Whether you’re starting a social media marketing plan from scratch or redefining an existing social media strategy, We’ve found that taking a moment to reflect on some key questions can be a really valuable exercise.


Over the past 6 months, I’ve spoken to a lot of people that understand the value of content marketing but don’t know how to execute it. Which is totally fine because we’re here to help.


We created this document, and these 21 questions, to help facilitate the discussion and guide the journey towards a documented content marketing strategy.


21 Questions To Help You Define Your Content Marketing Strategy


Who is your target audience?
What topics and sources of information are most important to them?
Which social channels do they use?
What events matter to them and their lives?
What is your brand’s overall purpose?
What is your brand voice? (How do you express your brand purpose?)
What is your brand’s visual identity and what emotions does it convey?
What owned assets support your brand purpose, mission and voice?
Who in your organization is responsible for content marketing strategy?
What is the workflow from content creation to publication?
Have you done a content audit to show content by stage, type, topic?
What is working with your content marketing efforts? Where are the gaps?
What are the main topics, categories or messaging pillars that support your brand?
What is your share of the conversation for each topic? Which keywords support those topics?
What type of content best supports your content marketing mission?
What is the customer journey from search to purchase?
Which geographies / languages are most important. How do you manage Global and Local plans?
How does social media support your content marketing mission (channels, frequency)?
What channels do you use for organic distribution?
Which channels do you use for paid distribution?
What demand generation programs do you use?


Answer these 21 questions, and you will be well on your way to building an effective content marketing strategy. Need help? I’d love to be a resource. Reach out to me @ maria@statussquad.com