Evaluate existing content and set goals for an effective content strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 08, 2021, 5:52 PM UTC

Before creating a new content strategy template, marketers must identify what content has worked for the brand so far. 

Brands must first determine what kind of content they would want to create in the coming days. By setting content goals for the future, brands can also establish a mission statement and build a campaign based on it. 

Conduct a thorough SWOT analysis of the brand to understand: what helps the company stand out, what weaknesses the content campaign needs to address and which opportunities marketers need to focus on. This way, brands can also gauge what content and themes their target audiences will react to the most. 

Similarly, identify which channels the content will be published on and finalise if the work must be done in-house or outsourced. Additionally, marketers must align their content campaigns to a content calendar. Calenders help brands keep their campaigns organised and visualise every bit of content being produced. 

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