Content Compass

Now it’s time to organize and chart your long-term content marketing strategy into a document to help you stay on target using a content compass. This document will allow you to react to upcoming initiatives, grow your content library, hit goals, and track ROI from content campaigns.

The content compass should include three sections; a content audit, event-based audit, and yearly content initiatives.

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Content Audit – identify all current marketing assets including datasheets, videos, articles, catalogs, etc. Inventory all content so you won’t have to recreate content or at least you’ll get a better sense of what is already available to use, organize by title – buyers journey stage – marketing/sales funnel stage – type of content – which buyers persona it targets.

Event-based Audit – organize all the upcoming projects, priorities, and events. Identify content to support each initiative opportunity to connect back to the buyer’s journey with marketing campaigns. Organize upcoming priorities by month – initiative overview – theme – prospective blog topics by buyer’s persona – inbound marketing campaign that ties the efforts together.

Yearly Content Initiatives – This is the main part of the content compass that organizes the direction of the content creating. It should be in real-time, offer a scheduled plan, and include campaigns, workshops, events, webinars, e-mails, social media, and sales campaigns.

Now that you have your plans and all your content is organized, it’s time to start creating content.

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