Use our free content material technique template to doc your content material advertising technique. 

You’ll develop a long-term plan tailor-made to what you are promoting wants, resources, and targets. So you may create efficient content material effectively.

Obtain the template. Then try the directions and content material technique examples under.

Easy methods to Use the Content material Technique Template

1. Set Content material Targets

Targets ought to form your content strategy. In any other case, you’ll waste assets on ineffectual ways.

Begin by defining what you wish to obtain by content material advertising.

The SMART framework helps you set sensible and clear targets:




Exact, unambiguous targets preserve your efforts targeted. Break down broad aims into clearer sub-objectives.



Monitoring your progress objectively means that you can make data-led choices. Translate obscure aims into quantifiable ones.



Over-ambitious targets can demotivate your group. Create sensible targets by contemplating your resources and referring to related benchmarks.



Content material targets ought to align together with your broader marketing strategy. You’ll see higher outcomes when everybody works towards comparable aims.



Inspire your group and enhance monitoring by setting a deadline for every aim. However be sure to have sufficient time to make an affect. 

The most typical content material advertising aim of 2023 is attracting extra web site site visitors, in line with Semrush’s State of Content Marketing report.

A SMART model of this aim may look one thing like “enhance natural site visitors by 5% per 30 days.”

(Organic traffic is unpaid search engine site visitors.)

"What are your key content marketing goals for 2023" graph with answers

Write down your content material targets within the corresponding part of the content material technique template.

There’s additionally area to explain the way you’ll measure them. What instruments, calculations, or standards will you employ? 

Deciding these particulars now helps you execute your technique and keep consistency.

In our content material technique instance, we wish to measure natural site visitors development.

We may use Google Search Console to see what number of clicks our Google outcomes generate.

"Total clicks" metric highlighted in Google Search Console

Or use Google Analytics to see what number of distinctive customers come from engines like google like Google, Bing, and Yahoo.

"Organic Search" metric highlighted in Google Analytics

Jot down the data in your content material technique doc.

"1. Content Goals" step in content strategy document

Tip: Hyperlink your Google Search Console and Google Analytics accounts to Semrush’s Organic Traffic Insights device to see key metrics in a single place. And get additional insights into key phrase rankings.

"Organic Search Traffic" dashboard in Organic Traffic Insights tool

2. Create Purchaser Personas

Within the “Viewers Evaluation” part of the content material advertising technique template, you’ll create purchaser personas.

A purchaser persona is a fictitious profile that represents a section of your target audience. It ought to include data that helps you perceive such a prospect. And create content material they’ll love.

Components of a purchaser persona embrace:

  • Demographics (e.g., age, gender, location)
  • Psychographics (e.g., values, beliefs, way of life)
  • Influences and data sources (e.g., favourite social networks, influencers, and occasions)
  • Skilled standing (e.g., job title, trade, revenue) 
  • Ache factors and challenges (e.g., frustrations, obstacles, dissatisfactions)
  • Buying course of (e.g., function in decision-making course of, frequency of buy)

Let’s say you’re employed for an actual property firm.

You may create the customer persona “Mrs. Clark Grimes” to signify working suburban mothers with rising households. 

This character is simpler to conceptualize than a complete viewers section. 

That’s how purchaser personas may help you create extremely tailor-made content material. And make a precious addition to your content material technique doc.

You’ll be able to study your customers’ demographics by Google Analytics

Navigate to “Studies”> “Demographics” > “Overview” to see a breakdown of your viewers by nation, age, gender, or language.

“Reports”> “Demographics” > “Overview” navigation in Google Analytics

For additional insights, analyze your market with Semrush’s One2Target device. 

Enter the web site URLs of as much as 5 opponents which have the sorts of customers you need. Then click on “Analyze.”

Semrush’s One2Target tool

The device will analyze your market viewers. Then present three key studies with helpful breakdowns:

  • Demographics: Age, intercourse, and nation
  • Socioeconomics: Family dimension, revenue stage, employment standing, and schooling stage 
  • Habits: Pursuits, units, and social media
"Demographics" audience report in One2Target

Within the “Viewers Overlap” tab, you may see which internet sites these customers go to most.

This may help you perceive what varieties of content material your prospects love. And establish key locations for content distribution

“Audience Overlap” tab

When you’ve accomplished viewers analysis (try our buyer persona information to study extra), create detailed personas within the Semrush Persona device. 

Simply comply with the prompts to create a profile that appears like this:

example of buyer persona in Semrush Persona tool

Then click on “Save & Share” to repeat the shareable hyperlink. That is what you’ll add to your content material technique doc to reference as wanted.

The content material technique template additionally offers fields for key data, reminiscent of age and placement. However you may add or take away fields as you want.

