What should a marketing strategy include?

The audience you are trying to reach, your positioning against the alternative, the few channels you will use, and the one metric that proves the strategy is working. Tactics and campaigns hang off that spine — they are not the strategy itself.

What is the difference between a marketing strategy and a marketing plan?

The strategy is the direction — who, why, and the metric. The marketing plan is the calendar of campaigns and tactics that execute it. A plan without a strategy is a list of activities with no way to tell which ones mattered.

How is a B2B content marketing strategy different?

A B2B content marketing strategy maps content to a longer buying cycle with several people involved, so it leans on positioning and on content that helps a buyer justify the decision internally. The template fields are the same; the channels and the cycle length differ.

How many channels should a strategy use?

Few — two or three you can sustain. A strategy that lists every channel is a wish list. Pick the channels that fit the audience, commit to them, and measure against the one metric before adding more.

Marketing Strategy Template — Template

TL;DR. A marketing strategy is audience, positioning, channels, and one metric. Everything else is tactics. Copy the body of this page into a wiki page, name the audience and the metric first, and keep the team pointed the same way.

A strategy is a direction, not a calendar. The calendar is the plan that executes it. Most marketing documents fail by listing activities with no way to tell which ones mattered — the fix is to choose one metric up front and judge everything against it.

What a marketing strategy includes

Audience. Who you are reaching and the change you want.
Positioning. Why they choose you over the alternative.
Channels. The few you can sustain, each with a reason.
Metric. The one number that proves it is working.

How to use this template

Copy the body below into a new wiki page in your space.
Name the audience and the belief or behaviour you want to change.
Write the positioning in one sentence.
Pick two or three channels that fit the audience.
Choose one metric and a target for the period.

The template — copy from here

Summary

Owner: <Name, role>
Period: <quarter / year>
One-line strategy: <the direction in a sentence>

Audience

<Who you are reaching. The segment, their context, and the belief or behaviour you want to change.>

Positioning

<In one sentence: why this audience should choose you over the alternative they use today.>

Channels

Channel	Why it fits the audience	Owner
`<channel>`	`<reason>`	`<name>`

The metric

<The single number that says the strategy is working, with a target and a time frame. Name the leading indicator you will watch weekly.>

What we are not doing

<The channel or tactic you are deliberately skipping this period.>

Common questions

What should it include? Audience, positioning, channels, and one metric.

Strategy versus plan? Strategy is the direction; the plan is the calendar that executes it.

B2B content strategy? Same fields, mapped to a longer cycle with more buyers involved.

Keep the strategy in a wiki and link each campaign back to it, so the team can see which activity served which goal. Pair this with the Case Study Template and the Press Release Template, or browse the full template library.