How to start a content marketing strategy for your business

Many people begin their content marketing plan without first understanding what they're doing. This leads to frustrated business owners and a lack of content being read by the target audience. In this blog post, you will learn how to create an effective content marketing strategy for your business from the ground up!

What is content marketing, and why does it work?

A female doing an instagram live as part of her content marketing. This promotes her identity and brand.

Content marketing is when you develop content to promote your company or brand. There are a lot of definitions of content marketing out there, but the gist is that it's a way to promote your business or brand.

People use content marketing because it works! In fact, according to Demand Metric, 87% of B2B marketers who blog generate sales leads and conversions at 22%. Content has also been shown to increase organic traffic by an average of 14%, drive inbound links and social shares, improve search rankings, increase brand awareness, and boost conversions.

Because content marketing is a type of inbound marketing that focuses on delivering relevant material to attract people who are ready to buy your product or service, it works. A strategy for content marketing is what you need to get started with this powerful way of getting more business.

The content can be created and distributed as assets, such as blog posts, infographics, videos, social media content (e.g., tweets), podcasts, or webinars.

These assets are important for content marketing because it provides customers with a reason to interact with the company.

They do it by providing useful information about products or services through content they find valuable.

It also helps potential buyers understand how the product will benefit them before making an investment decision. Research has shown that this increases sales conversion rates dramatically!

As long as someone takes an interest in what you write/create and shares it on their networks, you are reaching new potential customers.

Content marketing is not limited to text and images. Video content can also be used as long as it provides value for the reader or viewer (e.g., infographics).

Ultimately, content marketing should generate leads and drive conversions which help you grow your business online!

How can Content Marketing benefit your Business?

A male carrying a trophy on a mountain. This shows the result content marketing can make in the bigger scale.

"In an analysis of more than 100 B2B marketing campaigns, the Content Marketing Institute and MarketingProfs found a consistent pattern: In nearly every case where content marketing was deployed as part of a larger campaign, it resulted in higher lead generation at a lower cost per lead."

There are many different ways content marketing can benefit your business. Here we will discuss the following:

Lead Generation and Conversion Rates

Content marketing helps you get more leads and better quality leads, which means a higher conversion rate of people who are interested in what you have to offer.


Content marketing can help increase your sales by getting potential clients familiar with your brand without having to go through a long sales cycle. This allows for more return business from existing customers as well as the ability to charge a higher price for your products and services.

Brand Awareness

Content marketing builds brand awareness by getting you in front of potential customers when they are looking for what you have to offer. By providing content that is valuable, informative, or entertaining at just the right time, you will build trust with those who visit your website and social media profiles.

Customer Retention

Once you have established trust with your potential customers, content marketing can help provide additional value to those who already do business with you and encourages them to continue doing so by providing discounts or exclusive offers that are available only through the existing relationship. 

Content marketing also provides a means for generating more leads from current customers as they share your content with their friends and associates, this is referred to as "earned" media.

Targeting Customers

For a content marketing strategy to be effective, you need to have a good understanding of who it is that you are trying to reach out to through social media networks or other online properties. If there is not a specific type of customer that you are striving to connect with, then it is unlikely that content marketing will have any significant impact on your business.

The more targeted the customers are about their demographic profile and behaviors, the better chance there is for successful conversions from social media traffic or other online interactions. For example, if your company sells baby products, you would be better off with a content marketing strategy that targets mothers with young children.

On the other hand, if your company is selling office furniture to large enterprises, it will probably have no impact on your business success by focusing on social media networks for stay-at-home moms who are looking to decorate their houses. It just doesn't make any sense.

Defining a Content Strategy for Your Business

A female drawing the strategy for her content. How her content will be organised and distributed.

A content marketing strategy is important in your business as it will help you define your content marketing efforts and measure the results. It is a plan that describes how you are going to create, deliver and distribute valuable information or content that educates customers about what problem your product solves.

What is content strategy?

A content strategy is a plan for your content. According to Neil Patel (content marketing expert), a content strategy is "the way you plan, organize and distribute your content to attract new customers."

This means that content strategy is more than just writing blog posts. It is the art of creating content that will attract customers to your company, or inbound marketing.

A content strategy varies depending on the type of content you're creating and your industry.

When starting a content strategy for your business, there are three main steps.

