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How To Create An Effective Content Marketing Strategy: A 9-Step Guide

content marketing strategy

Traditional marketing has changed considerably. It’s different from what it used to be a few years ago. You need something more captivating to persuade potential clients in this digital age. That’s where the right content marketing strategy comes in. 

So it’s time you focus on marketing content strategy. Content marketing is becoming a more effective strategy for businesses to share information about their brand, expertise, and products or services with their target audience. A Hubspot study shows that:

  • Currently, 70% of marketers are devoting resources to content marketing.
  • At the start of 2020, 24% of marketers said they planned to invest more extensively in content marketing.
  • In addition, 40% of marketers consider content marketing an essential part of their entire strategy.

You’re missing out on a critical opportunity to grow your consumer base and brand if your company doesn’t have a well-developed content marketing plan. 

Your content marketing strategy establishes the philosophy that will guide your content creation, allowing you to manage the process better and maximise the return on your investment.

The steps below will assist you in getting this process correct and ensuring your marketing team’s success:

What Is A Content Marketing Strategy? 

Content marketing strategy

Content marketing is a marketing strategy that focuses on developing and disseminating helpful content to achieve various brand image and performance objectives.

Below are some examples of image goals: 

  • raising brand recognition; 
  • building a positive brand image and increasing brand trustworthiness;
  • dealing with negative feedback; 
  • establishing an online community, 
  • earning loyalty, and 
  • gaining brand advocates

In terms of performance objectives:

  • Growing your client base;
  • Maintaining your target market;
  • Guiding your target market through the sales funnel
  • Creating and increasing demand for a new product or feature by drawing attention.

Some goals, such as educating or informing users, are shared by the two groups. To attain these objectives, though, you’ll need a strategic approach, which is what a content strategy marketing plan is all about. 

It’s a comprehensive, long-term, and goal-oriented plan of action involving creating, publishing, and distributing digital content.

How Do You Define A Good Content Strategy? 

Developing a content strategy can be a daunting process. Consider your content strategy as a game plan for your content marketing strategy, objectives, methods, and outcomes. That’s all there is to it.

A smart content strategy considers a KPI and then strives to achieve it. It’s a road map that outlines the particular actions that must be taken in order to attain that goal.

Content campaigns, even with the best strategy and execution, occasionally fail to meet their KPIs. That’s fine because a strong content strategy marketing also incorporates monitoring and analysis techniques to improve the content in the future.

Top 9 Steps To Develop A Content Marketing Strategy 

Marketing content strategy

1. Define Your Content Marketing Goals

Defining your goals is the first step in creating a content marketing strategy. What do you hope to accomplish with your content creation? This exact goal should guide every step of the process. 

Every decision you make about your content strategy should be based on your stated objectives. 

You’ll almost certainly come up with various objectives for your content marketing campaigns. These may include the following:

  • Boosting your website’s traffic
  • Improving your search engine ranks for specific keywords related to your industry
  • Boost your email subscribers on your list.
  • Increase your brand’s visibility.
  • Boost the number of leads generated
  • Increase your conversion rates for qualified leads. 
  • Boost social media engagement

Remember that this list isn’t exhaustive, and neither should yours be. Prioritise 2-3 main goals that will assist you in meeting your business objectives. It will be more challenging to create a cohesive plan if you focus on too many goals.

Implement SMART Goals 

Specific – set goals specific to your company, not the business as a whole.

Measurable – create a set of criteria to track your progress toward your goal.

Attainable — ensure that you have sufficient technological, financial, and human resources to meet your objectives.

Relevant — for your business, set both achievable and necessary goals.

Time-bound – Set a date or “deadline” for accomplishing the goal.

Furthermore, make sure to distinguish between long-term and short-term objectives. 

2. Take Time To Know Your Audience

Content strategy in SEO

Your audience’s needs are met by great content. To properly grasp what your audience cares about, you must first identify who you are attempting to reach. Then you can figure out what issues and pain points they’re trying to solve.

Creating buyer personas is the most efficient technique to get to know your target audience. These personas enable you to classify your target audience into distinct categories based on demographic data such as:

  • Education
  • Income level
  • Age
  • Gender

Create a detailed, three-dimensional profile for each persona to help you better understand their behavioural motivations. This should include the following:

  • Their problems, obstacles, and objectives
  • What would make life easier for them?
  • Your specialised products and services will assist consumers in achieving their objectives or making their lives easier.
  • The emotions that they are most receptive to
  • The platforms they’re most likely to use

You’ll have a better understanding of the kind of material your audience will respond to and the exact messaging you’ll need to connect with them once you have this knowledge.

Find Out What Your Audience’s Problems Are 

There are a few options for gathering information on your target audience:

  • Make the most of your subscription forms by including questions that require more information than just an email address.
  • Submit a quick survey to your subscribers;
  • Visit forums and social media pages;

Eventually, you’ll amass enough information to develop customer profiles and categorise your audience. This will enable you to personalise your content to each user group and build a good relationship.

3. Make Use Of The Keyword Research

Content strategy marketing

You have to thoroughly investigate the keywords related to your audience after defining your target audience. And that’s because these keywords will become the main pillar of your content development. 

Keyword research can be aided by various tools, including Google Keyword Planner and Ahrefs. In addition, you may generate content around these keywords to drive traffic and improve your website’s SEO rankings.

You can use keyword research to determine what your target audience is interested in. It can be challenging for a business to rank highly for a short, competitive term. But by focusing on long-tail keywords, you can create traffic from website visitors who are more likely to become subscribers or customers.

Long-tail keywords are less likely to have a lot of competition, and they may even provide some ideas for guides, lists, or blog posts that may be used as part of a content marketing strategy.

