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Design and Development

Content Marketing Strategy


Published on Nov 9, 2018

Content writing is the process of providing textual content to any of the online marketing channels, so as to let the channel inform, interact and engage the customers. Content writing is strategic and things like user-engagement, site optimisation, company objectives, brand value, and product marketing have to be kept in mind.

Content marketing can be classified broadly in 2 categories – Inbound and Outbound. While, providing readable content to users who come to the website or the social media channel is Inbound marketing. Outbound involves reaching out to customers through social media, emails and/or sales pitch.

Content strategy is formulated typically to get these things done -

  • Using SEO complaint content ensures to bring qualified traffic to websites and plays a role in getting the conversion rate go higher.
  • Social media content will drive customers to your website using gradual social posts.
  • Customers who have shared the content with friends, colleagues, or other social networks will result in the visitors coming to the landing page.

Great content is nothing without a strategy behind it. Absence of a reasonable plan could prove ruinous to your objective even though the content is great. Having great posts, info-graphics, or videos will not be enough. It is essential to have a strategy and structure the site and pages to impress the visitors.

Content marketing can help you accomplish a large number of very different goals. Strategic goals that you can focus on:

  • Driving immediate sales
  • Getting more traffic to your site through social shares or SEO
  • Improving the overall SEO of the site, thanks to new content, more keywords, and backlinks from other sites
  • Building brand awareness and/or a distinct brand voice
  • Establishing yourself as an industry expert or thought leader
  • Generating new leads
  • Increasing the number of email subscribers
  • Boosting on-site engagement

Your Key Performance Indicators (KPIs) are the essential metrics that you’ll watch in order to evaluate your progress towards your goals. These need to be specific, measurable metrics that can clearly demonstrate progress.

These are some KPIs you could be focusing on:

  • Sales: Conversions, which can be tracked in Google Analytics once you set up conversion tracking.
  • Site traffic: Number of site visitors, you can also utilize Google Analytics to see which page is bringing in the most traffic.
  • SEO authority: Your SERP (Search Engine Results Pages) ranking.

For every single post that you write, info-graphic you design, or video you create, you should have one specific goal in mind for it. This way, you can optimize the content for that single goal.

Specific actions you can take to optimize posts based on your specific goals include:

  • Sales: Mention products in your posts, and include a link towards the end of the post with a strong call to action (CTA)
  • Site traffic: Encourage social sharing, and make sure you’re using right keywords and their synonyms that will help your website rank well.
  • SEO authority: Link to other high-value, high-authority sites, and follow SEO best practices.
  • Thought leadership: Link to other relevant content and don’t just have profit margins as goal. Give value added service or information.
  • Lead generation: Place CTA buttons in the post to encourage sign-ups.
  • On-site engagement: Make it easy for users to leave comments on your site. This will help to gather feedback and learn what customers need and what they are looking for.

Some things that you cannot afford to forget when you are preparing content:

  • Not blogging frequently: Readers will notice when you’re not blogging consistently and see this as you are not being invested in the blog.
  • Distinct voice: Having a stylized voice that is uniquely yours will benefit you. This can also help with brand building, and keep people coming back.
  • Rely only on SEO: Use other distribution methods like emailing your subscriber base, sharing on social media. This is particularly important as you need all the extra help you can get.
  • Link to your own content: This keeps people bouncing around on your own site instead of bouncing off of it. It also makes it easier to establish relationships with readers.


Whether you’re using it to demonstrate expertise or entertain users, remember that your content marketing will only be effective if you make it strategic, too. Set those goals and put plans in place to meet them.

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