How to Write a Strategic Plan By Erica Olsen Not to oversimplify how to create a strategic plan, but by placing all the parts of a plan into three areas, you can clearly see how the pieces fit together.
Strategy is intrinsic to content marketing: You have to have a well-considered approach to the creation and distribution of valuable and relevant content to prospective customers. That should be nothing new, but the criticality of having a documented content marketing strategy is. Seems like common sense to put a content strategy and plan in writing, right?
Yet, "B2B content marketers who document their strategy are more effective in nearly all areas of content marketing, the research consistently shows," CMI and MarketingProfs affirm.
Digital and social marketing have amplified the need for a strategic approach to content. More content is floating around in more channels than ever before—exponentially more than when Bill Gates declared "content is king" nearly 20 years ago.
With ever more content being created and disseminated via ever-evolving distribution points, marketing is undergoing constant transformation.
This increased complexity requires not only experienced content strategists but also a well-documented plan for marketing teams to communicate and follow.
Sounds like common sense So, how do you build a content marketing strategy?
Follow the following steps and repeat. Research your competitors, target audiences, and overall marketplace The main purpose of the effort is to determine your distinct differentiators. The research and subsequent introspection provide the foundation for your marketing strategy and tactics.
Determine your top three differentiators or competitive advantages. For example, "great customer support," though important, is not a point of differentiation; many of your competitors will claim the same thing. Do some general marketplace research.
For example, is there upcoming legislation that will have an impact on your services? Supply surpluses or shortages? Know your customer demographics and preferences.
The more you know about your customers, the more you'll sell and outperform competitors—and the more you'll understand about how to position your services to potential buyers.
You can undertake cost-conscious survey research via SurveyMonkey, for exampleor if budget permits you can use marketing automation that aggregates data and performs constant monitoring across platforms so that your customer profile remains up to date HubSpot, Marketo, etc. Define your target audiences Use the information you've collected in step one to define your target audience and create a customer profile using demographics as well as psychographics.
You'll find you may have multiple customer profiles and therefore multiple messages and strategies within an overarching strategy.
That may be a simply-stated goal, but the strategy for getting there is complex: Ford sells a spectrum of automobiles and therefore has numerous customer profiles. Whereas, Ferrari, for example, has one defined customer profile as of five years ago: Ford's audience, however, is not so well defined.
· Writing well for the web. People read differently on the web than they do on paper. This means that the best approach when writing for the web is different from writing for rutadeltambor.com://rutadeltambor.com · A Fill-In-The Blank Content Strategy Document After noting a lack of standardized content strategy documents, columnist Jonathan Blank has created his rutadeltambor.com://rutadeltambor.com · [This is an update of our post on writing a great content brief.
I wanted to add some new ideas and links.] Great content brands and successful content marketing programs are built around ‘home run’ pieces – the big winners that really resonate with your rutadeltambor.com Content audit.
A very important step in creating your strategy is a content audit—an in-depth look at the content you've already created. Note that a content audit is often confused with a content strategy, but really it's only one . By really wrapping your head around the value you provide over your competition, you can hone in on what content to write, and what aspects of your business to focus on, and how to direct your marketing strategy to effectively set yourself apart from the competition, all thanks to your expertly crafted core messaging rutadeltambor.com://rutadeltambor.com Some organizations list strategy as a subsection in a testing plan but details are separated out in different test strategy document.
Project scope and test focus are defined in the test plan. Basically, it deals with test coverage, features to be tested, features not to be rutadeltambor.com