Anatomy of a Winning Content Marketing Strategy

Sep 2016


Yes, campers, it’s that time of year again. Now that we’ve put away the beach towels and pool noodles, and before the holiday madness sets in, it’s time to sharpen our pencils and get our content marketing strategies ready to rock the coming year.

Yes, “strategy” is one of those words that can strike fear and trepidation in the hearts of marketers — especially if you’re new to the game — yet it’s really quite simple. Not necessarily easy, but simple.

If you want the complete 411 on building a winning content marketing strategy, I suggest you snag your copy of The Content Marketing Coach. For now, check out these excerpts where I map out the three parts that make up the anatomy of a killer plan:

Over the next few pages, we’ll help you put together the three parts of an effective content marketing strategy:

  1. Background: Get down in writing all the research you’ve done and decisions you’ve made in Chapters 9 through 12.
  2. Action Plan: This will be the day-to-day, week-to-week, month- to-month plan of what will get done, when it will get done, who will do it, and how you’ll get from first draft to finished product.
  3. Goals and Measurement: This is where you’ll determine how to track your progress.


 Your Strategy, Part 1: Background

As you assemble the background for your strategy, be sure to include answers to the following questions:

  • Who is our target audience? (Remember to include your personas.)
  • What are their interests, their values, their problems, their hopes and dreams for the future?
  • Where are our content ideas going to come from? Which sources, internal and external?
  • Which media will we use (text, audio, video, visuals, interactive), and in what proportion?
  • Which delivery methods will we use (e-newsletters, blogs, social media, etc.), and in what proportion?


 Your Strategy, Part 2: Action Plan

In Part 1 of your strategy, you documented the “why” behind your plan. Now let’s get down to the nitty-gritty, also known as the who, the what, the when, and the how.

  • Who: Specify the team members who will be involved in the creation of your content.
  • What: Designate the array of topics you will cover in your content.
  • When: What will your posting schedule be for each delivery method, and how will you build in time for research, content creation, editing, proofreading, and approval?
  • How: Specify the processes and procedures behind the creation, approval, publication of your gems of wisdom.


Your Strategy, Part 3: Goals and Measurement

As content marketers, we constantly need to know [to borrow the words of Ed Koch] “how we’re doin’” — how we’re measuring up to the goals we’ve set for ourselves. First we need to determine what those goals are; then we need a plan for measuring our performance and adjusting our course as needed.

The book goes into much more detail, but you get the idea of the basic framework. Like I said, it’s simple, though not necessarily easy — nor is it quick, which is why we’re starting now, right?

Your turn: What are your biggest challenges in creating a winning content marketing strategy for the coming year? Let me know in the comments, and I’ll see if I can help!



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• Find out how to connect and convert with content marketing.
• Learn to cut through the clutter with intelligent content that resonates with your specific target audience.
• Get the secrets for turning followers into customers … and customers into evangelists.



About the AuthorRachel

A self-described geek who can recite entire episodes of South Park by heart, Rachel Parker has had a passion for content ever since she was old enough to hold a crayon (purple, please).

As Founder and CEO of Resonance, Rachel helps businesses publish content that connects with their audience … and converts those followers into customers. She’s also the host of the Content Marketing Podcast and author of the book The Content Marketing Coach: Everything You Need to Get in the Game … and WIN!

Our Clients Are Saying

  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.


  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

  • Increased website traffic, New Lead Generation

    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.


  • Social Media Ranking Better Than Ever!

    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • Produced ROI Result needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

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