How to Develop a Content Marketing Roadmap for Your Business

If brand awareness, thought leadership and lead generation are ideal destinations for your business, content marketing is the mode of transportation. However, success from content marketing isn’t achieved overnight. Think of it like a journey with different steps, or strategies, that need to be taken along the way. 

There’s nothing that helps you on your journey more than a map. Below are our tips on how to develop a content marketing roadmap for your business. 

Before you can ever begin churning out content and reaping the benefits for your business, you must first develop your strategy. While there’s no one-size-fits-all template that can account for the different capabilities and objectives of each company, there are some key components that should be considered for any successful content marketing strategy. 


  • Develop Your Plan – Effective content marketing varies from organization to organization. Due to the size of their company, Amazon’s content marketing strategy will differ greatly from that of a local business, even if both accomplish their goals. As you develop your plan, keep your business objectives in mind and determine how your content will address your customer needs. 
  • Identify Your Audience – Before you can start reaching your target audience with relevant and engaging content, you have to determine who they are, what they are looking for and what they need. Client personas can be created to represent the various ages, genders and professions represented, allowing you to tailor your content to specific members of your audience. 
  • Identify Your Brand – Your business isn’t the only one trying to reach members of your audience with content, but defining your brand voice allows you to differentiate yourself and communicate value to your customers and prospects. This is where you inject the personality of your organization with the language and style of your content to create a deeper connection with your audience. 
  • Identify Your Channels – Initially, content marketing seems like a sophisticated way to say blogging. However, from byline articles and infographics to speaking engagements and videos, there’s no shortage of options for your business to produce and share content. All of your content should live on your website, making it the centralized hub of your business. 
  • Identify Your Resources – When you consider the benefits of brand awareness, thought leadership and lead generation, it can be easy to get carried away with your content marketing strategy. Determine your bandwidth and make the most of your time to create a simple strategy that works for your business. 
  • Define and Set Goals – At the end of the day, you’re embarking on the journey of content marketing for a reason. What is it that your business wants to accomplish with your content? Outline specific, attainable goals based on the objectives of your company. 
  • Identify Key Metrics – After setting your goals, different metrics will allow you to determine the success of your content (or lack thereof). Maybe you want to increase traffic to your website or improve your search engine rankings. Identifying and studying the right metrics reveals whether your content reached the mark or if it’s time to go back to the drawing board. 
  • Know Your Audience – While client research and client personas reveal the identity of your target audience, social listening reveals what they are saying about your brand, industry and competitors. By studying the ongoing conversations, you can gain a better understanding of the needs of your target audience and how to effectively reach them. 
  • Create a Content Calendar – Organization and prioritization are the keys to keeping your content marketing strategy on track. A content calendar is an outline of all the content your business will be sharing over the course of a week or month. This allows your business to brainstorm, create and edit content well before you start publishing it for your target audience. 
  • Write, Edit, Publish, Listen – This is where the fun begins. All of the background work has laid the foundation for ensuring that your company’s content is at its best once it is received by your target audience. 
  • Optimize Your Content – All content should be reviewed after it’s published to determine whether or not goals were met. If you hit your goals, give yourself a round of applause and consider reusing the content at a later date if the subject is evergreen. If you missed the mark, this is where you can assess your content and make changes moving forward, but don’t get discouraged. Content marketing is a trial and error process to determine what is the most effective. It takes time, but if you’ve done your due diligence to develop a strategic roadmap then you’ll be on the right track right from the get-go. 

Keep in mind that content marketing strategies must be adapted over time. This isn’t a one time exercise that lays out how you will produce and share content forever. Maybe your goals change based on a new vision for your business. Maybe you introduced a new product or service that applies to a new target audience. Whatever the case may be, the reason for publishing your content can change and you may require a new roadmap for success. 

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Mitchell Williams Law

Legal Content Marketing

We helped this growing mid-size law firm better position its attorneys as experts in key practice areas by delivering curated content.

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Request Your Guide to Ghidotti!

We’d love to start a conversation with you about how we can create results for you. First step? Request your very own Guide to Ghidotti to learn more about our public relations and content marketing firm. This is a look inside our agency and will give you a good feel for who we are, what we do and how we partner with our clients to move the needle.


Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

Ghidotti is currently hiring a Media Relations Specialist and Fall PR Intern! 

Media Relations Specialist

The media relations specialist should possess superb project management and organizational skills, as well as excellent communication and interpersonal skills with the ability to multitask in a fast-paced environment.

To ensure success, media relations specialists should demonstrate fantastic time management, great creativity with a keen interest in creating and implementing cost-efficient and effective media campaigns, as well as effectively analyze the impact of campaigns on the company’s bottom line.

By assisting the team in the execution of client activities and learning the basics of services offered across all areas of the agency, the media relations specialist will play a crucial role in supporting client service teams. 

Main Responsibilities

  • Write client and internal correspondence effectively and with limited supervision.
  • Develop content for broadcast, print and online distribution channels to include press releases, media advisories, blogs, e-newsletters and website content with limited supervision.
  • Negotiate with media channels to close competitive deals.
  • Serve as the agency’s media liaison and formal spokesperson, and effectively place client messages and spokespeople in target media outlets.
  • Scan the media marketplace to keep up-to-date on the latest media trends.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify story ideas and work with the supervisor to develop.
  • Successfully manage independently the execution of all client content calendars, which can include media relations pitch calendars, blogs, social content and paid media campaigns.
  • Exhibit competency and efficiency in drafting copy for client marketing materials and/or campaigns, such as website content, e-newsletters, collateral materials, paid media campaigns, etc. 
  • As it relates to social/digital media, regularly suggest ideas, manage the planning, and comfortably execute campaigns on behalf of clients. 
  • Assist in the management of interns, when applicable. 
  • Monitor all campaigns, and report on results.
  • Build long-term relationships with media houses.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.


Fall PR Intern

We’re looking for a resourceful go-getter who enjoys fast-paced work in an agency environment and is eager to learn the ins and outs of public relations, media relations, social media management and content marketing.Our team members are expected to complete high-quality work, juggle multiple tasks, keep projects on track, and be accountable for results. The right candidate will be a motivated problem-solver who will thrive in a deadline-driven environment.


  • Writing for social media
  • Posting to social media platforms (Facebook, Instagram, LinkedIn, Twitter)
  • Creating Canva graphics
  • Brainstorming/Researching Ideas
  • Logging media clips
  • Assisting with video production and Facebook lives for clients
  • Building media contact lists
  • Uploading content to content management sites for clients
  • Assist with client events
  • Media Relations outreach
  • Attend internal meetings and potentially take notes for client meetings
  • Assist with office errands and organization
  • Assist with general project management and scheduling

What We Want:

  • Experience with writing/posting to social media sites and using Canva is preferred.
  • Experience with photography and/or video creation or production is a plus.
  • Creative problem-solver
  • Organized and able to prioritize work under pressure
  • Strong organizational and time management skills
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate with an attention to detail.
  • You follow instructions.
  • You have a life outside of work that you love and nurture.
  • You love learning new things.
  • You ask questions when appropriate and know how to Google the simple things like your life depends on it!
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of brilliant ideas in your sleep.
  • You are resourceful. It’s so important that we’re mentioning it again!

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

    We shut this place down at the holidays so we can all rest, relax and reinvigorate for the new year.

  5. Summer Fridays

    We get an early jump on the weekend every Friday during the summer.

  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

To apply, please submit the following via email to

  1. Cover letter and PDF of your resume 
  2. References: 2-3 minimum
  3. Tell us how you heard about this position