Marketing Strategy

ACTIONABLE WORKBOOK
Content
Marketing
Strategy
Plan your actions and get real results!
NATALIAKALINSKA.COM
HEY, I'M NATALIA
I HELP CREATORS AND ENTREPRENEURS
BUILD THEIR ONLINE PRESENCE
Thank you so much for downloading this Workbook and I'm so happy to be
able to share my knowledge and experience with you. I'm sure that once
you work through this document, you'll have a strong content marketing
strategy on your hands and a very clear path to growth, whichever platform
you may use.
Be sure to check out my Youtube channel where you'll learn about content
creation, marketing and useful tools to help you grow. If you need any help
or some things still don't seem too clear, hit me up in the DMs on
Instagram, in the comment section on Youtube or by simply emailing
hello@nataliakalinska.com.
CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM

NATALIA
KALINSKA
CONTENTS
ASSESS WHERE YOU ARE NOW
PAGE 4
ASK THE WHY: YOUR MISSION

PAGE 6
CHOOSE YOUR GOALS

PAGE 7
PICK YOUR KPIS

PAGE 8
IDENTIFY YOUR AUDIENCE

PAGE 9
ESTABLISH TYPES OF CONTENT

PAGE 22
PLAN YOUR CONTENT CALENDAR

PAGE 30
DISTRIBUTION STRATEGY
PAGE 32
CHECK BACK CONSTANTLY

PAGE 34
DOCUMENT IT ALL
PAGE 35

1 ASSESS WHERE
YOU ARE NOW
Run your business through the critical metrics to figure
out what you should focus on in your marketing.
To do so, you can use the Pirate Metrics also known as the AARRR
framework which is a simple way to measure the success of your
business in different areas of the customer lifecycle.
AAcqusition
how people find you and turn into paying clients
AActivation
the first experience the client has with your product or service
RRetention
when the client keeps using your service or comes back to buy more
RReferral
how well you're able to get word of mouth and promote this way
RRevenue
how your revenue is growing and how you increase monetization
4 CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM

ASSESS
WHERE YOU
Apply specific KPIs to measure the performance ARE NOW
in each area (suggested in small print) or

generally assess it on a scale 1-10. Pick one or
two areas to focus on in your marketing.
If you're just starting out, focus on the first two.
Acqusition
1 2 3 4 5 6 7 8 9 10
Identify marketing channels with most traffic (#), lowest cost ($) & best performing (%)
Activation
1 2 3 4 5 6 7 8 9 10
Measure: Activation Rate or Time to Activate
Retention
1 2 3 4 5 6 7 8 9 10
Measure: Customer Acquisition Rate ↑ vs Customer Churn Rate ↓
Referral
1 2 3 4 5 6 7 8 9 10
Measure: Net Promoter Score (NPS) & Viral Coefficient
Revenue
1 2 3 4 5 6 7 8 9 10
Measure: Customer Lifetime Value (CLV) ↑ vs Customer Acquisition Cost (CAC) ↓

CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM 5
2 ASK THE WHY:
YOUR MISSION
Before you start your content marketing endeavors, ask
yourself why you want to create content.
Make sure it's in line with your brand mission statement and your
vision for the business.
Why do I want to create content?
If my mission is achieved, what will it look like?

3 CHOOSE YOUR
GOALS
Now that you know what you should focus on and why
you want to create content, it's time to set specific goals.
A good goal is SMART, meaning it's specific, measurable,

attainable, relevant and time bound. Make sure your goals for
content marketing are in line with your business objectives.
My goals for content marketing:
1 DUE DATE:
2 DUE DATE:
3 DUE DATE:
4 DUE DATE:
5 DUE DATE:
Carefully evaluate what the measurable outcome you will consider

a success and assign due dates to each goal.

