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Content Marketing

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The Content Marketing team is responsible for strategic content creation. The goal of the Content Marketing team is to build an engaged audience of people who exhibit specific, desirable behaviors (e.g. willingness to share personal data) through repeatable and scalable content programs.

The Content Marketing team's focus is on creating end-to-end content experiences that bring continued and consistent value to our audience. We value quality over quantity and seek to deliver content that is backed by research, is useful, and actionable.

Content Pillar Strategy

We use the content pillar strategy to organize and plan our work. Pillars are definied within epics on a quarterly basis and work is broken out into milestones and issues. When planning a quarterly pillar, use the following process:

  1. Align to relevant events. Identify which corporate events are coming up in the following quarter that are related to your area of expertise. What is the common theme across the events? Use this to determine the angle of your pillar. Contact the event team to determine what, if any, content they need to support the event.
  2. Align with the campaigns team.

What is a content pillar?

A content pillar is a go to market content strategy that is aligned to a high-level theme (for example, Just Commit) and executed via content sets. Often, content pillars are defined based on value drivers and customer use casesin order to support go to market strategy. For example, "Just commit to application modernization" is a content pillar about improving application infrastructure in order to deploy faster. Within this pillar, many topics can be explored (CI/CD, cloud native, DevOps automation, etc.) and the story can be adapted to target different personas or verticals.

We use content pillars to plan our work so we can provide great digital experiences to our audiences. The content team aligns to themes to ensure we are executing strategically and meeting business goals. Pillars allow us to narrow in on a specific topic and audience, and sets help us break our work into more manageable components. Each set created should produce an end-to-end content experience (awareness to decision) for our audience.

Content pillar diagram

What's included in a content set?

Here's an example of what's included in a content set:

Quantity Stage Content Type DRI
4 Awareness Thought leadership blog post Content marketing
1 Awareness Topic webpage Content marketing
1 Awareness Resource Content marketing
4 Consideration Technical blog post Content marketing
1 Consideration Whitepaper Product & technical marketing
1 Consideration Solution page Content & product marketing
2 Consideration Webcast Product & technical marketing
1 Purchase Demo Technical marketing
1 Purchase Data sheet Product marketing


Planning timeline

Pillar strategy is planned annually and reviewed quarterly. Content sets are planned quarterly and reviewed monthly. When planning, we follow the 80/20 rule: 80% of capacity is planned leaving 20% unplanned to react to last minute opportunities.

Gated asset creation workflow

All gated assets should have an epic. There are many teams involved in creating the final product and an epic helps keep all related issues together. The epic is the single source of truth for workflow deadlines.

Visit the Gated Content page for detailed instructions on how to structure your epic, issues, and timeline.

Epic template

**Epic title:** [asset type] Working Title - Launch date

## Launch date: TBD

* Content DRI:   

### Deadlines

* [ ]  2020-XX-XX Open copy issue and complete asset brief (-27 business days from launch)
* [ ]  2020-XX-XX Landing page copy due (-27 business days from launch)
* [ ]  2020-XX-XX Final copy due  (-15 business days from launch)
* [ ]  2020-XX-XX Final design due (-5 business days from launch)
* [ ]  2020-XX-XX MR ready to launch (-3 business days from launch)
* [ ]  2020-XX-XX Asset added to pathfactory (-3 business days from launch)