Content Strategy Playbook
Content Ideation
Build and map your content themes to your benefits and value prop. You’re translating the attributes, pain points, and goals of your persona into content themes that will guide your journey.
Content Mapping & Asset Identification
Map your identified content themes with the different stages of the buyer’s journey: Awareness, Consideration, Decision.
Note that one theme could, in theory, stretch across all stages of the journey. Concurrently, this is where you’ll determine the format of your content assets. You’ll do this by mapping what asset resonates best at each stage of the funnel with how your persona’s demographics, traits, and behaviors
indicate how they may consume content.
Content Generation
Take audit of all the content that you have currently, identify what content can be repurposed, and identify what content needs to be created based on your collection of content assets. Once you have an idea of what content needs to be created and what needs to be repurposed, identify subject matter experts (SMEs) and/or writers to develop the content assets.
Get ready to build your content strategy
Awareness
Consideration
Decision
Conversion
Reports/Trends
Blog Articles
eBooks
Educational Webinar
Case Studies
Product / Program Webinar
White Papers
Quizzes
Videos
Discount Codes
Free Evaluation / assessment
The ask
1
2
3
4
Turn needs into content
Soft Skill/Attribute: Visionary
Content Piece #1: Top Trends in Digital Marketing
Goal: Keeping my expertise honed and up-to-date
Content Piece #2: Latest tricks and tools in the digital ecosystem
Opportunity Area: Getting visibility with other associations
Content Piece #3: List of upcoming marketing events in my area
Challenge: Getting associations past change aversion
Content Piece #4: Change management with associations
1
2
3
Content asset
Exists and ready
Needs repurposing
Needs to be built
Content asset
SME
Writer
Editor
