您的蓝图以创建完美的内容营销策略

Creating content can feel discouraging.

For instance, you might spend hours producing something that's amazing, only to get little engagement, traffic, or leads. What's more, later, you'll have to explain that ROI to your boss — talk about a dreadful workday.

如果您对内容创建过程感到沮丧或烧毁，那您很幸运。在这里，我们为成功创建了一个完整的蓝图content marketing strategy.

在Twitter上分享此图像！

In this post, I'll walk you through the different aspects of the content blueprint and why each facet is so important for marketers to include in an overall strategy. For more information on content marketing strategies, we've创建了一个内容营销工作簿可以免费下载。

Otherwise, let's dive into creating a content marketing strategy that will bring you that ROI you're looking to earn.

如何制定和实施成功的内容营销策略

我们要看看三个不同阶段make up the blueprint. These stages will outline the main steps you can take to create your strategy. Then, we'll go into depth with details about making that happen.

Let's start with step one — getting decision-makers on-board with your strategy.

阶段1：从利益相关者那里获得买入，以绿色地阐明您的策略。

所有出色的内容营销计划都始于让公司内部的人们购买您的愿景 - 基本上，可以为您提供使您的计划成功现实所需的资源，预算或信息的人们。bob体育苹果系统下载安装bob全站app

例如，面向客户的内部团队（例如客户支持）可以分享他们的专业知识并帮助您的内容创建工作。因为他们与客户有定期的联系，所以他们会知道您受众的一些最大挑战或最关心的东西 - 当您需要创建这些客户关心的内容时，这会派上用场。

此外，您的营销团队的预算可能有限。要实施某些策略并放弃其他策略，至关重要的是，您能够以自己的愿景获得领导力。

To make this happen, you'll need a pretty awesome pitch. Generally, this pitch should do three things:

1. Talk about key challenges you will solve with your strategy.

您需要概述您的内容营销计划将解决的关键挑战。与其使数据点过载，不如使其简单简洁。总结您的关键挑战仅在几个图表中，因此更全面。

例如，在下面的此图表中，营销人员的主要挑战是他们的总体CPL(cost per lead) is being inflated by the amount of money they are spending to acquire leads through paid programs.

By implementing a solid content strategy, CPL can be reduced. Notice how this chart states the need for a strategy, presents key supporting data, and makes that information easy to comprehend.

2.讨论您的策略与业务指标的关系。

Try to always keep your audience in mind. Senior management will be focused on cost and revenue. How can your marketing strategy help with those metrics?

In the example above, the answer is clear: Reducing the CPL reduces the cost it takes to acquire a customer, which can increase profit down the road.

当您向决策者展示自己的建议时，请确保概述如何达到目标也将有助于实现您的业务目标。

3.提供有关实现这些目标的策略的高级细节。

Finally, you might consider talking through how your content strategy is going to help solve these key challenges and influence those business metrics. You can use this模板生成器to help you organize your ideas. The goal of this step is to prove to senior-level management that you've thought through your plan and what resources you need to make it a reality.

Now, you've created your pitch and you're ready to present to upper-level management. Remember, this pitch will help you convince the right people that your content marketing strategy will be successful.

You should have a pitch before you begin planning your content strategy because you'll stakeholders will be aware of what campaign you plan to run to achieve your business goals. However, while you don't need to fully develop your strategy until you get support from leadership, it's still critical you spend time reviewing metrics and making a tentative game-plan for when you do develop the strategy.

Next, we're going to talk about how to develop that aforementioned winning strategy.

阶段2：制定您的内容策略。

In aHubSpot报告，发现有56％的受访者表示，他们在没有计划的情况下进行内容营销。内容创建肯定很困难，但是制定内容计划会有所帮助。它考虑了关键挑战，业务目标和指标，从长远来看，这将使您更加成功。

让我们谈谈应包括什么获奖内容策略。

1.包括您针对的买家角色。

在Hubspot，我们align content around different buyer personas. This allows us to stay really focused on for whom we're creating content. We keep our buyer personas' goals and challenges in mind so we can address these at each stage of the buying process.

例如，这是我为公司软件公司建立的角色，该公司提供了简化日常业务流程，提供入站营销课程并使报告更容易的bob全站app工具。bob电竞官方下载

Meet "Marketing Macy":

为了使这个角色，我使用了free persona builderthat made the process incredibly fun. In addition, I was able to point out exactly how to connect with a target audience by identifying why they would love a company and what challenges they were looking to solve.

为了创建与梅西（Macy）在购买周期的每个阶段相关的内容，我们提供了有关她的目标，挑战的关键信息，以及为什么她会喜欢提供CRM和CMS软件的公司。bob电竞官方下载bob全站app了解像梅西百货这样的理想目标客户使与他们建立联系变得更加容易。

2. Understand where the content gaps are in your buying cycle.

Make sure you understand where the content gaps are in the buying cycle for your buyer personas. To achieve this, you should conduct acontent audit. Additionally, ask yourself if your buyer persona has the information they need at each point of the buying cycle.

