monumentalsystems Content Strategy
Content Types and Formats
Written Content
- Blog Posts: Long-form articles (800-2000 words) for SEO and thought leadership
- Articles: Medium-form content (500-800 words) for newsletters and publications
- Case Studies: Problem-solution stories showcasing customer success
- White Papers: In-depth research reports for lead generation
- E-books: Comprehensive guides for download and lead capture
Visual Content
- Infographics: Data visualization for complex information
- Social Graphics: Platform-specific visual posts (1080x1080 for Instagram, 1200x628 for Facebook)
- Videos: Short-form (15-60s) for TikTok/Reels, long-form for YouTube
- Carousels: Multi-slide content for LinkedIn and Instagram
Interactive Content
- Quizzes: Engagement tools for lead capture
- Calculators: Value-based tools for utility
- Assessments: Self-evaluation tools for prospects
- Webinars: Live and recorded educational sessions
Content Calendar Planning
Planning Horizons
- Monthly: High-level themes and campaign alignment
- Weekly: Specific topics, formats, and distribution channels
- Daily: Social media posts and engagement activities
Content Pillars
Define 3-5 core themes that align with:
- Brand values and mission
- Audience interests and pain points
- Business goals and KPIs
- SEO keyword opportunities
Editorial Calendar Elements
- Content title/topic
- Content type and format
- Target audience segment
- Primary keywords
- Distribution channels
- Publication date/time
- Responsible team member
- Promotion plan
- Performance metrics
Distribution Channels
Owned Channels
- Website/Blog: Primary content hub for SEO
- Email Newsletter: Direct audience engagement
- Mobile App: In-app content and notifications
Earned Channels
- Social Media: Organic reach and engagement
- PR/Media: Press releases and media coverage
- SEO: Organic search traffic
Paid Channels
- Social Ads: Targeted promotion
- Display Ads: Visual advertising
- Native Ads: Sponsored content
- PPC: Search engine advertising
Performance Metrics
Awareness Metrics
- Page Views: Total content consumption
- Unique Visitors: Reach and audience size
- Social Shares: Viral potential and engagement
- Impressions: Content visibility
Engagement Metrics
- Time on Page: Content quality and relevance
- Bounce Rate: Content-match effectiveness
- Comments: Audience interaction level
- Scroll Depth: Content completion rates
Conversion Metrics
- Lead Generation: Form submissions and downloads
- Click-Through Rate: CTA effectiveness
- Conversion Rate: Goal completion
- Revenue Attribution: Business impact
SEO Metrics
- Keyword Rankings: Search visibility
- Organic Traffic: SEO performance
- Backlinks: Authority building
- Domain Authority: Site credibility