize your efforts and assign resources in a way that keeps you and your team focused and successful. The good news: your boss or client is totally on board with your running content marketing. These are your direct competitors. Website Content Strategy found in: Website Content Strategy Plan Template Ppt Slide Themes, Steps For Updating Your Website Content Ppt PowerPoint Presentation Visual Aids, Website Performance Review Template 1 Ppt PowerPoint.. This is the time in the content marketing strategizing stage where I find it helpful to write these down. I’ve found that some organizations group content marketing into a separate team (or outsource the efforts), which means it may be wise to get some advice from other non–content marketing folks in your organization. was spent getting the sounds and feel just right. And here’s where your content marketing strategy begins to take on that epic creative element! Download our customizable content strategy template PDF to set your strategy and align your team on goals and priorities. Protip: It’s easy to forget social media posting schedules here (since blogging and email take up a decent amount of brainspace). 2. Of course, you may be the product creator, the marketer, the one-human show, and this might not be something you need to write down. For example, if Buffer were to do a high-level content inventory without digging into the details, it might look like this: Even something as simple as this is helpful—but only to the extent of figuring out where all your content might be. Tell Proedice about your content strategy challenge and get help fixing your web content. How will they navigate through a site? Content strategies take many forms, from a 50-page word document to an hour-long PowerPoint presentation. (SCORE!). Either way, you want to have an idea of how much content you can make. It’s time to map out your editorial calendar for your content marketing assets. Who is competing for my personas’ attention, but not necessarily their business? The good news: You don’t need to have all the answers here. In fact, sometimes this exercise is most helpful at identifying the elements of content creation that we haven’t figured out yet! Now’s a terrific time to get started on this! We think templates are essential to the content process, especially if you have more than one cook in the content kitchen. Share. What have you always wanted to try? Before establishing how to communicate, you have to know who is out there. But you will find it more useful if you are in a place to effect changes. To access the Download Page for this guide, you must Do they need to be reassured, propositioned? You want a plan for driving attention to it. It’s a simple word that makes a lot of marketers want to run and hide. Content strategy template helps you to put together an effective and efficient content marketing plan for both the business and the client. Not only do they allow you to keep everyone on track (no one forgets the headline when there’s a required field for it in your system or a box for it in your text document), but they can also help your team think strategically and holistically about the content they’re creating for each page. Objective #1: Generate $500,000 in revenue from online training courses by December 31, 2016. OK, this step could be its own blog post. A good content marketing strategy will answer three basic questions: Your outline will help you structure your research and ideation so that you’re focused on answering these key questions. Why are we making content in the first place? Click the image to start editing it right away. And get all the project stakeholders to agree to them. And what keywords or phrases would they most likely use to search for your solution? If not, feel free to skip this part. Where are they in their buying process? When planning a content editorial calendar around topics, you can easily visualize your company's message and assert yourself as an authority in your market over time.. Why Marketers Need to Create a Content Marketing Strategy It helps me think through the features, the different product tiers, the sales cycle, etc. No backlinks, no likes, no rankings—it’s just clutter. And here’s a peek at the content distribution checklist used at Buffer: Sum up your content strategy by painting an awesome picture of what it will be like if you execute on it. This template helps make sure your website content both meets users’ needs and supports key business objectives. Make sure you get an API key from Moz and enter your Member ID and Secret Key into the “Settings” tab or this template wont work! The Web Strategy Planning Template is our flagship piece of content here at Bluewire Media and was co-created with David Meerman Scott the best-selling author of The New Rules of Marketing and PR. One thing to keep in mind: you don’t necessarily need to plan out every single piece of individual content on this calendar from the get-go. All website content should be fuelled and underpinned by a clearly defined understanding of your audience. If you’re launching a new brand, check out Wideo CEO Agu De Marco’s. 4. Your social media conversations will understandably be more fluid than blog posts or emails, so this doesn’t need to be the end-all social media schedule. You have just made yourself the ultimate expert on your content. Login or Register. =) You’ll find that some projects need more in-depth planning than others. [/toggle][toggle title_open=”Why You Need to Fix Your Website Content?” title_closed=”Why You Need to Fix Your Website Content?” hide=”yes” border=”yes” style=”default” excerpt_length=”0″ read_more_text=”Read More” read_less_text=”Read Less” include_excerpt_html=”no”]. This is a tricky one, especially if you’re proposing the first content marketing