Having a defined and documented content strategy is a key component of any successful content marketing operation.
Typical content strategy exercises include identifying your target audiences (profiles/personas), being thoughtful about the content topics they care about and having a plan for how to produce and deliver that content to them on a consistent basis.
With these best practices in mind, DivvyHQ provides several common, content strategy fields that can be preloaded with metadata that you've identified through your content strategy process. This allows you to mold your content strategy into the application, tag your content appropriately, and use this valuable metadata for various filtering and reporting purposes.
Default Content Strategy Fields
Content strategy metadata can be preloaded on a per calendar basis or at the Parent and All Calendars level. You can preload the following default content strategy fields:
- Topic/Categories – Allows you to track certain topics and categories essential to your content strategy.
- Target Audiences – With whom does your content need to reach and resonate? Keep yourself and your team focused in on those individuals during content production.
- Buyer Stages – Have you mapped your buyer's journey? Which content types or topics would be most effective at each stage? Organizations who are thoughtful about this often "win".
- Publishing Channels – To which channels do you publish content? Preload your publishing channels so your team knows where each piece will ultimately live.
- Promotional Channels – Will you be promoting your content after it's published? Keep your team on the same page.
- GeoLocation - If you are geo-tagging or geofencing your target audience, you may want to use the geolocation field to tag your content properly.
- Keywords/Tags – We all know the power of Google. A keyword-centric content production and optimization effort should be part of any content marketing program. Keep your keywords top of mind whenever you are creating content by making use of this field.
IMPORTANT NOTE: If you find that any of the above fields are not relevant to your use case, or you'd like to repurpose one or more of the fields, any of these content strategy fields can be customized. For more on that, here's a step-by-step guide on field customization.
How to Load Content Strategy Fields
Before you start populating these fields with data, think about which calendars your data is applicable to. You have the option to add metadata to single calendars, Parent calendars (Enterprise only) or at the All Calendars level. There is some data propagation set up behind the scenes, so for example, adding a content topic at the All Calendars level will propagate that topic down (make it available) to all parent and child calendars. This may be a big time saver if you have consistent topics or audiences that are applicable to all your calendars.
Select how you want to add your content strategy via the calendar drop down option (screen below). After clicking the blue Add New link, simply fill in the corresponding content strategy field within the Add New Content Strategy overlay.
Editing a Content Strategy Value
There's a blue edit link next to each content strategy value. Click the edit option and edit your field value and click Save Changes. Done.
Deleting A Content Strategy Value
There is a red delete button next to each content strategy value (screen below). Push it. Confirm the deletion via the Delete Content Strategy overlay. Done.
Requiring or Disabling Content Strategy Fields
Next to each Content Strategy entry section, you'll see Required and Disabled checkboxes. In the event that one or more of these content strategy fields are either super important or not relevant at all, you can check the appropriate box. If you require a specific field, users will not be able to save a content item without checking a value in that field. If you disable a field, that field will not be visible within Divvy's Sandbox and CI Slide-in > Content Strategy section.