A successful content marketing strategy is your secret weapon in today’s digital-first world. It’s how you grab attention, build trust, and ultimately drive results. But in a world where every company is fighting for attention, how do you ensure your content is generating the outcomes you’re after? A solid content marketing plan is your golden ticket to standing out against your competitors, connecting with your audience, and getting the results you’re after.
Whether you’re just starting out or you’ve been doing content marketing for years, there’s always room to sharpen your approach. Let’s walk through how to create a content marketing strategy that drives qualified leads, shortens sales cycles, and fuels revenue growth.
Here’s How To Create a Content Marketing Strategy Step-by-Step:
What follows is a step-by-step guide on how to create a content marketing strategy. We’ll tell you how to: define clear, measurable goals aligned with your business objectives, understand your target audience through research and buyer personas, conduct a content audit, choose the right content themes, formats, cadence, and distribution channels and, finally, measure performance using key metrics.
Let’s get started.
Step 1: Define Your Goals and Objectives
Before you dive into creating content, stop and think: What’s the business goal that I want my content to achieve for me? Every piece of content you put out there should have a clear purpose. Without a very specific goal, content creation can be like throwing darts in the dark—with luck, maybe you’ll hit something, but most likely you’ll miss your target.
Start by asking yourself some key questions:
- Do you want more people to know your brand? If brand awareness is the goal, focus on content that tells your story and showcases your values.
- Is your priority getting leads? Then develop compelling resources—like eBooks or guides—that your audience sees as worth handing over their email to unlock.
- Are you looking to deepen connections with your existing audience? In that case, engagement is your target, and interactive or thought-provoking content will help you get there.
- Is driving sales your main focus? Highlight your product or service with case studies, testimonials, or detailed how-tos.
Goals act like a compass for your strategy. Once you’ve set them, every decision you make—from the topics you cover to the platforms you use—should align with what you’re aiming to achieve.
Step 2: Understand Your Audience(s)
Who Are You Talking To?
Let’s say your content is amazing—funny, informative, even groundbreaking. But if it’s not reaching the right people, it won’t have any impact? Knowing your audience is non-negotiable (at least if your goal is to make content that converts).
Start by creating buyer personas: these are fictional representations of your ideal customers. This goes beyond surface-level demographics like age or location.
You need to know:
- What keeps your audience up at night?
- What excites them?
- What problems are they trying to solve?
- What are their goals?
- What challenges do they face?
- Where do they hang out online?
The more specific you can be in answering these questions, the better.
But don’t stop there. Launch surveys and conduct customer interviews on a regular basis to hear directly from people who are engaging with your brand. Dive into your analytics to see what content your audience is already engaging with. Keeping an eye on your competitors’ content can also offer insights—finding out what’s working for them might inspire you or help you to determine what gaps you can fill with your content.
When you get to know your audience like this, you can create content that is made just for them.
Step 3: Perform a Content Audit
Before you start creating new content, take stock of what you already have. A content audit is a simple but powerful way to see what’s working, what’s not, and where you have opportunities to improve.
Here’s how to get started:
- Inventory everything: Blogs, videos, infographics, social posts—list it all. Understanding where you’re at with your content now will make your life a whole lot easier down the road.
- Analyze performance: Which assets are driving the most traffic? Which ones are generating leads? Use tools like Hubspot, Google Analytics, or social media insights to dig into the numbers.
- Spot the gaps: Are there questions your audience is asking that you haven’t answered yet? Are there types of content (like video or long-form guides) that you’re not currently using that could help them?
A content audit helps you focus on what’s already working and gives you the insights you need to stop wasting time on content that doesn’t pull its weight.
Step 4: Content Plan Like a Pro
Once you’ve got your goals and audience nailed down and you know what content you already have, it’s time to plan. Think of your content plan as the roadmap that guides your efforts.
Start with the big picture. What themes or topics align with your goals and resonate with your audience? How often can you realistically create and publish content without sacrificing quality?
Then create a content calendar. This doesn’t have to be fancy—just a simple schedule that outlines what you’ll post, when, and where. Having a calendar ensures you’re consistent, which is crucial for building trust and keeping your audience engaged.
Next, choose your channels. Showing up where your audience is can make or break your content strategy's success. That’s why choosing the right distribution channels is one of the most important components of your content marketing strategy.
Here’s a quick rundown:
- Social media: Great for building brand awareness and engaging with your audience in real time. Choose platforms that match your audience’s habits—LinkedIn for professionals, Instagram for visual storytelling, YouTube for videos, and so on.
- Email: Perfect for nurturing leads and keeping your most engaged audience in the loop. A well-crafted email newsletter can drive traffic, sales, and long-term loyalty.
- Your website or blog: This is your home base for content. It’s where you can go deep with long-form articles, case studies, and thought leadership pieces that boost SEO and allow you to establish authority in your industry.
Remember, you don’t have to be everywhere—just be where your audience is.
If building and executing a content marketing strategy feels daunting, working with a digital marketing agency can provide the expertise and support you need to see results.
Step 5: Measure What Matters
The final piece of the puzzle? Analytics. Without looking at the data, you’ll never know what’s actually working for you.
Look at metrics that align with your goals. If you’re aiming for brand awareness, track impressions and shares. For lead generation, measure sign-ups and downloads. For conversions, monitor sales or demo requests.
Tools like HubSpot, Google Analytics, or the insights built into social media platforms can give you a clear picture of what’s working and what’s not. Use that data to tweak your strategy and double down on what’s driving results. Don’t forget to share that data across your team to ensure you’re on the same page about key insights or ideas.
Now You Know How to Create a Content Marketing Strategy!
Crafting a winning content marketing strategy doesn’t happen overnight, but the effort to do it right is worth it. When you’re clear on your goals, know your audience, have a solid plan in place, and measure the outcomes, you can create content that doesn’t just clutter people’s feeds but instead makes a lasting impact for your brand and is helpful to your ideal customers.
Questions? Contact us for a personalized consultation and see how Tangible Words can help you achieve your goals.
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