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Content Marketing Strategy

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A good content marketing strategy is vital. But how do you create one?

Content Marketing is when you market content. I know that sounds kind of obvious, but when it comes down to it, the trick isn’t knowing what it is, the trick is being able to do it properly. Content refers to anything that people might see, be that a picture, video, or article. 

But in order to do it properly, you will need a content marketing strategy. This is going to be a plan for what you’re going to do, how you’re going to do it, and what you plan to get out of it.

In this article, we’ll be looking over how to create a content marketing campaign that is going to benefit your brand.

What type of Content strategy is best for my website?


The first type of content that you can produce is a blog post or article. Articles are an ideal middle ground between serious and casual.

They give you slightly more authority than merely a picture or video ad, but they’re still something that most people will be able to read. Blogs are great because they don’t feel like marketing at all.

Using a blog for marketing can be done in a variety of ways. You can write a “Top 10” article and have yourself as the number one, or you can do a “fun facts” kind of article and mention yourself at several points.

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Ebooks are like blogs in the sense that anyone will be able to read them, but unlike articles, the type of people who will be reading are going to be people who have a genuine interest in whatever it is that you do.

By educating people, there are several messages that you’ll be sending across. The first one is that you know what you’re talking about- if you’ve been able to write a book, that’s a clear sign that you know a thing or two about this topic.

Case Study

You could also show that in the past you’ve made other people happy, by sharing the stories of your satisfied customers. This is known as a case study.

You can share this information on either your website or your social media pages. Read further on how social media can maximise your seo efforts


If you’re new to content marketing, it can be wise for you to use templates. Templates are essentially just blank posts for you to fill in with information about your company.

Templates will be taken from other campaigns that have been proven to work, and they can be a fantastic place to start.


Human beings are weird creatures. We love to learn, but we don’t like to dedicate too much time to it.

The infographic gives people short bursts of information that tell them what they want to know but don’t take up too much of their time. Most of us enjoy looking at posters, and by creating an infographic, you can give people all the information they want in a way that won’t get them bored.


Videos, much like infographics, can be both educational and entertaining.

People will be able to learn, but they don’t need to pause what they’re doing to be able to do so. Videos can be watched while eating, doing housework, or scrolling through Twitter.

Video marketing doesn’t need to be ads. You can make videos that are educational but are secretly ads in disguise. The most popular platform for videos is, of course, YouTube.


One of the more rare, but incredibly useful, methods of marketing is a podcast. Podcasts are usually about half an hour to an hour-long, and they consist almost entirely of sound, no videos or images. 

People can post their podcasts on YouTube, but one of the more popular platforms is Spotify. On your podcast, you can speak to guests, and go into detail about aspects of topics that you wouldn’t be able to in a limited time frame.

Social Media

And finally, we have one of the most popular methods of marketing—social media.

Social media has plenty of subcategories, as each social media platform serves a different purpose and helps you to reach a different audience.

But there is no denying that social media is big, and it just keeps on getting bigger. Many of us spend a lot of our free time aimlessly scrolling through it.

What is a B2b content marketing strategy?

Of course, not all businesses sell to the general public. There are some massive businesses that you would have probably never even have heard of. Because they don’t aim to sell to people like me and you, they aim to sell to other businesses.

Business to business is often referred to as B2B.

The approach that these kinds of companies will need to take is going to be slightly different from the type of techniques that regular companies will need to take.

Firstly, they can’t be too reliant on cool graphics. People won’t be buying from them as an impulse purchase. So they need to connect on an intellectual level rather than an emotional one.

Rather than using typical advertising language, they will need to rely more on professional language. The aim isn’t to show that they will bring happiness, but instead that they will provide a reliable product or service.

The language used should demonstrate that they are the experts and they know what they’re talking about. On the other hand, they need to be careful not to use too much techno language. Even though they are talking to professionals, they are talking to professionals of a different field.

How to measure content marketing strategy success?

When working in content marketing, it’s essential to know what you need to be measuring and how you can measure it. These are known as “metrics”.

One of the most popular metrics is website traffic, the number of people who visit your website. If you’re using a lot of social media, it will be wise for you to measure likes, shares, and follows.

Measuring backlinks is also a key sign of how successful your marketing strategy has been. 

How to Create the best content marketing plan?

1. Have a plan

Step one is to decide what you want to do and what you plan on getting at the end of it.

When you start a project, it’s essential for you to understand what you expect to happen, do you just want more people to know about you? Do you want to get more engagement? Create a better name for yourself?

2. Decide Metrics

Next up is to establish your metrics. What is it that you want to measure? This is going to be related to your goals.