例如，在HubSpot创建了内容，可以吸引Mary进入我们的网站，并根据我们对她的目标和挑战的了解来帮助她评估我们的软件。bob电竞官方下载然后，我们问自己，她是否有必要的一切，可以根据这些目标和挑战充满信心。

如果您确定这些差距，则可以专注于确保内容符合您的策略。例如，假设您在评估阶段的内容差距。确定这是为该阶段创建有用内容的第一步。

Next, we'll talk about how to create and push the content that will bridge those gaps.

3.创建相关的内容想法并坚持编辑日历。

Once you have identified your personas and understand what content you need to move them through the buyer process, it's time to brainstorm content ideas to fill in those holes.

当您了解自己的营销时，提出相关内容可能会更容易。要进一步简化过程，请查看我们的帖子映射内容. Ultimately, though, make sure every piece of content you create is engaging, delightful, and created with intent.

Ask yourself during the creation process if your content achieves those three things. Let's look at this social media post as an example:

This post is engaging because it includes a graphic that attracts the attention of audiences. It's delightful, because the graphic and supporting copy are easy to comprehend and uses emojis to illustrate a point. Additionally, it's created with the intent to provide value to customers who may be looking for remote working tips.

创建内容是哈尔f the battle, though. Another thing to figure out is when to schedule the publishing of that content so it gets seen by the right people and is delivered consistently.

这就是为什么所有出色的内容计划都有编辑日历，以便公司内部的人们可以看到正在发布什么内容以及该内容将要生存的日期。bob全站app编辑日历保持团队保持同步并有条理 - 就视觉工作流程而言，这是必要的。

When you've identified your persona, created content for them, and have finalized a calendar-based schedule, this stage is complete. The next stage is to figure out the publishing details.

Stage 3: Determine a publishing plan for your content strategy.

One of the biggest shifts in marketing today is transforming our mindset from that of a traditional marketer to that of a publisher. Sometimes, as marketers, we think in terms of immediate wins, which is why we tend to prioritize our ad budget for paid media. We invest a certain amount of spend in return for an approximate number of leads and customers.

转向发布者模型意味着要投资更多的前期开始创建将产生更大影响的内容资产在更长的时间内。例如，HubSpot博客从该月未发布的博客文章中生成了大部分流量。这是因为我们过去创建的内容在他们每个月生成的潜在客户和客户中都具有长期价值。bob全站app

由于缺乏即时资源，许多公司甚至在开始之前就开始出版。bob体育苹果系统下载安装但是，如果一个人知道如何有效地来供应内容，那么他​​们的内容团队将会成功。

以下是要牢记成为出版Rockstar的两个技巧：

1. Think about scaling your content by repackaging in several formats.

Consumers today connect with brands across different channels, whether that be on social media, through email marketing, or on your website. When developing a new piece of content,考虑如何重新利用该内容变成各种格式。

例如，如果您已经开发了一系列博客文章，例如有关客户保留的系列文章，则可以将它们变成全面的客户服务电子书。

2.确保内容的质量始终保持很高。

Whether you're creating a single piece of content a week or several pieces a day, the quality of your content should always remain extremely high if you want it to pay off in the long run.

创建社论清单将帮助您管理此过程。使用清单，您可以快速检查每个内容是否有质量问题，并教育您的团队为您的公司发布内容所需的内容。bob全站app

在HubSpot的内容蓝图中，您会发现一系列模板，这些模板非常简单，并提供了直观的，现成的编辑清单。

第4阶段：尽早宣传您的内容。

因此，您知道您的目标受众，并且您创建了专门针对他们量身定制的内容。现在的任务是howto distribute that content to your audience effectively.

The key to effective distribution is to increase the number of distribution channels, such as blogs, email, and social properties. Additionally, you have to expand the reach of that content to a broader audience.

促销是内容蓝图的关键组成部分，营销人员在计划阶段应该进行详尽的思考。

To become an expert at promotion, you should:

1.使促销成为计划过程的重要组成部分。

When my team is planning out a content campaign, we put as much thought into the distribution of that content as we do into the campaign development. We want to know who that content is for and how can we make sure they get it.

例如，如果您要在社交媒体平台上分发内容，请讨论如何优先考虑预算，发布时间表以及使用社交渠道提供的工具来扩展内容的范围。

2. Make sure your team is equipped with promotional skills.

Being able to promote content to the right audience isn't an easy job. Over time, the skills to distribute content effectively will be critical to long-term success.

If you want to learn more about how you can be effective at promoting your content, we have lots of information on outreach, seeding your content, and even the best way to repackage it for different networks to increase its exposure right inside — you've guessed it —我们的内容蓝图.

Sometimes, learning the proper promotional skills comes with trial and error. You have to figure out what your audience responds to the most. For instance, you cancreate an A/B testwith the content you want to push on social channels to see what types of messaging your audience prefers.

Additionally, you can experiment with multiple content types to get a gauge of what targeted content really resonates with your audience. To get an idea, check out what your competition is doing, and what works for them. You can also do somesocial listening观察目标客户的网络行为模式。

How are you doing with your content strategy so far in 2020? Where do you hope to improve your content marketing the most this year? With this guide, you'll be fully prepared to take on the world of content marketing, and do it successfully.