7 Important Steps to Build an Effective Content Marketing Strategy

Do you often publish valuable and interesting information in your social media channels but you’re not getting any results out of it?

What you need is a STRATEGY. Now don’t panic, it isn’t that difficult as it seems! You just need time and dedication!   

Why you need a strategy

The importance of having a good strategy is by most of you heavily underestimated. What we often see is that companies are ‘’shooting’’ too much of ‘’loose’’ information in the air hoping that someone will catch it. Then they discover it’s not really working because they don’t get any results. That’s too bad because there is nothing wrong with the information itself. The lack of a strategy is the real problem.


About which specific topic do you want to talk? Define the topics together with your team. What promotions are coming up? Which product do we need to focus on? What else is going on in the company? You can make a topic list for the next two weeks, or for two months. How many weeks do you need to talk about that topic? One, two or three weeks? You will have to work with one topic at the time.


Now you can start with the first topic on your list. Let’s say the topic is ‘’Back to school’’.

What objective do you want to reach with this topic? Remember to make SMART goals. Goals have to be measurable; otherwise it doesn’t have a point. Do you want to reach as many people as possible to know about your back to school promotion? In that case your objective could be: increase brand awareness by having 400 new page likes (within target audience) before the end of week…..


Which buyer persona are you trying to reach? If you need more information about buyer personas we can recommend you this article: How to create personas (https://knowledge.hubspot.com/contacts-user-guide-v2/how-to-create-personas)

What is this type of person looking for? How we can get his attention? What are the pain points of this persona? If you have a good insight on the kind of person you want to reach with your information, you will write your posts in a different way.


Now you know the topic, the objective and the kind of person you want to reach, it’s time to decide on which story you want to tell. More information about Social Media Storytelling: https://blog.bufferapp.com/storytelling-formulas.

In this process you will decide on a storyline and the way that you are going to bring the information.


Storyline is set. What are the content types you want to use to tell the story? View a list of different types below.

Get inspired by the various possibilities and gather your resources to make it happen or hire a third party (designer, photographer, video editor, etc)


When you have finished steps one till four and the material you need as described in step five is ready, it’s time to write the specific posts. You will see it’s very easy now to write the specific texts for your posts. Maybe you need to do some research about hashtags or you need to decide on whether to tag someone or not.  But with all information decided on in steps one till five it should be a piece of cake!


Posts are ready for publish. The only thing you need to decide is which publish tool you are going to use. We are very fond of GAIN (https://gainapp.com/) because we can involve our clients in the process. But there are lots of other options like Hootsuite, Buffer or Sprout Social. And of course there is always the option to schedule your posts in Facebook directly.

Don’t forget to manage the posts. You have created some awesome content; it would be a shame if you will not follow up on that content once it’s published!

We hope that you’ve found this article useful. If you have any questions or need help with your content marketing strategy do not hesitate to contact us!


    Leave a Reply