How To Make A Winning Digital Content Marketing Strategy

  • Reading time:10 mins read

In this article we will show you how to properly plan out your content marketing efforts and get as much value out of them as possible.


What Is A Digital Content Marketing Strategy?

Before diving deeper into the steps that we need to take to create our content strategy, let’s first define all the essential terms we are going to need:

  • Strategy – A long term plan that should ultimately lead your company to a specific predetermined goal
  • Content Marketing – Type of marketing focused on creating and sharing useful content, often without a direct sales pitch
  • Content Marketing Strategy – High-level strategy used to plan out the distribution and usage of your company’s content marketing materials
  • Content Strategy – A strategy used for creating individual pieces of content for your brand



Steps For Creating A Digital Content Marketing Strategy

Long-term planning is one of the best ways to make sure that your limited resources are being used effectively. Understanding the next seven steps will help you plan your future efforts and use them to reach defined company goals.

Try to write down your plan as you go through these steps because it will make it much easier for you to organize your thoughts and capture some immediate ideas.


Step 1: Define Your Target Audience

The first, and probably the most important step requires us to define exactly who we are writing for. By having an audience profile in mind while writing content, we are more likely to choose topics that appeal to them. We are also more likely to write content in a personalized manner, speaking directly to our audience. This in turn means that we will receive more clicks and retain our readers longer because the content was made for them.

A great way to start your audience definition is to create an audience persona. An audience persona is a customer profile for an imaginary customer that represents your audience as a whole. You can attribute demographic, and mental characteristics to this imaginary profile as well as things like occupation, step in the customer journey, etc. This information will later help you write more personalized content.

For example, if your target audience consists of mostly young adults or teens, you can define your target audience as young people with short attention spans; they will most likely not be working or working for low wages. Even this very basic definition helps you to write better content more suited to their perspective. Of course, you should add even more characteristics to the profile to further narrow down your audience.



Step 2: Determine Your Goals And KPIs

Before planning out your campaign you need to know what its goals are so that you can measure and conclude if it was successful or not. Your goals could be varied, from making more sales to generating more leads or traffic. It is up to you to decide which goals suit your business best at this moment.

KPIs (Key Performance Indicators) represent specific metrics that you will use to figure out if your goals have been reached or not. For example, if your goal is to generate more traffic, then your KPI will be the number of visits per post.


Step 3: Analyze And Audit Past Content

Now that we know what our goals are, we can leverage our old content and use it to further plan out our strategy. By analyzing old posts, we can see which pieces of content performed the best by our newly defined KPIs. If our goal was to increase traffic and we find a couple of pieces of content with vastly higher traffic than the others, we can dive deeper into those posts to figure out what makes them different from the others and how we can replicate that success for new pieces of content.

We can also use topics from our old content and write new and improved articles on a similar topic. Don’t be afraid to recycle!



Step 4: Create Your Editorial Workflow And Content Calendar

Here we will need to define the process for content creation and publishing. As we all know, it is incredibly easy to make mistakes while writing, so you will need to have someone review your content before publishing. If you are working alone and don’t have anyone to proofread your posts, you should be extra careful and triple-check your writing. You can also use free proofreading tools like Writer.com’s Proofreading Checker.

Your content calendar should be adjusted per your reader’s schedule. Based on your previous content analysis, you should know when your readers are most active and release your content then. The knowledge you have about your audience from your audience persona can also be useful when creating the schedule.


Step 5: Define Your Content Strategy

Covering all the styles and techniques of writing in this blog post would be impossible, but we can give some practical advice and tools that can help you out in this process.

Every content creator knows that one of the hardest parts of content creation is coming up with content ideas. Luckily, there are tools out there that can help you brainstorm new topics like HubSpot’s Blog Ideas Generator. On the other hand, some tools can help you create the best article headline for your content, such as BlogAbout, which suggests attention-grabbing headline formats. You can also try CoSchedule Headline Analyzer which rates your headline and offers suggestions on how to improve it.

While creating your content strategy, you shouldn’t be afraid to try content formats other than blog articles; you can sometimes even use the content from your blog articles and simply reformat it. Other content types include:

  • Ebooks
  • Infographics
  • Videos
  • Podcasts
  • Social media

Some of these mediums integrate perfectly with blog posts and you will be missing out on a lot of value if you don’t include them in your content marketing strategy. For more information on how to get the most value out of your blog posts, check out our article on Marketing Ideas That Boost Traffic, where we take on the perspective of a small business owner and try to use the best and most efficient methods to increase traffic and revenue.


Step 6: Choose A Content Management System

A good CMS (Content Management System) makes a very big difference when you put a large amount of time into content publishing. The more content you have, the bigger your requirements, so you need to find a scalable CMS. The two content management systems we always recommend are WordPress and Drupal due to their reliability and ease of use.

If you don’t have a website, you could try to learn how to make one and create the website on your own, however, this will probably take a lot of time and might not lead to the top of the line website that you would need to represent your brand properly. Alternatively, you can always hire a professional web design company like WebPhaseStudio which specializes in WordPress websites.

If you already have a website and feel that it doesn’t bring as much value to you as it should, you can sign up for our Free Website Audit and we’ll offer suggestions on how to improve it.



Step 7: Keep Track Of Your Content’s Performance

The only thing left is to continuously monitor your content analytics and see if your goals are being reached. If your content, for some reason, isn’t performing as well as anticipated, you should take the time to adjust your procedures or writing style and try again. With time you will get to understand the types of content that resonate with your audience and the ones that don’t.


Final Thoughts

You should now be aware of the steps that you will need to take to create your content marketing strategy and use it to its maximum. If you liked this post feel free to read up on our other content!

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