strategy for an organization. That’s why you’ll want to circle back around and add an executive summary to the beginning of your content strategy. Or blog series. Note it’s a simplified template. What’s their pain? There will probably be bits of content in quadrants 1 and 4 that could get bumped into quadrant 4 with a little love and care. =). Once you’ve got an outline, it’s time to start with what you know: yourself. But if you’d like a more data-driven approach, you may want to use tools like FollowerWonk and BuzzSumo. Again, this step is key, because the rest of this strategy is going to be about creating and upgrading and curating and promoting content that solves the same problems your product solves! Whenever I dream up a home improvement project for my place, I end up working smartest and fastest when I have the right tools at my disposal. Your competitors aren’t necessarily the organizations that are competing for customer dollars. Download this content marketing strategy template for yourself! This is clear from the sheer volume of content being produced by marketers, with over two-thirds of businesses (67%) creating more content, than they did in the previous year. You might be sitting on top of a 20-page document. All right, now that we’ve covered the caveats, let’s look at how to write this content marketing strategy! >> Click here to download the content strategy template — A Simple Content Strategy Checklist for Your Website Redesign Project. This graphic from Garrett Moon of CoSchedule does a great job explaining this concept (the blue ocean blogs are what you’d aim for): This piece of the strategy will help you orient yourself in the content marketplace, so that you, your team, and/or your client can create content marketing pieces that stand out rather than blend in. When you take inventory of your content, you get a list of all your content marketing assets (both onsite and offsite). But if your team is just getting into content marketing, this can be a tough one. Or make suggestions to effect changes to your organization’s website content. List the types of content you’ll be dealing with, 16. The spreadsheet in your content strategy template has formulas built into it, so you don’t have to figure it out yourself. The Web Content Strategy is owned by the Web Executive and is modified and maintained and by the Web Editor Team and will be revisited and revised frequently, adapting to the ever-changing experiences and requirements of the University audiences. Content strategy focuses on the planning, creation, delivery, and governance of content. Keep reading to see how you can simplify your entire website content creation process. It’s good to know what kind of content your audience wants. You know what content you’re going to make. If it’s no good, don’t be afraid to put it on the list to be nixed. One more protip: This is a great place to include your guest blogging and syndication efforts, too! 3. You’ll want to promote your content through those heroes and watering holes you described at the beginning of this strategy, and you’ll want to do it in a way that makes them look forward to getting more content from you. Here’s the trick to writing for web: create content with your content promotion strategy in mind. Pro-tip: a spreadsheet may come in handy here! Note it’s a simplified template. In reality, most of businesses don’t have the time to think about an article or case study after it’s published. You can start with a very simple process for doing so. If you’ve done some of your persona research already, huzzah! Look to the competition’s content marketing efforts for inspiration, 14. Or it might be something you’d like to write out in story form—something Moz’s Isla McKetta has some super helpful thoughts on! And whether it’s useful for your audiences, for your project objectives. How does good content accomplish these goals? The first section of the post will help you definte these key areas of your content strategy: I’ve found it helpful to write out what the product or service I’m trying to sell is. How much will it cost to get a designer to make your infographics? by Brian Dean. (You could go longer, but I’ve found it helpful to keep the scope of time small enough for you to stay flexible and pivot based on what kind of content is performing.). to get stuck in the quantitative performance metrics, but it’s also good to keep in mind what your audience is telling you they like best. Write down what you’re trying to accomplish, 3. It will show you what current content lives where. But what about the social media offsite content? By asking these questions, we can start building out content themes: these are the broad umbrella topics that your best content tends to group under. This template has drop downs for redundant fields and makes use of the Moz API to pull in link data on your URLs. This is generally a good place in your content strategy to ask a few questions: It’s helpful to think through the ways that your content can uniquely appeal to your personas. [toggle title_open=”How This Template Helps You” title_closed=”How This Template Helps You” hide=”yes” border=”yes” style=”default” excerpt_length=”0″ read_more_text=”Read More” read_less_text=”Read Less” include_excerpt_html=”no”]. This is a fun exercise I’ve nicknamed “heroes and watering holes.” (You can probably come up with a better name for it!) You don’t need to do a deep-dive competitive analysis for every single content marketing plan you write, but you will probably find it helpful to take a moment to reflect on just what other people and brands are offering your personas. For example, one way this could look is by splitting the remaining steps below (all 20 of ’em) into each of these buckets. What’s in it for them? This is where you’ll write out your content marketing goals. Once you’ve outlined everything you can in the previous step, it’s time to estimate just how much content can be created in the next span of time. 