Everyone wants to get in front of more customers and fill the sales pipeline. If you’re using your website, email marketing or social media having a content framework is essential. I have found creating a content roadmap is the best place to start. Your content roadmap defines your audience, properties, tone, brand voice, frequency and overall how you’ll approach content. It will serve as a guide and reminder as you’re creating and measuring the effectiveness of your efforts.
A content roadmap should include these elements:
- Overall Marketing Strategy – In one to two sentences distill your main, overall objective. All your content marketing efforts need to ladder up to your overall marketing strategy. Maybe you have a new product or a new target audience and one of your strategies is to further your reach and build awareness with that particular target.
- Audience – Define your customer and your audience. Who are you trying to reach? How does your target consume news and find new products and services? What’s their behavior online? Offline? Do they fit into one of the common demographic channels? (Baby Boomers, Gen-X, Gen-Y) Ultimately you need to define who they are, how they communicate and what type of experience will attract them.
- Properties – Document what properties require heavy amounts of content. Your website and social media should rank up at the top because they require the most amount of content. Email marketing and lead generation could come in next depending on your overall program.
- Frequency – How often will you publishing new content? Social media requires frequent posting and consistency so really think about what’s realistic for you and your resources. Start small and scale up. It’s easy to add to your efforts but not so easy to downscale.
- Tone – Tone and brand voice are extremely important. Refer to your brand promise and value proposition and ask yourself how do you want your brand to sound? How well will you have conversations? It’s very critical and provides the consistency you need from a brand perspective. Branding Voice in the Social Age says it all in their recent article.
I would recommend a monthly or at least a quarterly review of downloadable and heavier types of content on your website especially if you’re using the content for lead generation. You should be measuring your social media content daily and analyzing the data monthly or even weekly.
Keep this to one page and use PowerPoint or a similar tool to force yourself to be brief and concise. You could realistically have a content roadmap for your social media efforts and a separate one for your website. This should be a document that you refer to over and over again.Treat this as a living, breathing document that can be tweaked as your content marketing evolves. The content roadmap is a starting point and does not necessarily equate to a full-blown content strategy. By creating one, you now have a map of what you want to do and can start to formulate your overall content strategy.
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