  1. Identify what content will work best with your target audience;
  2. Implement the content in an editorial calendar, and finally,
  3. Measure progress over time using analytics tools.

Once this process has been completed, you will better understand how much content creation matters to your bottom line!

The result of implementing these steps includes updated digital skillsets that could lead to more sales opportunities down the road.

Why do Marketers need to Create a Content Marketing Strategy?

A content marketing strategy is important in the sense that you need to know your audience, know what they want to see/read, and then go out there and get it.

Sure you could just create content with the hopes that someone will read it, but why leave anything to chance? By creating a content marketing strategy you are setting yourself up for success.

You can start with the creation of an editorial content calendar, which is a valuable tool that can help you understand what content should be created and when.

Creating your editorial content calendar

In creating your editorial content calendar you are setting yourself up to know what content you will be providing your audience. You can then make sure that the content matches their needs and also matches with any of your products or services that they might need/want down the road.

There are many benefits to creating an editorial content calendar: you can see what types of posts will be written when they should go live if there are any overlapping audience needs/content that may happen within the same month or week etc.

An editorial content calendar can be created by using a spreadsheet and following this content marketing calendar template. It can be used to deepen understanding of what works and what doesn't work concerning content distribution strategies.

Once you're set up with an editorial calendar schedule, use analytics tools like Google Analytics or Hootsuite (or the content publishing platform you're using) to monitor how your content is performing.

You may also use a tool like Buzzsumo or Ahrefs. These list the most popular content on social media and search engines, respectively.

Thus, these tools can help identify what topics are trending and give insight into what types of content perform best in terms of shares and links.

Determine the goals of your content strategy

A male pointing towards his goals in his content marketing venture. You need to know what you want to achieve.

Another step that you need to take is to determine the goals of your content strategy. You can do this by asking yourself, "What am I trying to achieve?" and "How will I measure success?".

For example: If you want your content marketing strategy to build trust with potential customers, then focus on developing informative content that answers their questions. 

Also, try promoting the blog post through social media like Twitter or Facebook! Make sure to include the call-to-action at the end of your content.

Building trust is a vital aspect of any marketing plan, and a smart call to action (CTA) can help you increase conversions on your website. A great way to build trust with visitors is by offering them free resources or exclusive deals in exchange for their email addresses. Try adding a free ebook, webinar, or report as an opt-in incentive on your website!

Writing content that people want to read is one of the most important skills for any successful blogger and it's not as difficult as you might think. If you offer valuable information in blog posts and give readers things they wouldn't be able to find anywhere else, you are already on your way.

This is when you can create your customer persona.

Define your customer persona

A businessman knowing his target market as he puts the flag on the bullseye. This is important to make content that will resonate with your ideal customer.

Content marketing isn't only important for internet marketers, it's also crucial to any other business as well. That is why one content strategy you can use is to define your customer persona.

Defining your customer persona is an ongoing process and content marketing is part of this. Your customer persona is the definition of your ideal customer. It's important to know who you're targeting and their needs to best serve them content marketing content that will convert into sales!

As you develop content, analyze what your customer persona's interests are to create content that resonates with them. This could be through Facebook and Instagram, or even Pinterest! Content marketing is a great way to show your business's expertise and value.

When you know your customer persona, it becomes easier to create content marketing that is both engaging and informative.

Develop a plan for how you will create, distribute, and measure content

Developing a content strategy plan will help you stay on target as you create content marketing assets. This is a great way to show your expertise and value, which could lead to sales.

It is also through this content strategy plan that you can decide what information to provide, which makes this very important. You need to know exactly what it is that customers want from your company or website before starting any new marketing initiatives.

A content strategy plan can also help you determine or where you would distribute your content. Different types of information may require different delivery methods. For example, if you're discussing a new product release, you'll probably want to include a video or screenshot.

It is also through this plan that you can measure your results, which is also very helpful. You want to be able to see the real ROI on what you are doing and if it is working or not.

Reviews of this content strategy plan show that there are great benefits from using these ideas for a company to accomplish its goals online. It will help you determine what content is needed and whether or not you are meeting the demands of your customers.

Develop a content promotion plan

Developing a content promotion plan with assets such as ads or collaborations can increase the likelihood of your content being seen by those who need it most.

A content promotion plan is also helpful as planning is beneficial when it comes to blogging or any other form of online marketing. It's especially important to have clear ideas about what types of posts you'll write each month ( and how you'll promote them! ).

