The term strategy isn’t often associated with a concrete product, but when most companies invest in a content strategy they want to know exactly what they will get for their time, efforts, and marketing dollar.
The trouble with defining content strategy deliverables is that there are so many nebulous pieces that may come into play depending on your company’s needs and the individual projects. However, these eight tangible deliverables are some of the most common and often serve as the foundation for a multi-faceted content strategy.
1. The Website Content Inventory and Audit
Before you can develop a full-on strategy you need to know where you stand. The content inventory outlines all the marketing messaging you have available and delineates where it lives on your website. Taking the inventory a step further, the audit assigns value to the content so you know what content is working effectively, what needs to be updated, and what needs to be overhauled completely.
2. Client/Customer/Prospect Surveys and Interviews
Knowing who you’re marketing to is a key component in any content strategy. The best way to get to know your audience is to talk to them. This can be done through an online survey that is distributed to a wide selection of your customer base. Or, if time and budget permits, you may choose to conduct one-on-one interviews with key clients who represent an accurate cross-section of your target audience.
3. User Personas
The findings from surveys, interviews, website metrics, and demographic research can be synthesized into personas, defining demographics, distinctive goals and typical business situations your target customer is likely to face. This information helps content creators craft messaging that is directed to specific segments of your audience.
4. Buying Cycle Map
This deliverable helps everyone throughout the marketing and sales teams understand what content will be used and when. It not only outlines how your materials should be used throughout the buyer’s journey, but also helps drive the strategy around producing new pieces.
5. Content Gap Analysis
A gap analysis takes a look at what you currently have (content inventory), what your audience wants (buyer personas), and what you need to close the sale (buying cycle map). You may also look at specific questions and concerns that come up in the sales process to decide if you need new materials to help address these points.
6. Editorial Calendar
The editorial calendar explains how you are going to fill in the holes flagged as part of the content gap analysis. It outlines when you will produce everything from blog posts to infographics to white papers. The schedule aligns with both your typical sales cycle as well as industry news cycles.
7. Content Models
Many organizations have multiple individuals, departments, and even agencies creating content for them. A content template ensures you get consistent, quality content from all these stakeholders. It breaks down the key pieces of information that must be included in various types of web pages, emails, blog posts, etc.
8. Style Guide
A more detailed way to ensure you’re delivering consistent, quality content, the style guide establishes grammar rules, style and tone, and SEO guidelines. By giving content creators a rulebook to follow, you’ll make their job easier and expedite the review/approval process. Plus, you’ll maintain a professional presence throughout every piece of content you produce.
As mentioned earlier, these deliverables are just the tip of the iceberg. Many more elements come into play as you carry out individual projects, but, having a firm grasp these eight pieces will lay the groundwork for a robust, overarching content strategy.