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! I’ve found this video and this guide to be especially insightful. (This may also include totally outdated content.). (With a follow-up: Which pieces of content can we reorient to align with our objectives?). (I had to learn a good deal of stuff I was unfamiliar with in order to start writing these, too!) You don’t just want a plan for making content. Pre-writing questions: Before starting any given page, you really need to wrap your heads around the primary goal of the page and to whom this page is targeted. The central question we’re trying to answer: Which pieces of content are aligned with our objectives? Email co-workers to let them know about it, ask them to share (My teammate Kevan has some, Send a note to email subscribers about it, Email influencers to let them know about it (backlinks! At a glance, you can see who else is getting organic and paid search engine attention for the keywords you might be targeting. You’ve completed a huge component of this strategy piece: you’ve combed through all your content and channels to find what’s working, what’s not, and what you’d like to create. The key to a great content marketing strategy is being able to tweak, break, and chuck parts of it as you learn more about what works and what doesn’t. You can use it for subjects like cool, blue, flowing, curve, motion. What’s important is that you have some idea of where this content marketing effort is coming from. The key to this step is to map your persona’s pain points, goals, and desires to the solutions you want to sell. Content not only includes the words on the page but also the images and multimedia that are used. Content Website Sitemap Template. The X axis plots performance: that’s metrics like pageviews, likes, shares, comments, and rankings. It includes an accompanying spreadsheet, which gives you a way to collaborate with your team and record your content research. (This is built with both the in-house content marketer and the agent in mind, BTW!). Learn how our page tables/templates evolved over time and download a free template to start employing content strategy on your website. If you finish way ahead of time, you can either ramp up production or invest in even higher-quality content. For example, you may notice that your “how-to” infographics are generating some super positive comments, but they’re not getting very many shares or backlinks. Content marketing strategies aren’t easy to write. It’ll clear up space and help you focus on the content that’s most important. It will also serve as a reference point when it’s time to create new content. A content strategy is a critical step at the beginning of any new project that involves content. All you need to do is fill a form to get a particular template in PSD format. Developing a comprehensive content strategy involves: This will play a big part in mapping out a content production and promotion schedule soon. You have put together the epic content marketing strategy. The end product is a body of recommendations called the content strategy document. When looking at the content you’ve inventoried, which content falls into which quadrants? 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. Make a list of the pieces that really have potential to turn into high-value content marketing assets, along with the ways in which they could be improved. (Confession: I’m finishing this post two days later than I originally planned on it being done!) Download our website content strategy template. Starting with an outline can help you conceptualize all the ground you need to cover—and it may save you from expending your energy covering unnecessary ground! Content Marketing Strategy Templates helps in connecting the content with the strategic targets. Content Audit Template. By Lee Price May 2, 2018. The higher up a piece of content is, the more in alignment with our brand’s goals and ethos it is. Like the pirate code, these are more guidelines than actual rules. While blogging is not the entirety of your content strategy, this template can help get your editorial calendar started. How high-level should it be? How will you drive traffic to your content? You can put lots of interesting things here, including experiments you hope to learn from and awesome blogs your content might be featured on. Strategy. Best Content Marketing Strategy Templates. Moz’s Isla McKetta has some super helpful thoughts on, the lifeblood of the early content marketing strategy at Buffer, This graphic from Garrett Moon of CoSchedule, >> Click here to download the content strategy template, Social Media Customer Where’s the dead weight? This post will walk you through how to use our template to create your initial content for any web page. and you have NO IDEA what that’s supposed to look like. For the workflow, this is a simple step-by-step breakdown of the content creation/fixing process. Your whole content marketing plan will benefit from writing this out. I like to know: Where is my audience already going for this kind of information? Just for reference, “producing content” covers two general areas of content crafting: We’ll start by listing out the kind of work this will involve, namely, the types of content that need to be crafted. The Y axis plots alignment, which is a little fuzzier. Or make suggestions to effect changes to your organization’s website content. The deeper dive into these individual content marketing assets (a fantastic exercise if you’re up for it) would include: It’s a great deal of work. You can create columns for content type, estimated hours, quantity of pieces, and finally a total. This becomes crucial for the growth of the business. A strong Content Strategy boils down to creating the right type of content for your target audience. Plus, you know that awesome content marketing involves a lot of flexibility—how do you build that into a strategic document? Don’t have your buyer personas fleshed out yet? Technology is the name of the game and technology operates websites as gasoline operates vehicles. Content strategy development. This digital guide focuses mainly on websites, and to a lesser extent social media. There are beautifully designed icons for cluster pages, future pages, locked pages etc. =). Objective #3: Grow an email list of 5,000 unique double opt-in subscribers by March 4, 2016. 