The 9 Steps of Content Marketing Strategy

Content marketing is an action that goes far beyond the production of digital content. In addition to providing interesting information for the audience, the best way to distribute this content should also be thought out, in order to increase the audience.

A larger audience means more business opportunities, and it is for this reason that the process by which this goal is supposed to be achieved should be carefully considered.

There are several stages in a content marketing strategy, Ranging from the choice of information channels, through the selection of content to be published and its frequency. Below we will see the steps of this process.

    What is a content marketing strategy?

    A content marketing strategy is how the planning, management, development and distribution of content are brought together, In addition to the analysis of the impact and its results.

    As businesses are forced to produce more content every year and be very careful with what they post, these strategies have become an urgent need to keep organizations visible and gain competitive advantage.

    It’s not just about reporting on what the company does or will do, Typical of traditional business communication. Unlike the traditional business-focused method, content marketing strategy focuses on people, while seeking to improve brand positioning, strengthen their authority in their market, and educate them in the process. Find out how the organization can troubleshoot and resolve user issues.

    This type of strategy allows the company to achieve up to four general objectives:

    • Expansion in the market.
    • Expansion of its range of goods and services.
    • Sales increase.
    • Increased brand value.

    The stages of the content marketing strategy

    The content marketing strategy involves a number of steps to follow ensure that the company delivers relevant content to the target audience, In addition to increasing the number of sales and their relevance to the market.

    1. Define the objectives

    The first thing to do is to define the objectives to be achieved with the development of the content marketing strategy. You can’t start changing the dynamics of content creation if you don’t know the goal you want to achieve.

    This step, so simple, is very necessary, because it will allow be easier to determine in the future which aspects are most relevant for the strategy. In addition, it will define the formats and social networks that will be used when sharing content.

    It is at this stage that the following questions should be asked: Does the company want to increase the digital community? Got more sales? Loyal clients? Increase web traffic?

      2. Define the buyer person

      Once you have established the objectives, it is necessary to define the “buyer person” to whom our content will be addressed.

      But what is the “buyer persona”? It’s the the stereotype of the impacted consumer, a semi-fictitious representation what is meant by the ideal client of our organization. Before developing any content, it is extremely necessary to understand who we will be sending the information to and that is why the figure of the “buyer persona” is so necessary.

      It should not be seen as synonymous with target audience, but rather as a broader concept of the same. Thinking about this figure, in addition to basic demographic information such as age range, gender or majority language used, more personal aspects will be taken into account such as preferences, concerns, goals to short and long term, the way of behaving on the Internet. …

      It is possible that, in case you have been generating content for a while, you want to expand the target audience or change the current audience. To do this, it is essential to review the organization’s audience or audience metrics, conducting occasional market research, preferably once a year.

      3. Conduct interviews with customers and prospects

      Although we have a more or less clear idea of ​​who our “buyer persona” is, to better define it, it is preferable to do interviews with customers and prospects.

      We need to set aside assumptions and hunches about who our ideal client is, Since, like all humans, we can be wrong, and it does not suit us. This process is genuine research, requiring the application of effective survey techniques and methodologies.

      4. Determine the content management system

      Content creation is essential, but if that content is not properly managed, you can have a veritable chaotic library of resources that cannot be used properly, and that will be unattractive to the audience they are intended for. .

      The content management system should be determined, organizing the activity in such a way that success is achieved by making contact with potential buyers of the product or service that the company offers. Some vital parts of content management are creating, publishing, and reviewing that same content.

      5. Determine the topics

      Determining which topics interest the audience is essential in order to be able to generate new content that interests you and that you share with your acquaintances. Every business should ask its social media followers to share the content they post, Make it more relevant to the general public and attract the attention of more people interested in what the company has to offer.

      In order to be able to determine the themes, it is necessary to analyze the trends and preferences of the general public and, in particular, what seems to be of interest to the “buyer persona”. The best way to do this is to analyze “keywords” or keywords, which are terms or phrases that users use when using Internet search engines, such as Google or Bing.

      Depending on the audience to which the content is addressed, one or the other of the “keywords” should be chosen in order to ensure exposure and visibility of what the brand publishes. It should be noted that using “keywords” will involve producing thematic content which, perhaps, would never have occurred to page managers.

      6. Social media monitoring.

      To know what the brand is talking about, you must have monitoring tools on social networks, to know which “keywords” are “trending topics”. Also, monitor what followers of the page are doing it is possible to know whether or not a published content has had the desired impact.

