8 Steps To Developing A Content Marketing Strategy In 2022

Dec, 21 | 01 min read
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If you've been trying to get to the top of the Google search page results, there's one secret to success -establish a fantastic content strategy. Producing high-quality material, connecting with your audience, and assessing your achievements and failures should all be part of your content strategy. Don't just crank out material for the sake of it.

content marketing tools
Image from Unsplash by RetroSupply

In this article, we will take a look at what makes a solid content strategy and how to make one. Let’s get started!

What Is Content Strategy?

A content strategy is a strategy for achieving your company objectives through the use of content. It involves high-level planning, implementation, promotion, and ongoing management of the content lifecycle to support major business activities.

It's essentially your company's strategy for using content to generate traffic, leads, engagement, sales, and other business objectives.

Content strategy is one of the most crucial components of your marketing plan when done correctly. A great content strategy will draw in your target demographic at every level of the sales funnel and keep them engaged even after they've made a purchase.

The goal of content strategy is to determine what kind of material will benefit your target audience and motivate them to take activities that will benefit your company.

To do it successfully, certain moving pieces must be brought together. Setting objectives, researching your audience, and mapping out how customers will engage with your content are just a few of the things you'll need to do.

Content Strategy vs Content Marketing Strategy

Content strategy differs from content marketing in the sense that it is a higher-level commercial activity.

A content strategy serves as a road map for your content marketing efforts. It's the decision-making process that determines who your content will affect, how it will break through the clutter, and the intended consequences. It also entails determining content success.

Content marketing, on the other hand, is the process of planning, organizing, developing, releasing, and promoting content. The methods that follow the content strategy are known as content marketing.

Your content plan identifies:

  • The goals you want to achieve.
  • Who you're attempting to contact.
  • What kind of content you'll create and distribute.
  • How your content will help your business.
  • The methods through which your material will be defined.
  • What methods you will use to promote and magnify your content.
  • The criteria for determining the success of your content strategy.

Why Do You Need A Content Marketing Strategy?

Businesses require a content strategy to attract the proper people who will convert into customers, inform them of the advantages of using their products, acquire new customers, and keep them as customers.

To attract potential leads through the sales funnel and keep them coming back, you'll need a content plan.

Creating content just for putting something out there without a goal may be an expensive and time-consuming error.

Establishing your plan before you start creating content will help your company develop more relevant material, which leads to more trust and a higher return on investment for your content marketing efforts.

Understanding what a content strategy is and why you need one is critical, but what can you accomplish by devoting effort to developing one? The following are some of the advantages of developing a content strategy-

It makes your message clear

If you don't convey your narrative, your audience will figure out what they want to know about you and create their conclusions.

A detailed content strategy may assist you in defining exactly who you are and what you do, while also ensuring that your message is consistent across all channels.

This precise message not only assists you in reaching the proper audience but also assists your staff by providing them with a reference point if they have questions regarding your brand's messaging.

It makes your content more trustworthy

A content strategy allows you to reach out to a larger audience. You can avoid taking random methods to market once you have a strategy in place, and you can start developing your brand as a leader in your field.

It fosters consistency

For content marketing to be effective, it must be done regularly. You'll be able to maintain the consistency necessary to get outcomes if you create a plan to follow. You'll know exactly what you need to do and when you need to do it if you create a strategy to follow.

8 Steps To Creating A Content Marketing Strategy That Converts

1. Set Your Goal

It is suggested that you begin with a goal in mind. Starting with the primary goal might help you stay focused; otherwise, it's easy to become sidetracked.

You will waste time and resources if you create content solely for the sake of it and you don't focus on business objectives.

Make sure your analytics are set up correctly. Page visits, social media shares, and eCommerce conversions are all possible metrics to measure in your analytics tools.

2. Know Your Buyer Persona

You must precisely identify your content's target audience - also known as your buyer persona. to create a successful plan.

Learn as much as you can about your target demographic. You want to know how people spend their time online, what they buy, and how you might help them solve their problems.

This is especially true for people who are just getting started in marketing. You can create more relevant and valuable content that your target audience will want to read and convert on if you know who they are.

Your objective may have shifted if you're a seasoned marketer. Do you want to reach out to a new demographic or broaden your present market? Do you want to keep your target audience the same?

Each year, you should undertake market research to revisit your audience characteristics to expand your audience.

3. Map The Buyer’s Journey

The initial impression is brand awareness. The relationship, however, does not end there. Because the ultimate aim is to drive revenue, every content marketer worth her salt must develop with the complete marketing funnel in mind.

Buyer’s Journey map
Source: HubSpot

The top layer of the funnel is brand awareness, which establishes trust through non-self-promotional blog articles, infographics, films, and social media posts. However, content must eventually link to contemplation, purchase choices, and retention.

