Content strategy & process
article summary
A modern content strategy looks at content as a product and prioritizes impact over activity. Follow this framework to create content campaigns that drive results.
How to think about content marketing
- Think of content as a product
- Focus on quality & impact over quantity
- Throw away your “write 10 blog posts” style goals in favor of impact goals
Biggest content challenges
- Content is quantity focused
- Random content without a plan
- Idea generation
- Roadmapping and prioritization
- Not doubling down on hits
- Distribution (all fuel and no engine)
Formula for great content marketing
Step 1: Create GACCs brief
A GACCs brief is the starting point for any content initiative or campaign and defines the goals, audience, creative, channels, and stakeholders for a project.
For more on the GACCs brief, read this article.
Step 2: Create a roadmap using impact vs activity and content coverage frameworks
Next, prioritize your in initiative by weighing it's impact vs. effort while also ensuring you have the right mix of coverage across your funnel stages, perceptions, audience segments, SEO keywords, and new vs. existing content.
For more on impact vs. activity, read this article.
Step 3: Plan for content milage
Finally, plan to distribute your content in many ways over time so you get as much out of it as possible.
For more on content distribution, read this article.
How to know when to go all in on content
Sometimes you'll be testing content on a small scale to see if it resonates, but other times you'll want to go all in.
- Identify big bets in advance and make launch plans
- Monitor performance (traffic, shares, conversion rate, SEO ranking, etc)
- Double down on hits
- Look for potential hits in content you didn’t put as much effort in the first place