Numbers don’t lie: Measure how your current content is performing
1. Figure out how your content ranks in Google and whether it brings you traffic and conversions
2. Find content that can be easily improved/edited to begin bringing value

The needs and wants of your business: Define the right metrics to track your progress

Don’t neglect the importance of SEO
1. Find related keywords
2. Check the competition level in the SERPs

Content promotion that gives short-term results
A. Promote your posts on social media channels
B. Collect leads
C. Use remarketing
D. Use email marketing automation to turn leads into paying clients

Chart of the day: Research reports are king! Research reports are the content type that generates the highest conversion rate when used for lead generation. Marketing topic(s):Digital marketing strategy. Advice by Robert Jones.

Step 1: SEO your content strategy
Step 2: Design good content
Step 3: Create correct content
Step 4: Check your keyword usage
Bonus round: Some technical SEO content issues

Find a content strategy partner with no horse in the race

Schedule a workshop with cross-functional groups: The best workshop facilitators take time to understand your specific business objectives, aligned content mission, and where your organization sits along the content maturity life cycle. Conversation at the workshop should focus on executing the overarching content strategy and dissecting what the organization needs for a high-functioning publishing competency. 

Match the buyer's journey to the Stack: Wrapping the buyer's journey around the tech stack creates a more contextual view and allows the team to visualize requirements to deliver content strategically and ultimately to scale. It illustrates why it’s so important to first understand the journey (or multiple journeys) and what is required to distribute content experiences in a relevant way along the journey. It also helps to eliminate or turn off unnecessary functionality.

See if there are internal solutions: Optimizing what you own before adding more components or complexity increases performance and allows better resource allocation. One of the biggest problems cited by CMOs in the Forbes study was their desire to eliminate the redundancy and carrying cost of too many platforms.

When the bright shiny object makes sense: Once you know how to optimize the platforms you own, you can start strategically backfilling. Use your blueprint as a guide for reviewing new tools. 

"Conditional text when someone fills out a lead form or answers a question, conditional text allows you to pull in the information they’ve submitted and distribute it throughout the rest of the experience.

Conditional content: conditional content means you can present different content to the user based on their behavior during the experience and their interactions with it.

Custom download: offer your audience a custom download (usually a type of  document), providing them with a tangible takeaway from the experience."

A content persona is a data-driven representation of your ideal content that drives business goals.

What type of content gets people to your website? What content genre drives people to sign up for your product? What topic convinces people about your ability to deliver and show buying intent?

Content personas are useful during content ideation, planning, or creation phase. Based on your business objective, pick relevant content personas. Ideate and create a list of content that you can create for each content persona. During the creation process, use content personas as a framework for creating content.

Are you struggling to deliver consistent, effective content across the customer journey? You're not alone. Without a process in place for planning your marketing content, assets are created ad hoc and the customer experience becomes disjointed. 

Take the guesswork out of planning by building a repeatable process that works across teams and departments.

Download these eight, simple templates to help you:

Schedule planning meetings 
Establish goals, objectives, and deadlines
Manage the ideation process
Map the buyer's journey and customer personas
Build a content pillar and asset workflows
 Save time on planning—get your marketing templates now.

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