Page 34 - INNO4CHANGE_WP3_T3_VET Tutorials_EN

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Let´s Roadmap it!

Practical tips for marketing strategy and content creation for the social
business

Reinforce the idea that the marketing mix is how to implement the marketing strategy that should

1 lead to the desired marketing positioning. The strategy is the theory, while the marketing mix is
the tactic that, in each of its elements (product, price, place, and promotion), will lead us to the
construction of our real offer in the chosen markets.
Stress the need for coherence between the objectives and tactics of the four elements of the
2 marketing mix. For example, for a low-cost positioning, we need a no-frills product design, a price
as low as possible, simple, and inexpensive sales channels, and, finally, low-cost, direct, and
straightforward communication.
The roadmap is not a plan; it does not establish specific actions or content. The roadmap
establishes our course of action to implement our marketing strategy until we achieve the
3 desired positioning in the market. The NOW, NEXT and FUTURE periods are fragmented into

different units because as we move away from the present moment, it is more challenging to
establish when you can take action.
Make sure that everything included in the learners’ roadmap is relevant to building the marketing
4 xix communication, that no aspect is under-covered and that there are no overlaps or
redundancies in what has been defined.
5 Finish the activity with a "What if?" review to prevent possible failures in the subsequent
implementation through concrete plans of the roadmap content.

Marketing Roadmaps
www.aha.io/roadmapping/guide/marketing-roadmaps/content-marketing-roadmap

Content Creation Roadmap
Resources Marketing Mix Roadmap
www.clearvoice.com/resources/content-roadmap-guide/

https://roadmunk.com/guides/marketing-roadmap-examples/

Content Strategy Roadmap
www.brightspot.com/cms-resources/content-insights/content-strategy-roadmap-how-to-
create

Design a Content Roadmap
https://qlutch.com/content-marketing/design-a-content-roadmap

INNO4CHANGE: Empowering innovation and entrepreneurship skills on social entrepreneurs