What is a content strategy?

Determining a content strategy

Content strategy shapes the trajectory of your marketing journey. It comes before content creation.

A content strategy is a blueprint for brainstorming/researching, and creating both visual and textual content. The goal is to drive engagement and sales through a deliberate, and sometimes experimental, marketing approach.

A content strategy is not a one-size-fits-all approach. Like mostly everything in marketing, your strategy should be unique to you.

How to set the vision for your content strategy

The content you create should always have a specific goal in mind. While that may sound obvious, it can be challenging to apply. Sometimes, what you think you should say in your marketing and what your customers actually need to hear does not align. Think about your customers first when strategizing.

Find the reason for everything

Content strategy is all about thinking ahead. You should always focus on one or more of the following aspects: solving the customer’s problem, educating, and calling to action.

The best strategy is providing value. If you don’t know where to start, think about what you have to offer and how you can better explain that. Think about the failure that your customers are avoiding by using your product or service. These are the pillars that make for a strong content strategy.

How to create your content strategy

Develop your brand identity

Before you can deliver on content strategy, you’ll need to nail down a very important aspect of your business: your brand identity. Your brand messaging is the first step in any marketing plan.

Get clear on your vision for the following areas before diving into content strategy:

  • Make sure you can articulate the problem that your product or service solves.
  • Identify your target audience(s).
  • Understand your unique value and differentiators.

Find Your Place in the Market

You’ll also need to conduct consumer research before you plan your content. Once you’ve nailed down your message and the problem you solve, you’ll need to find the people that need you: your customers.

The best way to convert leads is to meet your audience where they are. These days, 9 out of 10 times, they’re online.

Use keyword research as a building block of content strategy

Conducting consumer research will help you align your marketing with online search behavior.

With the increased use of AI, keyword research is going through a shift. Algorithms are no longer rewarding keyword stuffing. Websites that have good, practical content are finding more success in the rankings. That’s why it’s important to keep your website’s content up to date. Good content should be found on your home page, on interior pages, in blog posts, etc.

But that doesn’t mean keywords aren’t still valuable. They’re great as a starting point.

It’s helpful to compile keyword research to reveal what your customers are searching for. In this way, keywords inform the content topics rather than writing content first and stuffing it with keywords second.

How to plan your content

Once you have a vision and a strategy in place, it time to plan out the channels and mediums you will use to execute your content strategy.

Consider the customer’s journey

Your content strategy should take into account the way your audience is finding you.

The concept of a “marketing funnel” is used in the industry to describe the journey that a customer takes from (A) their first introduction to your brand, to (B), actually purchasing your product or service. There are many, many steps in between and the progress is hardly ever linear.

Harnessing this journey is where a great content strategy shines.

The introduction: Awareness

This portion of your content strategy should be aimed at providing an introduction to your business and the work you do. It’s also a thought leadership opportunity to educate the general public about your field. You can do this in a few ways including:

  • LinkedIn Posts: Write posts that explore ideas and connect people in your field.
  • Podcasts: Pitch yourself to share your knowledge on a podcast or radio show that covers your industry.
  • YouTube Videos: Make video content about your business and your industry that people can passively watch for background information.
  • Blogs: Write articles highlighting news, insights, and updates in your industry.

The middle: Consideration

This portion of your content strategy should be aimed at further educating your audience about your products and services. Give them content that helps them to better understand the problem solving you can provide them with.

  • Website Content: Keep your website fresh with content like blogs and company updates so customers can see your activity.
  • Video Content: Depending on your industry you can go into more depth about your field with a video series or a free course.

Sealing the deal: Conversion

This portion of your content strategy should be aimed at getting customers who know your brand and understand it, to actually buy your product or service.

  • Email and Drip Campaign Marketing: Sending emails on a consistent but not overwhelming basis will keep your audience engaged.
  • Ads: Spend some money on showing up when your audience is on the web.
  • Remarketing: Target specific audience members that have been eyeing your product or service.

Build your content matrix

The best way to make sure you’re hitting your content goals is to create a content matrix. A content matrix is a calendar, schedule, or tracker that outlines which marketing materials to apply to your business, as well as how and when to use them.


As always, a content strategy is only effective if you use it. Craft a content strategy using these guidelines, then get to work creating the content to make it happen. If you need more guidance on what to say or how to say it, check out our digital marketing frequently asked questions.