How to Build a Content Marketing Strategy That Drives Results

by Nana Kusuma
Feb 1, 2023
7 min read

content marketing strategy plan

Content marketing effectively reaches your target audience, builds brand awareness and trust, and drives customers to action.

In this article, we'll explore the steps needed to build a content marketing strategy that drives results. Whether you are a beginner or an experienced content marketer, this article will provide you with the information needed to craft a successful content plan.

Introduction to content marketing

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action.

Why is content marketing important?

In today's noisy online world, it's more important than ever to cut through the clutter and give your target audience the information they need, when they need it. That's where a well-executed content marketing strategy comes in.

Essential steps to build a content marketing strategy

Defining goals and objectives

When it comes to content marketing, one of the most important things you can do is define your goals and objectives. What are you trying to achieve with your content?

Once you have a clear understanding of your goals, you can start to develop a strategy that will help you achieve them.

There are a few different types of goals you may want to set for your content marketing strategy:

  • Awareness: Getting your target audience to become aware of your brand and what you have to offer.
  • Engagement: Encouraging your audience to interact with your content and engage with your brand.
  • Conversion: Getting your audience to take action, such as making a purchase or signing up for a newsletter.

Whatever goals you set, make sure they are specific, measurable, achievable, relevant, and time-bound (SMART). This will help you create content that is focused and more likely to lead to results.

Identifying target audience

To build a content marketing strategy that drives results, you need to identify your target audience. Start by segmenting your audience by their needs. For example, if you sell software, you might have two types of customers: those who need help getting started with the software and those who need help using advanced features.

Once you've segmented your audience, start creating content that addresses their specific needs. For example, if you're targeting beginner users, create tutorials that show them how to get started with the software. If you're targeting advanced users, create articles that show them how to use the software's more complex features.

Here are some aspects you need to consider to identify your target audience:

  • Demographic information: such as age, gender, income level, geographic location
  • Psychographic information: such as interests, lifestyle, and habits
  • Behavioral patterns: such as buying habits and preferences 
  • Current customers: what needs do they have that your business can meet?
  • Potential customers: who else might be interested in your product or service?

By identifying your target audience and creating content that meets their needs, you'll be able to build a content marketing strategy that drives results. 

Choosing the right channels for your content

To create a content marketing strategy that is effective, you need to select the channels that are most likely to reach your target audience. The first step is to identify where your audience hangs out online. Once you know where they are spending their time, you can determine which content marketing channels will work best for reaching them. Here are some of the most popular content marketing channels:


A blog is a great way to share timely and relevant information with your audience. When selecting a blog platform, be sure to choose one that is easy to use and has a large reach. Popular blogging platforms include WordPress, Blogger, and Tumblr.

Social media

Social media platforms like Facebook, Twitter, and LinkedIn offer an excellent way to connect with your audience and share your content. To maximize your reach on social media, post engaging content that will encourage your followers to share it with their networks.

Email newsletter

Email newsletters are a great way to keep your audience updated on new blog posts, products, or services. Be sure to design an eye-catching template and include links back to your website or blog so readers can easily find more information.


Your website should be the central hub for all of your content marketing efforts. Be sure to include clear calls to action on each page so visitors know what they should do next. And don’t forget to optimize your website for search engines so people can easily find you when they are searching for a product or service you can provide.

Creating a content calendar

Assuming you have a handle on what content you want to create, it’s time to start thinking about when you want to publish it. This is where creating a content calendar comes in handy. By having a plan and schedule for your content, you can make sure you’re regularly publishing fresh, relevant, and engaging material that will continue to drive results for your business.

Here are a few tips for creating a content calendar: 

  1. Set aside time each week to plan out your content. This could be an hour on Monday morning, or 30 minutes at the end of each day – whatever works best for you and your team. 
  2. Utilize a tool like Google Calendar, Trello, or Asana to help you keep track of your content ideas, deadlines, and published pieces. 
  3. Keep your audience top-of-mind when planning out your content calendar. What questions are they asking? What topics are they interested in? How can you add value to their lives? 
  4. Be flexible about your planned content. If something unexpected comes up or there’s a breaking news story in your industry, don’t be afraid to change up your plans. 
  5. Finally, don’t forget to promote your content once it’s published. Make sure you’re sharing it on social media, emailing it to your list, and doing whatever else you can to get it out there.

By following these tips and creating a content calendar, you can make sure that your content is organized, on-brand, and regularly engaging your audience.

Establishing Key Performance Indicators (KPIs)

KPIs are one of the most important aspects of any content marketing strategy. They help you to track and measure your progress against your goals and ensure that your content is having the desired effect.

There are a number of different KPIs that you can use, but some of the most important ones include:

  • Engagement rate – This measures how often people interact with your content, such as by liking, sharing, or commenting on it.
  • Reach – This measures how many people see your content.
  • Traffic – This measures how much traffic your website or blog receives from your content.
  • Conversion rate – This measures how often people who see your content take a desired action, such as subscribing to your email list or making a purchase.
  • Shares – This measures how often people share your content with others.
  • Mentions – This measures how often people mention or link to your content in other places on the web.
  • Rankings – This measures where your content ranks in search engines for relevant keywords.
  • Leads – This measures how many leads (potential customers) you generate from your content marketing efforts.
  • Revenue – This measures how much money your content marketing efforts are generating.

By setting up and tracking these KPIs, you can better understand how well your content is performing and make adjustments as needed to improve results.

Supported tools for content marketing strategy

There are a number of tools that can support your content marketing strategy and help you achieve your desired results. Here are some of the most popular and effective tools:

Google Analytics

This free tool from Google can be used to track the performance of your content across different channels, including your website, blog, social media, and email. It also provides insights into which pieces of content are most popular with your audience so you can adjust your strategy accordingly.


This tool allows you to see the most popular content across all social media platforms. This is a valuable resource for understanding what content is resonating with your audience and further tailoring your strategy.

Hootsuite Insights

Hootsuite's Insights platform provides users with detailed analytics about their social media activity. This includes information about the reach and engagement of your content, as well as which demographics are most engaged.

Sprout Social

Sprout's suite of tools helps businesses to better understand and manage their social media activity. In addition to analytics, Sprout provides users with scheduling and reporting features to help streamline their workflow.

Best practices for content creation

When it comes to creating content that drives results, there are a few best practices to keep in mind.

  1. First, your content should be highly relevant to your target audience. It should be informative and useful, addressing their needs and pain points.
  2. Second, your content must be well-written and engaging. It should be clear, concise, and easy to read.
  3. Third, your content should be visually appealing, using images, infographics, and videos to break up the text and add interest.
  4. Finally, your content should be properly formatted and optimized for search engines so that it can be easily found by your target audience.

By following these best practices for content creation, you can develop a powerful content marketing strategy that will help you achieve your business goals.

Content marketing is a powerful tool that can help you drive results and grow your business. By following these steps, you can create an effective content marketing strategy that will help you reach your goals.

Take the time to plan out your strategy, research the topics and keywords relevant to your audience and industry, measure the success of each piece of content, track progress with analytics tools, and use A/B testing when necessary. With a targeted approach and regular maintenance, you'll be able to build a content marketing strategy that drives long-term success for your business.

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