In today’s digital and inbound marketing world, content marketing is a must-have strategy for any business. In fact, according to a recent whitepaper by Salesforce, content creation ranks as the single most effective SEO tactic by 53 percent. As important as it is to integrate content marketing into your entire marketing plan, it is equally as important to design a strategy that is going to be effective and worthwhile for your business.

1.     Set Your Goals

Creating a sound strategy prior to launch can save you time and money, help generate new business, improve your customer experience and educate prospects to enable more selling. It is also crucial to identify your goals before launching, so that you can properly measure the success of your content marketing strategy.

2.     Understand Your Buyers and Map Your Content

To maximize your content’s effectiveness, it is extremely important to understand for whom you are creating your content. Where are your prospects in the buying process, and what content do they need access to? Understanding your audience of prospective buyers will allow you to better connect your content with their needs and deliver it at the most important time.

3.     Build Your Content

Perhaps the most important piece of the entire content marketing puzzle is the actual content. How do you create content that is relevant and enticing to your target audience? According to Hubspot, there are many factors to consider in creating your content.

Understanding the most current information and news in your industry is crucial. This will allow you to create content accurately and frequently. It is important to establish your firm as an industry leader, and one that your target audience can trust. Instead of just offering content full of commentary, be sure to include real solutions for real situations in your industry – this adds value to your content.

4.     Use a Diversified Mix of Content

Sound content is obviously a key to any successful content marketing strategy, but using a diverse set of channels is essential. Here are some of the most popular and recommended types of content to consider:


A blog can help build brand awareness, recognition, trust and community.

White Papers

White papers create a strong value for your audience, can aid in data capture (with the right setup) and position your business as an expert in your industry.


Videos provide more interaction with your audience, and are the preferred content method among many. SEOmoz reports that posts with videos attract three times more inbound links than plain text posts!


Many buyers want content that is simple, and easy to understand. Smart art/infographic style visual content can be very effective and appealing to your audience.

Case Studies

Case studies allow prospects to understand how others like them are using your product or service and provide a trustworthy source for your business.


Webinars are one of the best ways to provide value to your prospective buyers. They also help position and demonstrate your company as experts and industry leaders to your audience.


Many prospects prefer podcasts because they don’t require one’s full attention. A podcast is a great way to add diversity to your content.

5.     Measure Your Successes and Failures

You may feel like your content marketing has been highly successful, or has seemed like a failure. But how do you know for sure? The good news is that with marketing becoming heavily analytical, there are many easy ways to capture where you are succeeding with your content and where there is room for improvement.

Going back to the original goals of your content marketing strategy, it is imperative to implement Key Performance Indicators (KPIs) to see if you are reaching them.

Using data from the following measurements can be some of the many KPIs you execute:

–         Page Visits

–         Downloads

–         Shares

–         Comments and Interactions

–         Cost Per Click

–         Cost Per Lead

–         Conversion Rates

–         Followers and Subscribers

Are you looking to implement a content marketing strategy for your business? Contact us today to learn more about how we can help you get started.