blog post image

6 Step Plan to Creating a Content Strategy

A recent report by eMarketer had respondents indicating increased investment in their content marketing efforts.  Yet it seems they are often stuck on the idea of it solely as a lead generation tactic.   In this post we’ll discuss why there is more to content marketing and give some pointers to creating a plan to put a stately in place.  

As eMarketer points out businesses often put an “an overreliance on lead generation as the main KPI for business-to-business (B2B) content marketing efforts has minimized appreciation for more intangible benefits, like thought leadership and brand awareness” – eMarketer

By including industry authority and brand awareness as KPIs the investment in content marketing can be justified.  After all these are factors that if maintained can provide leads where visitors recognise a need, evaluated your offering and decide to purchase.

The Content Marketing Institute explains the value of content marketing as:

“a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

With this in mind having a plan for your content strategy can help deliver on this ultimate objective.

Here are some steps to creating a content planner that can develop one’s industry authority, brand awareness and ultimately lead generations:


1.    Know why you are creating content

Understanding the different reasons for publishing content.  Be it to help people find you, show them your expertise and suggest a need for service.

2.    Know who you are creating for

By knowing who your target audience is you can develop a range of topics advising on potential areas of need.

Some questions to guide this could be:

-       Who needs your knowledge?

-       Why do they need your knowledge?

-       What expertise and information can you offer them?


3.    Research, industry trends, news and practices

Once you have a list of topics, these will form your core categories of content.  Within these categories a range of smaller topics can be listed for which blog posts can be created.

Create a document with resources, topics and ideas that can be continually added to and referred to.

4.    Create a content calendar scheduling publishing.

Developing a list of topics within a schedule will help to plan out content creation.

5.    Creating the content

Dedicate a specified time to reading articles, scanning the web for quotes and images and pulling out the keynotes into a document.   Use these notes to form the bones of your content piece.

6.    Publishing the content

Publish and share content to relevant social media channels, eg Facebook, LinkedIn, Twitter.  Make a list of measurements to track weekly, eg. Facebook likes, social shares, blog visits.  Use these measurements to find what works and what doesn’t to help make the most out of your efforts.


Here’s a simple, jargon-free info graphic on work flow of creating content