Most businesses create content randomly—a blog post here, a social media update there—without a clear strategy. This scattershot approach rarely produces results. Here’s how to build a content strategy that actually moves the needle.
Start With Business Goals
Content for content’s sake is a waste of time. Your content strategy should directly support business objectives. Are you trying to generate leads? Build authority? Support sales? Your content strategy flows from these goals.
Know Your Audience Deeply
Create detailed buyer personas. What are their pain points? What questions do they have at each stage of the buying journey? What format do they prefer for consuming content? Your content should answer real questions your ideal customers are asking.
Map Content to the Buyer Journey
Different content serves different purposes:
Awareness Stage
Educational content that addresses problems your audience is experiencing. Blog posts, social media, podcasts.
Consideration Stage
Comparison content that helps them evaluate solutions. Case studies, webinars, guides.
Decision Stage
Content that facilitates the purchase decision. Testimonials, consultations, product demos.
Create a Content Calendar
Plan your content in advance. This allows you to:
- Maintain consistency
- Align content with business initiatives
- Repurpose content across channels
- Batch creation for efficiency
Focus on Distribution
Creating great content is only half the battle. You need a distribution strategy. How will people find your content? Email? Social media? SEO? Paid promotion? Don’t create content and hope it finds an audience—have a plan to get it in front of people.
Measure What Matters
Track metrics tied to business goals:
- Lead generation: Email signups, consultation bookings
- Engagement: Time on page, return visitors
- Authority: Backlinks, social shares, media mentions
- Sales support: Assisted conversions, deals influenced
Iterate Based on Data
Review your content performance monthly. Double down on what works, eliminate what doesn’t. Content strategy isn’t static—it evolves based on results.