Content Strategy Guide: Types, Marketing Strategies, Tips, and Examples

Why Outranking 6.0 Is one of the most powerful SEO content editors!
Release Notes: Why Outranking 6.0 Is One of the Most Powerful SEO Content Editors!
September 23, 2021
4 P’s of Marketing: A Complete Guide to Four Important Parts of Your Marketing Strategy
November 3, 2021
Show all

Table of Contents


There are several different types of content that you can produce, but what exactly should you choose? How do you create a marketing strategy for your blog? What are examples of good and bad content strategies?

We have the answers for you.

Content is powerful. You know this already because your blog exists to help people solve problems or issues they face in life. Content has the ability to change lives—and if you’re successful, it could even make money for you too! However, creating effective content can be difficult, so we’ve put together this guide to help you on your journey.

Table of Contents

What is a content strategy?

A content strategy is a high-level strategy for the planning, execution, promotion, and ongoing management of content. It’s used to drive traffic, leads, engagement, and sales. Every strategy should have a plan that includes various aspects such as the audience you are targeting with your content, the message you want to deliver, and what resources you’ll need for it.

For your content strategy to be successful, it’s important that you take your time in developing it. It should be well-organized and drive action for the company. Take advantage of these tips on what a good content strategy looks like to make sure that yours is up to par with the competition!

Why is a content strategy important?

A well-defined content strategy helps businesses close the gap between their marketing key performance indicators (KPIs) and actual results. It also helps them achieve success by giving them measurable goals that they can track through their KPIs.

Content strategies are important for achieving business goals, whether it’s getting more traffic to a website or increasing sales numbers.

10x your content production

Empowering writers, not replacing them.

What’s the difference between content strategy and content marketing?

There is a lot of confusion about what content strategy and content marketing are. The terms are sometimes used interchangeably, but they are not the same thing.

Content strategy is the process of creating relevant and valuable content to attract, acquire, and engage your audience. Content strategy is about how an organization can adopt a comprehensive approach to content marketing. In contrast, content marketing is the process of creating, curating, and editing content that’s specifically created for the purpose of marketing.

Content marketers are responsible for creating, curating, promoting, and iterating the contents of various media platforms. This includes information architecture considerations as well as long-term strategic planning that will ensure successful implementation of a content marketing strategy.

The goal is to create pieces which are relevant to your customer base so they’ll be more likely to read or share them with friends who have similar interests to build up your brand loyalty.

What do content strategists do?

Content strategists are business intelligence specialists that focus on information distribution. They work with companies to identify their business interests and create a strategy for distributing content that will satisfy those needs.

graphic example of what seo content strategists do

Business intelligence

A content strategist is someone who can understand business requirements and create a strategy for creating, developing, and implementing a solution to those problems. They should also be able to identify problems that would benefit from a content solution. Creative and effective solutions can generate momentum over time, allowing you to build on past successes and efficiently draw in customers.

Process, governance, auditing

Content strategy is essential for big businesses. Businesses need to verify how successful their content strategy is to succeed. Carefully evaluating the success of content and distribution channels allows businesses to ensure that marketing dollars are spent in the most effective way. Content management is necessary for many business operations, especially marketing strategies and digital marketing.

Audience research

A content strategy is a process that aims to answer two questions: who your audience is and what you want to show them. The point of content is that people will see it, so you may interview or survey your audience. Good content allows your customers to feel comfortable when it reaches them at the right time and place and provides the information that they want.

Strategic vision

Content strategists are hired by companies to help them with their marketing strategies. They create a vision for what the company wants and then explain it to collaborating teams. The job of a content strategist includes creating content, developing digital experiences, managing social media channels, and more. Your strategic vision guides the day-to-day execution of your content strategy.

Tone-of-voice and brand identity

Content strategists help brands or marketing teams to establish tone and create a brand identity. This can be done using contrast, such as emphasizing the positives and downplaying the negatives. Your brand identity is key for community building, word-of-mouth advertising, and sharing on social media.


A content strategist is a person who strategizes for the creation, distribution, and management of all aspects of digital or print media. The main goal is to create content that will reach the audience in a deliberate way, generating momentum and positive feelings about your brand to increase your following. They may use brainstorming and other approaches such as design thinking to generate creative solutions to problems. Content strategists may also use this process for other goals, but it usually involves an idea that you want to put into practice.

