Content Strategy

Content Types and Formats

Written Content

• Blog Posts: Long-form articles (800-2000 words) for SEO and thought leadership
• Articles: Medium-form content (500-800 words) for newsletters and publications
• Case Studies: Problem-solution stories showcasing customer success
• White Papers: In-depth research reports for lead generation
• E-books: Comprehensive guides for download and lead capture

Visual Content

• Infographics: Data visualization for complex information
• Social Graphics: Platform-specific visual posts (1080x1080 for Instagram, 1200x628 for Facebook)
• Videos: Short-form (15-60s) for TikTok/Reels, long-form for YouTube
• Carousels: Multi-slide content for LinkedIn and Instagram

Interactive Content

• Quizzes: Engagement tools for lead capture
• Calculators: Value-based tools for utility
• Assessments: Self-evaluation tools for prospects
• Webinars: Live and recorded educational sessions

Content Calendar Planning

Planning Horizons

• Monthly: High-level themes and campaign alignment
• Weekly: Specific topics, formats, and distribution channels
• Daily: Social media posts and engagement activities

Content Pillars

Define 3-5 core themes that align with:

• Brand values and mission
• Audience interests and pain points
• Business goals and KPIs
• SEO keyword opportunities

Editorial Calendar Elements

• Content title/topic
• Content type and format
• Target audience segment
• Primary keywords
• Distribution channels
• Publication date/time
• Responsible team member
• Promotion plan
• Performance metrics

Distribution Channels

Owned Channels

• Website/Blog: Primary content hub for SEO
• Email Newsletter: Direct audience engagement
• Mobile App: In-app content and notifications

Earned Channels

• Social Media: Organic reach and engagement
• PR/Media: Press releases and media coverage
• SEO: Organic search traffic

Paid Channels

• Social Ads: Targeted promotion
• Display Ads: Visual advertising
• Native Ads: Sponsored content
• PPC: Search engine advertising

Performance Metrics

Awareness Metrics

• Page Views: Total content consumption
• Unique Visitors: Reach and audience size
• Social Shares: Viral potential and engagement
• Impressions: Content visibility

Engagement Metrics

• Time on Page: Content quality and relevance
• Bounce Rate: Content-match effectiveness
• Comments: Audience interaction level
• Scroll Depth: Content completion rates

Conversion Metrics

• Lead Generation: Form submissions and downloads
• Click-Through Rate: CTA effectiveness
• Conversion Rate: Goal completion
• Revenue Attribution: Business impact

SEO Metrics

• Keyword Rankings: Search visibility
• Organic Traffic: SEO performance
• Backlinks: Authority building
• Domain Authority: Site credibility