This is a great way to develop content ideas as well because if you have something in mind already it will be easier to come up with related topics and angles.

Choose the right channels to use in your strategy

A female holding a bunch of balloons, as the balloons represents the different types of social media to market your content.

Choosing the perfect channels to use is also an important content strategy to consider.

There are several different platforms that you can use for content marketing depending on the size of your company. These include blogging (such as WordPress), video (YouTube), social media (using Facebook, Twitter, or LinkedIn), and email marketing.

Deciding on what channel to use will depend on the type of content you're creating.

For example, if your content is B2B related, a LinkedIn group may be the best channel to use. That's because it'll allow you to connect with people in your industry and generate backlinks for SEO purposes.

The majority of content should be created as blog posts or other forms of long-form content that can rank well in search engines.

These pieces should focus specifically on topics relevant to your business niche rather than being 'evergreen.'

If possible, this content should also include links where appropriate. That way, they can lead readers directly into purchasing pages (e.g., Amazon listings) from products featured within articles (you could add links at the bottom).

Where possible, it's a good idea to include links in the content you create. That way, they can lead readers directly into purchasing pages from products featured within articles (you could add links at the bottom). 

Gather data on what works best for you and your customers

A female running through her content analytics to see which content works best and which one she needs to improve on. This also includes competitors.

Part of an effective content strategy is gathering data on what works best for you and your customers.

It's not just the content that is important, but how your target audience responds to it. It's important to gather information about content that's performing well for your business to determine what works best and tailor content marketing accordingly.

The more you know about what works best for your customers, the better able you'll be to create content they want and need. Furthermore, collecting data will also show you content topics that do not perform well, allowing you to avoid creating content in those areas.

This is valuable information that will help you determine the best content marketing strategy for your business.

Gathering data is also useful for determining whether your content marketing strategy is working. If you're not seeing the results that you want, it may be due to a lack of understanding about who your customers are and what they care most about.

Let's look at an example: let's say we own a company called "Coffee Company", which sells coffee beans online as well as in retail locations.

We may find that our blog post about the history of coffee is performing well, while our latest guide on how to make a perfect cup of drip coffee isn't. We can then use this information to re-assess what type of content we're creating and why it's not working.

It might be that consumers are looking for instant solutions to their problems, and while they may be interested in learning more about coffee brewing techniques over time, right now the content isn't relevant to them.

Collecting data will also show you content topics that do not perform well, allowing you to avoid creating content in those areas. This is valuable information that will help you determine the best content marketing strategy for your business. 

Gathering data is also useful for determining whether your content marketing strategy is working. If you're not seeing the results you want, then it might be that consumers are looking for instant solutions to their problems, and while they may be interested in learning more about coffee brewing techniques over time, right now the content isn't relevant to them.

Run a content audit

Running a content audit is part of the content strategy. Content audits are often done with the help of marketing analytics software, such as Google Analytics.

Software like Google Analytics allows you to track information about your website visitors, including their location and interests by analyzing what keywords they used when searching for content on the internet that was ultimately linked to your site.

It's important to gather data on your current content, what keywords you're using, and how many visitors each piece is getting. This will allow you to see which pieces of content are performing well or poorly over time, allowing you to edit them as needed for even better results in the future.

Running a content audit allows you to see what content is valuable, and which isn't. It allows you to identify gaps in your website's current library of information that can be filled with new articles as well as identifying how much overlap there might be between pieces if more than one topic has been covered.

Analyze the Competition

Analyzing the competition can be a great way to learn how they are executing their content marketing strategy, as well as uncovering what topics and keywords you should focus on.

This can also give you an idea of the specific types of articles that are performing best for them so your content can have similar results with less effort expended since it's already being done by someone else.

This content strategy is a great way to expand the reach of your content marketing strategy and get more eyes on pages without having to do intensive research.


A female saving money in a piggy bank. This represents how content marketing can reduce costs and save money.

In conclusion, content marketing is the future of business. It can help you save money and reduce customer service costs.

It can even help you increase your revenue by $14 for every dollar spent on content marketing, so there's no reason not to get started today!

To gain an advantage over your competitors, it's important to start developing a content strategy that will help you grow and increase brand awareness. In this way, you can be a leader in your industry and a go-to resource for customers.

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