B2B marketer with a content DNA | Head of Marketing @Stryber | Content creator at 💖
Content strategy. Content plan. Or content calendar? SO MANY people think they're pretty much the same thing. Good luck to the ones picking up their briefings. So how do they differ? Do you need them all? 🚀 Content strategy 🚀 Your high-level approach for creating and marketing content, usually in the form of a document or ppt. What it should answer: 1. The goal of content at your company (and how it supports business objectives) e.g. 'Position us as a thoughtleader and trusted advisor in the social media marketing space' 2. Content pillars and core messages e.g. Personal branding content, TikTok marketing content, engagement content, employer branding content Core messages are the angles and key opinions you will use throughout your content. 3. Audience/ personas e.g. marketing managers in companies w/ >50 employees, CEOs in companies w/ <50 employees 4. KPIs The only REAL KPI here should be revenue, but obviously there can be 'softer' KPIs such as website traffic, time on page, social engagement... etc. As long as you don't get distracted by them. 5. Channels and formats (paid and organic) e.g. LinkedIn: infographics, text posts, carousels, videos and lives. You should pick channels based on where your target audience hangs out and know exactly whom you're gonna reach where. 6. Content production specifics e.g. producing 2 content reports/ quarter and slicing those into X weekly blogs and X daily social media posts - including timelines and what (internal/ external) resources are needed. I would not go TOO deep in here because the content plan documents content production steps in detail. Ideally, you want to update your content strategy annually. ⛵️ Content plan ⛵️ Step-by-step content production and execution plan usually in the form of an Excel, calendar or, ideally documented in your PM tool. What it should answer: 1. What are the steps needed to achieve X content output by tot date? 2. Who is in charge of each step? 3. Are there any bottlenecks/ delays? 4. Where are the creative assets needed for the end piece? 2. Who is responsible for each step 🗓 Content calendar 🗓 A calendar that shows what content piece will be published on what channel and usually in the form of an Excel, calendar or directly in your scheduling/ content tool. What it should answer: When is this going live and where? 🤯 I would start planning content on the content calendar according to specific events/ deadlines and would then work my way backwards in the content plan. Ideally, you want to plan content quarterly, leaving some flexibility for last minute shots (that deserve it 😒). How do you plan your content? *** #marketing #contentmarketing #socialmediamanagement #socialmediamarketing #b2bmarketing
Sara Stella Lattanzio couldn't agree more. There is a high level strategy, which takes time to implement and achieve, and then there is the tactical day-to-day and quarterly planning to deliver on the execution of that strategy and measure success. Your timing is spot on in terms of annual strategy evaluation, with quarterly measurement and monthly planning to look at the next rolling 90 days in terms of execution. I've found this timing works well for teams as it allows you to make timely adjustments, plan and produce effectively, while also ensuring your teams stay connected to the bigger, long-term goals and objectives.
Sara Stella Lattanzio....I like what you shared. For us, content requirement stems from business priority areas and working backwards to support those (working closely with sellers, marketers, offering team, legal and so on). Btw, I want to know from you on KPIs. You mentioned - "The only REAL KPI here should be revenue" to which everyone would agree. Have you been able to crack this? It's easier to track operational/administrative metrics for content but not how these content impact revenue. Would love to hear your thoughts.
In other words, get yourself a content expert to help nail down a solid strategy, plan, and calendar.
Saving this Sara Stella! 🙏🏾 We plan content on monthly cycles and I would recommend that companies choose a planning cycle based on their industry. For us, in financial services, things can change pretty quickly so shorter planning cycles work better imo.
Absolutely, Sara! 9/10 times people think a content strategy is the same as a content plan or calendar. Although I must say that I don’t agree the only real KPI should be revenue. Let’s say as part of a company’s annual business objectives, they’re planning on recruiting top talent then that also becomes an important goal for the content team. Another common example is customer retention, which in some way is revenue but it’s more nuanced bc the content tactics helpful for retention aren’t the same as acquisition. Of course revenue usually is the most important goal but it’s not the only one.
Strategy is the why – plan is the how. Great post because so many confuse it.
Awesome distinctions, Sara 👏 We have an overarching strategy that we refresh annually, but it's quite high level and deals with cross-functional goals and teams. We look at more tactical plans quarterly and monthly to make sure we're meeting our goals and adapting to audience needs.
Content Ops glossary
I love this.
B2B marketer with a content DNA | Head of Marketing @Stryber | Content creator at 💖
1ySpoiler: I've been someone both getting and giving said terrible briefs.