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Content Strategy Template for Startups in 2015

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http://get.unfunnel.com/content-strategy-for-startups \nUse this Content Strategy Business Startup template to avoid the heavy lifting on your annual content strategy document. \n\nYou don’t need a ridiculous 50 slide PPT, but you do need a document that your team can champion around. Grabbing this one from experts experienced in agile marketing strategies will save you valuable time. Work smarter, not harder. \n\nYou can personalize this plan to your specific niche industry. It will help you clearly outline your business objectives with tactics and initiatives that you make sense to execute for each audience. This strategic and “living” document will be helpful to keep your team in synch and can be updated as you test and learn what content is working. \n\nCombine with the unfunnel Business Startup Annual Plan Excel Tracker to make sure your strategy is on target and keep track of your conversions. \n\nIn this document you will find the following sections: \nGoals \nChannel Mix \nPersonality/Voice \nBackground Research \nWeb Analytics \nCompetitive Analysis \nPersonas & Demographics \nMain initiatives & Gap Analysis \nCore Business Strategy \nRisk Taking & Content Mix \nThemes \nDistribution Channels \nWebsite \nBlog \nEmail \nSocial Media \nOnline Advertising \nSEO \nMobile SMS \nOffline \nMeasurement.

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2015 Content Strategy

Business Startup Template

V.1 Updated 2/15

INTRODUCTION

Goals: New content developed will support the following 2015 business goals and

objectives.

[customize goals below based on your new business niche and target audiences)

1.Goal 1 (build referral partnerships): Develop a content calendar derived from

the needs of each audience, distributed across all online channels (email,

social, blogs, website, search). Partner agreement will be developed to

incentivize business/revenue growth on both sides. Targeted integrated

channel marketing campaigns will be developed to convert potential partner

audiences.

2.Goal 2 (grow customer base): Some communication will be subscription

based and triggered based on type of audience and preferred channels.

Email and landing pages with lead gen components (webinars, hangouts,

whitepapers, infographics, training videos) and cultivation plans will be

developed to capture qualified leads from specific demographics and

personas.

3.Goal 3 (business/product): New content will be developed around our value

proposition and new service offerings (value, testimonials, pricing,

performance and competitive benchmarks).

4.Goal 4 (brand awareness): An underlying brand awareness campaign will run

throughout the whole year with the primary goal of communicating the brand

message, value to the audience and cultivation of brand loyalists.

[customize channel mix based on paid media budget, potential partnerships and

forecast of resources)

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Copyright 2014, unfunnel.com, LLC

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Channel Mix: For cost efficiency, we will prioritize utilizing earned media channels

(partner referrals, social media, news, blogs, PR outreach and organic search) over

paid media channels. There will be significant outreach to build influencer, partner

and media lists to assist us in sharing our communications.

[customize based on your company culture and developing an authentic voice that

can speak across multiple audiences)

Personality/Voice: Instead of content that is just accurate and safe, we will show of

our brand “personality.” We will be moving to a less formal, but still professional,

voice and use authentic, user-generated images to evoke a more emotional

connection with our audience. We will create a blogging network that is

professional-focused and entices people to subscribe to receive automated

communications. Instead of just sharing content posted by news outlets and other

authors, we will generate new content and start conversations about pain points in

the industry.

[Add specific data here and competitive research that supports you decisions

above)

Background Research:

The following research was used to identify the initial plan. We will continue to learn

and optimize our strategy as we gain new data and behavior insights from our

audiences and stakeholders.

• •Web Analytics: Currently the pages on our site that get most traffic are XXX.

This indicates that XXX.

• •Competitive Analysis: The leaders in our niche are XXX. From them we

learned XXX and that there is a significant gap and opportunity in XXX.

• •Personas and Demographics: We have XXX personas that we will use for

developing targeted messaging. It will be an ongoing effort to validate and

expand on this initial segmentation. We will use online tools to help segment

traffic and deliver the right message, at the right time, in the right channel.

a.Persona 1 – Details here

b.Persona 2 – Details here

c.Persona 3 – Details here

d.Persona 3 – Details here

During the last year, our website traffic was made up of XX% females and

XX% males with XX% visitors age XXX (Source: XXX Date range: XXX)

Our Facebook audience of XXX has XX% women and XX% men, this is XXX

compared to people that have like our pages.

