The majority of enterprise content marketers don’t have a documented strategy, according to recent research. The CMI found that almost two thirds of professional content folk haven’t yet bothered to write down their strategy.
In some circles that’s akin to not having a strategy at all, but I don’t find it particularly surprising. Plenty of experienced, established teams seem to work without documentation in place, but it seems to me that content marketing has evolved to the point where it’s really easy to lose focus.
I’m currently going through the process of establishing a content strategy from scratch and thought I’d share what I’m doing, which I’ve summarised in the visualisation below. I guess each of these areas could be a chapter heading in a handy reference guide for the team…
