Marketing Strategy Structure

A lightweight structure I reuse for any marketing strategy – ask for a "lightweight marketing strategy" and this is roughly the shape I want back.

1. Context: why are we doing this, what do we already have. Brief, right at the start.
2. Goals and success metrics: what we're trying to do. This is the executive summary – it may get refined last in the actual process, but it belongs near the top of the document.
3. Audience: who this is for – the users and their personas, roughly. Do this per audience if there's more than one.
4. Value proposition: what the product/course/offering actually provides to that audience. Also per audience if it differs.
5. Messaging and channels: the value proposition turned into an actual story or structure – not necessarily written out in full at this stage, more a sense of the rough shape the message will take. Channels are where you can actually reach that audience; message and channel go together.
6. Budget: what resource, time, or energy you actually have for this.

In practice: bring the rough context to the table first – "here's what we've got, here's our initial thinking on audience, we're not sure yet" – and let it get refined through questions rather than trying to arrive with a finished answer.