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Mapping the Creative Process: Marketing Campaign Strategy 101

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Updated By: Nick Peterson on Fri, Aug 24, 2018

Mapping the creative process isn’t easy; it took me a solid nine months to finally feel competent in my position. Of course, I bounced around a little before finding my forte in Project Coordination - I wrote blogs and website copy, scheduled social posts, and dabbled in keyterm research / Google AdWords.

Creative Use of Spreadsheets

My saving grace came in the form of spreadsheets - a tool I used roughly ~10 times during the course of my college career. In reality, these spreadsheets were allowing me to create and organize processes; step-by-step road maps for our agency work that happens every day.



Personally, I had an aversion to capturing several creative processes in a simple spreadsheet. It seems wrong to encapsulate the work my team does into a makeshift grocery list.

Mapping the Creative Process: Marketing Campaign Strategy 101

However, these processes have become an invaluable part of how our agency operates. They serve as a road map for several projects … But we’re mindful that our jobs need to remain flexible. It’s impossible to account for everything always, but processes guide us along the path of a project. They’re continually evolving.


Campaign Strategy

Cue change … Progress even! Incoming campaign strategy. Our agency introduced campaign strategy and it threw me for a loop. We had always created content around a strategy, but we had never mapped things out visually in such detail. It’s difficult to explain without showing you, so I will:


After glancing at this campaign strategy, you’re probably even more confused. No worries, I felt the same way. There are six important aspects of a good campaign strategy:

  1. Persona & Social Targeting
  2. The Buyer’s Journey
  3. Content Planning & Repurposing
  4. Cross Linking & CTA Strategy
  5. Scheduling, Benchmarking, & Mapping
  6. Goal Tracking & Setting


How This Pertains to You

It’s a legitimate question. Why should you care? Well, campaign strategy connects everything. Once agreed upon goals have been identified, a campaign will flesh out the common threads through every piece of content. A multitude of content contributing to one singular goal; it’s a beautiful thing.

This strategic type of thinking is what drives goals, makes a difference, and delivers ROI.

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Nick Peterson

About The Author

Nick Peterson

I'm the get-it-done, keep-it-on-track guy. Project coordination, traffic, and scheduling are my responsibilities with Leighton Interactive. I use my attention to detail, masterful communication skills, and passion for teamwork to propel our client's projects across the finish line. Outside of work, you'll find me rooting for my favorite hockey team and enjoying a cold craft beer with friends.

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