RULE 1:
Document your content strategy

RULE #1

Document your content strategy

When content is led by a clearly defined strategy, your team is far more likely to move in the same direction

Experts have been pushing this nugget of advice for years, yet only 39% of B2B content marketers have a documented content strategy. Around 1 in 4 don’t have a strategy at all (CMI, 2019). If you’re one of them, then consider this a personal call to action.The most successful content marketers have content strategies, and 65% of them have it documented, versus just 14% of their less successful peers – a difference that speaks volumes. If you have a documented strategy, it can’t hurt to revisit it regularly to make sure it’s as strong and up to date as possible.

The benefits of a documented strategy

Aligns content team around common objectives and priorities
Provides a clear understanding of target audiences
Steers content production agenda
Guides the allocation of resources
Establishes performance indicators and accountability

There are lots of different templates out there for the ideal document, but whatever form or shape yours takes, make sure it includes the following:

Your mission

Everything you create should tie back to the overarching purpose of your business. For instance, at Turtl, we want to help marketers toss the PDF into the digital rubbish bin by supplying a superior alternative.

Your goals

Outline the business objectives which your efforts tie into and set relevant, measurable goals against them. This will help you determine how to allocate resources, measure results and prove the impact of your efforts.

Your audience

The people you want to build relationships with need to be at the centre of your strategy. Detailing who they are in your document will help keep your team focused on creating content that speaks to them.

With a strong documented strategy as your guiding light, your content will always be driven by the bigger picture.

The people you want to build relationships with need to be at the centre of your strategy.