"2. Audience Analysis" step in content strategy document

3. Doc Your Sources

The “Useful resource Evaluation” part of the content material technique template is the place you’ll doc the property obtainable to you or your group.

It will allow you to devise viable duties and deadlines. And handle your assets extra successfully.

Be certain to finish every of the sections:

  • Folks: Who’re the individuals in your group? What are their ability units? How a lot time have they got obtainable?
  • Instruments: What content tools do you have already got entry to? What are their capabilities?
  • Funds: Do you will have a finances for added assets?
"3. Resource Analysis" step in content strategy document

A few of this data may appear apparent to you. However documenting it helps everybody in your group get a transparent understanding of the content material technique. And make well-informed choices.

Tip: Semrush’s Marketing Calendar makes undertaking and useful resource administration simpler. You’ll be able to set a deadline and assignee for each content material process. And preserve observe of different particulars through feedback. 

Semrush’s Marketing Calendar overview

4. Conduct Competitor Evaluation

Analyze your opponents’ content material to see what’s working for them—and what isn’t. Then preserve notes to tell your personal content material advertising technique. 

On this context, a competitor is anybody publishing comparable content material to you. Business rivals are of explicit curiosity. However you might additionally glean insights from trade bloggers, for instance.

Use Semrush’s Organic Research device to see who you’re up towards in search engine outcomes pages (SERPs). These are typically your largest on-line rivals.

Enter your area, select your nation, then click on “Search.”

Organic Research tool

Then, head over to the “Rivals” tab. 

“Competitors” tab

Scroll to the “Natural Rivals” listing.

Click on on any rival’s area to study extra.

"" highlighted in the “Organic Competitors” list

The “Pages” tab is among the greatest locations to study in regards to the competitor’s content material. 

You should utilize the “Filter by URL” choice to give attention to pages in a folder (e.g., “/weblog/”).

“Filter by URL” option highlighted in "Pages" tab

Then take a look at metrics for every URL:

  • Visitors: The estimated variety of unpaid visits from Google every month
  • Key phrases: The variety of key phrases the web page ranks for (with a search intent breakdown)
  • Backlinks: The variety of hyperlinks this web page has from different domains
"Traffic" "Keywords" and "Backlinks" metrics highlighted in results

Usually, the stronger these metrics, the stronger the content material.

Click on the “Exterior hyperlink” icon to go to any URL and conduct additional evaluation.

“External link” icon highlighted

Ask your self the next questions. And add notes to your content material technique template.

  • What sort(s) of content material does this competitor create?
  • What matters does this competitor cowl?
  • Which items of content material carry out greatest?
  • What does this competitor do nicely?
  • What may they do higher?
"4. Competitor Analysis" step in content strategy template

Tip: Try our information for conducting a full competitive analysis

5. Carry out a Content material Audit

A content audit is an evaluation of your current content material. That can assist you spot alternatives for enchancment.

Usually, it’s greatest to assessment current content material earlier than creating new content material. You don’t need individuals to land on previous, forgotten pages and have a poor expertise.

Enhancing and optimizing content material may result in higher search engine rankings. (And subsequently extra natural site visitors.)

And never only for the web page itself. Based on Google, “eradicating unhelpful content material may assist the rankings of your different content material.”

The web site content material technique template has area on your URLs and corresponding notes. 

To find out whether or not you will have quality content, ask your self:

  • Is the content material useful, complete, and correct?
  • Does the content material exhibit E-E-A-T (Expertise, Experience, Authoritativeness, and Trustworthiness)?
  • Does the subject have potential? Does your viewers need or want this content material?

Semrush’s On Page SEO Checker may help together with your evaluation.

Configure the tool (ensuring to attach your Google Analytics and Search Console accounts). 

Then go to the “Optimization Concepts” tab.

The device prioritizes pages with essentially the most untapped potential.

“Optimization Ideas” tab in On Page SEO Checker tool

Click on on any “# concepts” button to see solutions. 

You’ll discover sections for “Content material,” “Technique,” and extra.

idea suggestions for “Strategy,” "SERP Features" and “Content”

Additionally consider your web page’s efficiency. Does it fulfill its authentic targets? If not, you will have enhancements to make.

Have a look at related content marketing metrics, reminiscent of:

Metric Description


The variety of distinctive customers who visited your web page inside a time frame

Common time on web page

How lengthy the common person stays on the web page

Engagement charge

The share of sessions that last more than 10 seconds, have a conversion event, or embrace at the least two web page views or display views

Bounce charge

The share of sessions that weren’t engaged


The variety of occasions your chosen event was triggered

View all these metrics (and extra) in Google Analytics or Organic Traffic Insights.

For precious insights into key phrase rankings, use Semrush’s Position Tracking device.

After configuring the tool, head to the “Pages” tab. The place you’ll discover key phrase information for every URL.