Channel strategy

Content strategists work with marketing and communications professionals to create a strategy for reaching consumers. Content has to reach the user, so it is not enough to distribute content via only one channel. Content strategists plan and execute successful campaigns across multiple channels such as social media, email, website, or point-of-sale materials. Inbound marketing can capture your audience’s attention without interrupting them. This type of engagement accounts for most of the clicks on the web and usually has a lower cost of acquisition per customer.

Execution plan

Content strategists should be the people responsible for creating and implementing content strategy. For any company, there are different types of content, so the content strategist’s role varies. The main objective is to provide a business solution that drives revenue, which then allows the company to grow. A good plan would include wireframe designs, content briefs, timelines, and an execution plan.

Content strategists focus on the execution of projects, such as web design and social media marketing. They work to understand their audience and create a plan for success, which includes defining the critical goals they need to accomplish for the project to be considered successful.

Content strategists are people who execute a plan. They watch the interactions of your audience with your content and analyze them to learn what works, then publish again in different forms. The process is flexible as long as you continue to provide value for users on a regular basis.

example of content strategy framework that people are executing on white board

How to develop a content strategy framework?

Content strategy is a layered and evolving process. The best way to get started with developing your content strategy framework starts by figuring out what you want it to do for you and who will be using it.

The following are elements you should consider when developing a content strategy:

Define your content business objectives

Developing a content strategy framework is an important step in the process of developing your company’s niche. It can help you assess what would be best for your business and how to get there.

The first step is to define your content business objectives, or what you want for your company in terms of the type of content produced and how this will be achieved. The goal of content differs depending on the stage of the sales funnel.

At the awareness stage, your audience has minimal knowledge of your company or products. Your content business objective here may be to provide content that showcases your company, your expertise in the field, or the benefits of your product.

At the evaluation stage, potential customers seek more information on your products or services as you build trust and explain your value proposition. The objective of your content at this stage may be to explain how to use your product and how it can fit into your customers’ lives. 

At the purchase stage, your audience is well-informed, but they may want to try your product, ask more questions, or compare with your competitors. At this stage, your content business objective might be to convince customers that they can trust you by offering a trial of your product or engaging them in conversation.

To develop a content strategy, you first need to define your business objectives. You can use either of the following steps:

List and brainstorm what type of content is needed in your company. This helps identify gaps in customer engagement or areas where customers are not receiving value for their time spent engaging with the website or app front-end.

Define the target revenue for each piece of content that’s produced within an organization.

Define audience segments and buyer personas

Audience segmentation is a marketing strategy that allows companies to define and target their audience. It’s useful for creating personas, which are fictional representations of your market. These personas can be considered as possible buyers or users to test out different strategies.

There are many different types of criteria, demographic data, and other factors that could be used to create segments within your audience based on what your business sells and how diverse your reach is. Within each segment, you may have multiple buyer persona examples.

This strategy can be used to establish a clear understanding of your audience, and it helps you to make decisions about how to best reach them with the right messages.

Buyer personas are the individuals within each segment. It is important to research your audience and see what they want because market segments may not reveal the characteristics of buyer personas. Personas also involve demographic data that can be used for marketing purposes.

A content strategy is a plan of action that consists of the different types of content to create, the marketing strategies that will be used, and examples. To develop a content strategy framework, defining buyer personas is crucial.

example of how to do market audience segmentation in 5 steps for your content strategy provided by mobilemonkey

Image source

Develop a written roadmap

A content strategy is a game plan that includes an overview, goals and expectations, processes of measurement, and analysis. The process of developing a content strategy in written form starts with creating your roadmap.

A written roadmap is a process that any company can use to develop content marketing priorities. It helps set the stage for an effective strategic plan and engages employees early on to create business value through goals such as numbers of subscribers or conversions.

Develop a written roadmap to help you identify potential customers, find influencers and new audiences for your content, and test marketing offers. Collaborate with your sales team so they know what works best for your business. Listen and get insight into your customers’ needs.

