How to Nail Your Content Marketing Strategy: Part 2

content strategy

Promoting branded content is more than just creating a blog post and sharing it on social media. To be successful, you must have a content marketing strategy that ensures you’re creating content your potential customers need, and then getting that content in front of them to achieve your sales objectives.

Define Your Goals

A critical first step in developing your content marketing strategy, and in checking the most important goal off your content strategy checklist, is having a clear idea of what you’re trying to accomplish. For instance, new and emerging brands might set goals for exposure and traffic to their website before focusing on increasing sales. You’ll also want to draw attention to new products to ensure that you create the buzz that will convert to sales.

And while it’s fine to be aggressive with your goals, be sure to maintain realistic expectations. For example, if you currently have 70 followers on Instagram, and want to increase your following to one million in three months’ time, you’ll likely be disappointed.

Identify Your Audience

Another critical step on your content strategy checklist is that you understand and write specifically for your target audience. Understanding them will help you better map their journey from discovery to purchase with content that is meaningful and impactful. For instance, if you’re a B2B company, your target audience’s journey is likely shorter than for a B2C brand, as B2B buyers are more likely to be looking for a specific solution to their problem.

A big mistake many content creators make is writing about themselves and their brands, rather than writing about topics that their potential customers truly care about. To understand what your audience truly cares about, you must clearly understand your customer.

Create Customer Personas

So how do you understand your customers as individuals? Creating customer personas is a first step to visualizing your audience and staying centered on their needs.

Think of a customer persona as a character in a book. Just as readers want to know what a fictional character’s motivations might be, you also need to understand what motivates your buyers to purchase.

The more you know about your ideal buyer, the more complete your image can be. Don’t just look at superficial information, like job titles, geography, and household income. Consider the deeper motivations—the psychographics—as you complete your customer personas.

You’ll want to know their interests, their reasons for making purchases, their preferred styles, whether they have pets, how they spend their money, and even what kind of books and movies they like.

Map Your Buyer’s Journey

The buyer’s journey is similar for all buyers, regardless of what the product or service is.

First, what is their need or pain point? What problem are they trying to solve? Once they identify potential solutions to their problem, their research may lead them to your brand. Once they’re aware of your…


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