What is Content Strategy?


Content strategy is part of your overall digital marketing strategy and should align to specific business goals, particularly sales and marketing goals like increasing revenue or growing traffic.

What is content strategy?

Content strategy is part of your overall digital marketing strategy and should align to specific business goals, particularly sales and marketing goals like increasing revenue or growing traffic. Content strategy is your plan for creating, delivering, and governing your content. It includes copy, images, video and other multimedia. It connects content creation with your organizational goals and your customer needs.

Your content strategy should provide a clear vision of whom you will reach, content goals for each piece and type of content,  and the channels where you will publish your content.  It should also be flexible- it should grow and evolve with your business and your audience, allowing you to adapt your messaging and delivery where needed as you identify what is and isn’t working.

An effective content strategy is critical to improving the user experience of your website because it ensures your content is useful, well-structured, and easily found.

Do you need a content strategy?

Absolutely. Your content strategy is informed by measurable and timely business goals. Those goals can include converting leads, growing organic traffic, and building customer loyalty. An effective content marketing strategy will:

Give your content a purpose

Tying content to business goals, audience needs, and your brand will ensure you have a clear idea of what you want your content to achieve. Determining topics, keywords, and cross-marketing opportunities is easier when you have concrete goals and key performance indicators (KPIs) in mind.

Define your audience

Establishing a buyer persona to serve as a fictional representation of your customer is a critical part of the sales funnel. Your persona should include the most common type of user you have, their geographic location, their interests, their aspirations and their needs. How this person comes into contact with your brand and what would help them through the sales funnel will help you determine the type and cadence of content you need.

Make content creation more efficient

It’s difficult to create a content or editorial calendar if you don’t know what the purpose of your content is. A content strategy along with keyword research will help you strategically determine what topics you want to cover and the cadence at which you want to publish them. Analyzing what has successfully driven engagement and what hasn’t will help you understand the types of content that resonates with your audience.

Keep your brand voice consistent across all channels

Your brand voice heavily influences the way your audience sees your brand and how you stand out. Focusing on what differentiates you from your competitors can help you build a stronger content strategy.

Determine where you tell your story

Your content can be repurposed and optimized for distribution across multiple channels and platforms. Your content strategy should include the channels or platforms, including social media and email marketing platforms, you will use to deliver the piece of content and how they will work together to tell a cohesive story about your business.

Help grow your organic traffic

Organic traffic is visits driven by search engine results page and it’s one of the best ways to boost your brand visibility. Feeding Google and other search engines a regular cadence of high-quality content will help you increase traffic organically. Your content strategy will help organize the keywords your audience is searching for and then inform the kinds of content you want to create around those terms.

A content strategy is critical to the success of your SEO (search engine optimization). To garner high-ranking online search results, you’ll want to create engaging, high-quality, content related to your industry for your content marketing efforts to result in long term organic growth.

Build relationships with your audience

Pinpointing your target audience and how you can solve their problems is critical. Creating content that understands your audience’s needs and helps solve their questions and problems, will help you establish trust with your customers. Well-written, usable content is extraordinarily beneficial when it comes to establishing a trusted brand.

Boost your credibility

Strong, effective content will help you position your organization as an expert and improve your overall brand reputation. This can lead to higher rankings on search engines and an increase in audience trust.

Generate leads

Effective content is critical for generating leads and capturing user information during marketing campaigns. Offering your audience valuable content like case studies or white papers in exchange for their email address allows you to market to them across channels.

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