Game Plan for a
Content Marketing Strategy

While marketers are embracing the importance of regular content updates on their websites, not all are doing so with a defined strategy. According to the 2016 Content Marketing Report, 76% of marketers are creating more content than they were one year ago, but only 32% have a documented strategy in place.

It is essential that companies have a “game plan” in place built around purposeful content. The content should match marketing strategy and current events, maintaining relevancy for the user.

After developing multiple websites for Ardent Mills, the largest flour miller in the United States, Celtic developed content strategies with their team to ensure regular updates to the sites. Content calendars map out the plan for all future updates including home page callouts, internal page updates, blog/news updates and campaign-specific landing pages. Here are three things to consider when planning your content strategy:

  1. Keep the voice and key messages on your site unified with other outward marketing efforts and communications on behalf of the brand to deliver a consistent experience for your audience.
  2. Review detailed analytic reports to understand how users interact with the site and identify ways to help drive traffic to target actions.
  3. Forecast any planned promotions, anticipated company news or seasonal factors/key industry events that impact the business.