4 PICK YOUR KPI S
(KEY PERFORMANCE INDICATORS)
Next, you need to decide how you will test if the strategy
is reaching the assumed goalposts.
Decide which metrics will help you track your progress and
choose what tools to use to track them. This is also the time to
figure out how you will create reports to measure progress.
Key Performance Indicators for each goal:
1 TOOL USED TO TRACK IT:
How I will create reports:

5 IDENTIFY YOUR
AUDIENCE
On to one of the most crucial parts of your strategy - your
target audience. You need to know exactly who you are
talking to, when, about what and why.
A word of caution before you start - it's tempting to think your
audience is, in fact, you. It's rarely the case! Dive deep and
discover how they behave and what makes them tick.
Begin by brainstorming!
Write down anything that you can think of about your ideal client!

IDENTIFY
YOUR Demographics
AUDIENCE of your ideal client
B2C (Ideal Client) B2B (Ideal Business Profile)

AGE: INDUSTRY:
GENDER: THEIR TARGET AUDIENCE:
LOCATION: LOCATION:
EDUCATION LEVEL: NO OF EMPLOYEES:
OCCUPATION: REVENUE:
INCOME: HOW LONG IN BUSINESS?
MARITAL STATUS: RELEVANT DEPARTMENT:
CHILDREN (IF ANY!): SPENDING BUDGET:

IDENTIFY
Psychographics YOUR
AUDIENCE
of your ideal client

HOBBIES: COMPANY CULTURE:
PERSONALITY: AWARENESS STAGE:
VALUES: VALUES:
GOALS: GOALS:
CHALLENGES: CHALLENGES:
PAIN POINTS: PAIN POINTS:
WHAT'S THEIR IDEAL SITUATION? WHAT'S THEIR IDEAL SITUATION?
POTENTIAL OBJECTIONS: POTENTIAL OBJECTIONS:

IDENTIFY
YOUR Behavioural Profile
AUDIENCE of your ideal client

HOW DO THEY SPEND TIME? WHAT'S THEIR APPROACH TO RISK?
HOW DO THEY GET INFORMATION? HOW DO THEY GET INFORMATION?
WHAT APPS DO THEY USE? WHAT APPS DO THEY USE?
HOW DO THEY CONSUME CONTENT? HOW DO THEY CONSUME CONTENT?
WHERE DO THEY LOOK FOR SOLUTIONS? WHERE DO THEY LOOK FOR SOLUTIONS?
HOW DO THEY MAKE DECISIONS? HOW DO THEY MAKE DECISIONS?
HOW DO THEY BUY? HOW DO THEY BUY?
WHAT'S LIKELY TO ENTICE THEM? WHAT'S LIKELY TO ENTICE THEM?

IDENTIFY
Value Proposition YOUR
AUDIENCE
for your ideal client
Creating value is one of the most crucial parts of any

content and, of course, any business. Become a pain
reliever and a gain creator through what you offer.
Why should they choose me?

In what ways will your product or service provide value to the
business? How does it solve their problem?
Why would they choose not to buy from me?

What could stop them from choosing your product or service? What's
the biggest barrier?
Be as detailed as possible in this section!

IDENTIFY
YOUR Researching
AUDIENCE your audience
If you're struggling to find the information about your

dream audience, try using the following methods to
identify them from scratch or researching deeper for a
more specific outcome.
When starting from zero, it may be hard for you to figure out who
your target audience is. But don't worry, there are ways to get this
information, too. Remember, testing is crucial and you can always
adjust later on in the process.
1 Interview clients
have a chat with your clients and ask them to answer a few of
your most pressing questions
2 Research competitors
check out your direct competitors and analyze their audience to
figure out who they are and what interests them most
3 Talk to experts
reach out to experts in your field or to a research company to
gain specific knowledge on what your audience is or should be
The key takeaway? Always ask and listen carefully. Don't be

afraid to reach out to people and ask questions to figure out what
your dream audience is all about. Whether it's an existing
customer, a newly joined follower or a pro in the field - each can
provide you with crucial information to refine your strategy.

