Preparing the content. How to create a content strategy from scratch

Building any marketing strategy is a long and complex process with many stages: from goal setting to implementation of each stage. Content marketing is no exception. It’s a well-tested and effective way to attract and retain a target audience and make a loyal brand while you’re building a sales chain.

In the Study Conducted by the agency Smart Insights In the beginning of 2018 among owners of B2B-companies, the majority of respondents named the main commercial factor precisely content-marketing.

Preparing the content. How to create a content strategy from scratch

Why this is important

Expectations and preferences of your customers volatile, and new channels of promotion appear quickly. Search engines evolve in parallel with them, removing new, much more complex algorithms of ranking. How we have already written Previously Google To analyze not only the keywords in the texts of the articles, But their Benefit to the final reader.

Such constantly changing conditions of search promotion drive online business into a vicious circle of creation of mass content, which sometimes affects its quality, context and relevance. Thus production of new content by your competitors creates in channels of promotion “noise” through which it is difficult to break through. To win this battle, you need a well-thought-out strategy of content marketing.

According to Research In 2017, European companies have three strategic problems that they face every day:

· Lack of good organization of business processes and incompleteness of data interfere with the development of user experience (UX);

· Lack of feedback from the target audience prevents Digital-Teams to create useful content for it;

· Incorrect definition of priority directions and errors boosted complicates adaptation of the brand to changing market conditions.

Coordination of strategy and tactics

Planning a strategy to create and promote content requires experience, skills, and knowledge, including understanding the difference between a content strategy and a content plan.

Content Strategy is a documented vision of your content management approach that clearly identifies a number of key points:

· The goal is what you create content for;

· Persons – to whom and what values you sell;

· ROI – What you will get as a result

Each of these items must be consistent with the business objectives of your company. Content strategy serves as a skeleton, which is used for “meat”: Content of Corporate blog, publications in media, promo program Activities for the year and other marketing tools. In this case, according to Research CMI, only ⅓ B2B projects has a distinctly designed strategy of creating content promotion.

Content-PLAN is a step-by-step execution of your content marketing strategy. It defines how you are going to create content, where you will distribute it and how to promote it. The content plan consists of tactical steps to create a calendar of publications, affiliate programs, and marketing events. This also includes managing workflows and connecting the underlying technology stack, primarily the Content management platform (CMS).

Another Survey, held in 2017 among 100 marketing directors of the largest American companies, shows that for top management development of a full-fledged content strategy is one of the main problems of business planning:

Holistic strategy, consistent with it content-plan and clearly prescribed tasks of the team-all this ensures that you will move in the right direction and achieve the goals.

Character development

End-User Experience (UX) provides the most important data for Internet marketers, so consumer understanding should be the basis of your content strategy. Create a portrait of the target audience: Select 3-4 of the most representative representatives and write down the following details for each of them:

· Goal

· Calls

· Needs

· Pain

· Objections

· interests, etc.

A well-researched CA and a person created on its basis will support the ideas you promote in your content. To do this, you need to make a decomposition description of your potential readers. This can look like this:

Through these virtual characters you will be able to create content that will be useful to your customers and help them intuitively understand what their needs they will be able to satisfy by contacting you, what problems to solve, and what to buy. Also it is necessary to divide your Central Asia into several main segments. As a rule, it is easier and best to do it to the needs of customers-the main tasks that he wants to solve with your help.

Formulation of the overall vision of the strategy

Every step of the development of the content strategy should become a brick in the citadel of your Internet marketing, from the height of which you can make a big picture. Clearly defined goals are the result of planning and teamwork of your marketing team. Ask yourself the following questions:

1. What is the benefit of your company will bring promoted content?

2. What are the values of your content marketing brings to the target market?

3. What are the problems the reader is trying to solve?

4. What exactly do you have to do to achieve the result?

Moving in stages, you lay out a complex project on the individual components. Every step you take must be tied to your internal business goals and Needs of your audience and solve a specific problem. With a holistic vision, you’ll create a detailed action plan, with a scheduled event program, team member roles, and tools. The most convenient way to do this is to Excel or tables Google, such as:

Definition of Efficiency

It is quite difficult to build a complete content strategy. But it is even more difficult to determine the indicators that evaluate its success. They can vary depending on your every step on the way to realizing your vision, marketing goals and objectives. The choice of such metrics during strategy development will allow you to look at your business processes, plan of promotion and efficiency of applied technologies.

In the initial stages, this can be a measure of coverage and involvement of content, at a later rate-sales and conversions. Whatever metrics you choose, make sure that they adequately reflect the ability of the content (or program of events) to achieve your business goals.


Content marketing has evolved into a panacea that B2B marketers often abuse. But this is exactly the case when the saying “too good to be true” fully justifies itself. Without a prior understanding of the goals and objectives, you will eventually create a strategy that does not contribute to the growth of your business.

While new technologies and approaches can be a key factor for your content strategy, its development and implementation requires more ability to see the whole picture, not to miss out on small details and delegate authority. Take seriously the opportunity to transfer strategy development to the Outsourcing – Sometimes some contractors are simply not competent enough for this task.

On the other hand Inhouse-The team focused on your vision will ensure the consistent execution of your content plan, and make it into the structure of your marketing processes for the consistent implementation of the strategy in life.

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