Real stumbling block to effective marketing is not knowing the difference between these terms. A strategy is a broad plan derived from environmental analysis that is designed to achieve a company’s objectives. At its heart, a marketing strategy template  answers the question: Why should our customers buy our product (or service) and not our competitors’? In many smaller companies, strategy creation may take place on all three levels simultaneously. A firm’s context, or position in its market, has significant implications for strategy, and the marketing strategy matrix is a prescriptive template that links marketing strategy to market context. You can use this tool for generating strategy or for reviewing strategies proposed by staff or operational managers. Here are the instructions to follow in order to create the marketing strategy temlate matrix. Identify the context by delineating possible strategic situations.We have chosen to illustrate five strategic situations on our  marketing strategy template. As a recap, here are the procedures to follow when using the marketing strategy template matrix. Select one of the five generic strategic situations that best describes the marketing context for your business and product.
Use the matrix to identify applicable strategy options or to see whether a strategy is appropriate for the given situation.
Fill in the marketing strategy template matrix with your own data and thoughts  at the intersections of each strategic situation and strategy option. New Product Marketing Strategy Template Step 3: “How the product will get to the customer? The following practical approach to B2B content marketing strategy provides a framework to plan content development and marketing prioritized against your objectives and audiences. For many B2B leaders, content marketing is a key initiative when marketing a complex product or solution.
The first step in building a B2B content marketing strategy is committing to measurable marketing objectives and prioritizing their importance against your business objectives.  B2B marketing plans often include both qualitative and quantitative objectives. Because content marketing is resource-intensive, you must prioritize your resource allocation to achieve better results. If you have the opposite priority of attracting more leads, then your investment priorities will be reversed.
The next step should focus on using a customer-focused articulation of the business you are in. The classic example is Theodore Levitt’s question: “What business are you in?” He illustrates this point with drill bits. The third step in building your content marketing strategy is profiling your target customer segments. First, model your pipeline by understanding the different stages a customer goes through when deciding to do business with you. The information-seeking has a broad focus, using more generic and high-level search terms and keywords. They are seeking assistance with definition, scope, and internal buy-in to solving a problem. Keywords and search terms will be more specific and will start to reflect solution alternatives or categories.
They have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the decision alternatives. Keywords and search terms will be much more specific and will be focused on specific solutions. They have a solid understanding of how each alternative measures up and the decision maker is trying to get comfortable with committing to one of the alternatives. The chart below is the tool we recommend to map decision stages and content opportunities for your content plan.
Part of the answer to achieving better content marketing results is faster content planning and better execution. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising.
To understand how buyers navigate the B2B technology purchasing process, let’s take the example of an IT director who works for a mid-size company. IDC found technology buyers spend 18.6% of their time, or the equivalent of almost 1 day per week, on pre-purchase IT product or solution-related activities. It’s a challenge for buyers to find useful, high-value content that truly helps with their buying decision. Our buyers’ desire to self-educate and spend a great deal of time researching before they contact us turns the typical B2B technology sales cycle upside down.
To have a successful product launch that captures mindshare, generates leads, and results in sales, you need to embrace this change and make content a priority in your launch plan.
The Matrix is also a good tool for educating other marketing teams, like Marketing Communications, about buyers’ key concerns.
B2B marketers who have a very effective content marketing process are 50% more likely to create content for specific buying cycle stages. The goal is to understand your 1 or 2 key buyers extremely well, including their buying process and concerns at each sales stage. Based on knowledge gathered during buyer research, map your buyers’ information needs to each sales stage. As you develop content ideas, build a path of content touch points that guides buyers from one sales stage to the next. One application of content touch points is creating an email lead nurturing campaign to educate buyers about your launching product.
Given the changing sales process and our buyers’ desire to research and self-educate for a longer period in the sales cycle, product marketers need to embrace that shift and provide buyers with the content they want and need. Kim Gusta has a lot of experience taming the cantankerous content beast—first as a corporate high-tech marketer and now as a seasoned copywriter and content expert for technology companies.