IDENTIFY
Segmentation YOUR
AUDIENCE
of your audience
Segmentation is the process of dividing your dream

audience into smaller subgroups based on specific factors.
Why would you do it? To deliver messaging tailored to
the needs of specific people, making your connection that
much more meaningful and stronger.
You can choose various factors to segment your audience which

should depend on what you offer. Think about which way of
segmenting is going to be most logical for you.
1 Demographics
the simplest method; if you're selling to a few locations or to
people in different ages, it might be useful to divide them this way.
2 Buyer’s journey
segment based on where your customer is in the buyer's journey -
awareness, consideration or decision.
3 Behavior
focus on what people buy, how often and what their reasons are; this
way, you're likely to target them when they're ready to purchase.
4 Level of engagement
based on how engaged with your brand the audience is; this will
vary greatly between a one-time buyer and a regular customer.
Learn more here: http://bit.ly/3nMdNZP

IDENTIFY
YOUR Client Persona I
AUDIENCE
AGE:
LOCATION:
OCCUPATION:
INCOME:
MARITAL STATUS:
NAME, AGE CHILDREN:
SEGMENT
Goals + Dreams Pain Points
Apps + Habits How they find us

IDENTIFY
highlight on a scale 1-10: YOUR
OPENNESS AUDIENCE
CONSCIENTIOUSNESS
EXTROVERSION For more information on

the OCEAN model of
personality traits visit:
AGREEABLENESS
www.positivepsychology.com/
big-five-personality-theory/
NEUROTICISM
Additional details:
What they want What they don't want
How they buy Why they buy from you

IDENTIFY
YOUR Client Persona II
AUDIENCE
AGE:
LOCATION:
OCCUPATION:
INCOME:
MARITAL STATUS:
NAME, AGE CHILDREN:
SEGMENT

IDENTIFY
OPENNESS AUDIENCE
CONSCIENTIOUSNESS

the OCEAN model of
AGREEABLENESS
NEUROTICISM
Additional details:

IDENTIFY
YOUR Client Persona III
AUDIENCE
AGE:
LOCATION:
OCCUPATION:
INCOME:
MARITAL STATUS:
NAME, AGE CHILDREN:
SEGMENT

IDENTIFY
OPENNESS AUDIENCE
CONSCIENTIOUSNESS

the OCEAN model of
AGREEABLENESS
NEUROTICISM
Additional details:

6 ESTABLISH TYPES
OF CONTENT
Now that we're ready to think about content specifically,
let's focus on your message and how you want to convey it.
Have your ideal customer in mind while thinking this out.
What unique message or ideas do I want to convey?

What values do I bring first?
What language, tone and style am I going to use to

reach each segment of my audience?

ESTABLISH
TYPES OF
CONTENT
What are my strengths and weaknesses?

What's the best mode of content for me to create?
What unique selling points define my brand?

How am I different from what’s created out there?
What content is missing out there? What gaps can I fill

with specific content? What are people searching for
that they can’t really find?

ESTABLISH
TYPES OF Communication Channels
CONTENT as your main focus
Every strategy has to contain clearly defined

communication channels which translates to any channel
or platform that you create content for.
Consider some of the examples of both online and offline

channels below. Focus on a few channels in your strategy and
make sure that this is where your dream client can find you!
App TV
Website Magazines
Blog Flyers
Newsletter Brochures
Social Media Events
Chatbots PR

ESTABLISH
TYPES OF
CONTENT
The platforms/channels I'm focusing on:
1
2
3
My content pillars:
Choose 6-12 content categories you'll be creating around.
Supporting downloadable formats:

Infographic Transcript Presentation
Checklist Audio readout Printable
Workbook Interactive PDF List
E-book Template ______________

ESTABLISH
TYPES OF Design
CONTENT fill in your brand identity elements
Main Logo Alternative Logo
Color Palette
Brand Fonts
Elements, Icons & Graphics

ESTABLISH
Cornerstone Content TYPES OF
CONTENT
to provide value
Choose your cornerstone content. These are the best, most

valuable posts which reflect your brand mission, drive the
most traffic and are tailored perfectly to your audience's
need. Next, plan smaller, follow up chunks around those.
My most valuable pieces of content:
1 PLATFORM:
FOLLOW UP 1:
FOLLOW UP 2:
FOLLOW UP 3:
2 PLATFORM:
FOLLOW UP 1:
FOLLOW UP 2:
FOLLOW UP 3:
3 PLATFORM:
FOLLOW UP 1:
FOLLOW UP 2:
FOLLOW UP 3:

