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Melissa Morse

Product & Content Marketing Professional

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Content Marketing Roadmap Creation

Project type

Competency Demonstration

Date

October 2025

Location

Connecticut

Link

View post on LinkedIn

I developed this 8-slide carousel to illustrate how I approach building a content roadmap that connects strategy, SEO, and sales enablement. The piece walks through my process from aligning with business objectives to auditing content, defining topic clusters, and establishing performance feedback loops.

Start with a Purpose. Every roadmap starts with
1 question: What's the goal? Before I plan a single topic, I align content goals to business outcomes.

Start with a Purpose. Every roadmap starts with
1 question: What's the goal? Before I plan a single topic, I align content goals to business outcomes.

Audit & Analyze. Find out what is working & what’s not. I do this through a content audit. Top-performing pages (traffic + conversions), Gaps by persona, funnel stage, or product line, and SEO opportunities (new or decaying keywords).

Audit & Analyze. Find out what is working & what’s not. I do this through a content audit. Top-performing pages (traffic + conversions), Gaps by persona, funnel stage, or product line, and SEO opportunities (new or decaying keywords).

Define the Framework. Map every piece to the funnel. I bucket topics into 3 pillars:
1. Awareness: Industry news, thought leadership, blogs.
2. Consideration: Webinars, reports, comparison guides.
3. Decision: Case studies, ROI tools, product demos

Define the Framework. Map every piece to the funnel. I bucket topics into 3 pillars:
1. Awareness: Industry news, thought leadership, blogs.
2. Consideration: Webinars, reports, comparison guides.
3. Decision: Case studies, ROI tools, product demos

Persona Alignment. Create for real people. I analyze customer feedback to learn:
- What pain are they really trying to solve?
- What language do they use to describe it?
Then I tailor messaging themes by role.

Persona Alignment. Create for real people. I analyze customer feedback to learn:
- What pain are they really trying to solve?
- What language do they use to describe it?
Then I tailor messaging themes by role.

Activate & Repurpose. Content doesn’t end at publish. I plan every asset for multi-channel use:
- Blog → Carousel → Email nurture → Sales deck snippet
- Webinar → Short clips → Blog recap → Case study
- Report → Infographic → Email nurture → Landing page snippet

Activate & Repurpose. Content doesn’t end at publish. I plan every asset for multi-channel use:
- Blog → Carousel → Email nurture → Sales deck snippet
- Webinar → Short clips → Blog recap → Case study
- Report → Infographic → Email nurture → Landing page snippet

Measure & Iterate. The best roadmaps evolve. Each week, I review:
- Engagement & CTR
- SQL influence & pipeline attribution
- SEO visibility & potential

Measure & Iterate. The best roadmaps evolve. Each week, I review:
- Engagement & CTR
- SQL influence & pipeline attribution
- SEO visibility & potential

Your roadmap should do more than fill a calendar. It should align marketing, sales, and product around the stories that move revenue. If your team needs a content strategist to build or scale a roadmap like this — let’s talk. melissa.blazejak@gmail.com

Your roadmap should do more than fill a calendar. It should align marketing, sales, and product around the stories that move revenue. If your team needs a content strategist to build or scale a roadmap like this — let’s talk. melissa.blazejak@gmail.com

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Click on the photo gallery below to learn more about this project.

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