How to Create a Content Marketing Strategy vs. Content Plan

How do you create a content marketing strategy to maintain a steady stream of original content that generates traffic and conversions?

Studies have shown that effective content marketing can 3x the traffic of regular marketing – so why not take advantage?  A content plan is often flawed and incoherent without a content strategy to back it up. Let’s take a look at how you can set up your own content marketing strategy for successful content creation.


Content Marketing Strategy



What are the Benefits of a Content Marketing Strategy?

Before we get into the dirty details, let’s set the table. Most marketers prefer creating content based on a loose plan and hope for the best. This is the wrong approach to content marketing since it can backfire in a matter of days.

Let’s instead take a look at several concrete benefits of implementing a content marketing strategy into your content creation process:

  • • Establishing your brand as an industry authority, worthy of following and listening to
  • • Better ranking in search engines such as Google, Yahoo, and Bing
  • • Better understanding of your own brand, products & long-term goals

Setting Your Goals

A content marketing strategy represents the building blocks of your content marketing process. All the planning, scheduling and decisions take place in this marketing segment. The first step is to set adequate growth goals.

What do you hope to accomplish with your newly created content?

Do you want to bring more organic traffic or convert existing visitors into customers?

Once you know what goals you want to pursue, it’s important to set realistic KPIs and deadlines for them. These will provide your content creators and SEO department with the space to brainstorm about new content ideas.

The Big Picture

An effective content marketing strategy benefits from knowing what milestones you are chasing. The big picture should always lead to something groundbreaking for your brand. This vision can be anything from expansion into retail to bring in collaborators and influencers.

Surveys show that 60% of marketers publish new content at least once a day. This level of commitment is important when developing a marketing strategy for your company website. Every element on your content marketing strategy roadmap should reflect the bigger goal you set out to accomplish. Anything that doesn’t contribute to that goal should be put aside for later reevaluation.

Brand Representation

A content marketing strategy should always reflect the brand it aims to represent. For example, if your company’s focus lies in children’s toys, the content you create should also focus on that product. According to recent surveys, 90% of companies use content marketing to generate traffic. However, there is a right and wrong way to do so.

Branding your marketing content is just as important as representing your company during a formal meeting or a public interview. Placing unrelated content into your strategy for the sake of SEO and exposure will bring down your reputation.

Relevant Repurposing

Content managers often overlook the significance of republished content. A general consensus often comes down to original content which takes priority over republished articles. However, optimizing older content for current trends and making it relevant again can go a long way in a content strategy.

If you repurpose already existing content and publish it again, you will save a lot of time and effort in pulling in new readers. Your content creators will have more time to breathe and come up with original content in the meantime.

Repurposed content is a relatively inexpensive way to extend your content marketing strategy and make sure that you make the most of what you have created so far. It should be noted however that a plain copy/paste process will never work in your favor. Studies show that 75% of readers value consistency and reliability in their content.

Google’s SERP will flag your content as plagiarism and frequent visitors will notice that you have posted something that they already saw before. Only repurpose content that is relevant in current -while including keywords and SEO standards.  


That’s My Story and I’m Sticking to it

As with branding, an overarching story is important in a content marketing strategy. The goal of your content should always be reflected in any content piece that gets published during a content cycle. The proverbial “story” in this case is the campaign or the marketing goal you are pursuing during that time.

It is highly important to give direct, understandable and relatable calls to action (CTA) to your readers. Mixed messages will confuse casual readers and alienate the regular recurring customers. Develop a sub-brand for your content marketing or split the content you create into distinct categories. That way, it will be easy to distinguish content from different content cycles that preceded it.


Track & Analyse..Always

Like every aspect of content marketing, the strategy you build has an expiration date attached to it.  Thus,  it is important to track the effectiveness of your content marketing strategy from the moment you put content out.

You can track the performance of your content strategy through a dedicated platform or manually if you prefer to have more control.

When all is said and done, a content marketing strategy is only as good as the content it produces. Make sure to have a vision for your content before you start developing a concrete plan. Don’t be afraid to redefine your strategy as time goes on since it should always reflect your current goals…and have fun!


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