Module 1: Content Strategy & Planning

Build a comprehensive content marketing strategy that aligns with business goals and drives measurable results.

Module Progress0 of 4 tasks completed

Week 1: Content Strategy Foundation

Define your content marketing goals, target audience, and core messaging to create a strategic foundation.

Conduct comprehensive audience research

Research your target audience demographics, psychographics, pain points, and content consumption habits.

⏱️ 4 hoursGoogle AnalyticsSocial media insightsSurvey tools📋 Audience research report

Audit existing content assets

Catalog and analyze all existing content to identify gaps, opportunities, and high-performing pieces.

⏱️ 3 hoursContent inventory toolsAnalytics platforms📋 Content audit spreadsheet

Analyze competitor content strategies

Study 5-10 competitors to understand their content approach, topics, formats, and engagement patterns.

⏱️ 3 hoursAhrefsSEMrushSocial media monitoring📋 Competitive content analysis

Define content marketing objectives and KPIs

Set specific, measurable goals for your content marketing efforts aligned with business objectives.

⏱️ 2 hours📋 Content marketing goals framework

Content Marketing Funnel Strategy

Awareness (TOFU)

Attract and educate potential customers

Content Types:

• Blog posts
• Infographics
• Social media
• Videos
• Podcasts

Key Metrics:

• Traffic
• Reach
• Impressions
• Social shares

Example:

How-to guides, industry insights, trend analysis

Consideration (MOFU)

Nurture leads and demonstrate expertise

Content Types:

• Ebooks
• Whitepapers
• Webinars
• Case studies
• Comparison guides

Key Metrics:

• Email signups
• Download rates
• Webinar attendance
• Time on page

Example:

Product comparisons, detailed tutorials, expert interviews

Decision (BOFU)

Convert leads into customers

Content Types:

• Product demos
• Free trials
• Testimonials
• Pricing guides
• Consultations

Key Metrics:

• Conversion rate
• Trial signups
• Sales qualified leads
• Revenue attribution

Example:

Customer success stories, product walkthroughs, ROI calculators

Retention/Advocacy

Delight customers and encourage advocacy

Content Types:

• User guides
• Updates
• Community content
• Success stories
• Referral programs

Key Metrics:

• Customer satisfaction
• Retention rate
• Referrals
• User-generated content

Example:

Advanced tutorials, customer spotlights, feature announcements

Content Marketing Personas

The Startup Founder

Demographics:

25-40, entrepreneur, tech-savvy

Pain Points:

• Limited time
• Resource constraints
• Need quick wins
• Scaling challenges

Content Preferences:

• Actionable tips
• Case studies
• Video content
• Mobile-friendly

Channels:

LinkedIn, Twitter, Industry blogs, Podcasts

Content Topics:

Growth hacking, Fundraising, Team building, Product development

Messaging Angles:

Efficiency, ROI, Scalability, Innovation

The Marketing Manager

Demographics:

28-45, B2B/B2C marketer, data-driven

Pain Points:

• Proving ROI
• Content creation bandwidth
• Tool integration
• Team coordination

Content Preferences:

• Data-driven insights
• Templates
• Best practices
• Tool reviews

Channels:

LinkedIn, Marketing blogs, Webinars, Email newsletters

Content Topics:

Marketing automation, Analytics, Campaign optimization, Team management

Messaging Angles:

Results, Efficiency, Expertise, Support

The Content Creator

Demographics:

22-35, creative professional, social media native

Pain Points:

• Content inspiration
• Workflow efficiency
• Brand consistency
• Performance tracking

Content Preferences:

• Visual content
• Behind-the-scenes
• Creative inspiration
• Tool tutorials

Channels:

Ahrefs

Keyword research and competitive content analysis

Key Features:

Keyword difficulty, Search volume, Content gap analysis, Top-performing content

Best Use Case:

Find high-opportunity keywords and analyze what content ranks well

Cost: $99-$999/month

SEMrush

SEO and content marketing insights

Key Features:

Keyword research, Topic research, Content audit, Competitor analysis

Best Use Case:

Discover content opportunities and track competitor strategies

Cost: $119-$449/month

Google Keyword Planner

Free keyword research from Google

Key Features:

Search volume, Keyword suggestions, Competition data, Trends

Best Use Case:

Basic keyword research and Google Ads planning

Cost: Free

Answer The Public

Question-based content research

Key Features:

Question suggestions, Visual data, Search trends, Comparison insights

Best Use Case:

Find questions people are asking about your topic

Cost: Free - $99/month

BuzzSumo

Content performance and social media analysis

Key Features:

Content analysis, Trending topics, Influencer research, Social engagement

Best Use Case:

Identify viral content and influential creators in your niche

Cost: $99-$499/month

Content Calendar Planning Framework

Annual Planning

Key Activities:

• Major campaign themes
• Seasonal content
• Product launches
• Industry events

Deliverables:

• Annual content themes
• Campaign calendar
• Resource allocation

Recommended Tools:

Google Calendar, Notion, Asana

Quarterly Planning

Key Activities:

• Detailed campaign planning
• Content sprint planning
• Performance review
• Strategy adjustments

Deliverables:

• Quarterly content plan
• Sprint backlogs
• Performance reports

Recommended Tools:

Project management tools, Analytics platforms

Monthly Planning

Key Activities:

• Content creation assignments
• Publishing schedule
• Promotion planning
• Cross-team coordination

Deliverables:

• Monthly content calendar
• Creator assignments
• Promotion schedule

Recommended Tools:

CoSchedule, Buffer, Hootsuite

Weekly Planning

Key Activities:

• Content review and approval
• Social media scheduling
• Performance monitoring
• Tactical adjustments

Deliverables:

• Weekly schedule
• Approved content
• Performance updates

Recommended Tools:

Social media schedulers, Approval workflows

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