Regardless of the industry you work in, you have likely heard the term content marketing. But many individuals responsible for overseeing their company’s marketing efforts may not fully understand what it is. It has become a necessary element in achieving the goals of businesses using written, verbal or visual assets. Answering three basic questions will help you develop your strategy.

1. What Are Your Goals? 

Broadly, the goals in your digital strategy should work in harmony with the stated business goals. However, in order to determine specific benchmarks, there are a number of steps you should take. Among these is conducting a digital audit. This will help you identify the intellectual property you already possess, such as blogs, newsletter articles, social media posts, videos and more.

From this, you will be able to begin to set some goals. For instance, you may decide your plan will include a specific number of new blogs, articles and videos. Your strategy will include how much of your current assets can be repurposed and how much original material will need to be created.

2. What Is Your Publishing Strategy?

When establishing your digital marketing plan, it’s important to be organized. It’s more than just determining what content you will use. You also have to determine how you will use it and what tools will be necessary to publish it. Calendars or project management software will help you with this. You may need to have a separate calendar for social media and editorial. Nothing should be left to chance.

3. What CMS Will You Use?

You also need to choose a content management system (CMS) that is capable of publishing the different assets that will be included in your plan. A good CMS should enable you to include written material, images and videos. It should also make it easy to publish all of these elements. A robust analytics component will also be part of a quality CMS. Additionally, it’s important to find a system that is flexible. It should be easy to incorporate add-on features. This will allow you to easily adjust as your digital needs grow.

Digital marketing is complex. There are many necessary elements that should be included in your digital strategy. In order to develop a solid plan, you will need to do much research and collaborate with others who will be impacted.  However, considering the aspects discussed in this article will help you to establish your plan.