You need to publish content regularly. A content marketing calendar can help you track your content and when, where, and what should be published. Consider content management system tools (CMS) to create, manage, and track your content.

Choose a content management system

A content marketing plan should be trackable. Consider how you will measure the results of your content marketing ahead of time. <ul><li>Assess your content strategy from various sides - what's working, what needs improvements.</li><li>Choose ways to track your content's performance. Any goals should have a key performance indicator (KPI).</li><li>Consider using analytics tools to assess the performance of your content.</li><li>Assess how your competitors are doing.</li></ul>

Conduct a content audit

<ul><li>Choose how to deliver content to your audience. Distribution channels should be based on your business goals, content marketing goals, and platforms where you can best reach your target audience.</li><li>Don't publish the same narrative on multiple platforms. Instead, adapt your content for each medium.</li><li>Consider adding outside channels to your content strategy, such as speaking/events and guest posts in third-party publications.</li><li>Consider alternative ways to promote your content.</li></ul>

Define your distribution channels

Consider what makes your product unique and why your customers should support you. Provide a suitable content format for where your customers are.<ul><li>Top of the funnel (TOFU): blog posts, "how-to" guides, infographics, checklists, ebooks, video tutorials.</li><li>Middle of the funnel (MOFU): Lead content, such as product overviews, tutorials, webinars.</li><li>Bottom of the funnel (BOFU): Customer-generated content that contains case studies, customer reviews.</li></ul>

Define your brand identity, content type, and format

Any content strategy requires setting goals. For example, your goals may be creating brand awareness or increasing the size of your subscriber audience. The SMART goals framework can be helpful.<ul><li>Specific. Goals should be clear.</li><li>Measurable goals allow you to track the performance of your content.</li><li>Attainable. Goals should be achievable.</li><li>Relevant. The goal should align with other company goals.</li><li>Time-bound. Set specific dates for achieving your goals.</li></ul>

Define your goals

A business-to-business (B2B) content marketing strategy is a guide that helps you communicate your business goals, determine the type of content you need, and define the best-suited distribution channels for accomplishing your goals. A documented content strategy will help to avoid:<ul><li>misunderstanding within a team,</li><li>wasting time creating content that nobody sees,</li><li>inability to track and evaluate weekly/monthly/quarterly/annual results.</li></ul>

Content marketing strategy

Once you have set goals, conduct research on your target audience.<ul><li>Who are you creating content for?</li><li>What problem will your content solve for your audience? A RACE framework can help you document your company's actions to draw, engage, and convert clients. (Reach, Act, Convert, Engage)</li><li>How many audiences are you targeting?</li></ul>

Define your brand identity, content type, and format

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