Your Content Marketing Strategy Made Simple

Even though the phrase “content is king” is quite common in today’s marketing world, very few people know how to put a solid content marketing strategy in place. High-quality audio, visuals, and well-written materials can provide your business with a holistic growth in many aspects –  from engaging your customer base to creating a good public image to deriving nice SEO benefits.

The central idea behind a content strategy is to define the rules, the principles, and the positioning of your company’s content. It generally works as a litmus test for what your company should or should not publish in order to maintain a good public image and address the needs of your customers.

Who is your audience?

Your audience and your content must complement each other. This is why it is crucial that you conduct accurate profiling of the average person whom this content is addressed to. This is a critical step, especially if your company hasn’t been on the market for a long time, and you’ve never actually tried content marketing before. By understanding who your reader is, you’ll be able to adjust the topics better and create more resounding content.

Once you’ve defined who your average reader is, the next step is to try and determine their most urgent needs. Having a clear understanding of your audience’s fears and concerns will have a substantial impact on the quality of your content marketing approach. Failing to do so and opting for the “spray and pray” approach is among the biggest mistakes you can make in regards to engaging a customer base.

What are you up to?

It’s a good idea to start fleshing out a strategy by carefully crafting a mission statement. It is generally a short text that condenses your intentions and the goals you’re looking to achieve. It allows you to concentrate on the things that you find necessary and discard the things that are not.

When working on a mission statement try to focus on the following things:

  • Who are the people that will benefit from your content?
  • What are the benefits that your audience will extract from consuming your content?
  • What are the qualities that make your content special and dissimilar to your competition’s?

Here’s an example of the Content Marketing Institute’s mission statement, which clearly answers these three essential questions.

How do you assess your success?

Another important aspect of creating a functional content marketing strategy is establishing the KPI’s (Key Performance Index) and the metrics that you will use to assess your approach. The most widespread goals of a content marketing strategy are:

  • Increase revenue
  • Grow your customer base
  • Increase newsletter subscribers or social media following
  • Increase organic traffic
  • Stimulate SEO efforts and rank higher in SERP’s

What about technicalities?

If you’ve just begun to flesh out your content marketing strategy, you need to sort out the technical aspect of it (namely, the Content Management System you’re going to use). To maximize the output of your content marketing efforts, it’s imperative to choose a high-quality CMS. Here are a few systems that are considered to be quite popular in the industry:


Famous CMS that has been launched back in 2003 and has eventually become synonymous with starting and managing a website simply and quickly.


Although Squarespace was founded around the same time WordPress was, it feels more like it’s its younger, cooler brother. It combines a host of well-designed functions. Squarespace provides hosting, it has a top-tier site builder, and it can be used as a blogging platform as well.


This is a rather business-oriented CMS that is very easy to install and has a very intuitive workflow. You can set up a website in less than 10 minutes.


This site builder and CMS has a very comfortable a drag-and-drop interface, which makes it really simple to arrange and manage content on your website.


Similar to Weebly, Wix also has an intuitive drag-and-drop site builder and CMS, plus, you can significantly expand its capabilities by installing to extensions and plugins.

Where do you fall in terms of content?

An essential step into your content strategy is defining the type of content you want to create and what your audience is generally into. There are many content formats you can choose from.

  1. User-Generated Content
  2. Podcasts
  3. Livestreams
  4. Infographics
  5. VR Content
  6. Webinars
  7. Client Testimonials
  8. Ebooks
  9. Guides
  10. Case Studies

Deciding to go with a single content format will seriously constrain your exposure. The truth is that different types of content attract different audiences. Some are better at closing deals and increasing sales, others will increase customer engagement and fidelity. The diversity of your content will certainly benefit you in the long run.

Who’s in charge of the content?

You need a professional writer or even a team, depending on the size of your operation. There are many reasons why hiring a seasoned wordsmith will benefit your cause. However, there are even more reasons why not hiring a professional will damage your content marketing efforts. Also if you’re running a small operation and you can’t afford to hire a full-time in-house writer, you can always opt of tools for content creating like Trust My Paper.

When is the content coming out?

When crafting a strategy for your content, there’s more than just the types of material you’re looking to publish. You should also look into the right approach to scheduling your posts. By creating a content calendar for upcoming posts, you’ll be able to create a holistic and all-encompassing approach.

You should be able to move between the topics that are relevant for more extended periods of time and the ones that are timely. So it is essential to always leave some empty slots in your calendar. Here are a few tips that will let you create an excellent content calendar:

  1. Brainstorm content, which is consistent with your brand and audience
  2. Have a schedule for the next 6 months
  3. Be a ruthless curator
  4. Be alert and never miss any news that is relevant to your niche

The work isn’t done here

All successful companies or products you can think of have a distinctive voice which they use to communicate with their customer base and audience. It is easily among the essential goals for every business — developing a voice that their clients recognize. However, there was never an “ideal” or the “right” voice from the very beginning. It’s a lengthy process of trial and error and permanent calibration. See what resonates with your customers more and provides them with more value.

It is also essential to communicate with your entire team about improving the tone of your content since a single person can often be very biased when it comes to such abstract and pretty much unquantifiable factors.


Creating a content marketing strategy isn’t complicated at all but there are some facets of this process that will be quite challenging. Perfecting the approach towards your content marketing strategy is time-consuming and takes time to get it right.

The essential steps behind crafting a strategy are most definitely the ones that are customer-related. Getting a better understanding of who your end customer is and calibrating the right language to communicate with them are essential parts of a high-quality and impactful content strategy.

Marie Fincher
Marie Fincher is a digital content director at Trust My Paper company with a background in marketing, technology, and business intelligence. She frequently writes about data science, BI, new marketing trends and branding strategies. Marie gradually changed her focus from working in marketing to writing about it.
Marie Fincher

Latest posts by Marie Fincher (see all)

Let's be inbox friends!

Let's be inbox friends!

Drop us your email to receive a weekly digest of our latest blog posts right in your inbox.

To confirm your subscription, please check your email.