As part of a recent job interview, the hiring manager asked me to outline how I approached a marketing project or challenge. Put another way: they wanted to see the steps taken and thinking behind those steps, from identifying the opportunity through planning, execution, and results. So I decided to outline the content marketing initiative that I led while working as Director of Marketing for an enterprise WordPress hosting company.

With that backdrop, this example can be used in 2 ways:

1. Identifying the Opportunity

When I first joined the company, I spent a fair amount of time digging through the available data, including web/app analytics, customer conversations, competitive analysis, and previous marketing efforts.

Through that process, it became clear that improving organic search traffic through content marketing was the lowest-lying fruit. Some of the reasoning behind that decision included:

2. Setting the Content Marketing Strategy

Building on my homework from the first few weeks, I created an editorial Trello board that acted as our editorial calendar, covering:

It’s important to note that traffic growth and direct lead generation from content were not the only measures of our content marketing efforts. We intentionally crafted every article as a way to build SEO value for our key landing pages, most notably the industries we serve and the tech behind our hosting stack.

3. Implementing & Adapting

After discussing the plan with the CEO and Director of Sales, I drove the early effort as a solo operation, implementing tasks that included:

4. The Results

Lessons learned:

Creating a successful content marketing strategy takes time and practice, but ultimately starts with great content. And you can apply the framework used here to almost any digital marketing campaign:

Identifying the Opportunity -> Strategy -> Execution -> Measuring Results

I’m happy to answer any questions in the comments below and would love to hear your tips & best practices for content marketers.