4. Determine The Most Effective Channels To Promote Your Content 

Multichannel marketing is the most common strategy for digital marketing. This means promoting content and connecting with viewers through a range of platforms. Social media, display ads, email marketing, owned websites, and more can all be employed in a content strategy.

The key is to determine which channels are most popular with your target group. For example, a B2B content strategy marketing will undoubtedly include LinkedIn as a significant channel. 

But a B2C content strategy will rely on Facebook or even TikTok for younger consumers. To increase site visits, a company that doesn’t receive traffic could explore pitching guest posts to popular blogs in the niche with backlinks to their site. 

5. Determine Which Content Types Are The Most Effective 

b2b content marketing strategy

After assessing your current content, you’ll need to figure out which content categories will help you achieve your marketing objectives the most effectively. When implementing your content strategy, you have a variety of content kinds to choose from, each of which serves a particular function.

Consider each sort of material as a separate tool at your disposal. Various options may appeal to each of your identities. A more broad content mix may also allow for more engaging social media content, which can assist in distributing your message.

You can repurpose the same information in several formats to target different parts of your audience if you use a range of content kinds. This will allow you to get the most out of every piece you make.

You could incorporate the following content types in your strategy:

While having a well-rounded mix is crucial, you shouldn’t intend on using every one of the content types listed above. Instead, choose 4-5 solutions that you believe will be the most effective for your target demographic and concentrate your efforts on those.

Over time, you can experiment with different content types and adopt the ones that produce the best results.

6. Measure Your Content Marketing Strategy Often

A content marketing strategy must be measurable to be effective. Sharing, lead generation, consumption, and sales are the four categories of content marketing KPIs.

To begin, you’ll need to set your KPIs so that you can see a clear picture of your content objectives. Then you can track the success of your content and have a better knowledge of how it’s doing using a variety of analytics tools and software. 

Finally, these indicators can be used to tweak your plan and achieve your objectives.

7. Create, Distribute, and Promote

b2c content marketing strategy

A business can begin developing and distributing content once the plan and the demographics and desired goals have been identified.

The operation can feel a little sluggish at first, especially if the people working on it have no prior expertise. However, after they’ve gotten the hang of it, the entire operation should run more smoothly.

Now that you’ve decided on the content, you’ll need to figure out how you’re going to distribute it. For example, is it better to create a dedicated blog post and publish content there, or is it better to use previously established blogs and contact their owners for guest posting opportunities? Can you combine the two?

Both choices offer advantages and disadvantages, which is just in terms of blogging. SEO, PPC, influencer marketing, outreach campaigns, and other sorts of marketing all require unique strategies.

You’ll also need to think about who will develop the content. For example, do you need to hire freelancers or additional full-time employees or have enough in-house creators?

Remember that if your content marketing strategies work, you’ll probably need to create even more content to maximise your results.

8. Analyse Your Competition

It’s a good idea to look at your competitors’ content, as well as the regions and keywords they rank for, once you know who your target audience and keywords are.

Observe what your competitors do, including what they don’t do. Examine the content on their website or other distribution channels for keywords, subjects, and duration. 

You may fill in the gaps and provide higher value to your target market if you uncover places where your competitors’ content is weak.

Marketing should be a continuous process, and great marketers are continuously on the lookout for new opportunities. To evaluate the strengths and weaknesses of your competitors’ strategy, conduct a competitive content market analysis.

9. Create Quality Content 

Content strategy

The first step in creating content is determining your target audience in the sales funnel. Next, it determines the type of content, including the goals.

If your target audience is at the top of the funnel (TOFU), you want to raise their awareness of your product, brand, or problem-solving solution. Blog posts, infographics, blog posts, videos, podcasts, etc., are all good ideas.

You should provide relevant information about locating a solution if your audience is in the middle of the funnel (MOFU). For example, How-tos, guides, webinars, reports, checklists, case studies, etc., are all appropriate sorts of content.

You must persuade your audience that your product is the best answer to their problem if they are at the bottom of the funnel (BOFU). Use frequently asked questions, customer success stories, etc. The content is then passed to free trials, demos, and promotional codes.

You’ll need content that’s informative, interesting, and promotional at each of these stages. It’s vital to strike a balance, though: if you produce promotional content regularly, you risk losing your audience’s attention. On the other hand, if you emphasise the entertaining aspect, you will fail to meet your commercial objectives.

Final Thoughts – Try New Things 

While research is essential, it’s never a bad idea to attempt something new if your content marketing strategy timeline (and budget) allow for it. You can try out new technology, use social media to your advantage, or ask your audience what they want to see.

Keep track of the results so you can go back and possibly add something new as part of your effective marketing content strategy.

If you want your content marketing plan to acquire leads for your organisation effectively, it’s a never-ending process that needs to be followed, examined, and altered regularly. 

Engage, revise, and modify your content marketing efforts frequently, and you’ll get better results.

If you need help with your content marketing, contact LiftedWP now. We have the best team to develop content that resonates with your target audience and ultimately increase your conversion rate! 

Building A Content Marketing Strategy FAQs 

Researching content in your sector is the most effective approach to content marketing. To begin, look for blogs, infographics, ebooks, webinars, and other sorts of material on Google, as well as relevant industry keywords.

Every business can use content marketing. Leading brands also employ content marketing. For example, many well-known companies worldwide utilise it, including P&G, Microsoft, John Deere, etc. In addition, small enterprises and one-person shops worldwide develop and implement it.

Guerrilla marketing is an advertising method in which a corporation promotes a product or service through surprise and unusual interactions. It’s a form of public relations.

Personas are fictional profiles that portray groups of people in a target audience that are similar in some way. They can assist you in determining how to communicate with customers on a more personal level while also delivering the appropriate messages, offers, and products at the right times.

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