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