How to put together a killer content marketing strategy

3 Apr 2023

Content marketing

Megan Boyle

Megan Boyle

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Every company wants to be seen, heard, and loved by their customers, but they may not know how to get started. It’s a myth that you need to spend loads of money for effective marketing – in fact, content marketing is a cost effective way to advertise your brand without the need for traditional advertising. Continue reading to learn how to develop your own content marketing strategy to attract new customers and retain existing ones.

Why do you need a content marketing strategy?

Before we dive into the nitty gritty, it’s important to understand why your business needs a content marketing strategy. Content marketing is great for spreading brand awareness and bringing in new leads. But no matter how brilliant your content is, you need a great content marketing strategy to succeed. A content marketing strategy asks the right questions about the content you’re creating and the results you want to see. So rather than publishing random blog articles and issuing press releases, creating a cohesive content marketing strategy means you can work towards long-term goals to grow your business. This will result in a better ROI and means all of your hard work will show amazing progress.

How to create a content marketing strategy

1. Decide on your goals

What do you want to achieve from your content marketing? Whether it’s to get your name out there, or to increase sales by 50%, set yourself specific goals to chase. It helps to quantify these goals – for example, “we want to gain ten valuable backlinks each month”. Keep your goals realistic but don’t forget to push your limits too. With these targets in place, it will be easier to track the success of your content marketing efforts. 

2. Know your audience

Who are you trying to appeal to? As well as key demographics like age, gender and location, think about your audience’s other qualities. For example, someone with a keen interest in fishing may also engage with content from your camping store. You can consider someone’s likes and dislikes, their everyday struggles, and the type of content they will engage with. Decide what problems they may have and how your business can solve them. When you know your audience, you can tailor your content accordingly to get the best results. 

3. Conduct competitor research

Competitor research is also important – what are other big names doing? If all of your competitors are publishing comprehensive guides that rank highly on Google, this may be something you want to consider doing. You can take inspiration from what competitors are doing and what goes down well with your target audience. This provides valuable insight to build on their efforts and establish yourself as number one.

4. Do keyword research on your brand

Research is a huge part of content marketing, especially when putting together a content marketing strategy. First, you will need to undertake keyword research to know which keywords will perform best for your business. An SEO agency can do this for you, or you can use tools like Ahrefs and Google Analytics to do some research on your brand’s current marketing performance. If you fancy giving it a try yourself, read our guide to getting started with Google Analytics for a full run-through of how to set up your account and navigate this valuable tool.

5. Run a content audit

If your site has existing content already uploaded, take the time to review it to see what has performed best. You may find that your audience engages most with a certain topic, so creating similar content will help to boost engagement. Similarly, if some content is attracting minimal traffic or engagement, this is a sign to either improve it or stay away from the topic completely. 

Auditing your existing content is crucial for developing the best content marketing strategy. There are a couple of methods for carrying out an audit, which can usually be done using Google Analytics and Search Console. Identify whether pieces of content are reaching your goals, and update them using the insights from Google. For example, if a piece of content has lots of impressions but very few clicks, you may need to rethink your title or meta description to draw users in. 

6. Decide on content formats

From your research and auditing, you should be able to determine which types of content perform best. Or, you may want to venture into a different form of content, such as videos or social media. Whatever you decide, lay out the channels that you will be creating content for and make sure you plan accordingly for each one. 

For example, you may find that blog posts about green marketing strategies perform well, so you want to create more content that is similar. But you may also want to create more Instagram content in order to promote these blog posts (also known as content seeding), which would require you to strategise more content for your Instagram page. Just keep in mind that your tone of voice, visuals and execution need to fit the specific marketing channels of the original content you’re trying to push.

7. Choose a content management system

A content management system is what you will use to publish and manage all of your content. The best CMS for you will depend on your online needs, however there are a few key qualities to look for in a CMS, such as:

  • 301 redirects
  • Internal linking
  • Mobile-optimised themes
  • SSL certificates
  • XML sitemaps
  • Plugins
  • SEO

For more information on what to look for in a CMS as well as a breakdown of different platforms, take a look at the best CMS platforms for SEO.

8. Come up with ideas

Now that you’ve established your goals, audience and content type, you will need to come up with interesting ideas to draw traffic into your site. The best way to do this is by creating an editorial calendar, which acts as a collection of content ideas ready to be published. Using your keyword research and the goals you’ve set, it’s time to ideate and fill a calendar with fantastic ideas. Learn how to create a top tier editorial calendar in our blog post, which includes an editorial calendar example to get you started.

9. Publish, promote, and polish


With your content thoroughly researched and planned, it’s time to put it out into the world. Create your content on a CMS of your choice and keep on top with regularly publishing content in line with your editorial calendar. Determining how often you post is part of your content marketing strategy, and it often takes some trial and error to find the best way to update your audiences. 


Once your content is uploaded, you’ll then need to promote it. There are a few methods for doing so; social media marketing, PPC, digital PR, or simply letting your SEO speak for itself on the search results page. However you choose to promote your content, be sure to link back to your website in order to strengthen your SEO and attract more traffic. 


No piece of content is ever perfect, and there’s always room for improvement. Just because your content is out in the world does not mean you can’t go back and change things up. This step is part of your long term content marketing strategy, as it works best when you can go back to older blog posts and improve them. Using tools like Google Analytics and Search Console, you can gain insights about the queries your content is ranking for and how you can improve the pieces to be more relevant to your users’ search intent. 

Putting together the perfect content marketing strategy is no easy task, but hopefully this guide makes things easier. Don’t have the time to devise your own content strategy and keep on top of regular posts? Contact us to see how our teams can help you with your digital marketing strategy.

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