The vast majority of the serious mistakes I see regarding web design, are for a poor strategic planning. In marketing it is the same. People tends to think of online marketing as something closer to the computers than to marketing and as I've said more than once, it's all marketing and nothing computing. For this reason, it does not make sense to take action without a logical content map and with objectives that comply with the SMART methodology. And I see it every day. Even in websites that should have for their subject or business to which they represent a technical section unpolluted.
A strategic marketing plan is part of strategic consulting rather than marketing as such. It is about making a plan in which we know what we want to achieve and going through how to achieve series of objectives for the company. As you can not give examples of clients due to respect for their privacy, we will be giving our own examples. PSF has several first pages in words like "Invest in Andorra" or "Taxes Andorra", which come top10. This notonly gets through time, but with planning. For a long time we have dedicated to it, we are not going to get the first place in taxes and it does not make sense either, so we chose Andorra taxes, although we could have chosen others like income tax andorra, which we leave in the background. In the end we have planned that we want in a very detailed way, to later go on with the things that we can do to achieve it. There are also many tactical decisions made on a daily basis, but they do not go blind because of the previous plan. I could tell you right now all the articles of the month and in which page of google we will be in more than 10 different words, because I have realized the planning of all these situations.
A simple plan can take many hours of work, but in complicated cases is really huge. You have to define where you want to be in a couple of years and what operational actions will be taken during the current year to go towards that end in a way concise enough so that on a monthly or quarterly basis you can define suitable content calendars to fulfill the plans that are on top. Keep in mind that if marketing is not strictly linked to the company's journey, we're not going anywhere.