Designing a Strategy for Content
At the end of 2014 we launched the new GMMB website with the help of an independent development firm. I was the lead on the project that took over a year from ideation to launch. This is the story of how I created a content strategy for a blog and social channels.
After investing a year of my life on the website redesign I had a vested interest in the websites success. The company blog has been stagnant since I’ve been at the company. Posting an occassional press release from time to time. I took the initiative to resolve this problem.
The biggest challenge was to convince the partners to invest time and money into a content marketing strategy for the agency. Internal work constantly takes the back burner to client work. And rigid review process and the rumors about it discourages anyone from writing content.
We already conducted stakeholder interviews and research during the redesign process. I used that data to create user personas for our content. Below are examples of personas that reflect two of our audience profiles.
Content Marketing Plan
To help make the case for content and new staff members, I created a content marketing plan with clear and measurable goals:
- Increase the content in the news section of the website – both in volume and consistency. Four articles per month at the minimum.
- Increase traffic to the website
- Increase email sign-ups
- Increase engagement on social platforms (Twitter, Facebook and Instagram)
- Increase content on the company’s LinkedIn page
This marketing plan included voice & tone guidelines, KPI’s, editorial timeline, editorial workflow, content inventory, content ideas and content promotion workflow. I won over the partners and got permission to move forward with our strategy.
You can view the Content Marketing Plan.
The agency has a stringent review process that made it hard to get people to create content. Instead of waiting for people to come up with ideas and write posts. I created a content brief that will highlight what an article is about, the goals of the post and how they coincide with the site goals.