Simply creating content without a vision results in failure. A successful content marketing strategy requires certain core components. Brand guidelines are essential to ensure your brand speaks with one personality and one voice. It's also necessary to select objectives and relevant metrics. Use a combination of demographics and cultural and behavioral traits to develop customer personas. Additionally, conduct market research and gather data. Once all is in place, map your customer's journey from their perspective. Determine what type of content to produce and assess your resources and capabilities. Internally, come up with a workflow process, a communications plan, and a content calendar. Finally, be sure to evaluate and analyze your performance on an ongoing basis.
- Use your business objectives to determine what key performance indicators to track.
- Develop customer personas based on demographics and cultural and behavioral traits.
- Use a calendar to schedule content publication and align it with your industry's external news cycle.
"Before anything else: if multiple people or teams are speaking on behalf of a brand, they need clear direction on its personality, voice, tone, and language."