Building an Effective Content Strategy (Part 2: Strategy Development)
Tuesday, April 12, 2016 | Greg Kihlström

Part two of this six-part series focuses on how to develop an effective content strategy, a critical piece of marketing for businesses of all kinds. A compelling content strategy and content marketing plan can yield great benefits that reach audiences you might not otherwise reach.

Creating a Content Strategy

When we say “strategy” we mean establishing goals, determining our key audiences and ultimately how to reach them. All of this needs to tie back to business-level key performance indicators (KPIs) or else the content marketing work you are doing, even if successful, will not achieve the true purpose of advancing the company’s goals.

Following the definition of your strategy comes your marketing plan. This is what bridges your marketing goals to your strategy and to the tactics you will ultimately use to achieve your stated objectives.

While this part seems obvious, we all know that all the best planning and intentions to create a solid strategy can potentially fall by the wayside when tasks are delegated and tactical decisions are made when a strategy does not comprehensively address all of your marketing needs.

Finally, your plan must outline how you intend to measure its success. While the actual measurement will not take place until your efforts are in market, you need to understand how you will track the pieces of your plan as you both create the content and execute your plan.


Remember, content strategy is not just about a single channel such as a website, social media, or thought leadership writing. An effective content strategy focuses on all of your marketing and communications channels and ties them to business-level goals using meaningful measurements.

A clear, measurable content strategy is vital to meeting successful business goals. Therefore, every organization or business needs to have one in place to effectively reach their audience. Focus on actively measuring KPIs and keeping the overall marketing plan front in mind, and your first step to creating a successful content strategy is complete.

Next up: Content Creation

Once we have a strategy and marketing plan defined, we need to create the pieces that will ultimately be used in our marketing efforts.

We will revisit this topic in more depth in a future article to talk more about individual channels, but content creation can take many forms, including articles, white papers, infographics, website content, emails, brochures, and many other items.

The key to being successful in your content creation efforts is to find methods that allow the items you generate to be modular, flexible, consistent, and able to be repurposed in a variety of ways across multiple mediums. A less is more approach to individual pieces can work well for smaller organizations or even larger organizations with small marketing and creative teams.

About the Series

Within this series, we will take a deeper dive into each of the five parts necessary to achieve a successful content strategy. This high level overview of the pieces that make up a successful content strategy will serve as a complete guide to be successful in your efforts.

Also, remember that even if you are mid-way through a set of content marketing efforts, it never hurts to re-evaluate how you got where you are. Sometimes it doesn’t require revisiting the starting point to find a step in the process you might have rushed through. By simply reviewing your planning and creation efforts, you might be able to make a significant improvement to an effort that is currently underway.

Until next time, may you be intentional, strategic, and ultimately successful in all your marketing efforts!

Category - Strategy