If you want to get more people onto your website, you will need to be measuring traffic. If social media is a big part, you will need to measure likes and shares.

3. Know your audience

What you’re selling is going to have an impact on whom you’re selling to. By understanding your audience, you will be able to create content that is going to appeal to the people who are most likely to buy from you.

Why is content marketing so important?

Undoubtedly, the point of any business, no matter what it is you’re selling, is to make money. But how do you expect to be making any money when nobody knows who you are?

Content marketing puts your name out there, because the more people know about you, the more they are likely to buy from you.

No matter what industry you’re in, I’m guessing that the market has become somewhat saturated. Particularly with the impact the lockdown will have had on the job market, the market is likely due to get even more saturated.

Bearing this in mind, it’s vital that you find a way to stand out from the crowd and convince people to go to you rather than your competitors.

4. Know where you are

In order to know where you’re going, you need to understand where you are. Assessing your current position is going to help you to understand what needs to be done for your brand to be able to grow.

5. Find the best channels

The channels that you should use are going to depend on who your audience is. There is no point in selling retirement plans on TikTok.

You need to look at all of the available channels and try to figure out which ones are going to help you gain more customers.

6. Decide on your content type

When we say “content type”, we mean examples such as podcasts, infographics, articles, videos.

Knowing what content types are going to fit your brand’s best is a vital part of content marketing. If you’re a B2B brand, you will likely focus less on pictures, and more on Ebooks and Articles.

7. Know where to get help

Just because content marketing is hard, that doesn’t mean you have to do it alone. There is no shame in asking for help when you need it.

But when you do need help, you should know where to go to get it. Knowing where to get the best resources can be the difference between a successful and a failed marketing strategy.

8. Use a calendar

When you have a content marketing calendar, not only will you be more aware of what needs to be done and when, but so will the rest of your team.

If you work in an office, your calendar can go on the wall, but if you’re working from home, Asana is fantastic.

9. Create Content

How are you going to market your content if you don’t have any content to market? 

 If you need to get to work and create your content. This part will usually be the part that takes up the most amount of time. You need to make all of your videos, podcasts, Ebooks, and Infographics.

10. Market Content

Once you’ve taken care of the “content”, it’s time to do the “marketing”. Put everything up on the right platform, and promote as much as possible.

Content Marketing Strategy Examples


One company who has done a great job at visual content marketing is GoPro. You probably know them as those cameras that people wear when they do cool stuff.

Because they are cameras, it makes sense that their campaign would rely heavily on visual aspects, such as photos or videos.

Because of their emphasis on the visual, they gained 3.4m followers on YouTube and 6.8m on Instagram.


A lot of people have many assumptions about McDonald’s. Where does the meat come from? What kind of conditions are the animals kept in? Do they use chemicals?

McDonald’s knew that a lot of people had concerns, which is why they launched their 10,000 customer questions campaigns.

Here, they answered 10,000 questions that customers wanted to know. But doing this, they were showing that they were an open and honest company who their customers would be able to trust.


The airline JetBlue understood the power of the video. They knew that the majority of their customers would be more likely to watch a video than they would be to read an article.

JetBlue’s videos aren’t the sort of thing that feel like advertisements. They have created comedy videos on flying with infants, something we might all be familiar with. As well as a video on air-plane etiquette, something that we’ve all met someone who could learn a thing or two about.

Review of the best tools for creating the best content marketing strategy


The first tool I want to speak about is HubSpot, a piece of software that has the customer in mind. With this tool, you will be able to put out quality content that’s going to target people who are most likely to be interested in what you have to sell.

The lead-gen feature makes finding customers even more effortless.

Story Chief

Story Chief is an excellent tool for businesses that have a firm reliance on articles. They allow your teams to work together to create SEO optimised articles that are going to have many people wanting to click on them.

They also allow you to publish your articles on multiple platforms with just one click.


And finally, we have SEM Rush, a goldmine for anyone who works in content marketing.

With SEM rush, you can plan out your entire content marketing strategy from the very beginning to the end result. It also informs you about how Google algorithms work so that your website can be right at the top whenever people try and search for a query related to what you do.


When you work in content marketing, having a content marketing strategy is going to help you to make the most out of what you’ve done.

Content can be a variety of different things, from a blog to a video, to a Podcast, to your social media. But no matter how you do it, having a plan is going to make everything much smoother. 

If you want to learn even more, check out our article about the periodic table of content marketing! 

“Content marketing comes down to commitment. There’s no halfway. You’re either in or you’re out.”

 ~Joe Pulizzi 

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