Don’t Get Lost – Your Content Marketing Roadmap

Content Marketing Roadmap This is a guest post by Eugene Farber from ContentStrategyHub.com.

More and more business are hopping on board the content marketing train. Marketers across all industries are recognizing the power and effectiveness of content for producing an online business presence.

Statistics show that a vast majority of marketers believe content is a key to future marketing success. And a majority of B2B marketers plan on increasing their content marketing budgets compared to last year.

And yet, even with this recognition and mindset shift, most are likely to get lost along the way and find themselves in a whirlwind of confusion.

Recognizing the importance of content marketing is one thing. Having an actual strategy to use content to promote your business online is on a completely different level.

And this is something that most businesses are still missing: strategy.

This is an absolutely essential ingredient that can mean the difference between creating successful, efficient campaigns and getting lost.

Here’s why…

1. Strategy Means Having a Destination

You can just jump right into it and begin creating content. Or, you can start with a strategy and create a target to shoot for; a final destination to move towards.

Knowing you want to use content for marketing purposes is a good first step in the right direction. But what are you using it for? What are you trying to accomplish?

Without identifying the goal, how are you supposed to achieve it?

2. Strategy Means Having a Direction

Content Marketing Planning

Once you define a goal, the next step is to figure out how you’re going to get there.

Strategy is the answer here again.

You know where you are right now (point A). And, hopefully, you know where you want to be (point B). What tactics are you going to connect the dots and get from point A to point B?

A strategy creates a road map for you to follow.

3. Strategy Means Having Something Measurable

If you jump right into the line of fire without having a plan, there is nothing for you to measure.

Having a strategy to obtain a specific goals gives you something you can follow, benchmark and analyze. Did it work? How far off were you from the target?

Was the strategy a miserable failure? Or maybe it wasn’t all bad. Maybe it’s something that can be tweaked or altered for better results?

4. Strategy Means Being Able to Take Detours

Content Marketing Strategy

Speaking of tweaked…

Having a road map is nice. But what if there is a traffic jam and you’re in a hurry? What if there’s construction? You need a detour.

Sometimes you will see that something you are doing isn’t working. Or maybe you see an opportunity to accomplish your goal faster, cheaper or more efficiently. Having a strategy means you can alter you strategy and change direction. It’s hard to do that when you’re not sure which direction you are going in to begin with.

5. Strategy Means not Being Overwhelmed with Tools

Did you hear about the latest and greatest tool on the market? Don’t worry… you’ll hear about a different one tomorrow.

It’s important to remember that tools are just tools. They help you get the job done. What is actually important here… is the job itself.

Having a mapped out strategy allows you to decide what tools you are going to be using ahead of time to accomplish your goals instead of jumping around from platform to platform every time a new one comes out.

Are you going to get on Facebook? On Twitter? And why? Is your audience there or are you just using these platforms because you read that you should somewhere?

This is not to say that once you decide on a tool or platform you have to stick to it. Remember: strategies give you the ability to make changes and take detours.

6. Strategy Means Never Failing

That’s not to say that every strategy is going to work or instantly get you the results you desire.

But having a strategy enables you to change your mindset. Failures aren’t failures, but rather strategies that didn’t garner the results you were hoping for.

And that just means you need to try a different tactic.

Getting no results, and not having a strategy is much more disappointing. Partially because you may not have defined “results” to begin with – so what do you do next?

Having a content marketing strategy is like having a veritable GPS guide telling where you are going, and warning you of any traffic jams or road blockages.

Eugene Farber is a writer, marketer, entrepreneur and founder of ContentStrategyHub.com.

Are you ready to create your road map? Are you ready to start using strategies that work? Pick up a copy of “Strategic Content Launch Pad” today to begin using proven content strategies to drive traffic, create leads and build authority!

Photo Credits: missrivsValetheKidSharon Drummond

Strategic Content Launch Pad Strategic Content Launch Pad

A 93-page strategy guide that will teach you the exact strategies I have learned over the years. The same strategies I used to build, launch and maintain the success of my online business. These proven strategies will help you build a successful online business presence using the power of content marketing. Consider this your secret weapon.

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  • Sue

    Ironically, this post has no destination, no strategy, no road map..no content.

  • Hi Sue, this is more of a PSA :). 

    If you want to talk strategy formation and destination, I’d be happy to talk further to you in detail :). 

  • Hi Eugene – you make some good points about setting out with a strategy for your content marketing but you do need to make sure you have an overall business strategy in place so that your content marketing strategy fits within the wider goals of your business.  See the following blog post for developing your 2012 business strategy http://www.b2binternational.com/b2b-blog/page/2/

  • What often slows down a content marketing campaign is that businesses over think it.  When it comes to content, as long as it provides target audience member with a useful nugget or two of information, that’s all that matters.  It doesn’t need to be over the top or blow anyone away every time.  

  • Hi, 

    Very interesting and helpful.  Strategy is very important because if we know what we want, why it will be of benefit to our business, and we know how to go about it, we will succeed.  Not only that,  if our strategy is crafted well, it will also show how we will be competitive now and in the future.  

    Thanks,

    Judy

  • A strategy is nice, and a road map does seem like a viable way to get to your destination. However, I think another strategy is to be completely malleable. We’ve posted some articles that we thought would be widely successful, and then they aren’t. And some articles we had little faith in, and they skyrocketed. Try different thinks, and don’t be afraid of the scenic route. If the path to success was so straightforward, everyone would be on it. Constantly adjust, and don’t be afraid to throw your strategy out the window—several times!

  • lee wilson

    Strategy is one side of the success story, which management need to think well before the action. On the other side, the professionalism of content execution is equally important, which I think most companies have undermined its difficulties by just assigning someone to do it in part time basis.

  • Acc1
  • Kim Hawkins

    I like your reminder:  
    It’s important to remember that tools are just tools. They help you get the job done. What is actually important here… is the job itself.

    Too many times we get caught up in the logistics and lose site of our ultimate goal.

  • Marketers across all industries are recognizing the power and
    effectiveness of content for producing an online business presence.

  • And yet, even with this recognition and mindset shift, most are
    likely to get lost along the way and find themselves in a whirlwind of
    confusion.
     

  • Having a strategy to obtain a specific goals gives you something you
    can follow, benchmark and analyze. Did it work? How far off were you
    from the target?