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Marketing Content Roadmapping

  1. Curated Learning Resources

    • Carta logo
      The Art of Content Roadmapping

      Emily Kramer, VP, Head of Marketing, Carta

      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.
    • SparkToro logo
      Tweetstorm / Cheat Sheet: 12 easy ways to generate content ideas

      Amanda Natividad, VP Marketing, SparkToro

      1/ Look at replies. 2/ Talk to your personal Customer Advisory Board. 3/ Read through customer support tickets. 4/ Ask your sales team for FAQs. 5/ Join the next demo call. 6/ Listen to recordings of sales calls. 7/ Check Google Search Console. 8/ Tune into a webinar. 9/ Hang out where your audience is. 10/ Have a quick conversation with a coworker. 11/ Listen to a new podcast... and let your mind wander. 12/ Collect and repackage content.