Where the Rubber Meets the Road: How to Put Your Content Marketing Strategy into Action

Aug 2016

Where the Rubber Meets the Road: How to Put Your Content Marketing Strategy into Action

I’m amazed by how many marketers put tremendous amounts of time and effort (and, yes, money) into crafting the perfect content marketing strategy … only to stuff it into a drawer and let it sit untouched until another year rolls around.

Remember, a content marketing strategy is only as good as its execution. So once we’ve dotted all the i’s and crossed all the t’s in those killer strategies, we need to put them into action.

How do we do that? I’ll show you in this excerpt from Chapter 14 of The Content Marketing Coach: Everything You Need to Get in the Game … and WIN, now available for pre-order! 

Okay, team, here’s where the rubber meets the road, where you spin your carefully crafted strategy into content marketing gold. Exciting, isn’t it?

Before we move forward, I encourage you to review all the background work you did in Chapters 9 through 13, especially if it took you a while to get through them. It’s quite possible you learned something in later chapters that has a bearing on your earlier work, or perhaps you’ve refined your perspective on your audience as you went along. So it’s worth a review to make sure everything’s in line before you buckle your seatbelt and get ready to take this honey for a spin.

And remember, that strategy we worked on in the last chapter isn’t set in stone. As military strategist Helmuth von Moltke the Elder noted, “No battle plan ever survives contact with the enemy,” and the same holds true with our content marketing plans. That’s why we put the “measure and revise” right in there alongside “execute,” so stay flexible and enjoy the learning experience.

Establish Your Workflows

If you’ve ever watched Formula One racing, you’ve no doubt observed the unmatched beauty and grace of the well-executed pit stop. Every member of each car’s pit crew has one job to do, and the team puts in a tremendous amount of rehearsal time to ensure that not one second is wasted. Their goal is to get the job done not only with uncompromising efficiency, but also according to the standards required to keep a $2 million machine humming along at 200+ miles per hour and to ensure that both car and driver cross the finish line in one piece.

Our content marketing teams are the pit crews that keep our content marketing machine in top race condition, and their work needs to be no less coordinated […] Establish a work flow for each segment of your content marketing program, including blog posts, social media posts, and emails as well as long-form content assets such as e-books and white papers.

Create Your Editorial Calendar

I’ve seen many a marketing pro blanch with fear when I mention the term “editorial calendar,” envisioning some grandiose plan that requires a PhD in journalism to understand, let alone create.

Relax. An editorial calendar is nothing more than a day-to-day plan that aligns your topics, your media, and your methods, so that you know exactly what’s being published on any given day. It can be as simple as a spreadsheet in Excel or Google Docs or as elaborate as … on second thought, let’s just decide to keep it simple, shall we? […]

Do the Work

Remember the first time you found yourself behind the wheel of a car? If you were anything like 15-year-old me, your inner monologue went something like this: “Okay, accelerator on the right, brake on the left, hands at 10:00 and 2:00, check rearview mirror, check side mirror … Oh, wait, the car in front of me is stopping … When do I start applying the brake? Okay, stop sign … Brake, look both ways, pause 2-3-4, gently accelerate …”

Exhausting, right? Fortunately, each time I got behind the wheel, the whole procedure became a bit more intuitive, the responses a bit more automatic, until the entire thought process became a part of me.

Something similar happens when your team begins to execute your content marketing strategy, every step requiring tremendous conscious e ort and coordination. Just keep it up, stay consistent, and before you know it you’ll be cruising down the content marketing superhighway.

Remember, if you pre-order The Content Marketing Coach by August Content Marketing Coach31, you’ll get our exclusive MVP bonuses:

  • Bonus #1: Exclusive on-demand webinar, Taming the Monkeys: 8 Time Management Hacks for the Busy Content Marketer
  • Bonus #2: Complimentary phone consultation to discuss your biggest content marketing challenges and discuss some winning strategies.
  • Bonus #3: Free copy of The Content Marketing Coach Playbook, a treasure trove of platform-specific tips for amping up engagement on your blog, on social media, in your emails, and all across your content marketing presence.


About the Author

RachelA 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!

content_marketing_50 BizSugar Featured Author on Business 2 Community

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.

  • 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!

  • Produced ROI Result

    Form.io 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….

  • 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.


  • 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! 

  • 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.


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