ESTABLISH
TYPES OF Keywords & Categories
CONTENT define what your content is about
Research your keywords ahead of time. Select a mixture

of niche and generic keywords to lead your content and
track them in your daily marketing activities. At this
stage, research your core tags and hashtags.
Core keywords
LEAST COMPETITIVE MID WAY VERY COMPETITIVE
Core tags & hashtags
SMALL MID WAY VERY POPULAR

ESTABLISH
Frequency & Series TYPES OF
CONTENT
How often I'm posting on the following channels:
1
PLATFORM:
FREQUENCY OF POSTING:
2
PLATFORM:
3
PLATFORM:
Content Series:
If you have any series of content planned, flesh them out here.

7 PLAN YOUR
CONTENT CALENDAR
Now onto some action! Choose when you’re writing to
whom about what and plan your content in advance.
Remember to mix content types to keep it interesting
Start with mapping content in a yearly view to identify specific

periods when your audience may be interested in particular themes.
YEAR
January February March April May June
THEMES & OCCASIONS
July August September October November December

THEMES & OCCASIONS

MONTH
MON TUE WED THU FRI SAT SUN
CONTENT
CALENDAR
PLAN YOUR
PILLAR PILLAR PILLAR PILLAR PILLAR PILLAR PILLAR

for a consistent execution of the strategy

Monthly Content Planner

FILL THE YELLOW SQUARES WITH THE DAY OF THE MONTH & IDENTIFY YOUR CONTENT PILLAR FOR EACH DAY
31
8 DISTRIBUTION
STRATEGY
Your content needs a strategic approach to distribute it
properly. Each piece of content needs to be marketed in
the most efficient way to reach the target audience.
Review again where and how your audience is spending time and
target their specific behaviors with smart content.
Organic Distribution
Make sure each of your posts is optimized for the platform it's
directed for. Don't forget about SEO, especially when you're writing
for your blog or Youtube. Check your analytics for the best times to
post and share content, whether it's for social media or your
newsletters. If you're producing content for any offline channels,
ensure it's perfectly designed to fit the requirements.
Apart from that, even if your focus is on just one or two platforms,
it may be worth considering automatically reposting your content
from one platform to the other. This way, you can create a presence
there without spreading yourself too thin. An example of that would
be creating content for Instagram and automatically reposting it to
Facebook.
Paid Distribution
If you have the budget to push your content out via paid channels,
plan your activities now. There are multiple ways you can do it and
running sponsored posts through Google, Facebook or Pinterest
Ads (but not limited to these!) can provide a great boost to your
overall content success.

ESTABLISH
Content Creation Workflow TYPES OF
CONTENT
for a seamless publishing
1 Outline
research your subject and sketch out the content piece
2 Create
write your post, caption or script, take photos, choose an image,
design graphics or record a video etc.
3 Check
make sure there are no mistakes or typos and quote sources
4 Ensure it fits the strategy

review whether this piece of content is in line with your goals
5 Optimize
optimize your content for the platform it's intended for
6 Publish
hit publish or schedule this piece of content for later
7 Distribute
share this content on any of your other channels of choice
8 Plan marketing activities

set reminders to post evergreen content after a particular time

9 CHECK BACK
CONSTANTLY
Now that you've got your content marketing strategy
sorted, make sure you check how you're progressing and if
you're on the right track.
Put systems in place to constantly review how well your content is

doing and adjust accordingly. This can be done in the form of set
days to track your KPIs and scheduling weekly/monthly/quarterly
review sessions by yourself or with the team.
Lay out the plan for regular reviews:

10 DOCUMENT
IT ALL!
No content marketing strategy (or any strategy for that
matter!) is complete without creating a document to refer
back to often and when needed.
Print out this Workbook or extract the most crucial parts onto a
separate document and format it the way you like. Have it available
at hand and make sure to share it with the teams that really need to
understand it.
Review your strategy constantly and when you feel the need to
adjust or if you're planning for another endeavor or a period of
time, go back to this Workbook and create a new strategy, perfectly
tailored to the needs of your audience and your business.
Good Luck!

