Reason: This is the starting point to building the whole strategy. It will influence all the next steps.
Note: Goals should be determined in line with the S.M.A.R.T objectives
Reason: To create content that will successfully achieve the predetermined goals, we need to know who is going to read and see our content.
In this step, I would determine with available sources and documents (internal and external) to have a clear position of the company and product on the market and in comparison to its competitors.
Reason: Not only the customer will have an influence on the produced content but also the current market situation as well as how our competitors are positioned in comparison to us.
Exemplary methods:
Reason: Understanding customer behavior, their reading habits, etc. after determining what kind of audience we are going to target.
Defining customer journey in line with the buyer’s funnel based on:
In this part, I would determine the keywords that would determine the type of content that should be produced to generate higher traffic and search ranking. To do that I would use relevant tools (eg. Semrush), statistics (available in Google Ads, Ask The Public, etc.) as well as data available on relevant social media websites. Manual conduction in different search engines should also be a part of this step, to compare the statistics to actual results.
Reason: Having a proper keyword base will drive traffic to our website and rank us higher in Internet searches. This will determine the topicality of the produced content
In this part, I would determine in a form of brainstorming, which topics are going to be covered in different campaigns that are also in line with the previously conducted keyword search.