When creating a marketing strategy template you have to be precise about your advertising goals and how you are going to accomplish them.
A great marketing strategy will help you answer some key questions about the company that plans to follow it and acts as an essential paper to help you in performing your main promotional techniques. Sometimes, individuals use the term “marketing strategy” when in reality they are referring to a single project or task. When we discuss marketing strategy and planning, different words can mean sometimes the same things, and one word can have various meanings.
The terms ”strategy” and “strategic” occur often in the topic of marketing planning, even if there is no true distinction between a “marketing strategy” and a “strategic marketing  plan”.
The marketing strategy template should demonstrate that you have taken into consideration how to elaborate an item or provide a client support that is impressive, unique and valuable. To make sure that continuous improvements are made by the company, it is vital to test and evaluate the results of the marketing actions.
Organizational effects are often neglected when entrepreneurs deal with a marketing strategy. Offer some qualifications about your company, these having the purpose of improving your business credibility in the mind of current and potential clients. An efficient technique will help anyone to determine the general direction for the entire strategy.


Your marketing template conclusion should list the key elements of your marketing strategy. If you simply build content without a plan for how this content will reach its intended audience, then you are setting yourself up for failure. Channel plans can vary quite a bit in complexity, but at Content Harmony, we define a channel plan as the breakdown of resources for how your content will be distributed and promoted once it has been published. Our clients are entrepreneurs and marketers who are building successful organizations and are asking us to help them get to the next level.
At the same time, not all of our clients are digital marketing specialists – that’s why they hired us. Your channel plan will be bigger or smaller depending on the scope of promotion for a specific project type. We will add in our budget for this and our other available resources – usually time required. Clients look to their marketing agencies to drive traffic, create business, and ultimately – generate sales. Once your channel plan is created, it’s time to create your social media editorial schedule. Our free guide walks you through the process of building your own Minimum Viable Content Marketing Strategy in a single 8-hour work day. This strategy approach covers the 12 essential questions you have to answer in order to properly document your strategy. We’re a content marketing agency based in Seattle, WA (but we work with clients across the country). The matrix can be used to identify these implications and make sure the strategy reflects them. The prescriptions of the matrix are based on a compilation of many studies of marketing strategy, and while not 100 percent valid in every situation, they can be expected to be valid in most circumstances.
Enter your email address in the form below and we’ll send you the editable presentation with your marketing strategy matrix template.
Planning against these measurable strategic objectives allow you to report on marketing results instead of just tactical activities. This will help to identify which content categories, topics, and approaches are most relevant to your customer. Drill bit manufacturers care about everything involved in the production of their drill bits, but drill bit customers don’t really want drill bits. Sales profiles, personas, and best customer models are tools you should use to profile your customer segments in order to improve the relevance and effectiveness of your content marketing. Make sure to focus on your customer’s needs and pains, rather than simply providing expert knowledge.
Brainrider recommends using these 4 strategic elements as a practical framework to plan content development and marketing prioritized against client objectives and audiences. Product marketers often spend a great deal of their launch efforts creating or updating content like datasheets, PowerPoint presentations, case studies and more. But if serendipity strikes, and he does find a website with the information he wants, he’ll likely hang out there and read more. It’s a great method for succinctly capturing the key elements your content needs to address. The Matrix maps technology buyers’ questions for each sales stage to content that answers them.
The more deeply you understand their questions and concerns, the more on target your content will be. For instance, what information do they need in the Awareness stage when they’re still defining and understanding their challenge? She specializes in creating powerful content that persuades technology buyers to say yes and take the next step with your company. Use the marketing plan ideas below to set real and traceable objectives, including costs and activity programs and spend money as you considerate adequate on these transactional obligations. It can also assist you in developing an organized approach to creating items and solutions that fulfill your clients’ needs. Some tasks are very significant and mean a separate (independent) company action, and in this case, “marketing strategy” is completely appropriate. The term “marketing strategy” itself includes all kinds of different programs inside of a company, or possibly inside of a non-commercial entity.