3 Scope The principal scope of the Web Content Strategy is all content produced and maintained on the 2. At each step, I’ve included some recommended material for further reading. 5. Edit the interactive planner with your team to go through every step of your content strategy, from planning and executing to … Writing a strategy can sound like a daunting task. For now, it’s important that you have some means of driving traffic to your content once it’s published. One of my favorites: SEMRush. From basic concepts to more in-depth SWOT analyses, KPI objectives, content-mapping, and comprehensive timelines, this Excel document based template has something for every business—even if it is gated. This could be as general as a list of channels. It could look like, “Ideate > Write > Design > Edit > Schedule > Promote,” or it could be more involved than this. This is where it helps to ask for advice from people with experience. It’s fantastic to know what kind of content your competitors are already giving them. But it will help to map out how those content themes from Step 14 and the content types you listed in Step 16 will be spread across the next time period. Web. Objective #2: Rank on the first page of Google search engine results for “Roomba rodeo” by April 1, 2016. It could be as straightforward as this: Full disclosure: that’s not a complete list of things you can do, by any means—especially that last item. Things are starting to take shape. But you emerge from it being incredibly well-attuned to the state of content marketing for your brand. If you end up with lots of unfinished tasks at the end of the month, you can adjust expectations. Categories: Art & Design, Text on Image, Shapes. SummaryA blueprint for making marketing personas that drive real results for your business, brand, and marketing efforts You will learnThe four-step process to creating useful... Must-bookmark sites and tools to help you find free, high-quality images for your marketing content... Before we launched our Buffer podcast, so much of our time and energy (99.9% of it, I’d wager!) But, of course, the most important thing to do is briefly wrap up your strategy by relating it to those business objectives you listed at the very beginning. When you know what you’re selling, you can more easily frame the kind of content you will need to sell it. It’s a tough situation, because you’ve been doing content marketing with your gut this whole time, and now you’re being asked to put all that into a document. How successful will content promotion efforts be? You might also want to swipe some goal-setting templates from HubSpot’s Mike Lemire. across a given patch of time, be it months, quarters, or semesters. How long will it take to hire content specialists? You’re getting an idea of what kinds of problems your content needs to solve. ‌ Download Content Marketing Strategy Creation Template Your content strategy roadmap will ensure that every piece of content (blog, video, tweet, post) has a purpose and fits with your story. Now, who’s going to consume your content? This is the purpose of the content template – to remind you to do all the little things that will help your writing get traction. Think of it as a TL;DR that answers four basic questions: 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! (And I’d be more than happy to give you a copy of this outline to copy or tweak!). If you’re outsourcing this part to a team of experienced content marketers, content production might follow a reliable timetable. And how do you do a content audit? (Protip: sometimes asking other teams and departments for content input is a great way to build a culture of content in your organization!). The outline, then, could look a little something like this: For the rest of these steps, I’m going to work through a basic outline template that has helped me in both in-house and agency roles. Today's content strategies prevent clutter by managing content from a topic standpoint — as explained in the video above. The challenge: she wants to see a content marketing plan . There’s another (optional) thing I like to look at before leaving the audience section of the content marketing plan, though. Your boss or client is going to be totally floored by the amount of time and research and thought you just put into this. This question is the heart and soul of content marketing. It helps if this is specific, because later on in this process, you will be comparing your content to your goals to see what’s truly in alignment. Content Strategy is a flexible process. A strong content strategy boils down to creating the right type of content for your target audience. We’re about to move into the part of the strategy that deals with making this content, but first, let’s pull some of this audit together by identifying some major content themes. Defining a content strategy that forms actionable and achievable recommendations for content creation, delivery and governance – informed by your project goals.
2020 website content strategy template