How to Develop a Content Marketing Strategy in 6 Steps

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?

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.

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.

• 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.

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.