How to Formulate Your 2018 Content Marketing Strategy

Carolyn, a director of demand generation in the hospitality industry, shared that “It takes too much work to develop the wrong content.” In this month’s step of the revenue marketing journey, we are going to cover content marketing strategy and the steps to developing the best content editorial calendar.

Step 5: Review the Program/Campaign Calendar

Wait you say, don’t we need a content editorial calendar in order to arrive at a program/campaign calendar? It is true that one informs the other. On the one hand the program/campaign calendar is built based on interpreting the marketing revenue goals (sic) by product, region and channel, and on the other hand the exact nature of a campaign may not be determined without knowing what content will be available to support it. Both calendars will ultimately be developed in parallel and must not be developed in isolation.

Step 6: Reference Your Style Guide and Your Social Media Policy Guide

No doubt your firm will have a style guide that may constrain content choices. Most guides outline brand voice and writing style, content structure, use of imagery and logos. At many firms, the content and social media policy/implementation guide has expanded in the past few years to include additional content platforms beyond social media. Obviously, it provides guidance to employees on creating social content and blog posts, but it may also inform the reader on which content platforms and channels may be used for which types of content.

Step 7: Develop Your Content Editorial Calendar

The content editorial calendar is critical to ensuring the content team is aligned to the demand generation needs of the business. Important elements included should be content type and structure, topic/title, who is responsible, draft due and publish dates, stage in the customer journey map, keywords, target persona, offer or call to action (CTA) and publish destinations. This should be a working document that is discussed at regular team meetings, but can also be shared with management to show progress and future content planning.

Following these steps and developing a sound content editorial calendar is critical to successfully implementing a content marketing strategy. It will take time to create and requires the content strategist to work across departments, breaking down silos along the way. But the work you put in up front will reap the benefits in the long term, helping your organization establish a content culture, and executing a great content marketing strategy.

Next month, we will continue the Revenue Marketing journey conversation, and focus channel choices for content to maximize engagement with customers.

Please feel free to share your experiences with content marketing strategy and other insights on the above topics in the comments section below or email me at

Author: Kevin Joyce

Kevin Joyce is VP of strategy services for The Pedowitz Group. He's a marketing executive with 34 years of experience in high tech, in positions in engineering, marketing, and sales. In the past 16 years Mr. Joyce has worked with many companies on their revenue marketing and demand generation strategies. With a unique combination of marketing skills and sales experience he helps bridge the gap between sales and marketing.

Mr. Joyce has successfully launched numerous products and services as a Director of Product Marketing at Sequent, as a Director of Sales at IBM, as Vice President of Marketing at Unicru, and as CEO at Rubicon Marketing Group. He has been VP of Marketing Strategy with the Pedowitz Group for more than six years. He holds a BS in Engineering from the University of Limerick, Ireland and a MBA from the University of Portland. Connect with Kevin on LinkedIn or email him at Download TPG’s new white paper: "TPG ONE: A New Approach to the Customer Journey."

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