Content strategy involves creating a plan for developing and distributing content to meet specific business goals. It includes defining target audiences, their customer journeys, appropriate channels, types of content needed, and key performance indicators (KPIs) to measure success. Common mistakes that can cause a content strategy to fail include not setting KPIs for each content type, lack of audience focus, an unaccelerated distribution plan, focusing only on leads as the KPI, and not emphasizing user experience. An effective content strategy considers audience profiles, their buyer's journeys, sets smart goals, chooses relevant channels, identifies content types and titles aligned to KPIs, and plans for content creation and distribution.
6. WHAT IS A CONTENT STRATEGY MADE UP OF?
SMART GOALS TARGET AUDIENCES CUSTOMER JOURNEY
CHANNELS BUDGET KPIs
TYPES OF CONTENT NO. OF CONTENT DISTRIBUTION PLAN
What's the purpose of
content strategy?
Whom are we creating
for?
At what stages would we need
to educate/convince them?
Social, Email, PR, Ads,
etc.
Creation vs
Distribution
How will we measure
the success?
Text or media How many and when? How to take them to the
customers?
9. WHAT BECOMES PART OF THE CONTENT STRATEGY
APART FROM BLOGS?
Based on the search query or
user journey stage.
Images, GIFs, infographics,
videos, and more.
You choose either from PAA,
competitors, or user surveys.
Webinars, Podcasts, eBooks,
Whitepapers, Brochures, etc.
What info to ask, how much
to ask, in what way, etc.
What goes on social media
now matters the most for SEO.
Web Page Media FAQs
Lead Magnets Forms Social Media
Brand messaging cannot differ
for SEO or any other channel
Traditional or Digital - SEO
needs to collaborate here.
Traditional or Digital - SEO
needs to collaborate here.
Email Marketing Advertising PR
11. HOW TO APPROACH
THE CONTENT STRATEGY?
Especially for a niche site that is yet to have a demand
12. 1. DOCUMENT THE ICPS
Ideal customer
profiles should include
these parameters to
know them better.
Make a copy of this template - http://bit.ly/3QT0qHy
13. 2. UNDERSTANDING THE BUYERS' JOURNEY
This will always differ for different
audiences and their profiles.
1
2
3
4
5
Free trial
Test the
product
Want a
demo
Request a
proposal
Ready to
buy
B2B product with no SaaS functionality yet.
14. 3. SETTING UP A SMART GOALS
Impressions on all
platforms
Engagement on all
platforms
Traffic through all
platforms
Brand awareness
should be the focus.
Example of how you can do it.
20. 6. ALIGN THEM WITH KPIS
Impressions
CTR
Traffic (its sources)
Engagement Rate
Conversions
Conversion Rate
Behavior
And more
Depending on the content
type, you can assign the
KPIs:
30. Strategists make mistakes, due to
which content strategy fails.
Not setting up the KPIs for
each content
1.
31. Strategists make mistakes, due to
which content strategy fails.
Not setting up the KPIs for
each content
No focus on the
audience.
1.
2.
32. Strategists make mistakes, due to
which content strategy fails.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
33. Strategists make mistakes, due to
which content strategy fails.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.
34. Strategists make mistakes, due to
which content strategy fails.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.
Not emphasizing the user and
content experience.
5.
35. Strategists make mistakes, due to
which content strategy fails.
Not able to understand the
user behavior on the page.
6.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.
Not emphasizing the user and
content experience.
5.
36. Strategists make mistakes, due to
which content strategy fails.
Not able to understand the
user behavior on the page.
Not looking at the purpose of
creating the content.
6.
7.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.
Not emphasizing the user and
content experience.
5.
37. Strategists make mistakes, due to
which content strategy fails.
Not able to understand the
user behavior on the page.
Not looking at the purpose of
creating the content.
Investing a lot in product/brand
content. (SaaS)
6.
7.
8.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.
Not emphasizing the user and
content experience.
5.
38. Strategists make mistakes, due to
which content strategy fails.
Not able to understand the
user behavior on the page.
Not looking at the purpose of
creating the content.
Investing a lot in product/brand
content. (SaaS)
6.
7.
8.
Compromise on quality over quantity
(especially after AI/ChatGPT)
9.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.
Not emphasizing the user and
content experience.
5.
39. Strategists make mistakes, due to
which content strategy fails.
Not able to understand the
user behavior on the page.
Not looking at the purpose of
creating the content.
Investing a lot in product/brand
content. (SaaS)
6.
7.
8.
Compromise on quality over quantity
(especially after AI/ChatGPT)
9.
Not setting up the KPIs for
each content
No focus on the
audience.
Unaccelerated
distribution plan.
1.
2.
3.
Just targeting the leads
as the KPI.
4.
Not emphasizing the user and
content experience.
No guidance to the writers on
how to approach the content
5. 10.