+ FINAL WORDS
Oooph, that was a long one, wasn't it?! I know your head
is probably spinning from all the analyzing, pondering
and writing. But trust me, it will all be worth it once you
start applying it and hitting your goals!
A strong strategy is always the foundation of a great business. And let's

face it, the foundations always need to be solid. Yours are now, too!
I want to say I'm super proud of you for taking your content journey to the
next level. And thank you so much for using this resource!
If you liked this workbook, please tag me @nataliakalinska on your IG

stories so I can repost you and share the love. Let's stay connected on
YouTube and Instagram for even more learning opportunities and good
luck with your content journey!
Natalia
Content Marketing Strategist

NATALIAKALINSKA.COM
© 2020 All rights reserved.

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ACTIONABLE WORKBOOK

CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM

ASK THE WHY: YOUR MISSION

CHOOSE YOUR GOALS

PICK YOUR KPIS

IDENTIFY YOUR AUDIENCE

ESTABLISH TYPES OF CONTENT

PLAN YOUR CONTENT CALENDAR

CHECK BACK CONSTANTLY

CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM

4 CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM

in each area (suggested in small print) or

Measure: Activation Rate or Time to Activate

Measure: Customer Acquisition Rate ↑ vs Customer Churn Rate ↓

Measure: Net Promoter Score (NPS) & Viral Coefficient

Measure: Customer Lifetime Value (CLV) ↑ vs Customer Acquisition Cost (CAC) ↓

Why do I want to create content?

If my mission is achieved, what will it look like?

6 CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM

A good goal is SMART, meaning it's specific, measurable,

My goals for content marketing:

Carefully evaluate what the measurable outcome you will consider

CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM 7

Key Performance Indicators for each goal:

1 TOOL USED TO TRACK IT:

2 TOOL USED TO TRACK IT:

3 TOOL USED TO TRACK IT:

4 TOOL USED TO TRACK IT:

5 TOOL USED TO TRACK IT:

How I will create reports:

8 CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM

CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM 9

B2C (Ideal Client) B2B (Ideal Business Profile)

GENDER: THEIR TARGET AUDIENCE:

EDUCATION LEVEL: NO OF EMPLOYEES:

INCOME: HOW LONG IN BUSINESS?

MARITAL STATUS: RELEVANT DEPARTMENT:

CHILDREN (IF ANY!): SPENDING BUDGET:

10 CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM

B2C (Ideal Client) B2B (Ideal Business Profile)

PERSONALITY: AWARENESS STAGE:

PAIN POINTS: PAIN POINTS:

WHAT'S THEIR IDEAL SITUATION? WHAT'S THEIR IDEAL SITUATION?

POTENTIAL OBJECTIONS: POTENTIAL OBJECTIONS:

CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM 11

B2C (Ideal Client) B2B (Ideal Business Profile)

HOW DO THEY GET INFORMATION? HOW DO THEY GET INFORMATION?

WHAT APPS DO THEY USE? WHAT APPS DO THEY USE?

HOW DO THEY CONSUME CONTENT? HOW DO THEY CONSUME CONTENT?

HOW DO THEY MAKE DECISIONS? HOW DO THEY MAKE DECISIONS?

HOW DO THEY BUY? HOW DO THEY BUY?

WHAT'S LIKELY TO ENTICE THEM? WHAT'S LIKELY TO ENTICE THEM?

12 CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM

Creating value is one of the most crucial parts of any

Why should they choose me?

Why would they choose not to buy from me?

Be as detailed as possible in this section!

CONTENT MARKETING STRATEGY WORKBOOK | NATALIAKALINSKA.COM 13

If you're struggling to find the information about your

The key takeaway? Always ask and listen carefully. Don't be