How to Develop a Content Marketing Strategy in 6 Steps - Deepstash
Content marketing strategy

A business-to-business (B2B) content marketing strategy is a guide that helps you communicate your business goals, determine the type of content you need, and define the best-suited distribution channels for accomplishing your goals.

A documented content strategy will help to avoid:

  • misunderstanding within a team,
  • wasting time creating content that nobody sees,
  • inability to track and evaluate weekly/monthly/quarterly/annual results.

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Any content strategy requires setting goals. For example, your goals may be creating brand awareness or increasing the size of your subscriber audience.

The SMART goals framework can be helpful.

  • Specific. Goals should be clear.
  • Measurable goals allow you to track the performance of your content.
  • Attainable. Goals should be achievable.
  • Relevant. The goal should align with other company goals.
  • Time-bound. Set specific dates for achieving your goals.

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Once you have set goals, conduct research on your target audience.

  • Who are you creating content for?
  • What problem will your content solve for your audience? A RACE framework can help you document your company's actions to draw, engage, and convert clients. (Reach, Act, Convert, Engage)
  • How many audiences are you targeting?

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A content marketing plan should be trackable. Consider how you will measure the results of your content marketing ahead of time.

  • Assess your content strategy from various sides - what's working, what needs improvements.
  • Choose ways to track your content's performance. Any goals should have a key performance indicator (KPI).
  • Consider using analytics tools to assess the performance of your content.
  • Assess how your competitors are doing.

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Consider what makes your product unique and why your customers should support you.

Provide a suitable content format for where your customers are.

  • Top of the funnel (TOFU): blog posts, "how-to" guides, infographics, checklists, ebooks, video tutorials.
  • Middle of the funnel (MOFU): Lead content, such as product overviews, tutorials, webinars.
  • Bottom of the funnel (BOFU): Customer-generated content that contains case studies, customer reviews.

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  • Choose how to deliver content to your audience. Distribution channels should be based on your business goals, content marketing goals, and platforms where you can best reach your target audience.
  • Don't publish the same narrative on multiple platforms. Instead, adapt your content for each medium.
  • Consider adding outside channels to your content strategy, such as speaking/events and guest posts in third-party publications.
  • Consider alternative ways to promote your content.

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You need to publish content regularly. A content marketing calendar can help you track your content and when, where, and what should be published.

Consider content management system tools (CMS) to create, manage, and track your content.

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