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. 

Want to know more about Disruption Session virtual workshops?

See how we can help your business navigate new waters today.

Learn More

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.

Find out how.


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.

In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if 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 winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • 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?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email