content marketing roadmap and exercises


Why is content marketing important?

Content marketing is a powerful way to create value to your business. Content driven experiences engage customers by providing education and content that your audience finds useful. What keeps many businesses from benefiting from a successful content marketing strategy is their lack of time, expertise or organization. We recognize that small business owners need help organizing the essential information to craft a unique and valuable purpose. We are committed to helping you build the processes to support ongoing marketing success in order to help you focus on what YOU do best and grow your business.

Content marketing is an evolving process that needs to be planned, executed and analyzed on a continuous basis based on your organization’s goals. Since no two strategies are the same, we begin by helping create a vision and plan.

DISCOVER the answers to these key questions:

  • What business goals do we want our content to help us achieve?
  • How do we get the team support we need to strategicallycreate content?
  • How do we come up with content ideas that speak to our goals?

Step 1

Identify your business objectives and goals. What are your goals?

Are you a start-up that needs to gain awareness in the marketplace?
Are you having difficulties distinguishing your business from your competition? 

Do you get lots of leads, but have trouble “closing the deal”?

What is your greatest greatest challenge?

If you have already have content but are struggling to get the results you were expecting, we’ll begin by making an assestment to learn more:
Are we doing true content marketing, or are we simply trying to make content fit into our traditional marketing processes?
Is any of the content we already have worth scaling?
Do we have a sustainable process – or simply a bunch of unrelated projects?
Do we have the support we need to be successful?

Step 2


Once we have a goal in mind and have identified the challenges, it is time to make a plan.

What is our goal?

Who is your target audience can help us satisfy that goal?

WHO is the persona? What traits characterize her?
WHAT roles does she play? What does her typical day look like?
WHERE is there a gap in her needs/wants (beyond our products/services)?
WHEN does she need to close this gap (i.e., where is she in the purchase funnel)?
WHY would she care about us, as a company (aside from our product)?

How can we provide value to them, beyond our products and services?

What makes OUR approach to delivering this value DIFFERENT from the competition? What is the story that we’re telling? How can we use our content to support them through their buyer’s journey?

Answering these questions will help you to come up with a few general ideas for addressing the key business goals your business is looking to achieve with content marketing, such as:
– Increased sales leads
– Greater awareness in the marketplace
– Increased customer loyalty
– More favorable industry reputation
– Greater marketing efficiency

Use these GOALS to come up with IDEAS.


The Workflow: Establish what tasks need to be completed to bring a content idea to fruition, what order those tasks will be completed in, how you will keep the process organized, and who will be in charge of making sure each content asset makes it to the next step in the process.
The Tactical Plan: What topics will you cover? How often will you publish, and on which channels? What editorial guidelines and quality standards will you set? How will you track and measure your progress? These decisions should all factor into your tactical plan.


An editorial calendar, which can help you plan the topics you cover, keep track of content assets as they move through your workflow, and schedule publication across your chosen media channels.

Publishing guidelines, which outlines your preferred editorial style details, tone/voice, and other rules you want content creators to follow.

A channel plan, which governs how, when and where you publish content. (See image)

Your channel plan governs how, when, and on what specific platforms you will publish content, as well as any rules of engagement that your organization would like to set for interacting on those channels.
Your website/blog
Guest blogging on others’ sites/publications
Social media (Facebook, Twitter, LinkedIn, Instagram, etc.)
Live Events


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