How to Develop a Content Strategy: Getting Started Guide

How to Develop a Content Strategy: Getting Started Guide

Whether you're starting with content marketing or using the same approach for some time, it's always best to revisit your content strategy plan to make sure it's up-to-date, innovative and strong .

After all, you have more competition than ever before. According to the Content Marketing Institute, the most successful B2B marketers report spending 40% of their budget on content marketing starting in 2018, up 1% from 2017.

Content marketing plan solid and smart in place. If you are struggling to plan for the coming year or if you need new ideas to include in your plan, read on

  Click Here to try our free tool for creating ideas from blog.

  • Why does your business need a content marketing plan.
  • The steps to follow to create your strategy, including:
    • How your content can generate leads.
    • How (and what) to publish on social networks.

    What is the content strategy?

    and clean: written, visual, downloadable … you name it. This is the part of your marketing plan that consistently demonstrates who you are and the expertise you bring to your industry.

    You may have figured out how important content creation is to growing your business this post, it must have a well-planned goal. When developing a content strategy, there are some key elements to consider:

    Who do you create content for

    Who is the target audience for this content? For how many audiences do you create content? Just as your business can have multiple types of customers, your content strategy can target many types of readers or readers. The use of different types of content and channels will help you create value for all your customers.

    The problem for this audience

    Ideally, your product or service solves a problem you know. Likewise, your content will drive and educate your audience about this problem as they begin to identify and solve it.

    A solid content strategy supports users on both sides of your product. are, and those who already use your product to overcome these challenges. Your content strengthens the solution (s) you offer and makes your customers more qualified on your product.

    What makes you unique

    Your competitors probably have a product similar to yours, which means that your potential customers need to know what makes yours better – or at least different. This is where the content comes in. In order to prove why you are worth buying, you must prove why you are worth listening to.

    Content formats you will focus on

    take? Infographics? Videos? Blog posts? After identifying the topics you want to take a stand on, you need to determine which formats are best suited to express that position.

    The channels you'll be publishing

    Just as you can create content in different formats, you'll also have different channels to publish. Channels can include proprietary properties, such as your website and blog; and social media, such as Facebook and Twitter. We will discuss the social media content strategy in more detail in the step-by-step guide later in this article.

    How You Will Manage Creation and Publication

    be a daunting task. It is important for a content strategy to know who creates what, where it is published, and when it is posted.

    Current content strategies prevent clutter by managing subject content . When you plan a content calendar around topics, you can easily visualize the message of your company and assert yourself as an authority in your market over time. To learn more about the content strategy themes in the video below:

    Why Do Marketers Need to Create a Content Marketing Strategy?

    Content Marketing Helps Companies Prepare and Plan Sources Think About It: If you only create one blog post that generates constant organic traffic, an embedded link to an ebook or free tool will continue to generate leads over time.

    The HubSpot Team Blog Found This is the key to their strategy to increase blog traffic over time. Read their blog strategy here

    The reliable source of traffic and the tracks of your ever renewed content will give you the opportunity to experiment with other marketing tactics to generate revenue, such as sponsored content, the advertising on social networks and distributed content. Plus, your content will not only help attract prospects, but it will also help educate your prospects and raise awareness of your brand.

    Now, let's start learning how to create a content marketing plan. [19659033] How to Create a Content Marketing Strategy

    1. Set your goal.

    What is your goal to develop a content marketing plan? Why do you want to produce content and create a content marketing plan? Know your goals before you start planning, and you'll find it easier to determine what's best for your strategy. (Want help finding the right goals? Download this goal planning template.)

    2. Conducting Personal Research

    To develop an effective plan, you must clearly define the target audience for your content, also known as your buyer

    . By knowing your target audience, you can produce more relevant and useful content that they will want to read and convert.

    If you are an experienced marketer, your target may have changed. Do you want to target a new group of people or expand your current target market? Do you want to keep the same target audience? Revisiting the parameters of your audience by conducting market research each year is essential to increase your audience.

    3. Run a content check.

    Most people start with blog posts, but if you want to get started and try to produce other pieces of content, determine which ones you want to create. For example, if you've published weekly blog articles over the past year, creating an ebook that will distil all of your blog articles into a single guide would be a unique way to deliver information in one place. different format. We will review several types of content that you can use later in the list.

    If you've been in business for a while, review your content marketing efforts and results over the past year. Determine what you can do differently in the coming year and set new goals. (Tip: It's a good time to align your team's goals with the rest of your organization's goals.)

    4. Choose a Content Management System

    Have a system for managing your content. Some essential elements of content management include content creation, content publishing, and content analysis.

    If you are a HubSpot customer, you can plan, produce, publish, and measure your results in one place using HubSpot software. Other content management system options include CoSchedule and WordPress (although we can not talk about all the features of these sites)

    5. Brainstorm ideas for content.

    Now, it's time to start finding ideas for your next content project. Here are some tools to spin the wheels:

    HubSpot Website Grader

    The HubSpot Grader Web site is a great tool to use when you want to see where you are with your marketing. From your blogging efforts to your social media marketing, Website Grader ranks the vital areas of your marketing and sends you a detailed report to help you optimize and improve each area.

    With this tool you can determine how to improve your website. SEO-friendly and discover new content ideas.


    Evolve your mind with the IMPACT Content Ideas Generator, BlogAbout. This tool works much like Mad Libs, but instead of joke phrases, it shows you the common title formats with blanks where you can fill in the topic you have in mind.

    This brainstorming technique appeal to your target audience. Once you have a title that you like, BlogAbout allows you to add it to your notebook to save your best ideas.

