top of page
Image by Pankaj Patel

Content Strategy Template

When I joined Smart Web Technologies, the parent company of MaxMobility (enterprise mobility brand) and UrsDigitally (digital marketing agency), as a Marketing Head, I was leading a team of 4 digital marketers. Before I joined, there was little to no content planning and there was a dire need for a templatized approach to monthly content execution. 

 

The goal of the content was to increase the lead pipeline for both brands, thus prompting me to look at how I could optimize the content for each stage of the sales pipeline (awareness, attention, consideration, conversion, and post-purchase satisfaction). 

​

Thus to bring order to the chaos and to effectively communicate in a value-driven way to customers at each stage of their buying journey, I created a content template that matched the content type, channel, and success metric to the sales pipeline stage.

Target Personas

Team Members

C-suite Executives

Sales Heads

The Work

Understanding the current content process and sales targets
  • Spoke to the c-suite, team members, and sales head to understand the existing process of planning, producing, and updating content

  • Took note of the number of content pieces being produced and the quality of topics being chosen

  • Collaborated with sales team to understand which part of the pipeline needed the most work. Brand awareness was where the funnel was clogged

Setting up a new content research, planning, and development process
  • Created the content template that would be updated month-on-month and named it the monthly master plan

  • Used tools such as SEMRush, Google Trends, and Google Analytics and the insights from the sales team to decide on content topics for each stage of the customer journey

  • Added the goals, KPIs, and success metrics to be monitored and based on the results optimized the content topic and channel every month

  • Set up the approval process with c-suite for the master plan

  • Updated the team in monthly meetings on the overarching goal for the month and the content to be produced and reiterated the content to be produced in daily stand-ups

The Impact

Productivity of content development increased by 2x

  • The content template and planning process helped the team get clarity on monthly deliverables and enabled the members to stay on track to produce double the amount of content in the form of blogs, case studies, website content, videos, and social media posts

  • Due to this initiative, the team was even able to pull off monthly webinars and towards the end of the year started a podcast

Organic leads to UrsDigitally's website increased by 500%

  • Since the content was nor relevant, answering customer pain points, and upholding the SEO keyword needs, UrsDigitally's website appeared as the first result for relevant keywords and thus the organic leads increased by 500%

Webinar attendance went up by 90%

  • The initial webinar would have hardly 2-3 attendees but with constant optimization of topics and ad promotion strategies, attendance increased by 90% to 45-50 attendees

Skills Employed

Image by Timothy Hales Bennett

Content template for multiple channels and sales pipeline stages

bottom of page