Identify the best channels to promote your content

A content strategy is a set of coordinated efforts to make your website or app more valuable for users by improving the experience you provide. To develop a content strategy, identify the best channels through which you can promote your content and think about how your personas are likely to interact with it. Remembering your objectives and key results will help you to set goals that are aligned with what’s important for different types of people within your organization.

When it comes to content promotion, you have a variety of options. Each channel has different strengths and weaknesses, which should be taken into account when planning your strategy. Media buying is important to consider as well because it will determine how many channels can be used in the campaign.

There are many channels you can use to promote your content. When thinking about which channels to use, consider the budget and lead time for each channel as well as your audience demographics. It is important that a combination of new and existing media be used to maximize reach while keeping costs down.

Also, note that each channel may require a different content type or content format.

content distribution trifecta for earned, paid and owned media for promoting content

Conduct keyword research

The foundation of content strategy is keyword research. This allows you to cover topics thoroughly without writing the same blog post multiple times. Tools like Ahrefs and Semrush can uncover what your audience is most interested in.

Use tools like Outranking Questions, Google search engine results pages (SERPs), and Google Question Hub to confirm the questions asked by your audience.

You should also use Outranking’s Questions feature to know what the audience wants. Additionally, the Keyword Gap tool in Outranking is great to check for completion and see where your competitors excel with keywords.

Find “People Also Ask” boxes in SERPs for keywords you are targeting. Create content based on search intent, then use keyword phrases and questions to create targeted content that will help drive traffic through organic searches.

Creating a list of keywords should be on the top tier of your journey map, and you should do it before any content plan or content creation.

related keywords data by

Create SEO (Search Engine Optimized) Content

Content optimization strategy and SEO strategy are connected. One of the most important aspects in creating a content strategy is knowing what your audience wants, when they want it, and how to provide it to them. Strategic keyword research will help you determine the search intent of your target audience.

Content strategy allows you to connect with your audience at the time they are most receptive to your brand’s message.

According to a recent study, brands that invest heavily in organic search have the highest market share, and some are worth billions of dollars. Brands should be investing more money in their SEO strategy to compete with online publishers who can produce content for consumers at an affordable price point while maintaining brand equity.

The SEO content software Outranking can help anyone with or without SEO experience create SEO content that is inclusive of user intent, related keywords, and questions your customers have.

Create an original voice for your content

The goal of this section is to help you develop an original voice for your content. We will also provide examples and tips on how to create a content strategy framework.

It is important to write with your own original voice and tone, as it reflects the personality and identity of your brand. When writing for different contexts, you should also use a tone that varies according to the context in which you are writing.

A brand’s voice reflects its personality and identity. The tone of the brand’s voice is consistent across all content, but still varies according to context. Humor can be used in welcome pages to build likability and loyalty.

Creating a style guide helps you create an original voice for your content. The tone is consistent with emotion in different contexts. The bottom line is that creating a style guide will strengthen your brand image.

Ideally, your brand voice should connect with your target users. Researching really helps in this case, and in our opinion, forums and Q&A sites are a goldmine.

Optimize content regularly

Content strategy is the ongoing process of optimizing content. Each campaign should be constantly optimized to grow brand awareness, increase website traffic, and more.

To ensure that your content marketing program remains on target, consider revisiting your channel strategy, core topics, and team processes on an annual basis, or more often if you are just getting started.

The best content marketing strategy for SEO would be to use Outranking to optimize old content. You can simply do one-click imports and add more related keywords, natural language processing (NLP) topics, and new sections or headings.

update your content through

What SEO AI tools in marketing, like Outranking, can do for you, is to ensure that you can update your content easily for SEO and improve your content marketing strategy.

This works for both B2B content strategy and for B2C content strategy.

Register for a free account on Outranking

Repurpose content for other uses

Content repurposing is the act of updating, reworking, or refreshing content for another use. For example, it can be done by creating a longer eBook promoted via native ads or on social media. The only limit is your creativity.

Marketing technology stacks, like Outranking, can help educate you on how to use software to improve your marketing. You may want to know how you can repurpose content for other uses and what kind of problems this solves. Automating text conversion and summarization tasks can save you time and energy.

