Content Production is going to be the heart of your marketing strategy, and the focal point of your production is going to be an Editorial Calendar. Without an Editorial Calendar the content doesn’t get done. The calendar basically tracks of what content you are going to cover, who is going to create it, what tactic is it used for (newsletters, blogs, YouTube, Slideshare, your site, etc.), when they will have it submitted, and when it will be published. The Editorial Calendar in no way needs to be complicated or complex, you can leverage something like Basecamp for setting tasks and assignments, or use Google Docs for online sharing.

Or it can be as simple as this basic Editorial Calendar:

Basic Editorial Calendar

You will want to setup a master calendar that covers all your content initiatives, and then create a separate calendar for each individual initiative to execute Traditionally you will want to plan out your calendar 6-12 months out and simply change them as you tweak your marketing strategy/plan.

In your Editorial Calendar you will want to note the customers buying stage/persona that the content is intended for. On the calendar you should be able to visually see whether or not you’re producing the right mix of content to cover the various roads your prospect is currently facing.

Audience Development

Content Marketing Audience and Development

You are now publishing content! Congratulations! Now that you have your content created you need to tackle the other half of the puzzle. Your next challenge is to get visitors to view that content, which is the Audience and Development component of your Content Marketing Strategy. The Audience Development segment has four major parts:


This is the most important aspect of Audience Development. You will start by determining who the influencers are in your niche. These are the organizations and individuals in your niche that have a lot of visitors to their sites. These are basically the stomping grounds your prospects visit on the web that you want to reach with your content.

Your goal is to earn links from these people to your content. You can start by building a relationship with them Relationship building is the best way today to get high quality authoritative links from your influencers. You do this by staying in contact with them, spark up conversation, retweet there tweets, comment on their blogs, share with them and help to benefit their cause.

Once your influencers have you on their radar, craft content with your main objective in mind. You will want to craft content that would have the most sharable interest to your influencers to share with their audience. Another route is you could include your influencer into your Content Marketing Strategy from the start and share with them the content you are working on and see if they will provide any feedback for the highest probability of accomplishing your end goals.

Search. These links are crucial to getting referral traffic to your content. This is also the biggest way you can improve your Audience & Development. Obtain links from authoritative influencers, and the Search Engines will improve your ranking by driving more traffic to your content. You need to be deliberate with this process and identify keywords your personas will be searching for, optimize and target your keywords for your content and track how your content is affecting your search ranking keyword by keyword.

Paid. Despite all the organic traffic that Content Marketing focuses on, Paid search traffic has its place within the mix, Paid traffic can come in many forms, whether it be through SEM, Facebook Ads, email newsletter distribution or sponsored Tweets. Interestingly enough Content Marketers have been using paid search to drive traffic to their content pages instead of their product pages, (which is most common with paid search). The process of developing a relationship with your prospects via content is a very powerful marketing strategy that should be utilized by all marketers.

Also note that paid search should always be utilized for any marketing strategy. You may ask why we would bother with paid search traffic when you may be getting 1000′s of daily clicks through organic traffic? Mainly because Google can be a tricky beast and I’ve seen small successful online businesses crumble overnight due to an algorithm update which has caused people to lose their homes and cars. So it’s wise to have a healthy balance between paid traffic and organic traffic.

Distribution. Finally, your content should not be limited to your own websites. Whether it be your website, Slideshare account, YouTube account etc. The most probably way for you to obtain a link from a site where most of your prospects like to visit is to provide that site with quality content. Distributing your content will earn you at least one link to your site by going through your author bio, but this also will start to develop a relationship between you and your prospects before they even visit your site. Mainly in the beginning, other sites will have a lot more traffic then you will be getting. So syndicating or distributing your content is an excellent way to get your traffic to take off.


This is your main objective that you have been working towards as it gets you to your end goal of a conversion. At this point the hard part is done and now you can take a look at your data and metrics to see how everything is performing. As conversions start rolling in it allows you to truly see what aspects of your content marketing strategy is working and what isn’t. Every initial marketing strategy is basically a best guess. Only by putting your strategy into practice and analyzing your metrics can you fully understand how it’s working and what needs to be done to improve performance over time.

Through conversions you can track what is bringing back returning visitors. You will want to score all your content based on these aspirations, and see what trends to look for that give you the most success. Look at which writers are bringing in the most new visitors, which types of content (e.g. blog post, video, eBooks) are keeping each of your personas coming back for more, and which groups of content are leading to the most conversions.

Measure & Optimize

Content Marketing measure & Optimize our strategy at this point is running full speed. Your content is being propagated, and visitors are coming for that content. You will want to keep an eye out for the mixture of content you are pushing out and ask yourself, do you have the correct distribution across the personas? Are you targeting the most relevant www categories? These are things to keep in mind to make tweaks and adjustments to make your strategy as affective as possible.

You will have all the metrics and data at your disposal at this point showing the efforts of your hard work. This is the time to look at the data and determine any possible changes to be made, look at what influencers are providing you the most traffic, and also be sure to thank those people by giving them a link back. Also look at what types of content are most successful in generating the most quality links. Do you need to produce more effective content around these keywords to increase your rank? And which paid portals are giving you the most cost effective traffic.

All the beginnings of a marketing strategy are a guess of how it will succeed. Learn from your mistakes and strive to improve strategy to make it as successful as possible.