The bosses have asked you to develop the strategy for the companys content marketing (along with some deliverables, listed below). The strategy has to take into consideration a limited budget and the goals of the content are to 1) lead generation for new agency clients and 2) to eventually turn the content (whatever it is) into something bigger down the road that can be monetized in different ways.

• Goals: What should the goals of the content be? Is generating leads and eventually figuring out monetization enough of a goal? Is there something missing, what other goals could the content help achieve? Think about the goals of an agency and how that can be supported by content marketing. You may also choose to break up goals further into objectives to be more detailed.

• Content Mix Strategy: What type of content should be posted and where? What media components should the content strategy include? What are good vs. bad ideas for the content marketing and explain why. What type of content will be in high demand? Which type of content will drive traffic to our the website? What type of content will have the longest lifetime value (evergreen)? Who will be creating the content? How difficult is to create this type of content (considering skills, time and money required)? How do we ensure quality control for the content? How often should new content be posted?

• Growth: What is the content going to evolve into? A blog can become an collection of blogs re- edited which essentially is a book. Should it be an eBook, hard-copy book or both? Should this book be available for free or sold? What are the pros and cons of self-publishing vs. publishing with a legit company? Should the blog topics be used for a channel, or how else can the content (from Blog or Channel) be repurposed for other platforms? How would you be able to use your content to tap into larger mainstream media that has the eyeballs of your target market (Forbes, Entrepreneur.com, Business Insider etc.)? Where does Going Live come into play and what is its value proposition?