One useful feature is Outranking’s YouTube Transcripts To Paragraph tool, which allows you to quickly convert the transcript of a YouTube video to a blog post. Different users may wish to consume this content in different forms, and our AI-powered tools help you to quickly repurpose text for different channels.

youtube transcripts to paragraph

Depending on the content, repurposing can be either an easy or difficult task. If you are able to share your budget with other departments who have a similar role in making decisions, it is easier because they understand what they are paying for and how their money will be used.

However, repurposing content with Outranking is extremely easy!

Register for a free account on Outranking

Map content needs throughout the customer journey

To develop a content strategy framework, start by defining your audience segments. Then map the customer journey of each persona throughout the marketing funnel. Next, think about how you are presenting content to them and what questions they are asking themselves when they search on Google or Amazon.

To have a successful customer journey, you should answer the audience’s burning questions from the beginning until the end. A blog post may target a generic head term in your industry and then capture those just beginning their buyer’s journey with key questions and solutions at each stage of the funnel.

Map content needs throughout the customer journey. By creating better content at scale, companies can reach customers at all stages of the funnel. For any website, reaching customers on this journey is great for building trust.

For example, if you run an affiliate blog for lawn mowers, you could write about lawn mower maintenance, lawn care, or the best lawn mowers under $1k.

Test your campaigns

A content strategy is a systematic approach to developing and promoting content that meets your goals. A/B testing campaigns will help you determine what is working and what isn’t to move forward with the most effective marketing strategy possible.

As with testing content and SEO strategy, your content optimization strategy may take time to develop.

campaign ab testing for executing successful seo digital marketing content strategy

Measure your content strategy wherever possible

It is important to have a clear content strategy that includes the four categories of metrics: consumption, sharing, lead generation, and sales. KPIs allow a company or business owner to see where they should focus their content marketing efforts. Analytics tools help companies track how well their content is performing so it can be adjusted as needed.

This content strategy guide will help you build a plan, establish goals, identify your audience, and more. It includes KPI definitions for the success of marketing objectives (e.g., conversion rates). Google rankings are an important KPI that will measure the project’s success in terms of organic visibility percentage and organic market share.

Measure your content strategy wherever possible. After identifying the individuals who will measure performance over time, you need to identify which metrics will be most successful because it is important that you measure the right elements at the right time for your plan of action and strategy to work effectively.

For your brand content strategy, a blog content strategy and a content strategy for SEO using rank tracking software are helpful.

example of key metrics for 2019 vs 2020 for measuring content success provided by semrush

Measuring the effectiveness of your content strategy

There are many KPIs that you can use to measure the success of your content strategy. This article will provide an overview of what types of KPIs to consider and how to measure them. Broadly speaking, you can use KPIs that track consumption, social sharing, leads, and sales.

Consumption metrics as KPIs

Consumption metrics are the KPIs that can be measured to determine how well your content is doing. Google Analytics data, average time on page, bounce rate, and pageviews are all examples of consumption metrics. Some important consumption metrics are as follows:

– Organic visibility percentage: This is essentially how visible your page is in search results for organic keywords—the higher the percentage, the more likely people are to find your site without you paying for advertising.

– Google rankings: Your Google ranking is determined by how many ranking keywords you have and the quality of those rankings.

– Traffic: The amount of traffic to your site, whether it’s organic or paid, can show if people are finding what they’re looking for when searching around online.

Social media is a great place to gauge engagement and determine what type of content your audience wants. This data can lead you to the conclusion that certain styles of content are more popular than others, which in turn will help you create better content for conversions.

KPIs are the important metrics that help companies understand their progress and how to continue improving. This guide offers details on the best ways for managers to use metrics to measure success, as well as comparisons between some of today’s most popular social media platforms. A live dashboard with a tool like Google Data Studio should help in this regard.

Social sharing metrics as KPIs

Social media marketing is a great way to reach out to your target audience. You can measure the effectiveness of your content strategy by using social sharing metrics and other KPIs. According to Pew Research Center, the most popular social media platforms in 2021 are YouTube, Facebook, Instagram, Pinterest, LinkedIn, Snapchat, and Twitter. TikTok is particularly popular with younger audiences. On Google Analytics, check Acquisition > Social > Overview, Conversions: Total conversions.

