The SOSTAC marketing model is a strategic planning framework that helps businesses organise their marketing campaigns in a structured, practical way. Created by PR Smith in the 1990s, the model breaks down the planning process into six key areas: Situation, Objectives, Strategy, Tactics, Action, and Control.
SOSTAC is widely used by digital marketing professionals and agencies because it encourages clarity, accountability, and continuous improvement across all marketing efforts.
Why SOSTAC Is Useful for Businesses
One of the major strengths of the SOSTAC model is its logical flow. It guides businesses through each stage of the planning process – from understanding where you are now to tracking performance. This is especially valuable in today’s digital marketing landscape, where the sheer number of platforms, tools, and tactics can make it difficult to stay focused.
By starting with clear objectives and working through how to achieve them, businesses are more likely to run efficient campaigns that align with their bigger goals. It also helps prevent the common mistake of jumping straight to tactics without a plan – something that often leads to wasted budget and poor results.
Breaking Down the SOSTAC Model
- Situation – Where are we now?
Analyse internal and external environments, customer behaviours, competitors, and digital presence. - Objectives – Where do we want to go?
Set measurable goals like increased web traffic, better conversion rates, or stronger brand awareness. - Strategy – How will we get there?
Define positioning, segmentation, value propositions, and messaging. - Tactics – What tools and channels will we use?
This might include SEO, content marketing, email campaigns, social media, or paid advertising. - Action – Who does what and when?
Plan campaign rollouts, timelines, resource allocation, and team responsibilities. - Control – How will we measure success?
Set up tracking systems, KPIs, and regular reviews to evaluate results and optimise over time.
SOSTAC in a Digital Marketing Context
SOSTAC is particularly relevant for businesses that use multiple digital channels. Whether you’re running campaigns through a digital marketing agency or in-house, the model ensures that all efforts are aligned and trackable.
For example, if you’re targeting young professionals, you might lean on social media advertising, video content, and email nurturing. The tactics must always align with your strategy and audience insight.
The Role of Content Marketing Within SOSTAC
Content marketing plays a critical role in both the Tactics and Strategy stages of the SOSTAC model. High-quality, useful content helps brands build authority, attract leads, and nurture customer relationships.
Whether it’s through blog posts, video tutorials, whitepapers, or social media content – the goal is to create something of value that speaks directly to your target audience. This not only increases visibility but also builds trust, a key ingredient for long-term growth.
Allocating resources to the right type of content and distribution channels is essential. For some brands, podcasts or infographics may be the most effective tools. For others, long-form articles or short-form social videos may resonate more.
Using the SOSTAC framework allows businesses to approach content with intention, ensuring it ties into larger business objectives and delivers measurable results.
The SOSTAC model gives businesses the structure they need to plan smarter and act more decisively. When applied consistently, it supports clear goal setting, smarter resource use, and better performance analysis. Whether you’re building your first digital strategy or refining an existing one, SOSTAC offers a solid foundation.
Want help applying the SOSTAC model to your next campaign? Book a call with our team at bluedot – a digital marketing agency that helps businesses turn structure into results.