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Copyright 2015, Unfunnel.com LLC.

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• •Main initiatives and gap analysis: The content plan supports major 2015

business initiatives. The following are areas where we need to supplement

resources:

a.Initiative name 1: XXX hours in XX months. Skillset needed:

b.Initiative name 2: XXX hours in XX months. Skillset needed:

c.Initiative name 3: XXX hours in XX months. Skillset needed:

Core Business Strategy: [Company Name] will be at the forefront of cutting edge

[niche] strategies and work towards a collaborative efforts with industry leaders by

incentivizing partnerships, providing timely and targeted resources that are relevant,

add value and reflect a community expertise and thought leadership.

Risk Taking and Content Mix: In order increase engagement it is essential that we

test new, high risk content to learn and have the potential for a long-term bigger

payoff. We want to illicit user generated and PR content in an effective way to

supplement in-house production of new, engaging “shareable” content. The

following is the ratio we will use for content development:

[Edit data in the chart to adjust amount of each content based on goals & objectives)

Products & Services

Brand Messaging

15%

34%

10%

New Engaging

"Shareable" Content

7%

User Submitted Content

(stories, photos etc.)

19%

15%

Recycled News & Partner

Content

Testimonials and Case

Studies

Themes: To reach each audience and continue to engage our existing audience, we

will focus on the following themes to make sure content has an overall cohesive

feel during each quarter and reason for content generation.

[Add specific theme information here for each quarter)

Holiday/Season/Program Driven

Q1 – XX

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Copyright 2015, Unfunnel.com LLC.

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Q2 – XX

Q3 – XX

Q4 – XX

DISTRIBUTION CHANNELS

Website: When people visit the website we want them to “experience” our brand,

value proposition, services and partner programs. It will have a feel of high function,

trust and be a master archive for people to quickly find in-depth information and

resources. All promotional and content strategy efforts drive traffic to website

landing “squeeze” pages for specific action or conversion.

• •Tone/Brand Voice – more authentic voice, “progress not perfection.”

• •Imagery & media – investment in resources, apps, storytelling, interactive

elements and video

• •Blog – highly engaging content, meant to attract attention, provoke thought

and capture leads

• •Store – secure area where visitors can purchase products and have access to

member-only information

• •Member profiles – provide the opportunity for members to personalize their

page within the network and connect with others in their industry

• •Forms – capture information about site visitor’s needs and contact information

• •Team – learn more about the people behind the brand that makes it unique

BLOG: Content generated to add value to each audiences. All content should be

framed on how this content impacts their lives and the tools & solutions that will

help them. Blog articles link to multiple resources about that topic and offer opinions

to start meaningful conversations. Comments, sharing and subscribing is

encouraged as the main CTAs.

Navigation:

MAIN: About Us (links to website) Our Partners (logo soup), Contact Us (links to

form)

SUB: Search, Social Feeds, Featured Promo banners - testimonials, specials and

products

[Add specific niche information here and user-centric names for each category)

Proposed Categories and keyword tagging:

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Category 1: Name

Tags: XXX

EXAMPLE POST TITLE: XXX

•TOPICS:

oList issues in the media related to industry and SEO keyword

opportunities

Category 2: Name

Tags: XXX

EXAMPLE POST TITLE: XXX

•TOPICS:

List issues in the media related to industry and SEO keyword opportunities

Category 3: Name

Tags: XXX

EXAMPLE POST TITLE: XXX

•TOPICS:

List issues in the media related to industry and SEO keyword opportunities

Category 4: Name

Tags: XXX

EXAMPLE POST TITLE: XXX

•TOPICS:

List issues in the media related to industry and SEO keyword opportunities

Email Marketing: There will be 4 different ways we use the email channel for

marketing and communications.

1.Monthly Marketing eNewsletters – thiswill be very marketing driven and

repurpose the top content from the blogs and website from the past month

including upcoming events,new resource downloads, stories on the blog and

a marketing push to business objectives that need visibility. One main content

template will be built with variations on images and specific information for

member-only viewing. This eblast will reinforce brand messaging. Frequency

of 1 per month.