It is important to understand which social media platforms work best for your target audience. Next, compare your performance with those of competitors in the same niche, and take into account that some niches encourage more sharing than others when it comes to content creation.

Lead metrics as KPIs

Creating content is a marketing strategy that can be tailored to different audiences in each segment of the sales funnel. To measure the effectiveness of your content, you should use lead metrics and other KPIs. URL destination goals are an easy way for companies to track leads.

Lead metrics and KPIs are vital to strategic planning. It is important for a company to track its conversion rate, which is the percentage of people who visit certain pages before completing an action. Goals can be found under Conversions > Goals in Shopify.

Sales metrics as KPIs

Content marketing should be based on revenue and the value of each piece of content. Google Analytics is one way to measure the amount of revenue your content has generated. Articles by Neil Patel provide tips on increasing engagement with content.

Sales enablement content is what your sales team uses to educate prospects and help them build a case for purchasing. The goal of this type of content is to show that you are the best fit for their needs by answering common questions and objections and providing how-to guides while making use of Ahrefs or Semrush.

Content strategy examples


M.M. LaFleur is a retailer for professionals with a focus on women. They use pithy, short copy to entice people from social media and email subscriptions. Images help to draw in traffic from social media as well.

As a retailer that sells clothing and accessories, they use images to help the buyer relate with their product. They also use videos to show the unique textures in their products. However, they have a higher bounce rate than their competitors and a lower percent of search traffic than competing websites.

This retailer is a company that has powerful content on their website, which causes them to rank higher than some other websites.


To create a compelling product, it’s important for companies to have an understanding of what their customers want. This is where factory tours come in, as they give people the opportunity to see how the products are made and provide more insight into who manufacturers really are.

CGR, a manufacturer of metal parts, has created a video that gives viewers access into its manufacturing facility so that they can get a close-up look at what goes into making a CGR product from start to finish. It also provides some background information on the company’s history and its vision for the future.

Video is now an important part of marketing, helping to create a connection with customers, build trust, and deliver content that people will find valuable.


Content strategy is a system of marketing strategies that can be used to generate leads and increase engagement on your website. Gwynnie Bee realized they could be generating more business by partnering with Reelio, a content marketing agency. They saw an 85% click-through rate (CTR) from non-scripted influencer campaigns on YouTube and were able to increase the engagement among their target audience members.

Technology and software as a service (SaaS)

Hotjar is a SaaS tool for usability testing on websites. Content strategy examples include using blogs, content campaigns, and testimonials to capture the attention of users. 91% of consumers want to purchase from or endorse a brand that they regard as authentic. These blog posts are then used as hubs that can be expanded into different spokes depending on the audience’s needs.

Technology is a product that makes it easier for businesses to increase their reach and communicate with customers. It can be delivered as SaaS, where the company provides the technology on its own servers, or they may provide services like hosting and customer support.


Swiggy is an India-based on-demand food delivery platform that connects consumers with local restaurants. Swiggy has a variety of marketing strategies and services to help them grow their business such as partnerships, content strategy examples, and creative development.

A Swiggy campaign was launched on TikTok, a popular app that lets users create animated videos by drawing on their phones, aiming to drive new customers and promising exciting prizes for the winners. The campaign invited delivery partners from across India to take a break from their daily work and showcase themselves through four teaser videos which attracted 5 million views in just 24 hours.

Using TikTok influencers, Swiggy reached 5.7 million organic views with this challenge. Moreover, Swiggy found that through this strategy, they were able to effectively target the right audience and create engaging content for their digital content strategy.

10x your content production

Empowering writers, not replacing them.

What is a content marketing strategy?

A content marketing strategy is a set of tactics and guidelines that help marketers create relevant and valuable content. This strategy allows the marketer to succeed and better face the challenges in every aspect of content marketing tactics and social media channels.

All of this starts with a content marketing blog strategy.

Types of content marketing

Blog posts

The type of content marketing varies depending on the business. Blog posts are an important part of content marketing because they provide valuable information that people want to share with others and bring new visitors to your website.

To perfect your content strategy for the web, blog posts are essential.


eBooks are lead-generation tools that are typically longer, more in-depth, and published less frequently than blog posts. eBooks can also be used for marketing purposes.

