Page 13 - INNO4CHANGE_WP3_M7_Self-study session_EN

How crucial is relevance analysis and proper

sequencing in a content roadmap?

The first task is determining which content marketing actions will impact our

objective and what nature and entity that impact will be. Companies usually

have limited resources, so it is necessary to prioritise by relevance which

actions our roadmap will contain for each period.

Once we have defined the relevance and prioritised the actions, we will

allocate resources in each period, and we must conduct their proper

sequencing. This means ensuring that when we execute a specific action, the

target audience and the context are in the right place for the action to unfold

its full effects, which often depends on previous actions. An obvious example

is that I must launch a subscription campaign for my newsletter before

launching concrete content marketing mix campaigns.