Content strategy template

What is a content strategy template?

A content strategy template is a structured digital workspace designed to help you plan, organize, and execute effective content marketing initiatives. Whether you’re a content marketer, a digital strategist, or a brand manager, this template is your go-to tool for ensuring that your content is consistent, aligned with your business goals, and tailored to your target audience. With pre-designed sections and interactive features, the content strategy template from Mural makes it easier to collaborate with your team, track progress, and refine your content plan in real time.

The content strategy template helps you:

• Set and track content goals: Effective content strategies are built on clear, measurable goals. The template provides a space to outline your content marketing goals, such as increasing website traffic, improving engagement, or generating leads. You can track these goals throughout the content creation process, making it easier to measure success and adjust your strategy as needed.

• Conduct a content audit: A content audit is essential for understanding the current state of your content and identifying areas for improvement. The template gives you an overview of all your content initiatives so you can make sure everything is working in concert and develop new initiatives to fill in any gaps in your strategy.

• Define target audience and buyer personas: Understanding your target audience is crucial for creating content that resonates. The template helps you define your target audience and create buyer personas, ensuring that your content is tailored to the needs, preferences, and behaviors of your ideal customers. This section can also help you align your content strategy with your overall marketing efforts.

• Plan content distribution channels: The template includes a section for defining your content distribution channels. Whether you’re sharing content on social media, email, your website, or other platforms, this section helps you map out where and when your content will be published to reach the right audience at the right time.

• Establish a content production process: A well-defined content production process is key to maintaining consistency and quality. The template provides a structured format for outlining your content creation workflow, from ideation to publication. It helps you assign roles, set deadlines, and track the progress of each content piece, ensuring that your content is delivered on time and meets your standards.

How to use the content strategy template

Step 1: Enter key information and initiatives

Start by filling out the sections in the top boxes — quarter and year, the major initiatives you’ll be focusing on in your content strategy. Need more initiatives? No problem, just enlarge your area and copy and paste as many initiative blocks as you need. 

Step 2: Identify goals

What are the main goals for each initiative? It could be anything from “increase brand awareness” to “generate MQLs.” Most initiatives will have more than one goal; be sure to track all the goals you want to achieve, and keep your goals reasonable and targeted within the scope of the initiative. 

Step 3: Define metrics

Enter the metrics you’ll be tracking to make sure you hit your goal, such as “CTR,” “new sign-ups,” or “site traffic.” 

Step 4: Define your target audience

List the audience you hope to reach for each goal of your initiative. (If you want to create a deeper profile of your audience, you can incorporate the personas template to take a closer look at who your audience is and what makes them tick.)

Step 5: Plan your content distribution channels

Decide where and how you will distribute your content to hit your goals. 

Step 6: Establish a timeframe

Decide how long it will take to hit each goal, including target end dates so your team has a clear timeline to work towards.

Step 7: Define ownership

List the internal stakeholders who will own each goal. 

When to use the content strategy template (with examples)

When developing a new content strategy

Use the content strategy template when you’re starting from scratch or revamping your existing content plan. This will help you organize your thoughts, set clear goals, and create a structured approach to content creation and distribution.

During content planning sessions

Whether you’re planning content for the next month, quarter, or year, the template is a valuable tool for organizing your ideas and ensuring that your content is aligned with your business goals. Use it to guide your team through the planning process and make data-driven decisions.

When conducting a content audit

Periodically review your existing content to identify areas for improvement. The template’s content audit section helps you gather data on performance, relevance, and gaps, ensuring that your content strategy remains effective and aligned with your audience’s needs.

For team collaboration and brainstorming

The template is ideal for collaborative sessions where you and your team can brainstorm and refine content ideas. Use it to gather input from different team members, align on content goals, and ensure that everyone’s voice is heard.

When aligning content efforts with business goals

Use the template to ensure that your content strategy is aligned with your overall business objectives. By mapping out your content pillars, goals, and distribution channels, you can create a strategy that supports your business’s growth and success.

Tips for running a content strategy exercise

• Start with a clear objective: Before you begin your content strategy exercise, define what you hope to achieve. Whether it’s to increase website traffic, improve customer engagement, or launch a new product, having a clear objective will help guide the session and ensure that everyone is focused on the same goals.

• Involve key stakeholders: Ensure that all relevant stakeholders, such as marketing, sales, and product teams, are involved in the content strategy exercise. Their input can provide valuable insights and help you create a more comprehensive and effective strategy.

• Use Mural’s collaboration features: Leverage Mural’s interactive features, such as sticky notes, real-time comments, and collaborative editing, to make your session more engaging and productive. These features allow everyone to contribute and see the progress in real time, fostering a sense of teamwork and alignment.

• Set realistic timelines and deadlines: When planning your content, set realistic timelines and deadlines. Ensure that each content piece has a clear deadline and that the production process is well-organized. This helps maintain momentum and ensures that your content is delivered on time.

• Conduct regular reviews and updates: Regularly review and update your content strategy template to reflect new insights, market changes, or business objectives. This ensures that your strategy remains relevant and effective over time. Use the template to track progress, identify areas for improvement, and make data-driven adjustments.