Articles by Emily Kramer
- The Art of Content Roadmapping
Emily provides a number of actionable strategies and tactics, including: • Having a content roadmap is crucial for prioritizing the right content that will drive results. • A content list is insufficient and lacks important details such as target audience, goals, potential impact, and required effort. • Pre-work is necessary before creating a content roadmap, including audience analysis, understanding perceptions, defining a focus keyword list for SEO, and mapping content to funnel stages. • Existing content should be considered for updates, expansions, and repurposing. • Content ideas should be added to the roadmap with relevant details, and quarterly prioritization should be done based on impact, effort, and marketing strategy coverage. • Big bets or potential blockbusters should be identified and prioritized. • Content should be prioritized based on impact and effort, considering both high potential impact and low time required as well as high impact and high effort for potential blockbusters. • Coverage across different parts of the marketing strategy, including audience segments, content types, and funnel stages, should be ensured. • Resources and capacity should be reviewed to avoid overload. • Asana is recommended for managing the content roadmap, list, and creation process. • After creating the roadmap, a GACC brief (goals, audience, channels, creative) can be developed to facilitate the content creation process.