top of page

Content Marketing: how to develop a content strategy

Updated: Mar 7

As the world of marketing changes and technology continues to evolve, so too must how companies reach their target audiences.

Content marketing is a strategic approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

In a world where more and more information is being created, companies need help to cut through the noise and reach their target audiences. Content marketing provides an opportunity to connect with customers and develop a relationship of trust.

Prerequisites to building a content marketing strategy

A content strategy aims to attract and retain customers by creating relevant and engaging content. Here are some things to consider when developing your content marketing strategy.

Developing a solid content marketing strategy is critical to the success of your inbound marketing efforts. By planning and executing your system correctly, you can ensure that your content is engaging and relevant to your target audience and that it helps you achieve your business goals.

Several things must be considered when developing a content marketing strategy to ensure it is effective. First, who is your target audience? You need to understand who you are trying to reach with your content to create material that appeals to them.

Second, what kind of content will resonate with your target audience? Producing exciting and relevant content for your audience is essential so they will be engaged and more likely to convert.

Third, what channels will you use to distribute your content? There are various ways to reach your target audience, so it is essential to consider which channels will work best for you.

Fourth, how often will you create and publish new content? Again, consistency is critical when it comes to content marketing, so you need to have a plan for how often you will post new material.

Fifth, what budget do you have for content marketing? It would be best to consider how much you are willing to spend on content marketing to ensure it is a worthwhile investment. This is specific to sponsored content on social media, for example.

Finally, what metrics will you use to measure success? There are a variety of KPIs (key performance indicators) that you can use to track the success of your content marketing strategy.

By taking the time to consider all of these factors, you can develop a strong content marketing strategy that will help you achieve your business goals.

Steps of building a content marketing strategy in detail

  • Setting SMART goals is an essential step in any content marketing strategy. You can plan your content strategy more effectively by setting specific, measurable, achievable, relevant, and time-bound goals.

  • Determining your KPIs is another crucial step. By understanding which metrics you want to track, you can more effectively measure the success of your content strategy. KPIs are quantifiable data such as conversion rate, site traffic, followers, etc.

  • Choosing the proper content channels is also essential. There are various ways to distribute your content, and selecting the media that will reach your target audience is vital. If you have an audience on one specific platform, ensure you align the content type with that platform. Otherwise, mix and choose.

  • Deciding on the type of content you want to create is another crucial element of a successful content strategy. There are many different types of content, so choosing the one that best suits your goals is essential. Each marketing content should include an attention-grabbing headline, a relevant tone of voice, and added information or value.

  • Set a budget: think of what platforms you will use for marketing the content and what you will need to create it in the first place. It could include graphist design software, ad spaces for paid content, and any necessary tools. Understanding how much you're willing to spend on content creation and distribution can more effectively manage your resources.

Creation and distribution

Content creation

Once you have accounted for the prerequisites for an effective content marketing strategy and decided on the vital components, you can kick start the creation phase confidently.

To ensure consistency and a smooth creation process, you must build a content marketing calendar and a social media calendar if you wish to separate website content from social media posts.

These calendars will keep you on the right path, organize your tasks, and make everyone's responsibility as straightforward as possible to highlight accountability.


There are several content-distributing channels that you can use to get your content in front of your target audience. Here are a few popular ones:

Social media

Is one of the most popular ways to share content. You can post your content on sites like Facebook, Twitter, and LinkedIn to reach a large audience. Choose the platform most relevant to your targeted audience.

Your website

Make sure to post your content on your website or blog so that people who visit your site can see it. You can also include share buttons on your web pages so visitors can easily share your content with friends and followers. Blogs are an excellent way to encourage engagement.

Email newsletters

Include links to your latest content in your email newsletters so that your subscribers can check it out.

Press releases

If you have newsworthy content, you can submit press releases to news sites and online publications. This can help get your content in front of a large audience.

Content aggregators

Several websites curate and showcase popular content around the web. Submitting your content to these sites can help increase its visibility.

Whatsapp Business Platform

it's on its way to being the best content marketing distribution channel in 2022 and beyond. Whatsapp is the channel to scale customer reach; it allows sending marketing campaigns to thousands of opted-in potential customers. The best part is that this platform's content includes different formats and multimedia types. Imagine delivering highly engaging content to the inboxes of interested leads on their favorite communication channel! It's the pipe dream of every marketer today.

Seize the time and contact BusinessChat now to reserve a free demo on the platform and explore its potential.

Measuring and Analysing results

Finally, it's time to judge your content marketing strategy. Measure your KPIs against your goals to determine how successful the campaign was. You can collect data using different tools. Social media provides tracking services. And google analytics is the greatest tool to measure a website content's success.

Depending on the findings, you can adjust your strategy to achieve your goals better if necessary, or you can sit back and celebrate success.

bottom of page