3 Key Tips to Building an Effective Content Marketing Strategy


Making tangible connections with customers has never been so crucial. With traditional advertising making much less of an impact, there comes a need to evolve your marketing strategy to align with current consumer trends.

These days, customers see straight through a hard sell. Instead, they’re drawn to quality content that informs, educates, or entertains.

This, in a nutshell, is content marketing. It revolves around storytelling and is crucial to creating and maintaining relationships with customers. Content marketing examples include compelling blog posts, social media messages, crafted email campaigns, and quality video content.

If your business is yet to implement content marketing, here are three essential tasks that will help you kickstart your strategy:

Identify your audience

The first step before creating relevant and successful content is to determine your audience. That way, you can make sure content is tailored to their needs, speaks their language, and meets their expectations.

Start by analysing the data for people who currently interact with your brand (via web traffic, email lists, and social media subscribers). Determine demographics, such as gender, age, and income. Collate customer feedback to find out what customers look for in your brand, what they like, and what they think could be improved. Research keywords associated with your brand to see what your ideal audience is searching for. Using this information, you can create a fictional persona for your brand who represents your target audience.

The more you get to know your audience, the easier it is to produce engaging content that fulfils their needs.

Make a plan and outline your goals

Although the temptation is to claim a presence on multiple mediums, it’s best to start slow and gradually work your way into new channels. The last thing customers need is content overload (which is something they’re already fighting against). Your focus should be on engaging users from the start. Consider how much content users scroll past every minute of the day; if you don’t stand out, you’ll be lost among a sea of competitors, and your efforts will go unnoticed.

It’s essential to understand why you are delivering content to your audience. What is the key purpose? Perhaps you want to reach new audiences, increase brand awareness, or improve relationships with customers. It may be a mix of all three or something entirely different. Stick to three to five achievable goals that align with your values.

Once you’ve determined your purpose, it’s time to figure out the aim of your content. Identify gaps and address them under your new strategy. This could be commonly asked questions, keywords that you’re not yet targeting, or something missing in competitor content.

You should then create a content calendar to ensure consistent delivery. You can educate your audience with information-rich content, inspire them with tips and tricks, or simply entertain them. A mixture will keep your content fresh and relevant - exactly what users want to see.

Promote your content where your audience will see it

It’s all good scheduling your content and posting it regularly, but you also need to make sure your audience sees it. One of the best ways is through an email newsletter. Simply set up an email list using an email service provider like Mailchimp and then utilise other channels to show people how they can sign up to your newsletter, adding a clear call to action button.

Another place to share content is through social media. Your brand should have a presence on platforms like Facebook, Twitter, and Instagram with an already-established audience. Promote content on your page through status updates, paid advertisements, or social media influencers.

Finally, you should focus on SEO so that people can find your content through organic search. This is crucial for brands and pays off if done correctly. Carry out keyword research and strategically add them to your content so that it flows naturally. This will help you rank higher in search engines, increasing your chances of being seen.

Consistently providing quality content that is relevant to your audience is the key to establishing a successful content marketing strategy. Frequent analysis of each piece of content will help you better understand your audience and continue to offer content that not only benefits them but keeps them coming back for more.