What is a Content Strategy?

A content strategy is a plan that sets out which content you create, for whom, through which channel, with what goal and when. Without a strategy, content marketing is a shot in the dark; with a strategy, it is a systematic engine for organic growth and lead generation.

What does a content strategy consist of?

A strong content strategy starts with a buyer persona and insight into the customer journey. Next, you choose themes that match the search intent of your audience and the stages of the funnel. A content calendar turns the strategy into a concrete publishing schedule.

Content strategy and SEO

An SEO-driven content strategy combines pillar content (broad topics) with cluster content (specific subtopics). This builds topical authority, which strengthens organic rankings and signals to Google that your site is an authoritative source.

Distribution is part of the strategy

Creating content is only half the job. Also decide how you distribute it: through SEO, social media, email or link building. The best content without distribution reaches nobody.

How do I start with a content strategy?

Start with an audience analysis, keyword research and an audit of your existing content to find the gaps.

How do I measure whether my content strategy works?

Through organic traffic, KPIs such as leads and conversions, and rankings in the SERP. More at developers.google.com/search.

Why is a content strategy important?

A content strategy makes sure your content serves a purpose instead of being a set of loose posts. You know who you are writing for, through which channel and why, so you do not waste time on content that delivers nothing. It makes your marketing coherent and measurable.

What goes into a content strategy?

In a content strategy you record who your audience is, which topics and formats you create, which channels you publish on, how often and with what goal. It usually comes with a content calendar, so you plan ahead and leave nothing to chance.