Hi there! Thanks for stopping by the blog.
A quick intro about myself.
I’m Rebecca, Parse.ly’s new Demand Gen Manager. I joined the team at the start of this year and am excited to help grow the company and spread the word about content analytics! I’ve been doing marketing for B2B tech companies for 10 years now. Each company sold some type of measurement and analytics software, whether it was for benchmarking a commercial building’s energy usage or benchmarking a brand’s performance on social media. It’s been pretty cool to see how businesses use technology and data to inform different aspects of their go-to-market strategy.
It’s been a busy start to the year with onboarding and Sales Kick Off but I’m ready to hit the ground running! Join me here on Parse.ly’s blog for content marketing tips and tricks that I’ve picked up along the way. I’ll share best practices, emerging trends, and new strategies to keep you up to date and try out with your own content. So make sure you subscribe here. This week, I’m offering tips on organizing your content strategy for 2021. Read on!
Table of Contents
Look at your current inventory.
As you think about your content strategy for 2021, first take stock of what’s currently in your inventory. Planning content for an entire year sounds daunting but you probably already have a good foundation to build from. Is there anything that can be refreshed and updated for the new year? You don’t always have to reinvent the wheel. Sometimes simply updating dates and reworking the messaging a bit is all you need to do. Existing content can also be repurposed for new platforms. For example, if you have an ebook that’s popular with your audience, see if you can maximize that content by turning it into an infographic, blog post, or even a webinar outline. Your most engaged pieces of content should indicate what your audience wants and what you should write about. So spend some time reflecting on the prior year, measuring your content’s performance and identifying what worked and what didn’t work.
Map out major themes, product launches, and events.
Make a list of important themes you want to cover over the course of the year. You already know what your audience’s biggest pain points are so be sure to add those to the list, but think about if there’s anything new you’d like to educate them on. You’ll want to collaborate with the rest of the company to get any big events on the calendar. Reach out to the product team for major product launches and announcements. Connect with the event marketing team to know when trade shows and virtual events are happening. Typically launches and events are planned far in advance so stay in the know so you can budget time to support those content needs. Once you have those penciled in, you can start filling in any holidays or seasons that your brand participates in.
Invest in a planning tool.
As I mentioned earlier, collaboration is key when planning your 2021 content strategy. Content supports many different functions of the business – from product knowledge, to sales enablement, to demand generation, and more. With all the requests you get as a content creator, you might want to invest in a tool to help you prioritize and organize your work. Software like Asana or Trello are popular marketing tools for just that and both have free trials if you want to try some options first. Many businesses choose one collaboration tool that the whole marketing team can access and use. That way, everyone has visibility into what everyone else is working on. See which campaigns demand gen is sending out, when major product launches are coming up, and the webinar and events calendar all in one place.
These are 3 areas you should keep in mind as you plan your content strategy and budget for the year. Remember, nothing should be set in stone. As we’ve learned from last year, anything can happen, so your strategy needs to be flexible.
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