Awareness-level eBooks are an excellent lead capture tool. The content should remain introductory and informative, while the designer can add tools to convert leads in the funnel by offering them useful resources as they consider their needs in depth. eBooks are great for prospects at this stage of marketing because it is advantageous for companies to have a prospect who has already considered what they need before buying.

eBooks are also beneficial for prospects at this stage. When people read blogs, they might be interested in getting more information on the topic. The next step is to send them an eBook with additional content that can convert into a lead when they provide contact info for the download!

Case studies

Case studies are a form of content marketing. They can take many different forms: blog posts, podcasts, eBooks, or infographics. Your goal is to show people who are considering your product that the proof is in the pudding and that your product delivers on its promise. Before choosing a customer for a case study, determine which type it will be because these types have different goals and objectives.

Case studies are useful for getting backlinks as well.


Infographics are visual representations of data that make it easy for readers to understand the information provided. Infographics can also be created in PowerPoint templates for easier use and understanding by readers.

Infographics are also useful for getting backlinks.


Although there are many types of content marketing, videos are one of the most engaging. Videos capture people’s attention better than any other type of content and are 40 times more likely than other types to be shared on social media.

Videos are great for social media platforms and can work well as the top of your funnel of advertisement content. Videos can contribute greatly to your content strategy map.


Podcasts are a type of digital audio content that can be consumed anywhere and at any time. Podcasts have become popular in recent years due to the ease of creation, but creators must still work hard to maintain their popularity.

Podcasts are now the most popular way for people to consume content. You don’t need specialized training in audio engineering or a background in radio broadcasting, which makes podcasts an accessible gateway into simultaneously producing and distributing your own content.

Content marketing is a way to reach new audiences with your content. Podcasts allow for cross-pollination of ideas and segments since they are available on the go, which allows for more audience expansion.

Additionally, audio content has been around as long as books and speeches have been recorded, but it’s becoming increasingly popular now due to its accessibility through podcasts.

Podcasting is a good way to disseminate content and meet your marketing goals. It has an engaging and entertaining format, which makes it easy for people to consume the information you provide them.

Social media

There are many different types of content marketing, but one important type is social media. This form of content distribution can help with branding and customer reach. It’s important to post the type of content your followers expect to see when launching a business account on social networks like Facebook, Twitter, and Instagram.

The types of social media content marketing include:

– Instagram: Show off user-generated content

– Facebook: Communicate current events

– LinkedIn: Show off updates or recent news

– Twitter: Communicate current events

On social media sites such as Facebook, you can share your website content, blog posts, and original memes. The goal on social media is to connect more intimately with your audience by sharing native videos for Facebook or interacting with other businesses that have a similar audience to your own.

If you are considering a social media strategy for your business, it is important to research what platforms your buyers are on. Content types should also be diversified from time to time with different content. Basic market research can help discover which are the platforms of choice for your target audience, and more importantly, how they use these channels and their expectations for them.

Press releases

Timely and interesting press releases are a great opportunity to communicate product releases or events. Although press releases may be more serious in tone than other types of content, they offer similar opportunities to build your brand through SEO terms and backlinks.

Press releases also offer the opportunity to gain media coverage and diversify your distribution channels.

Product Documentation

One often-overlooked opportunity for content marketing is through creating high-quality product documentation. This is particularly important for B2B software, as customers tend to thoroughly evaluate technical requirements before making a purchase. When done well, product documentation can build trust and even facilitate cross-selling as customers better understand the value of your products.

Stripe is one example of a company that has used product documentation to their advantage, creating documentation and carefully evaluating its success as important customer-facing content. Their easy-to-use developer documentation has driven adoption of their products and even created buzz on social media.

How to create a content marketing strategy

Define your content strategy goals

A content marketing strategy is a plan that defines your goals and what you’re trying to achieve. It then outlines the steps that need to be taken and how those steps will help you achieve those goals.

When developing a content strategy, it is important to clearly define your goals. The North Star for your website should be accomplishing those objectives.

