This video is from a free HubSpot Academy Course on Content Strategy: https://bit.ly/33CZK06
Let’s review three things you need to do to set yourself up for success when creating a long-term content strategy: (1) setting marketing goals, (2) auditing or assessing your organization’s initiatives and assets, and (3) identifying the buyer’s journey for your buyer personas.
The ultimate objective here is to have a unifying document you can use to keep track of your long-term content marketing initiatives.
First, let’s talk about setting your marketing goals. Setting marketing goals provides you long-term vision and short-term motivation. It helps you organize your time and resources so that you can make the most of your content creation efforts. Each piece of content created for a marketing initiative should be tied to a goal that is also directly related to the overarching goals of the organization. Alignment like this creates purpose and focus with each piece of content you create.
Each goal you set should be a SMART goal. SMART stands for specific, measurable, attainable, relevant, and timely. A potential SMART goal example could be, “Increase monthly unique website visitors from 1,000 to 1,500 by the end of the year.”
The second step in creating a long-term content plan is auditing or assessing your organization’s initiatives and assets. Your audit will consist of two parts. First, a content audit to organize and evaluate your current assets, and second, and event-based audit to account for upcoming activities or events your business plans to host.
There’s one last important step needed to create a sustainable long-term content plan, and that’s identifying the buyer’s journey for your buyer personas. Remember, you’re creating content that’s meant to attract and engage your buyer personas through their buyer’s journey: from the awareness stage where this person has a problem or a list of questions that they’re trying to learn more about, through the consideration stage where you’re discussing possible solutions to their problem or list of questions, and ending in the decision stage where you’re recommending next steps.
The consideration and decision stage is generally where you’re talking about what your organization’s products and services have to offer, while the awareness stage is more industry-level education. Identifying this content will help give you content ideas to work with in the future. But before you can identify the buyer’s journey, you first need to know your buyer personas.
Learn more about how to create a long-term content strategy in this video, or in our new Content Strategy Course, free in HubSpot Academy.