2.Blog and RSS subscription – this is an opt-in for automated updates when

new articles are posted. Frequency – weekly.

3.eCommerce Transactional – triggered messages after a product is

purchased with upsell on similar products and resources.

4.Drip/Triggered Campaigns – set up to specifically nurture the new email

lead that signs up to learn more about your products. Based on the type of

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information they select, they receive an automated series of information

about services and value proposition. This is mainly a short snippets of

content that link to important landing pages on the website. Frequency –

based on business rules but starts immediately after subscribing and includes

a series of 3-5 emails.

[Add specific information about content for each audience and frequency, refer

to unfunnel tactical content strategy Excel templates)

Audience Streams and Business Rules:

•Audience 1

•Audience 2

•Audience 3

•Audience 4

Social Media Networks: Social will be used to post teasers of content with a link to

push traffic to the blog for business conversions and list building. The content in

each network will depend based on the different audiences below. The social post

calendar will mirror the blog publishing calendar with a few additional posts in

Twitter to increase posting frequency on news.

•Facebook - stories and engaging news examples

•Twitter - industry and partner news

•LinkedIn – lead gen, professional networking & collaboration

•Google+ - technology focused information, video live hangouts

•Pinterest - branded photos and collective sharing of web images/tips for

industry niche

•YouTube - videos for storytelling, testimonials and product teasers

•SlideShare – presentations, educational, advice, branded resources and

whitepapers

Online Advertising: Paid advertising will be used during annual holiday year-end

campaigns. The following are the areas to invest in for testing and cost efficiency:

•Paid Search (Google and Yahoo/Bing)

•Mobile specific search ads

•Paid social – promoted tweets, Facebook and YouTube videos

•YouTube pre-roll ads and ad overlays

•Re-targeting display banners for site and search

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•Mobile app banners (partners and targeted local companies & industries)

•News media outlets

Search Engine Optimization: To support organic and paid search results, the

following is a “snapshot” of some of the current keywords that match our site

content. The volume is based on the date range XXX and gives us a direction on

trends and for the content that will capitalize on top search queries. As new

products are released, new ads will be created with new keywords and content.

These keywords should be used in:

•Naming of the HTML page, separated by hyphens

•XML site maps and robot.txt files

•ALT tags of images

•File names of images, separated by hyphens

•In the tags of each blog post as applicable

•In the meta description of the page for social sharing

Keywords but below 1st

page bid

XXX

Good quality but low

traffic

XXX

High impressions/high

CTR

XXX

Testing Ideas

High impressions/low

CTR

XXX

Low Quality Score

XXX

XXX

Top Landing Pages for Search Ads:

•[LIST OF URLS GO HERE]

Mobile SMS: In website forms there will be a field to start acquiring mobile numbers

for direct alerts and messaging. This strategy is dependent on a mobile platform to

support list building and distribution.

Offline: Limited, but will include:

•Sales Materials

•Financial Report

•Videos and TV spots (can also be used online)

•Presentations (standard branded template(s))

•Collateral Leave-Behinds for Event Support

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PROMOTION: Not all content assets will be promoted the same. The amount of

promotional tactics deployed will depend on the business value of the asset.

Low Priority: organic social post, eNewsletter, website page(s)

Medium Priority: plus PR, blog post, Landing page, onsite banners, influencer

outreach, internal email

High Priority: plus external web banner ads, paid social, search campaign, dedicated

email blast, microsite etc., PR plan, creative concepting

MEASUREMENT

Dashboards: In order to measure the success of content, there are key performance

indicators (KPIs) and metrics that we will tracked monthly to help optimize

messaging and effectiveness of the strategies.

•Bounce Rate

•Visits/Page Views

•Time on Page

•Social Shares

•Downloads

•New email acquisition

•Website referrals

•Email open rates

•New social subscribers

•Keyword search queries (on and offsite)

•Video views and interactions

•Search and Banner ad clicks

•Product eCommerce Conversions

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Copyright 2015, Unfunnel.com LLC.

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