The key to developing a content strategy is breaking down objectives into SMART targets—goals that are specific, measurable, achievable, relevant, and timely. These are then prioritized based on importance and vital elements. Specific goals offer clarity in terms of who, what, why, and where, clearly outlining the outcomes that you want.

Measurable goals are those that are attached to target metrics. Remember that this includes both the numbers you want to achieve and how this will be measured. For example, if one of your content strategy goals is to increase awareness of your brand, you need a way to calculate this based on surveys or other data.

Achievable goals strike the right balance between challenging your content and SEO team and being realistic. By assessing the past performance of your content, you can aim to improve over time while avoiding major disappointment.

Goals should also be relevant to ensure that your content strategy is aligned with your business needs and targets. Finally, goals should be timely. Setting a specific timeframe for each goal allows you to prioritize tasks to manage your time. It also allows you to align your content strategy with the timing of events such as product launches.

Examples of SMART goals would be increasing your email CTR by 10% by the end of the year or reaching 100k followers on Instagram within 6 months.

Conduct persona research

A content marketing strategy is a set of tactics, content types, and marketing strategies that create compelling, personalized experiences for your target audience. To create a successful content strategy, you need to know who your customer base is and what their needs are. This includes conducting market research each year to stay relevant in the marketplace.

Persona research is the process of identifying your target audience’s demographic and psychographic traits. A buyer persona generator helps you to develop distinct and detailed personas for your campaign, thus ensuring that messaging will be tailored towards the specific needs of each individual segment.

example of conducting buyer persona research for successful content marketing strategy

Image Source

Create SEO content

Creating SEO content is a crucial part of any successful marketing strategy. Content strategists can help with the process, but it’s important for marketers to be aware of their audience and their desires, pain points, and challenges to create effective strategies that resonate with them.

Despite the fact that brands are investing heavily in organic search, some have lost significant market share to online publishers with more robust content strategies. Brands worth billions of dollars can lose big-time when their customers find what they need elsewhere.

Using Outranking’s NLP Topics and Related Keywords, making SEO content is easy. You should also create the content outline using Outranking—making SEO outlines very simple and work flawlessly.

Outranking’s business SEO platform is able to cover your content creation strategy from start to finish.

outranking's instructions and seo scoring for nlp terms and related keywords for on-page seo elements & successful content strategy

Brainstorming content ideas

When brainstorming content ideas, it is important to start with a keyword brainstorm. This can be done by using tools such as Google Trends or a spreadsheet that includes a list of keywords and the number of searches for each. A good idea would be to include unique and usable content that will help people find your website in search engines like Google, Bing, and Yahoo!, while also creating trust for your brand.

To start to brainstorm, you should first have some keywords that represent the topic. Keyword rankings and backlinks are tools for discovering which topics people are interested in for a specific day or time of year. For example, if you wanted to know what your audience was most engaged with during January 2018, you might use BuzzSumo’s engagement insights tool.

To see the gap between two websites, you can use the Outranking Keyword Gap tool.

It might be helpful to break down complex topics into a simple or comprehensive guide that can help illustrate the points of the content. Furthermore, you should use explainer videos when trying to make difficult concepts easier and more understandable through visuals.

Aim to create something 10X more entertaining.

Places you can look to get some ideas:

  1. YouTube – Look for ideas related to your niche
  2. Related Keywords – Any keyword research tool
  3. BuzzSumo – Any social signal tool
  4. Outranking – People also ask

Distribution channels

Distribution channels are tools for marketing a product. Every platform has a unique finesse that will yield the most results for your company. Before molding your company’s distinctive tone or style, consider what tone and style fit each channel.

When considering distribution channels for your content, be ready to experiment with different options. Social media is one of the most common places where content goes viral. It also allows you to reach a larger group of people more easily than other channels would allow, but it’s important to note that each social platform has its own unique strategy and goals.

It is important to consider the distribution channels for your content. You should distribute content where it will get the most engagement from your target audience. For some industries and demographics, YouTube or TikTok may be ideal, while other users may prefer LinkedIn or Facebook. If you sell online through an eCommerce website like Amazon or eBay, then your various content distribution channels can lead users to your pages on those websites. Having a strategy that talks to your desired audience on the platform they use most are of utmost importance.

