您创建内容营销策略（+策略模板）的首选指南

Content marketing is impactful–that’s a given. But to really enjoy the benefits, you need to have a proper strategy in place. Having a内容营销strategy gives you a better sense of direction so you can organize your content production and promotion efforts.

实际上，根据Content Marketing Institute, 62% of the most successful organizations have a documented content strategy in place. So, if you want to grow your business through content marketing, it’s time to start developing your strategy. Here are 10 steps to creating a content marketing strategy.

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您创建内容营销策略（+策略模板）的首选指南：

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Step 1: Define Your Goals and KPIs

首先要清楚地定义您想要通过内容营销以及您想实现的目标。是的，增长可能是最终目标，但是您应该能够针对此目标来衡量结果，因此要更具体而重要。您甚至可以将目标分解为几个较小的目标。

For example, your goal may be to grow awareness about your email marketing platform. This goal can be broken down into smaller objectives such as:

• Gain 5,000 new followers on Instagram by November 2022.
• Garner 10,000 impressions on Instagram by November 2022.
• Drive 10x more traffic to your website by November 2022.

Once these goals are defined, you can then begin to outline the key performance indicators (KPIs) that make the most sense. Which metrics will help you measure the impact of your content strategy?

例如，在上面的示例中，印象和流量是相关的KPI，因为目标是提高品牌知名度。但是，如果您的目标涉及增加收入，则KPI可能包括转换率和每次收购成本，以及其他几项指标。

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第二步:识别和理解Your Audience

接下来，考虑您的目标受众。谁将消费您创建的内容？这将有助于您相应地调整产品和价值主张。您将能够创建内容，以吸引他们的声音和语气来解决其痛点。

The target audience for your content marketing strategy can be the same as the target audience for your overall marketing plan. If you don’t have buyer personas created yet, check out ourbeginner’s guide to creating buyer personasto get started.

This outlines all the information that you need to include in a buyer persona and the process of developing one. Essentially, you should define the personal background, personality traits, shopping preferences, and buying process for each persona.

Based on this information, you can strategically map your product or service to the needs and preferences of each persona. This will give you a better understanding of how you can help them and how to present that information through your content.

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步骤3：审核您当前的内容策略

If your business has been around for a while, you’ve probably created some content of your own. This includes your blog posts, videos, social media posts, ebooks, and so on. So, the next step is to take stock of this existing content and see how it contributes to your goals.

A content audit will help you figure out which content pieces are already performing well with your audience. This can then be used to answer the following questions:

• Which topics appeal to my audience?
• 他们发现哪种内容类型最吸引人？
• 哪些渠道最有效地推动流量？

Your Google Analytics reports will be able to help you measure your content performance in terms of traffic and conversions. Additionally, you can use tools likeBuzzSumoto assess your content popularity in terms of social media shares and engagements.

SEMrushalso has a内容审核工具that runs a comprehensive analysis of your website content. You can use this tool to measure the performance of different content pieces in terms of shares, backlinks, referral traffic, ranking, and much more. It also identifies issues in the content and provides suggestions on how to make improvements.

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Step 4: Perform Competitor Research

Next, it’s time to look at what others in your industry are doing. Competitor research can help you answer a number of questions:

• 他们在什么样的内容中创造了吸引您的听众的内容？
• How often are they publishing content and does this seem to work?
• 您如何衡量他们？
• Which channels are they using to distribute their content?
• 您需要做什么才能脱颖而出？

By answering these questions, you’ll be able to understand what you need to replicate for your strategy and what will help you stand apart. For example, your research may tell you that most of your competitors are targeting the keyword “how to create an email marketing strategy.” While you might want to target the same keyword since it’s highly relevant and popular, you could find ways to strengthen your offering by including an电子邮件营销策略模板。

Your competitor's research will uncover insights that you can add to the outline you’ve created, allowing you to get a better sense of how to build out your strategy. You’ll be able to narrow down the channels and content formats to focus on as well as how to create content that stands out rather than blend in.

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Step 5: Develop Your Content Funnel

不要忘记，您的听众将由人组成customer journey。刚开始旅行的人可能不一定会对您的案例研究和客户评论感兴趣。因此，重要的是在考虑客户旅程的不同阶段时绘制您的内容漏斗。

• Top of the funnel –Customers at this stage are just starting to learn about the problem or need. As such, you should consider creating discovery-stage content to grow awareness about your brand and its products or services. Informative and educational blog posts, thought leadership articles, and display ads are some of the content types you can use to target this type of audience.
• Middle of the funnel –At this stage, people are starting to become more interested in your offering and may be evaluating their options. Comparison posts, customer reviews, and case studies are an effective way to move them to the next stage of the buying journey.
• 漏斗的底部 -These customers are ready for commitment and may be looking for reasons to make a decision. Demos and trials can be an effective way to help them finalize their decision.

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步骤6：最终确定内容类型

内容营销策略中最关键的方面之一是您将重点关注的内容类型。虽然您可能愿意覆盖每一个type of content，这可能会变得压倒性和难以管理。尤其是因为您不会为所有这些内容类型获得相同的结果。

然而,保持你的内容格式多样化is also essential if you want to maintain your audience’s interest. It’s best to focus on content types that appeal to your audience and are best at engaging them. Additionally, you’d also want to look at the content formats that are best at getting your information across. Based on this, you can start to develop a content marketing mix that perfectly balances several content formats.

Most content marketing strategies will include blog posts as they help with SEO in addition to sharing valuable information. Besides this, you can decide whether to include videos and podcasts in your content marketing mix. B2B companies may also consider using webinars, whitepapers, and ebooks in their strategy.

After careful consideration, you may create a list of content types that will be included in your content strategy along with a short description. For example, your list may look something like this:

• Blog articles –1000 words in length, targeting specific topics and keywords, written for SEO and backlinks
• Pillar blog posts –Highly comprehensive pieces of 3000-4000 words linking back to blog articles that focus on other, more specific subtopics
• Webinars –30-minute sessions, featuring product demonstrations or expert instructions and advice pertaining to a chosen topic
• Infographics –150-word pieces, providing very brief, high-level instructions and tips, focusing on very specific topics
• 解释器视频 -5-minute videos, explaining how to use specific product features to perform certain tasks

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Step 7: Narrow Down Relevant Topics and Keywords

在内容策略制定的这个阶段，您不一定需要创建高度特定主题的列表。但是，首先概述相关的高级主题和本年度的大主题。例如，如果您提供email marketing platform，您可能需要关注有关电子邮件营销和数字营销的主题。

Start with a list of evergreen themes that will remain relevant for years down the line. Then put together some popular and relevant keywords that you want to target based on these themes. Tools likeKeywordtool.iocan help you conduct keyword research for several channels including Google search, YouTube, Amazon, and social media platforms.

您也可以使用Keyword Magic Toolfrom SEMrush to simplify the research process. This will generate a list of the best keywords based on the topic you’ve entered. In addition to finding your target keywords, you can also use this research to develop more specific content topics for your content marketing strategy.

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Step 8: Plan Your Resources

Now that you have the framework for your content strategy, it’s time to look at your resources to make sure you have everything you need to execute it. First, you’ll need to clearly define who’s in charge of producing, distributing, and maintaining your content.

Make a list of both in-house talent and third-party contractors such as freelancers and agencies. For instance, you may have an in-house team for content management, but you’ll likely be outsourcing the content creation to multiple freelancers.

Essentially, you’ll be allocating roles to make sure that everyone knows what they need to do. So, your list may look something like this:

• 首席营销官最终批准content strategy and production timelines
• Content Marketing Manager to work with the content team and oversee the content production process i.e., approving topics, outlines, content, etc.
• Content team to handle content production on a daily basis according to the production timeline
• Freelance designers to create designs for infographics and original social media graphics

Next, you’ll also need to create a content workflow that must be followed for everyone involved in your content strategy. This is a step-by-step breakdown of the typical process that will be followed for content production. You may even create a separate workflow for different content types. So, a workflow for a typical blog post may look something like:

• 构思主题并批准他们
• Create outlines and have them approved
• Write the post
• 开发随附的社交媒体副本
• Create hero image and in-article graphics
• 让编辑评论内容
• 进行必要的编辑
• Upload to WordPress
• Schedule a publishing date
• 发布帖子

开发内容工作流程后，您还需要找出创建内容所需的工具和资源。188金宝慱网站列出内容工作流程中每个步骤的不同类型的工具或资源，然后寻找市场上最佳的选择来满足您的需求。188金宝慱网站然后，您可以构建将用于执行内容营销策略的核心工具和资源列表。188金宝慱网站

For example, if you need help from freelance designers, you may include freelance platforms likeClearVoicein your list of resources. Or if you want to create design in-house, you could speak to your design team about which tools are already being used and which ones are needed, and then include those in your documented strategy. Similarly, if you plan on creating webinars, you may decide to invest in tools likeGoTo Webinar。

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Step 9: Create a Content Calendar

下一步是计划您的发布时间表，以确保您的内容策略无缝执行。这涉及creating a content calendarthat specifies exactly when you’ll be publishing your content across all the channels you’ve chosen. Having this publishing schedule in place will also帮助您计划生产并相应地分配您的资源。188金宝慱网站

If you want to create quality content, be sure to plan your production well in advance so that every team member has ample time to complete their work. For example, let’s say you plan to publish a blog post every week. To maintain this publishing timeline, you may plan your ideation at least a month in advance.

如果下周批准了大纲，则需要立即将其分配给作家。在给作家2-3天完成作业之后，编辑至少需要一两天才能完成每个作业并提供反馈和建议。编辑可能需要再1-2天，然后您需要预留3-5天的设计。这应该给您足够的时间安排您的博客文章，大约一周。

Ideally, your content calendar should serve as a central hub to keep track of all your content production activities across different platforms. This means it should help you plan your blog posts, social media posts, webinars, ebook publications, and so on.

Manysocial media management platforms将带有自己的内容日历，但通常仅限于社交媒体。考虑使用一个多合一的内容日历工具CoScheduleor a list-making platform likeTrello在一个地方组织内容生产工作。或者，您也可以使用content calendar templatesto create your own calendar in a Google Sheet.

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Step 10: Develop a Plan for Content Distribution and Promotion

Remember that successful content marketing isn’t just about the content itself but also about how you distribute and promote the content. It’s not enough to create awesome blog posts that cover everything that your audience wants to know about. You also have to make sure that your audience sees those blog posts so they can extract value from them.

So, make sure your content marketing strategy also outlines your content distribution channels and promotion tactics. For instance, you may share your blog posts on social media as soon as they go live and 2-3 days after they’re published. Additionally, you may also use email to share these latest blog posts and send newsletters to promote your most popular posts.

创建内容分配工作流可以是确保此过程顺利执行此过程的好方法。例如，工作流可能如下：

• Publish content
• Share with internal teams to encourage them to share
• Share on social media
• 通知电子邮件订户
• Publish guest post that links back to the post

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Start Creating Awesome Content

Now that you know the step-by-step process of building a content marketing strategy, it’s time to start creating awesome content. Not sure how to get started? Customize this template to start developing your content marketing strategy.

Template: