Best Practices for Content Marketing Strategies | School of Marketing | ANA

Best Practices for Content Marketing Strategies

Learn best practices to gain internal support for your content marketing by co-creating a solid, strategic framework including:

  • A content marketing mission establishes the purpose of your content by answering five crucial questions: Who is the source of the information? Who is your core audience? What content will you give the core audience? Which topics will you focus on? How will you help your audience succeed? A written content mission will get everyone on the same page about why you do content, providing a litmus test for new content ideas.
  • A content marketing strategy is a plan for building an audience by publishing, maintaining, and spreading frequent, consistent content that educates, entertains, or inspires — to turn strangers into fans and fans into customers. Three of the many benefits of a written content marketing strategy are: It aligns your team around a common mission and goals, it keeps your team focused on documented priorities, and it makes it easier to determine which types of content you will develop.
  • A message map hooks your audience with a clear, concise, consistent, and compelling marketing message that’s competitive in the marketplace. By co-creating your message with leadership and SMEs, you will get everyone onto the same page due to the IKEA effect. Start with a 7-second sound bit, which delivers a main message that tells people what’s in it for them, then give people three reasons to believe your message. Scale up your message gracefully to 2 minutes or 20 minutes by using a repeated pattern of threes called a fractal, which makes complex information easier to learn and recall.
  • A competitive content audit inventories and analyzes content marketing assets and performance in all forms of media, including owned media (websites, emails, and print circulation), paid media (advertising, paid social, and sponsorships), and earned media: news stories, speaking opportunities, and unpaid influencers such as reviewers or analysts.

A competitive content audit aims to optimize your content by analyzing strengths, weaknesses, opportunities, and threats. Such an audit assures that your content is genuinely competitive. Discover how a competitive content audit can reverse-engineer competitors’ marketing to enable you to create your own unique, differentiated content in open spaces others don’t address.

Learning Experience

This is a multi-media format course and is fully interactive. It provides real-world practitioner-led learning. Active course participation is required and includes knowledge checks, activities, assessments, and resources/tools.

Who is this Course For?

    • Junior to mid-level marketers, marketing leaders, and specialists who work on content marketing
    • Internal clients such as product managers and subject matter experts (SMEs)
    • Content creators

Learning Objectives

  1. Define content marketing
  2. Build a one-page content marketing strategy, including the content mission, to align with the business needs
  3. Hook your audience in 7 seconds with your clear, concise, consistent, and compelling marketing message
  4. Perform a competitive content audit to create differentiated content that outperforms competitors

Find out what you will learn from instructor George Stenitzer in the video below.

Estimated Length of Completion

Approximately 90 minutes. This timing reflects the basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here 

Note: Although more in-depth in this course, some concepts are also covered in the Fast-Forward Your Content Marketing course. 

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Nonmember $99



George Stenitzer

George Stenitzer founded Crystal Clear Communications in 2014 to create inventive answers to marketing challenges. The Content Marketing Institute named George Content Marketer of the Year and BtoB magazine twice named him a Best Marketer.

A change agent, George helps clients build brands with breakthrough content. Previously, he was Tellabs’ vice president – marketing and communications. He also worked in Fortune 500 companies such as RR Donnelley and AT&T.

For the ANA, George leads Fast-Forward Your Content Marketing  workshops at four levels — Content Marketing 101, 201, 301 and 401. He served on the Advisory Board of the Business Marketing Association (BMA) and as president of the Chicago and St. Louis BMA chapters.

He blogs weekly, answering marketers' Top 100 Questions on content marketing. He tweets at @GeorgeStenitzer.