Repurpose content

A content strategy is an organized plan for how to create, distribute, and measure the effectiveness of marketing messages. Content marketing strategies can be used in many ways. For example, content could be repurposed into native ads or posted on social media platforms like Facebook and Instagram.

Repurposing content is only limited by your creativity. Content at the top of the funnel, such as step-by-step video tutorials and product demonstrations, can be beneficial for brands looking to convert visitors into customers. Brands should focus on creating assets like these that reach out to their target audience to build a loyal customer base.

Although brands should focus on the top of the funnel, they should also create content assets at the bottom. Case studies, testimonials, and videos are good examples to use for this purpose since these types of content can convince people why you’re a good fit.

By repurposing content, you can reach many more users. For example, you can convert a YouTube video to a blog post that you can then also share on social media channels. Use the YouTube To Blog Conversion Method in Outranking to get this done in minutes.

Examples of content marketing strategy


Away is a luggage brand that has shifted their perspective on what they do. It would have been easy enough for their new company to make something cheaper and more durable, but they realized that wasn’t enough to get their foot in the door. Instead, they positioned themselves as a brand focused on all things travel and attempted to enter the market with something new and innovative. They saw the long-term potential of Away as more than just selling luggage.

eCommerce has grown exponentially over the past few years. This is largely due to companies becoming more aware of content marketing opportunities, as well as their ability to create engaging content.

Away is an eCommerce company that provides customers with value, not just sales. There are many different ways in which companies can advertise their brand and product, but the most important thing to do is to promote the lifestyle of your audience—not just promote your product itself.

Software and SaaS

Software and SaaS can be effective for marketing and customer retention. This is more effective than flashy ads, but it’s not as easy to achieve. Customer support strategy is measured by reducing support tickets and retention. Examples of content strategies include education, training, and teaching customers how to better use a product or service.

SaaS allows companies to access software without requiring support from their employees or IT department. Aircall, an online customer service company, benefits from using content effectively with customers and produces useful knowledge base articles to answer specific questions.

example of how aircall software & saas company uses content effectively

Make some room in your content calendar to produce content that helps your customers learn how to use your products.


Gymshark has a content marketing strategy for their blog, newsletters, and Spotify playlists. They have informative blogs that are insightful about health conditions, different supplements, healthy recipes, and other eCommerce brands.

example of how gymshark uses their fitness content strategy effectively

Gymshark, as a company that sells fitness apparel and accessories, has been successful because of its customer-centric approach to business. Gymshark creates valuable and engaging content beyond just simply telling customers about the features of their products. The company shows that it values its customers by regularly asking for feedback, which also brings a sense of belonging and the feeling of being valued in the minds of consumers.


Capgemini is a global consulting, technology services, and digital transformation company. Capgemini was falling behind in revenue growth with minimal return on investment (ROI) until they created an engaging content marketing strategy that revolved around engagement.

example of how the consulting business capgemini use their content strategy effectively

As the world becomes more connected, service brands are striving to provide information and solutions to compete with tech companies. The brand offers a range of services that can be accessed through their website or apps. They have tackled this challenge by providing content on websites, blogs, videos, and free eBooks to make it simpler for people around the globe to access them.


Mercedes-Benz wanted to reach out to younger audiences, so they turned their focus to user-generated content. They created a strategy that focused on engagement with the brand, while also encouraging users to create content for them. Mercedes-Benz also collaborated with Instagram photographers to gain new perspectives on what they could do with their campaign.

example of how the automobile company mercedes benz use their content strategy effectively with stunning visuals of two cows in front of headlights

Furthermore, the Mercedes campaign generated some stunning visuals and achieved worldwide popularity. The key to success in this case is choosing the right platform and social media influencers for your target audience. It’s also important that you create content using contests, increasing their effectiveness by driving more attention than just posting about them on Instagram or Facebook.

Key takeaway

A content strategy is the high-level planning, execution, promotion, and ongoing management of content. It’s used to drive traffic, leads, engagement, and sales. Every strategy should have a plan that includes various aspects such as the audience you are targeting with your content, the message you want to deliver, and what resources you’ll need for it.

Outranking is an AI content writing platform that helps to research, write, and optimize web content. Request a free trial here: