Content Marketing

Strategy Template
[Insert Company Name]
Our Content Marketing Toolbox
List the tools that your content marketing team will use.

• CMS:
• Analytics:
• Editorial Calendar:
• Social Media Scheduling Tool:
• SEO Tools:
• Project Management Tool:
Content Marketing Team
Use this section to identify which members of your marketing team are responsible for the different
parts of your content marketing process.

Project Manager Writer Editor Designer

• Responsible For • Responsible For • Responsible For • Responsible For
• Responsible For • Responsible For • Responsible For • Responsible For

Name: Name: Name Name:

Promotion Manager Content Manager SEO Specialist Data Analyst

• Responsible For • Responsible For • Responsible For • Responsible For
• Responsible For • Responsible For • Responsible For • Responsible For

Name: Name: Name: Name:

Mission Statement
What is your company all about?

Write your mission statement here …

Content Marketing Goals
Business Objectives
What overarching goals is your business hoping to reach?

• Business Objective 1
• Business Objective 2
• Business Objective 3
Content Marketing Goals
Set content marketing goals that will directly impact your business objectives.

• Content Marketing Goal One

• Content Marketing Goal Two
• Content Marketing Goal Three
Audience Personas
Primary Audience
This section should identify the core persona of your target audience. These are the people that the
majority of your marketing efforts should focus on.
• Demographics: gender, age, ethnicity, industry, job, income.
• Psychographics: values, beliefs, habits, hobbies & more
• Challenges: what struggles are they facing every day?
• Pain Points: what is happening in their life that our organization can fix?
• What Drives Them to Purchase Our Product: what do they need to see from us that would
convince them to buy from us?
• Where Do They Find Their Information: internet, newspapers, ads, commercials, etc.
• What Type of Content Do They Prefer: blogs, e-books, videos, social media posts, etc.
• How Do We Help: what content or resources can we provide to help our audience and convince
them to buy.
Secondary Audience
This section of your target audience is your secondary audience. These are buyers that don’t fit your
primary audience but they could still convert with the right content.
• Demographics: gender, age, ethnicity, industry, job, income.
• Psychographics: values, beliefs, habits, hobbies & more
• Challenges: what struggles are they facing every day?
• Pain Points: what is happening in their life that our organization can fix?
• What Drives Them to Purchase Our Product: what do they need to see from us that would
convince them to buy from us?
• Where Do They Find Their Information: internet, newspapers, ads, commercials, etc.
• What Type of Content Do They Prefer: blogs, e-books, videos, social media posts, etc.
• How Do We Help: what content or resources can we provide to help our audience and convince
them to buy.
Content Strategy
Content Types
List what types of content that your organization will be publishing.

• Content Type One

• Content Type Two
• Content Type Three
• Content Type Four
• Content Type Five
Promotional Channels
What channels are you going to promote your content on?

• Promotional Channel One

• Promotional Channel Two
• Promotional Channel Three
• Promotional Channel Four
• Promotional Channel Five
[BRAND] Voice and Tone
What should your content sound like when your audience reads it?

• Voice:
• Tone:
Voice + Tone Examples
Examples of On-Brand Voice: Examples of On-Brand Tone:
 Message Matrix
What is the core message your content should convey?

[BRAND] Message Matrix

Primary Message:
Secondary Message 1
Secondary Message 2
Secondary Message 3
Secondary Message 4
Secondary Message 5
Core Topics
What key topics and themes are you going to write about?
Pillar One Pillar Two Pillar Three Pillar Four

Related Topic Related Topic Related Topic Related Topic

Related Topic Related Topic Related Topic Related Topic

Related Topic Related Topic Related Topic Related Topic

Related Topic Related Topic Related Topic Related Topic

Design Standards
What do designers need to do in order to get content ready for publish?

• Standard One
• Standard Two
• Standard Three
• Standard Four
Branding Design Examples
Do: Don’t:
Content Creation Process
Content Creation Process
What process will your content marketing team use to create the content you publish and how long do
they have to get each step done?

• Step One:
• Step Two:
• Step Three:
• Step Four:
• Step Five:
• Step Six:
• Step Seven:
• Step Eight:
Editorial Planning Process
What steps does your content need to go through before it is ready for publish?

• Step One:
• Step Two:
• Step Three:
• Step Four:
• Step Five:
Publishing Schedule
How often are you going to publish your content?

• Blog Posts
• Post x times per week
• E-Books
• Post x times per quarter
• Videos
• Post x times per week
• Infographics
• Post x times per week
• Social Campaigns
• Post x times per week
Sample Marketing Calendar
Publication date Article Title Content Pillar Format Distribution Channels
Content Promotion
Promotional Tactics
How will your team promote your content?

• Tactic One
• Frequency:
• Tactic Two
• Frequency:
• Tactic Three
• Frequency:
• Tactic Four
• Frequency:
• Tactic Five
• Frequency:
Promotional Schedule
How often are you going to post new content across your promotion channels?

Channel Objectives Target Audience CTA Frequency

Blog/Website

Facebook

Twitter

LinkedIn

Pinterest

Email

Other
Measurement
Measurement Framework
How are you going to measure and report on your success?

• What Will We Report On?

• Option One
• Option Two
• Option Three
• How Often Will We Send Reports?
• Frequency:
• What Should Our Reports Look Like?
• Visual One
• Visual Two
• Visual Three
KPIs
What are you going to measure your content against to indicate success?

• KPI One
• KPI Two
• KPI Three
• KPI Four
• KPI Five
Metrics
What data points are you going to measure to indicate that you are reaching your goals?

• Metric One
• Metric Two
• Metric Three
• Metric Four
• Metric Five
Content Scorecard
What is the baseline that every piece of content that you publish needs to hit?

• Blog Posts Will Receive x Number of Unique Page Views.

• Blog Posts Will Receive x Number of Total Views.
• Blog Posts Will Generate x Amount of Revenue.
• Emails Will Receive x Number of Opens Per Email.
• Social Campaigns Will Get x% Engagement Per Post.
• Social Media Posts Will Reach x Number of People.
• Videos Will Receive x Number of Views.
• E-books Will Be Downloaded x Number of Times.
Key Contacts
Who should someone reach out to if they have questions on this strategy template?
Here is who you need to reach out to if you have questions about this
strategy guide.

Name:
Phone:
Email:

Name
Phone:
Email:
CoSchedule CTA
CTA for this section should be:

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