Content Strategy Development: How to Build a Plan That Actually Works
You’ve heard me talk about content marketing, the importance of effective content, and how to use content pillars (if you missed those, check out my blogs on
- Understanding Content Marketing
- Content Pillars: Why they matter and how to use them
- Creating Effective Content
But now it’s time to tackle the heart of it all: content strategy.
And I know I've said it before and I will definitely say it again…
without a strategy you’re just throwing spaghetti at the wall and hoping something sticks
It’s easy to throw money at marketing and hope something sticks. But more often than not, you’ll just end up with wasted dollars and ideas that never hit the mark. Instead, a strategic approach ensures every effort counts and connects with the right people
So, let’s look at how to create a content strategy that actually works for your business. I know that word – strategy – can feel a bit overwhelming, but it’s really just a fancy way of saying “having a vision and an action plan of how to get there.”
And I promise, once you’ve got one in place, everything else about your content marketing will feel more manageable. Plus, it’ll actually get you results.
Let's start with…
What is a Content Strategy?
A content strategy is basically a roadmap for your content. It outlines what kind of content you’ll create, where you’ll share it, and how often. Think of it as the plan that makes sure your content aligns with your business goals and speaks to your ideal clients. The end goal? To build that all important like, know, and trust factor, and ultimately grow your business.
If you’ve been following along, you’ll know that I’m all about content pillars; those core themes that keep your content focused and relevant. Your content strategy is where you start applying those pillars, making sure every piece of content you create is working towards your overall business objectives.
But before we dive into the nitty-gritty of creating a strategy, let me just say this: a good content strategy isn’t set in stone. It’s flexible. Things change, trends come and go, and your strategy should be able to adjust as needed. Now, with that out of the way, let’s look at how you actually build one.
Steps to Building a Content Marketing Plan
Building a content strategy might sound complicated, but it’s really just about following a few clear steps. Here’s how to do it:
1. Set Clear Goals
Before you start creating content, you need to know what you’re trying to achieve. Are you looking to drive more traffic to your website? Generate more leads? Build awareness for your brand? Or maybe you just want to engage with your existing clients and keep them coming back for more.
Your goals should be specific, measurable, and tied to your business objectives. For example, “I want more website traffic” is fine, but it’s better if you say, “I want to increase website traffic by 20% over the next six months.” That way, you have something concrete to work towards and measure your success against.
Side note: Don’t be afraid to set big goals. But be realistic. If you’re a small business just getting started with content marketing, expecting to double your website traffic in a month is probably a stretch. (Unless you’ve got some magic wand I don’t know about!)
2. Know Your Ideal Clients
I can’t stress this enough – your content needs to be aimed at your ideal clients.
You’ve heard me mention this a hundred times, but if you’re creating content that doesn’t resonate with the people you’re trying to reach, it’s wasted effort. So, take some time to really understand your ideal clients. What are their pain points? What challenges do they face? And what kind of content will help them solve those problems?
Once you know what your ideal clients need, you can tailor your content to meet those needs. If you’re not sure what they want, ask! Send out a survey or start conversations with your existing clients to find out what would be most valuable to them.
3. Create a Content Calendar
A content calendar is one of the best tools to help you stay organised and consistent. It’s basically a schedule that lays out what content you’re going to create and when. This could be a simple spreadsheet, a Google Calendar, or a tool like Trello or Asana (personally, I like to keep things simple).
In your calendar, plan out when you’re going to publish blog posts, social media updates, newsletters, or any other content you’re creating. Make sure your content aligns with your business goals and content pillars.
For example, if you’re an accountant, one of your pillars might be “tax tips for business owners,” so your calendar could include a blog post on “How to Legally Minimise Your Tax Obligations” or a social media post on common tax mistakes to avoid.
A well-planned content calendar helps you avoid the dreaded “what am I going to post today?” panic, and it keeps you consistent – which, as I’ve mentioned before, is key to building trust with your ideal clients.
4. Choose the Right Platforms
Where are your ideal clients hanging out online? Are they scrolling through Instagram, watching videos on YouTube, or searching for answers on Google? You don’t need to be on every platform, but you do need to be where your clients are.
For example, if you’re an accountant serving business owners, LinkedIn might be the best platform to share in-depth articles or helpful financial advice. If your clients are more active on Facebook, you might focus on creating shorter posts or quick video tips. The goal is to be where your ideal clients are, not everywhere at once.
5. Measure Your Success
Once you’ve got your content strategy in place and you’re posting regularly, you need to measure how well it’s working. That’s where analytics come in. Google Analytics can show you how much traffic your blog posts are driving, while social media platforms have their own tools for tracking engagement, likes, and shares.
Look at the numbers, but don’t get too caught up in them.
If a particular piece of content isn’t performing well, don’t be afraid to tweak your approach. Maybe your ideal clients prefer shorter, snappier content instead of long blog posts. Or perhaps they respond better to videos than written content. The important thing is to keep experimenting and adjusting until you find what works best for your business.
Aligning Content with Business Objectives
A big part of developing a content strategy is making sure your content aligns with your overall business goals. This isn’t just about creating content for the sake of it; it’s about making sure every piece of content is moving you closer to where you want to be.
For example, if your goal is to increase brand awareness, your content might focus on telling your brand’s story and sharing client success stories. If you want to drive more traffic to your website, you might focus on SEO-optimised blog posts or guest blogging on industry websites.
As I mentioned in Creating Effective Content, content is only effective when it connects with your ideal clients and helps you achieve your business objectives. So, every time you sit down to create content, ask yourself, “How does this help my business, and how does it provide value to my ideal clients?” If it’s not doing both, it’s time to rethink your approach.
Content Calendar Best Practices
I’m a big fan of content calendars, but don’t feel pressured to stick to it like a military schedule. Things change, and that’s okay! If you find a particular blog post topic isn’t resonating with your ideal clients, pivot and try something new. The calendar is there to keep you organised, but it’s flexible enough to adapt to the needs of your business.
And always, always leave room for spontaneity. Sometimes the best content ideas come from a last-minute inspiration or an unexpected conversation with a client.
Need Help with Your Content Strategy?
If all this sounds like a lot, don’t worry; you don’t have to do it alone. I can help you build a content strategy that’s tailored to your business, aligns with your goals, and speaks directly to your ideal clients.
Whether it’s creating your content calendar, developing the right content pillars, or helping you consistently create effective content, I’m here to make your marketing happen.