This progressively is applicable to a lot of non-commercial actions (government services, health, education, charitable groups, etc) whose preparing procedures can also be called marketing strategy, even if such companies might not be commercial as we normally think about them. Some marketing technique layouts can vary depending on specific guidelines, but a performable marketing plan has basically the same data. Whatever technique or technology you want to implement, official methods of assessment and tracking will help anyone to understand the potency of a marketing and revenue strategy. For example, if the objective is to increase a client base by 5% and therefore the personnel by 2% – are you capable to place them in the current location?
It can also specify how you will carry out your solutions and items to promote in ways that can fulfill the customers’ necessities.
Think of this as a brief referral tool that you can use every time you want to keep your objectives on track. The idea is to generate a plan that earns buy-in from clients, stakeholders, and team members on exact resources that will be devoted to promoting a project and prevents you from wasting valuable promotional resources.
Our plans and presentations need to be plain-spoken and legible for a non-industry expert to understand.
Big content projects will require more channels of promotion, usually require a defined budget, and often involve multiple parties in the promotion effort.
You get a blank template, but also some examples of how you’d complete this channel plan both for an ongoing program and for a single campaign. In our case, we will start with our website and blog, and back up this promotion with Facebook and Twitter. Expecting a simple Facebook post to single-handedly increase sales isn’t realistic, so we have to measure success in another way. More on that in my next post, where I’ll show you how to auto-populate your social media calendar inside the same Google Docs spreadsheet as your website editorial calendar. She keeps our creative projects running smoothly and makes sure the rest of the Content Harmony team is pushing out grammatically and factually correct content.
I found it through a simple keyword search and your template’s taken care of a couple of my major anxieties.
Deviations from the prescriptions of the matrix should be justified by an explanation of how the situation differs from the norm. A firm (not necessarily the leader) has a sustainable advantage such as low cost or patent protection. The other situations all imply a strategic advantage or at least the potential to create one. Otherwise, your campaign will be trying to accomplish too many things at once without focusing on your objectives.
The key in building the right segments is to identify customer needs and pains, filter them through the business you are in, group their needs and pains by roles or audiences, and then use that data to profile your top customer segments. Click here to download a working copy of the B2B Content Marketing Strategy Template or contact us for more information about how we help clients get better content marketing.
And he needs to do all of this before next year’s budget is set which gives him exactly one week.


They decide what online content is relevant and helpful, and they choose when to reach out to you for more information. If you do that successfully, you’ll have a secret weapon that sets you apart from your competitors.
Most technology companies create content for later buying stages like Evaluation and Selection, when buyers are assessing vendors’ solutions and preparing a short list of candidates. It’s a useful tool for building high-value launch content that helps buyers know, like, and trust your company. What do they need in the Evaluation stage when they’ve defined objectives and are starting to create a short list of vendors? Perhaps a video of a customer explaining why your solution is a good fit for their environment?
Her entire career has been in high-tech, including marketing-leadership roles at global companies such as Symantec. Other ventures are more compact, perhaps restricted to inner change or growth, and do not require a traditional marketing strategy, and are quite effectively organized and handled. In these non-commercial entities, marketing strategy can instead be named organizational strategy, operational strategy, annual strategy or simply strategy. Your goals might be financial ones, with an objective to improve sales, or mainly concentrated on building the brand or increasing the attention on a specific item. It will help you to determine your organization’s abilities and recognize possibilities within the industry. The factors that are included in your marketing techniques are generally titled marketing mix. Use this area of the marketing template to list references and add papers confirming your statements or presumptions written in the marketing technique.
