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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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.


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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 for three positions listed below – Account Executive, Account Supervisor and Media Relations Manager.

Account Executive Job Description: 

In the Account Executive position, emphasis is placed on growing independent work within the areas of project management, client relations, media relations, digital/marketing, and/or lead generation among other skills. You are the face to our clients and will play an integral role in daily communication and should be able to demonstrate tactical excellence. 

  • Write client and internal correspondence effectively and with limited supervision.
  • Successfully plan and execute client activities such as media tours, digital and social campaigns, business missions and/or other special events. 
  • Proactively identify blog content story ideas and work with the supervisor to develop. 
  • Develop relevant blogs, e-newsletters and website content effectively and with limited supervision. 
  • 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. Efficiency with Canva, a plus!
  • Assist in the management of interns, when applicable. 
  • Be proficient in WordPress.
  • Easily navigate agency platforms such as Cision, TVEyes, Sprout Social, Sprinklr.
  • Depending on the needs of the service area, responsibilities may extend beyond the items above as skill sets, client contracts and other extenuating circumstances dictate.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

Account Supervisor Job Description: 
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 bethany@ghidotti.com.

 

Media Relations Manager Job Description: 

In the Media Relations Manager position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or strategy for clients. This position requires fully developed specialty skills, a strong understanding of the public relations industry landscape and an understanding of client priorities and objectives. 

Main Responsibilities – General: 

  • Serve as the account strategist/lead and oversee/play a clear leadership role on media relations client accounts.
  • 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.

Main Responsibilities – Media Relations: 

  • Develop strategic media relations plans, direct management and outreach for client accounts with the supervision of Senior Leadership.
  • Perform with Senior Leadership to prepare a plan for strategic crisis communications.
  • Manage and facilitate the execution of media relations outreach for special events, programs and major initiatives.
  • Perform as spokesperson and coordinates official responses to media inquiries.
  • Conduct media training with clients in preparation for external media interviews. 
  • Support framing and development of main message points for better positioning prior to media interviews.
  • Prepare speeches, talking points and varied communications materials assisting client spokespersons.
  • Write pitches, backgrounders, press releases, key messages and blog posts.
  • Manage and monitor reporter hotline, client media relations calendar, metrics, media relations processes and press release approvals.
  • Propose ideas proactively for media pitches to stimulate media coverage.
  • Consistently pitch stories and secure strategic media placements assisting client reputation and business goals.
  • Manage and supervise media events along with initiatives defining company stories.
  • Identify proactive stories for trade, business as well as consumer media across multiple client industries.
  • Develop and maintain close media relations to improve press efforts.
  • Identify brands promoting opportunities and improve awareness of services and products.

Main Responsibilities – Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns (webinar/live stream events), etc.
  • 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 new business proposals and current clients’ PR campaigns.

Apply for this open position by emailing Bethany Siems at bethany@ghidotti.com.

 

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 bethany@ghidotti.com.