      There are several tools that allow us to take this step. To name a few. Hootsuite, Buffer, IFTTT …

      7. Monitor the competition

      You need to be on target for trends in the area you want to influence and know what companies like ours are doing. This is essential if you want to continue to appear in search engines when the audience searches for certain information related to the topics of our content.

      Knowing what the competition is doing is fundamental, not just because it helps us mark the guidelines, take some references and modify the content to make them more original. This can be used to avoid making the same mistakes as competitors.

      Some things that can be measured from the competition are the volume of competitors, the way they communicate with each other, site traffic, how often new content is uploaded …

      8. Determine the format of the content

      There is a lot of content that a business can create on their official website.. This content, depending on what we are talking about, may be more appropriate to present them in a format or format. other, such as, among the major ones, blog entries, e-books, infographics, videos and podcasts.

      Blog Entries

      Blog entries are common on all types of websites, and they are usually posted regularly to attract new visitors. Articles should provide valuable content to the “buyer person.” It is common for these blocks to be between 1,000 and 2,000 words long, although they can be shortened or lengthened depending on the audience you want to reach.

      Blogs, developed with SEO techniques, have many benefits for the business, especially considering that the blog or website is the face of the organization, so care should be taken to always be up to date. . The website can display the products and services in an organized manner, as well as a clear means of contacting the author of the entry or those responsible for the content in general.

      If blogs are created with the correct positioning of the “keywords” and the correct application of SEO writing techniques, the blog will appear more easily in the first entries of search engines.


      E-books are very important tools in marketing, Especially if they can be downloaded for free after asking the potential customer to fill out an online form with their contact details. They are generally much longer and more detailed than blogs, but with a lower frequency of publication.

      Readers of the website content may have read some blog entries and want to know more. It is for this reason that the company should have this path covered, in order to satisfy the need to acquire a deeper knowledge of its audience.


      Fill a closer and more visual way than the previous two options of presenting information. These are great content formats to use if you want to share a lot of data in a clear and simple way, without making the reader feel oversaturated when they see a bunch of scattered words on a topic they don’t understand. .


      It is often better to watch a video than to read a blog, for this reason, in the stages of the content marketing strategy, the development of this multimedia material should not be left out. Outraged, they are easy to share.

      However, they do have a downside, which is that they involve a larger investment in terms of time and resources than content in written format. However, and also related to computer graphics, as visual marketing has grown in importance in recent years, it is a resource worth investing in.


      Podcasts have become a very popular resource in recent years, especially considering that they allow you to reach an audience that doesn’t have the time or interest to frequently read written content. This resource can be ideal if you have interesting people to interview.

      9. Publish and manage content

      The marketing plan must go beyond simply choosing the type of content to create: it must be organized.

      There are many ways this can be done, but the key is to make it work. an editorial calendar that allows you to chart the right course for publishing a library content that is balanced, diverse and adjusted to what was seen during the analysis and delineation of the “buyer persona”, making it relevant to the theme of the site but, at the same time, offering something new.

      In this calendar, in addition to posting content related to the subject to which the company is dedicated and what interests the “buyer persona”, celebrations and important holidays, such as Christmas, should not be overlooked. National and international commemorations and anniversaries.

      While this editorial schedule should be well organized, one shouldn’t be overly rigid when it comes to sharing content. News is very volatile, Bring up news that are opportunities not to be missed Developing content related to a hot topic is essential to generate significant traffic spikes.


      As we can see, there are many steps in the content marketing strategy. It is a bit of a long road, but necessary if you want to make the company visible in the field in which it is dedicated. It should be noted that these strategies focus on achieving sustainable resultsTherefore, it is strongly recommended that you complete each of the phases described here.

      However, it doesn’t have to be rigid. During the journey, you may find pitfalls and other drawbacks in which you will have to redefine the objectives initially set, change the format of some content and also see to what extent the “buyer persona” is really what we have defined.

      Bibliographical references:

      • Lindström, Martin (2010). Buyology: the truth and lies about why we buy. New York: Broadway Books. ISBN 9780385523899.
      • Bel Mallén, JI (coord.) (2004). Communicate to create value. The direction of communication in organizations. Navarra: COSO Foundation and EUNSA.
      • Capriotti Peri, P. (2009). Corporate branding. Fundamentals of strategic corporate identity management. Santiago de Chile: Collection of Society Books

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