How to Create a Content Marketing Strategy for Your Brand

How to Create a Content Marketing Strategy for Your Brand

16 Jul 2019


Joseph Bridge

Every organization strives for sales. So what is the most effective way to get this done?

The answer is simple. Implement a digital content marketing plan.

Although the implementation of this strategy is not quite as simple.

On average, a business spends one-third of its budget on digital endeavours.

Industry experts agree that there is greater ROI with content strategy. This is also helped by the low costs.

If you’re just thinking about content, creating a content strategy is very important.

And even if you’re already familiar, it doesn’t hurt to revisit your articles strategy plan. This ensures it’s up-to-date and on-point.

What is a Content Marketing Strategy and Why is it Important For Your Brand?

Your strategy should be ‘why.’ Why you are creating material, who it helps, and how you can help them in ways no-one else can.

Organizations generally use content to grow an audience. They are also used to increase ROI and quality of customers.

Planning Out and Creating Your Marketing Brand Strategy

Think about a content marketing strategy as an overview of your key business and customer needs. It will also include an in-depth method of how you use content to handle them.

There is never a definitive template for creating a content strategy. Each one is unique to the business that makes it. There are five aspects to consider –

  • The case for innovating with content: Expressing your reasons for creating content.
  • A plan for content marketing: This covers the objectives you have for your any content. In addition, it covers the initial value you want to provide and information on your business model.
  • Your audience personas: Describe the precise audiences for crafting content. Specify their needs, and when they engage with content.
  • Your brand story: Here you work out what ideas you wish to communicate. Also, how do these messages stand out from your competition?
  • Your channel plan: This consists of what your criteria, methods, and objectives are for each platform you use. In addition how you will put them together to ensure they build a cohesive conversation around your brand.

Define Your Goal

Every content strategy starts with your aims. How will you gauge the success of your plan? It is traffic? New clients? App downloads? Conversions? It’s simple to get caught up in without having a unifying strategy. Understanding your goal in the early stages will guide other essential decisions.

Study and Understand Your Audience

Once you know the reason for your content, the next thing is understanding who is taking in the content.

Content will only work with people if it appeals to them.

Creating Your Audience Personas

Buyer personas are fictional, generalized representations of your most suitable customers. These personas are built with the purpose of internalizing who your model customer.

You’ll get an idea of how to relate to them as a human being.

Create each persona on a bulleted list. Provide them with a name and explain their day-to-day activities.

How exactly does your content get recognized by them? How does it fit into their consumption?

Start Your Blog

Owning a website gives you the flexibility to create it how you want. It does mean more upfront investment, however. A pre-existing platform like Medium means less customization, but negligible startup costs.

Understand that you’re not in charge of the direction they go in down the road. This means they could get purchased, or modify their policies.

Now brainstorm some topics. Begin by writing down terms your audience would be engaged with.

Plug those words and phrases into software like Google’s Keyword Planner, Moz, and see what you get.

Expand and refine this list. Create a spreadsheet and prioritize the terms. Create a spreadsheet with the data you have in your tool.

Look at keywords, search volume level and difficulty. Pick which of these is best for your business objectives.

Building an Email List

Whatever you’re creating, you need to put it in front of the right people.

Email enables you to communicate with your audience directly. That’s where most people spend lots of hours every week.

Starting with list-building is a fantastic way to amplify the content you create. Email Service Providers help you send email messages while building and maintaining subscribers.

You may check analytics on how your promotions are doing, too.

There are 3 primary types of e-mail you can send out to your list:

Promotions and newsletters are delivered to your whole list. They’re superb when you’re just getting started and if your list isn’t sizeable.

Then you can targets segments on your list. As you get bigger, you’ll want to make ensure you’re sending the proper messages to the proper groups of people.

Automated messaging: These messages are distributed to multiple people as you operate. Think a welcome e-mail, e-training course, or lists of your major content.

Use Social Media to Market Your Content

Using Social Media is imperative nowadays. You can start by finding the words, design, and visuals that you’re likely to post.

The platforms systems you’re using are also important. When starting out, you can’t jump all platforms.

Pick the best platform for your product – where your target audience is more likely to be. For example, Facebook, Snapchat or something else?

Generate content different from your blogging sites or other articles. Additionally, you can curate other people’s links or articles. Both work towards a cohesive strategy.

Also, think about what tools you will use to aid your social media approach. You could use Trello for planning articles or Canva/Pablo to make graphics.

Work with Buffer or Hootsuite to schedule your content at the appropriate times.

Getting Your Content Marketing Plan Together

Make no mistake. Making a proper content marketing plan requires time and organization. Not to mention a creative imagination!

Establishing your strategy can be made easier, however, if you follow the guidelines here.

Like any other business proprietor, your target is to convert your web visitors into consumers. We pride ourselves on achieving these kinds of objectives daily. 

Check out our blog for more on how to get customers on your side!


Joseph Bridge is a seasoned professional in the field of business development, currently serving as the Business Development Manager at EB Pearls, a dynamic and innovative company in the technology sector. With a strong track record of driving growth and forging strategic partnerships, Joseph brings a wealth of expertise to his role.

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