It’s important to develop a clear plan that will define these efforts for clients and stakeholders. We add in our other resources like PR, email outreach and LinkedIn; plus some paid search opportunities. Defining goals ahead of time lets us measure at defined stages of the sales funnel, which ultimately shows how well our campaign is doing. Local service businesses such as restaurants are good examples (segmented based on price, menu, and location). While these areas of expertise are important to managing and operating a business, not all of them are relevant to what your customer wants to know. Understanding the business you are in through the lens of your customer ensures that you are marketing holes, not just bits. It is important to profile these segments by developing a long list of customer needs and pains using your customer’s own “How do I” questions.
Given the time and expense that technology companies put into launching products, content is a critical piece to get right. Or a multimedia tool that asks buyers questions about their needs and makes helpful recommendations?  Or an ROI white paper illustrating various solutions in your product category?
And that’s a key step to building relationships and helping buyers know, like, and trust you. Specific marketing terms can be complicated because many of them are used in a general manner and can mean various things. Basically, all these words mean about the same thing and progressively the trend is for “marketing strategy” to become a common (general) phrase to make reference to them.
To make sure that all these elements are successful, they must be specific, finite and reviewed regularly.
It is essential to consider and put on paper these choices in your marketing strategy plan. For these situations, the mix will consist of the P’s of marketing – products (or services), prices, promotion and position.
In this example, we define our metrics as the number of emails collected and the number of downloads via Facebook referral. Think like a media company“Every company is a media company.” This is what Tom Foremski, publisher of tech blog Silicon Valley Watcher has been saying for years now.
We could give value to our community by having reviews of new tools, tips on using tools and links to sites that sell software we don’t make. So crank your content machine into action by creating meaningful, high-value content for your next launch.
Study more about how to do your researches about the industry in order to understand the exact information that has to be included here. Content is a lifeline in today’s social ecosystem, so its rise in popularity makes perfect sense. Move past the content marketing mainstreamContent marketing is more than just fodder for SEO; it’s more than tweeting out a cool photo in real-time during the Super Bowl Halftime Show, and it’s so much more than an infographic that blesses your site with a multitude of back-links. In this case, a trigger can be “average number of engaged users” on any given status update.
Content must be emotional, tell a story, and aim to impact consumers’ behavior, attitudes, or perception of your brand. And, while search is certainly important, your brand story encompasses much more than what you write on your blog or website.Everything you do in marketing, online and offline, must align with your brand narrative. So, yes, blog content, videos, status updates, tweets, photos, and even press releases are important. For content creation, approval, and distribution management, try Sprinklr, Spredfast, Expion, or Hootsuite Enterprise (full disclosure: Hootsuite Enterprise is an Edelman Client), all of which have built in work flows and approval processes.
But so is the story you tell through your employees, customers, and partners as well as through your paid media initiatives. And, for real-time content optimization, you may want to check out SocialFlow.For more tips on planning for content marketing success, read CMI’s eGuide on Developing a Content Marketing Strategy. This is why you must develop your content strategy before you start marketing it.Red Bull is a great example of a company that executes its content strategy flawlessly across all forms of media — paid, earned, and owned — in a unique, non-mainstream way. Red Bull Stratos was not only an epic event that placed Red Bull at the center of “space” conversations everywhere, but it also proved, once again, that when Red Bull executes a campaign, it goes all in. Content marketing is surely a small piece of the marketing puzzle here, but it is the strategy that keeps these conversations alive, even today.2. He is responsible for helping his clients transform their organization to be fully collaborative social organizations. Develop a compelling content narrativeYour content narrative must different from the brand pillars and positioning statements that comprise your brand narrative.
In most cases, your brand narrative will not impact consumer behavior when shared in its purest form, as today’s consumers ignore brand messaging. A stellar content strategy will help you determine the different content themes and prioritize the types, ideal frequency, and most effective distribution channels for your content.For example, the template below shows five possible content themes — all with different distribution frequency percentages — as well as the core channels this content strategy should be executed through. The percentages are just examples, but for the most part, you should plan on talking more about your customers than yourself. Also, it’s important to note that every brand is different, so the content themes you choose should be unique to your brand, its goals, and the industries it operates within.



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