How to Work With a Content Marketing Strategist

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“I’ve got a great team in place, and I know we can rock this content marketing thing … if only we had someone to set us on the right track.”

It’s like having an NFL team full of top draft picks and a Hall-of-Fame bound coach … but no playbook.

Enter the content marketing strategist.

Many businesses hold back on approaching a content marketing agency because they’re not looking to outsource. However, many agencies offer stand-alone strategy and coaching services that are separate from their outsourcing packages. If you have a great team and the commitment to make content marketing work for your brand, a strategist can offer just the boost you need.

Or you can just stumble along and rely on trial and error to shape your strategy.

No-brainer, right?

Of course, your first step will be finding the right partner, and as is usually the case with bringing in an expert, the best resource is word of mouth. The best consultants will leave a trail of enthusiastic clients who are only too eager to recommend them. Barring that, there’s always the old Google search. Be sure to look for a consultant who’s walking the walk — who’s out there producing and publishing the kind of content that does for them what you want your content to do for you.

Once you’ve made your choice — finding the right match can take time, so don’t rush it — your consultant will probably schedule a lengthy strategy session with you and your team. During this session, which can take up to 2 hours, be prepared to discuss:

  • The story of your company
  • Your brand (brand promise, brand personality, brand attributes, etc. — your strategist can help you clarify these if needed)
  • Your current marketing strategies (bring along all your current marketing materials and printouts of any current advertising)
  • Your current content marketing activities
  • Your current marketing results
  • Your sales process
  • Your competition
  • Detailed profile of your target customer
  • Your revenue goals for the year

Yes, it’s a lot of ground to cover, and every bit of it is necessary for your strategist to deliver a detailed roadmap for you and your team. Once you have the final document in your hands, you’ll have everything you need to build a solid content marketing program that delivers real results.

How about you? What would you most like to know about working with a content marketing strategist? Tell us in the Comments — we’d love to hear from you!