Brand awareness sometimes gets a bad name. Because it does not directly feed conversions, some criticize it as meaningless and hollow.

Consider it this way - before you make any major purchase, you do your homework.

You conduct research and seek out reliable sources to assist you in forming an opinion. If you were making an expensive purchase, you wouldn't just go to a store and pay for it instantly, would you?

You'd most likely watch TV advertising, check up on new features on the internet, and compare costs. There'll be a natural development until you've found a few companies or goods that appeal to you.

Instead of focusing on your desires and needs, address the pain points of your customers. Address them at each stage of the journey.

4. Perform A Content Audit

The majority of businesses begin with blog posts. You may undertake a content audit to examine your top-performing and lowest-performing material if you wish to branch out into new forms. Then, based on that knowledge, decide which path to go next.

If you've been in the business for a while, take a look back at your content marketing efforts and outcomes from the previous year.

Content Audit template
Source: digitalmarketinginstitute.com

Determine what you can do differently in the coming year and create new objectives for yourself. Now is an excellent moment to match your team's objectives with those of your business.

A content audit can help you evaluate what connects best with your audience, uncover gaps in your subject clusters, and develop new content ideas, regardless of where you are in the process.

5. Do Keyword Research

You must carefully investigate the keywords related to your target audience after you've defined your target audience since these will constitute "the backbone of your content development".

Many tools, such as Ahrefs and Google Keyword Planner, can assist with keyword research. You may generate content for your website and brand based on these keywords to increase traffic and SEO rankings.

6. Create Content

The content-writing stage is relatively easy to understand. This is the section where you compose the most effective piece of content.

If you want to rank well, your content must outperform every other result on Google's main page. That is to say, the longer your content is, the better. Because it is more informative and covers more related subjects, longer content ranks higher and generates more backlinks.

During the writing stage, avoid focusing on keywords or other ranking indicators. Remember that the primary goal is for people to read and appreciate the information. During the writing process, search engines should be a last-minute consideration.

Put yourself in the shoes of the reader. Consider why they may look up a topic and what they might like to read in answer to that inquiry. Then create a piece of high-quality content that meets the reader's search goal and encourages them to share it.

After you've done so, incorporate the keywords your research suggests you should in a manner that makes your article as seamless as possible. Do not try to force SEO down your reader's throats. It has to be as natural as you can make it out to be.

7. Choose Distribution Channels

One of the most common misunderstandings regarding content marketing is that marketers just post an article on a blog and it goes viral. That isn't a plan - it is a fantasy.

Content distribution takes the same amount of foresight and strategy as content development. Where people spend their time should be a part of your audience study.

Your target audience may be on LinkedIn if they work in finance. Twitter is a favorite hangout for those of us in the media and marketing industries. Retailers are likely to be interested in experimenting with Instagram. Then there's Facebook, which can reach the majority of people.

Use social media to distribute your material as it can help you gain an audience and begin interacting with them. Instead of entering into paid distribution right away, start with organic distribution.

Using highly specialized distribution strategies or hyper-targeted information too early in the customer lifecycle might backfire. It might not only result in bad results, but it could also squander your money if you engage in paid distribution for an audience that does not yet exist.

On the other hand, allowing your staff to be overwhelmed by the seemingly unlimited number of distribution channels is a bad idea.

In that case, brands should focus on a small number of content distribution channels, such as a blog and a YouTube channel so that they can focus on reaching the appropriate people through the right channels.

8. Create A Content Calendar

Create a content calendar to gain insights into where and when this material will be made available once you've picked your distribution channels. A content calendar will assist you in keeping track of your material and ensuring that it is published regularly.

This final phase connects the dots between strategy and execution. Schedule the core content you'll publish during the first two or three months in a calendar that your whole team can view to guarantee your output stays faithful to your plan.

content calendar asana
Source: Asana Templates

All of the research on themes, formats, keywords, and other factors should be incorporated into the initial pieces on this calendar. Fill the calendar with important pieces of content, keeping in mind that the main purpose is to catch attention and establish loyalty.

Lousy content won't help you rank higher in search engines. So aim for the major themes and address any pain points your audience may have.


Developing a strong content strategy isn't that complicated, however, putting it into action might be difficult.

Expect to run into stumbling obstacles and a lot of trial and error. Once you've figured out a winning formula, all you have to do now is repeat the process to achieve the type of audience growth you've always wanted.

Following our step-by-step method will help you develop a fantastic content strategy while also ensuring that you are paying attention to crucial metrics that may make or break your content's effectiveness.

Remember that getting your content strategy off to a bad start will waste your time, and releasing your material on the incorrect platforms for your audience can result in you not getting the leads you want.

Moreover, the content that you provide is of paramount importance to any content strategy that you come up with. So, emphasize creating the best content possible.

RankToday can help you create the perfect content for your business. It is the one-stop solution for all your content needs. Sign up today!

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