Content Strategy Planning study notes from Hubspot Academy

Below are the notes:

- The core of content strategy :

a. strategy to create realistic content goals.

b. Perform an audit to identify content needs.

c. Build helpful content for your audiences.



- In creating content, you've to have a long-term planning and strategy to be successful in the long run.


- First of all, build your roadmap that contains what topic you are talking about, what format your content, and when you will publish it.


- With content strategy, you can consistently support marketing team, sales team, cs team, and so on. Why? because content is a fuel that keeps inbound methodology running.

Inbound methodology contains three phases, they are: attract, engage, and delight.

This methodology can help you to build trust, credibility, and momentum.

How to create a long-term content plan?

- 3 things to do:

a. Setting marketing goals.

b. Auditing/assessing your business' initiatives and assets.

c. Identifying buyer's journey for your buyer personas.

Note: Buyer persona is a semi-fictional representation of your customer based on real data and some educated speculation about audience's demographics, behavior patterns, motivation, and goals.


- Setting marketing goals: long-term vision and short-term motivation.

Each piece of content should be tied to a goal.

SMART goal: Specific, Measurable, Attainable, Relevant, and Timely.



- Audit contains 2 parts, they are:

a. Content audit to organize and evaluate your current assets.

b. Event-based audit to account for upcoming activities.


- The goal of content audit: identify all the assets to attract and engage your audience.

Organize the content audit by following categories : title, buyer's journey stage, life-cycle stage, content format, targeted buyer persona, topic, and additional notes that provide value.


- An event-based audit is organized by these areas : upcoming monthly priorities, theme/topic, prospective blog post topic based on buyer persona, etc.

Inbound marketing

- Inbound marketing definition : the methodology that attracts customers by creating valuable content and experiences tailored to them.

Valuable content means the content that you provide meet their information they're looking for and solve their problem.


- Inbound is a method of attracting, engaging, and delighting people to grow a business that provides value and build trust.

a. Attract : people who are most likely to become leads and customers.

Attract the right customer with relevant content at the right time.

Tools : ads, video, blogging, social media, etc.


b. Engage: create lasting relationships with prospects on the channels they prefer.

Tools: lead flows, email marketing, conversational bots, marketing automation, etc.


c. Delight: deliver the right information to the right person at the right time, every time. Create contextual conversations and memorable content your prospects can share with their relatives.

Tools: smart content, conversation inbox, attribution reporting, marketing automation, etc.

Recap

- Content is not just about supporting the marketing team.


- Storytelling is the fuel that keeps the inbound methodology running.


- 3 Steps creating long-term content plan:

1. Defining marketing goals.

2. Auditing your initiatives and assets.

3. Identifying the buyer's journey for your buyer personas.

- Buyer persona: semi-fictional representation of your ideal customer (based on data) and some select educated speculation about demographics, behavior, motivation, goals, etc.

- Buyer's journey: the process someone experiences start from lead up to make a purchase.


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Previous notes : develop content creation framework