“Pages” tab in Position Tracking tool

Then use the arrow to see any web page’s key phrase rankings.

"arrow" to see any page’s keyword rankings highlighted

In case your pages aren’t rating nicely (e.g., decrease than positions 1 to three), this means the content material might be improved.

Whenever you’ve completed evaluating a web page, resolve what to do with it:

  • Hold: This content material is useful and it’s performing nicely
  • Enhance: This content material might be improved or is just not performing in addition to it may
  • Take away: This content material presents no worth and has little to no potential

Observe your resolution within the “To Do” column of the content material technique plan template. Together with any notes that will probably be helpful later.

"5. Content Audit" step in content strategy template

6. Determine Content material Gaps

Content material gaps are matters or subtopics your web site may gain advantage from overlaying. As a result of they’re related to your viewers and your model.

Filling these gaps by content creation means addressing extra of your viewers’s wants. So you may enhance site visitors, engagement, and conversions.

It additionally helps you construct a extra sturdy content marketing funnel. In different phrases, content material that nurtures customers at each stage of the shopping for journey.

"Marketing Funnel" illustration by Semrush

You would possibly’ve already recognized content material gaps throughout a competitor analysis. However you will get extra concepts with Semrush’s Keyword Gap device. 

It tells you key phrases (Google search phrases) that rivals rank for—however you don’t.

To begin, enter your area and the domains of as much as 4 opponents. 

Then, select your nation and click on “Examine.”

Keyword Gap tool

Scroll down and click on the “Lacking” tab.

You’ll see an inventory of key phrases you’re lacking out on. Sorted from highest to lowest quantity (common variety of month-to-month searches).

"Volume" highlighted in “Missing” tab

Click on any key phrase to see its metrics in Keyword Overview.

The “SERP Evaluation” part exhibits you what pages rank on the prime. Serving to you identify what sort of content material it is advisable compete.

“SERP Analysis” section in Keyword Overview

Tip: For extra methods to seek out related search phrases, try our keyword research information.

Semrush’s Topic Research device may allow you to establish content material gaps.

Enter a subject (e.g., “residence upkeep”) and select your nation.

Then click on “+ Enter area to seek out content material on.”

“+ Enter domain to find content on” link shown in Topic Research

Enter your area within the discipline offered. This permits the device to flag subtopics that you simply’ve already coated in your website.

Then click on “Get content material concepts.”

“Get content ideas” button highlighted

As soon as the device has completed accumulating concepts, click on “View content material concepts.”

“View content ideas” button highlighted

The device offers an inventory of subtopics. Any already coated in your website are coloured inexperienced.

list of subtopics highlighting one subtopic colored green

Click on “Present extra” on new subtopic concepts to see associated headlines, questions, and searches. 

related headlines, questions, and searches shown for one subtopic

Then, add any useful notes to your content material technique template.

"6. Content Gaps" step in content strategy template

7. Set up Content material Pointers

Use your content material technique template to stipulate the guiding rules for content creation

It will allow you to produce detailed content plans (which include particular concepts and duties). And create partaking, on-brand content material.

First, add hyperlinks to inside assets. Corresponding to:

  • Tone of voice tips, which outline your written content material’s character
  • Content calendar, which particulars what you’ll publish and when
  • Model model information, which incorporates design requirements

Additionally jot down essential particulars for straightforward reference.

"7. Content Guidelines" step in content strategy template

Subsequent, resolve what types of content marketing you wish to have interaction in. And construct out the rules for every. Ensuring to reference all the data in your content material technique thus far.

Let’s say you wish to produce weblog posts that drive natural site visitors. So that you add this format and related notes to your content material technique template.

Within the “Matters” part, listing the matters you wish to cowl. These ought to be related to your model and fascinating to your viewers.

Then think about frequency. How usually do you wish to create and publish such a content material?

Take into account your resources. As we mentioned earlier, unrealistic targets can demotivate your group.

Plus, high quality trumps amount.

Final, think about content distribution. How will you amplify your content material to get it seen by extra individuals?

For instance, listed here are some methods to amplify weblog posts:

  • Share on social media
  • Function inside electronic mail newsletters
  • Use outreach to get shares and hyperlinks from influencers

Right here’s what all that appears like in our content material technique instance:

content strategy example for a blog post

Subsequent Steps

The content material technique template is designed for long-term planning. However that doesn’t imply it ought to stay static.

As a rule of thumb, we suggest refreshing your content material technique doc each six months. (Or every time there’s a serious change to what you are promoting or market.)

This lets you adapt to adjustments in your targets, viewers, assets, and opponents. Whereas offering stability. And permitting sufficient time to see the true affect of your efforts.

Prepared to start out planning your first batch of content material? Learn our content planning information or use our content calendar templates.


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