    HubSpot Blog Ideas Generator

    All you have to do is enter general topics or terms on which you would like to write, and this content idea builder do all the work for you.


    This popular RSS feed is a great way to keep up-to-date topics in your industry and find content ideas at the same time.


    Check out ideas for popular content and content on BuzzSumo. This company offers a number of market research tools, one of which uses social media to determine if content is popular and appreciated.

    Blog Post Headline Analyzer

    The CoSchedule tool analyzes titles and titles and provides information on length, word choice, grammar, and keyword search volume. If you have an idea in mind, run a few title options in the Title Analyzer to see how you can strengthen it and move your idea forward in the brainstorming process.

    6. Determine the types of content you want to create.

    There are various content options you can create. Here are some of the most popular content formats that marketers create, as well as tools and templates to get you started.

    Blog posts

    If you don have not already noticed, you are reading a blog post. Blog posts posted live on a website should be published regularly to attract new visitors. Publications must provide valuable content to your audience, which encourages them to share social media and other websites. We recommend that blog posts be between 1,000 and 2,000 words, but experiment to see if your audience prefers longer or shorter readings.

    Check Out Our Free Blog Templates to Write a Presentation


    Ebooks are lead generation tools that potential customers can download after sending a contact form with their contact information. They are usually longer, more detailed and published less frequently than blog posts written to attract visitors to a website.

    Ebooks are the next step in the inbound marketing process: after reading a blog post (such as this one), visitors may want more information. It's here that the Calls to Action (CTA) come into play, directing internet users to a homepage where they can submit their contact information and download an ebook for free. know more about their company. In turn, the company that produces the ebook has a new role to play in the sales team.

    Case Studies

    Case studies, also called testimonials, allow you to tell the story of a client who has successfully solved a problem. problem by working with you. A case study is perhaps your most versatile type of content marketing because it can take many different forms, some of which are on this list. That's right, case studies can take the form of a blog post, an ebook, a podcast, or even an infographic.

    Your goal in a case study is to show people who are considering your product. Before choosing a client for a case study, you need to determine the form that the testimony and the area of ​​your business to which you are trying to generate value will take.


    Models are a convenient content format to try. they generate leads for you while providing considerable value to your audience. When you provide your audience with model tools to save time and help them succeed, they are more likely to continue to interact with your content in the future.


    Only words. These are excellent content formats to use if you are trying to share a lot of data in a clear and easy to understand way.

    If you're ready to start, get our models to create beautiful infographics in less


    Videos are a very interesting content support, shareable on social media platforms and websites . Videos require a greater investment of time and resources than written content, but as visual marketing gains popularity, it is 40 times more likely to be shared on social networks than others. types of content. 19659013] HubSpot Research recently discovered that video is the most preferred form of content. Video also captures people's attention more than any other content format.


    Starting a podcast will help the audience find your brand when it has neither the time nor the interest to read content each day. The number of podcast listeners is increasing – in 2018, nearly a third of the US population listened to a podcast in the last month. If you have interesting people to interview or conversations to animate, consider podcasting as another format of content to experiment with.

    Here is our complete guide to starting a podcast.

    Social Media

    on your own site for a while, it might be time to start thinking about distributing your content on other sites. This can mean reallocating content into new formats and publishing them on your blog, creating original content specifically for external sites – such as Medium – or publishing website content on various social networks. Take a look at our first year of publishing original content on

    Publishing on social media, however, is essential to boost the reach of your brand and distribute your content to your customers. The social networks that companies often publish are:

    • Facebook
    • Instagram
    • Twitter
    • Pinterest
    • Pinterest
    • Snapchat
    • YouTube (yes, it is technically a social network)

    At the launch of 39 A professional account on any of the above social networks makes it important to view the type of content that your subscribers are waiting to see. On Instagram, for example, users want photos, videos, and graphics that reflect current events, display user-generated content, or even go behind the scenes in your organization.

    a bit: you can not only share your blog posts and the content of your website, but you can also post native Facebook videos, product promotions and original memes that resonate with your customers. You can also interact with other companies that have a similar audience to yours.

    While the goal on social networks such as Instagram or Snapchat is to connect more closely with your audience, your goal on platforms like Facebook and Twitter is to expand this audience, drive traffic to your website and start conversations in your area. Conduct basic market research to find out which platforms your buyers are on and adapt their content to their expectations.

    When you are ready to receive more ideas, there are a multitude of diverse types of content. Look at them below:

     List of Content Formats for Creating a Content Strategy

    7. Publish and manage your content.

    Your marketing plan should go beyond the types of content you will create – it should also cover your content organization. With the help of an editorial calendar, you'll be well on your way to publishing a balanced and diverse content library on your website. Then create a social media content calendar to promote and manage your content on other sites.

    Most of the ideas you imagine will always be relevant – these are just as relevant months as today. That said, you should not ignore news topics either. Although they are not essential to your editorial calendar, they can help you generate traffic spikes.

    Most people plan to incorporate popular holidays such as New Year and Thanksgiving into their marketing efforts, but you do not have to limit yourself to these important marketing dates. If there is a niche vacation that might interest your audience, it might be worthwhile to post content on your blog or on social media. HubSpot's service editor, Sophia Bernazzani, has compiled this ultimate vacation listing on social media – watch for it when planning your calendar.

    We know that there is a lot of information, but the work is just beginning. It takes time, organization and creativity to develop a successful content marketing strategy. From building the basics of your content marketing plan to adding tools to better manage your content, setting up your strategy for the new year will not be a problem if you follow the steps and explore the resources. right here. Use the HubSpot Marketing Plan Builder to create a 12-month strategy in minutes.

    Good creation.

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