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Content strategy templates

Marketing team KPIs

Determine the goal of your content.

How will it tell the story of your brand, your products, your culture?

Buyer persona template

To market your brand, you have to know your ideal customer.

A buyer persona is a fictional character that represents your ideal customer.

Project brief template

Create an overview of your strategy.

Set your goals, identify your audience, allocate roles, determine your budget.

Content strategy worksheet

Before you start to plan your route, you need to check out your customers,

your competitors, and your existing content.

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Marketing

• Cost per acquisition • Market share • Brand equity • Cost per lead • Conversion rate

(CVR)

• Open rate (OR) • Click through rate

(CTR) • Page views • Bounce rate

• Share of voice (SOV)

SEO

• Sales • Leads • Conversion rate (CVR) • Site visits • Ave time on site • Ave time on page • Landing pages • Keyword rankings • Page views • Bounce rate • Organic traffic • Referrals/backlinks • Domain authority

PPC

• Cost per click (CPC) • Click through rate

(CTR) • Conversions • Conversion rate

(CVR)

• Cost per conversion (CPC)

• Cost per sale (CPS) • ROI – ad spend • Impressions • Total spend

Social media

• Followers • Conversion rate (CVR) • Landing page CVR • Engagement rate • Impressions • Post reach • Sentiment

• Share of voice (SOV)

Email

• Open rate (OR) • Conversion rate

(CVR)

• New subscriber rate • Unsubscribe rate • Click through rate

(CTR) • Delivery rate • Bounce rate

Website

• Traffic • Unique visitors % • New vs returning visitors % • Ave time on site • Ave time on page • Bounce rate • Exit rate

• Page views/sessions • Page views per visit • Traffic sources • Leads per channel • Visits per channel

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DEMOGRAPHIC

Age group: Gender:

Time in role: 4.5 years

Reports to: CEO CTO COO

Budget: $/£/€

Language: EN FR DE IT ES

Location: Country

Keywords: Leader Creative

Social media: Twitter Facebook LinkedIn VALUES • Results • Customers • Teamwork

• prompt, clear comms • Creative dialogue • …

VALUES & GOALS

• Demonstrate ROI on campaigns • Increase lead acquisitions

• Build closer relationship with sales • Protect brand, optimize reputation • Sell more

• Reduce customer churn

PAIN POINTS

• Demonstrating value to exec team • Shortage of automation tools • Disconnected IT systems • No accurate way to report ROI • Short on leads

• …

INFO SOURCES

• Competitor websites • Facebook & Twitter

• LinkedIn news feed/top stories • Social media blogs

• Industry peers • …

Name BA, MA, MBA … Job title … … Company name …

… Industry …

ONLINE BEHAVIOR

• Twitter and LinkedIn – work Accounts: @...

• Instagram and Facebook – personal • Blog subs: marketing, social media,

design, management • … PREFERRED CONTENT • Online demo • White paper • Podcast

• Customer case study • …

• … YOUR SOLUTION

• Start with marketing strategy • Automation software

• Align sales and marketing • Improve CX

• … • …

YOUR SOLUTION

• Demonstrate performance using KPIs • Integrate new technology

• Clear expectations in SLA • …

• … • …

(4)

DEMOGRAPHIC Age group: Gender: Time in role: Reports to: Budget: Language: Location: Keywords: Social media: VALUES • … • … • … • … • … • …

VALUES & GOALS • … • … • … • … • … • … PAIN POINTS • … • … • … • … • … • … INFO SOURCES • … • … • … • … • … • … … … … … … ONLINE BEHAVIOR • … • … • … • … • … • … PREFERRED CONTENT • … • … • … • … • … • … YOUR SOLUTION • … • … • … • … • … • … YOUR SOLUTION • … • … • … • … • … • …

Buyer persona

(5)

Project brief template

Project name

Purpose

How your content will support your mission?

Goals

What are your SMART goals?

Audience

Which personas are you targeting?

Message

What is the message & value of your content?

Roles

Who is project lead, creators, other contributors?

Budget

How much will it cost?

Schedule

(6)

Introduction

Inform your audience about your business. Your brand and products.

Convince

What information will persuade your audience to convert?

Convert

What content will improve users’ buying experience?

Audience 1

Content strategy worksheet

Plan which content to publish on each channel, to you reach each audience type at the right phase of the customer lifecycle.

Channel

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Channel

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Publication

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Content

Publish content that will educate your audience about your brand and products.

Content

Publish content that will persuade your audience to purchase your product.

Content

Publish content that will help your audience travel through the purchasing process.

Audience 2

Channel

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Channel

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Publication

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Content

Publish content that will educate your audience about your brand and products.

Content

Publish content that will persuade your audience to purchase your product.

Content

Publish content that will help your audience travel through the purchasing process.

(7)

Introduction

Inform your audience about your business. Your brand and products.

Convince

What information will persuade your audience to convert?

Convert

What content will improve users’ buying experience?

Audience 1

Content strategy worksheet – 1 of 2

Plan which content to publish on each channel, to you reach each audience type at the right phase of the customer lifecycle.

Channel

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Channel

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Publication

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Content

Publish content that will educate your audience about your brand and products.

Content

Publish content that will persuade your audience to purchase your product.

Content

Publish content that will help your audience travel through the purchasing process.

Audience 2

Channel

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Channel

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Publication

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Content

Publish content that will educate your audience about your brand and products.

Content

Publish content that will persuade your audience to purchase your product.

Content

Publish content that will help your audience travel through the purchasing process.

(8)

Introduction

Inform your audience about your business. Your brand and products.

Convince

What information will persuade your audience to convert?

Convert

What content will improve users’ buying experience?

Audience 3

Content strategy worksheet – 2 of 2

Plan which content to publish on each channel, to you reach each audience type at the right phase of the customer lifecycle.

Channel

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Channel

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Publication

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Content

Publish content that will educate your audience about your brand and products.

Content

Publish content that will persuade your audience to purchase your product.

Content

Publish content that will help your audience travel through the purchasing process.

Audience 4

Channel

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Channel

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Publication

Channels that will reach audience at this phase of customer lifecycle – website, blog, social?

Content

Publish content that will educate your audience about your brand and products.

Content

Publish content that will persuade your audience to purchase your product.

Content

Publish content that will help your audience travel through the purchasing process.

References

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