Content Strategy : A complete content process


Content Strategy : A complete content process

How to plan your content strategy?


Content Marketing is the combined strategy of generating and promoting content on various channels to achieve a marketing goal. The strategy of your content marketing should define the “Why” of your campaign. During content creation, you should take care of the fact that the content produced is consumable and helps the customers in their journey.

Content is your message that may contain the value proposition or its variation. Content could be anything, be it a blog page, a welcome page, or an advertisement aimed at building relationships between you and your audience.

Your content should attract the audience, persuade them, nurture them and create a loyal audience base that is ready to promote your company’s products or services. It would be best to keep these aspects a priority in your content marketing strategy to fuel your journey towards a successful campaign.

Content marketing performs best when it is combined with other marketing channels.


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What is the content process?


Generally, a content process comprises these four steps:

  • Plan
  • Create
  • Distribute
  • Analyze

Once you analyze the drawbacks or areas you need to improve, you can repeat the entire process all over again to create excellent content.

Content is defined by its purpose(motive behind creation), its format(blogs, videos, infographics, etc.), and the topic you are trying to cover. There is a big difference between getting more visitors as a purpose versus generating leads. Content offer is creating such high-value content that people are ready to exchange their contact information(email) or fill out a form at your website. They are gated by a landing page or behind a form. The purpose of the content offer is to get leads from the traffic source. On the other hand, blogs and videos are accessible to every internet user, and thus they are used to attract more people to your website.

The format you choose for your content depends on your targeted audience, information available, channel you are trying to leverage, and how much time you could devote. Case studies, videos, infographics, ebooks, blogs, webinars, etc., are some formats to choose from. However, you should always consider customer persona to analyze the most preferred form of content that your target audience wants to consume.


What content format is suitable for your audience?


Choosing the most suitable content for your audience depends on the customer persona. With your content, you may either be trying to address the problems of your targeted audience or help them achieve their goals. Thus, you must choose the design that is the most accessible or digestible for your audience. If you know that your buyer prefers videos or infographics, it is the proper signal for creating visual learning content. On the other hand, if you are sure that they like blogs, then that is what you should focus on for a majority of your efforts. 

If you are trying to create content for everybody, then your content is for nobody. Thus, be more focused on your “preferred” audience, who might be an exciting lead for you, or who may buy from you.



How to choose the right content topic?


Selection of the right content topic is one of the most crucial steps in your content creation journey. It depends upon the customer journey and at which step is your targeted audience. You would like to create content that is the most useful for your audience and help them create a connection or bond with you. Buyer personas are yet another vital aspect to keep in mind. It would be best to choose topics that directly solve your buyer persona’s problems or resonate with their ultimate goal. 

Customer persona and customer journey could help you create such remarkable content that your inbound marketing tactic could go from mediocre to excellent. A buyer persona is your ideal audience whom you are trying to attract, please, delight, and finally sell. Thus, the most lucrative content you could create is what your “ideal customer” needs.

Educational blogs are a great choice as you should always aspire to solve your “ideal” customer’s problems. Keyword research could help you understand what the searchers are looking for, and accordingly, you could set your expectations of what keywords you want to rank for. Popular trends in the industry, internet forums, support FAQs, buyer persona’s goals or problems could be some areas that could resonate with your target audience.

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How could customer journey help in planning the right kind of content?


Content marketing should be customer based and not product-based. It means that you should be available to answer all the problems of your customer. And, to answer the question, you need the question, and that is very basic. Customer journey helps you analyze the actual issues which your customers are going through. 

Customer journey is the path that a customer walks on before making a purchase. Customer journey is made up of five steps:

  • Awareness
  • Interest
  • Desire
  • Action
  • Post-action

You would like to create content that matches all the customers in whichever stage they are. A blog post talking about the problem could be the most suitable for your customer at the awareness stage. Content answering such questions could be best for the interest and desire stage.

And content explaining your product or service could be best for the action stage.

Organize your content as Hero, Hub, or Hygiene

Hero, Hub, or Hygiene content could be about a topic or arranged to fit the audience at different stages of the customer journey.

Hero Content is the large form of content that is meant to stay for years. As a marketer, you could put these types of content only twice or thrice a year. It may be about a mega press conference or a product launch. If you are hosting one of a kind conference, you may add a separate page containing details about the event, like speaker profile or presentation slides, etc.

Hub content is the content produced on a regular basis to address the pain points and issues of your customers. If you are a B2B business, you could create several blogs that your clients could benefit from. Suppose you are a digital marketing agency trying to help startups in marketing(like us, FinEndorse), then you might want to address the marketing problems of startups.

Hygiene content is basically the product tutorial, how-to information, or the FAQ section. Content should be created for the sole purpose of helping customers in every stage of their journey.



How to create the best content marketing strategy?



Know the purpose behind your strategy


Marketing involves generating traffic flow and gaining leads from them. Thus, any random type of content won’t help you in your business. The content topic, content type, and content distribution platform should revolve around your business goal. 

For example, suppose HubSpot creates content about top photography cameras. In that case, they might get traffic, but the traffic would never convert. The audience’s search intent who are looking for photography cameras might be to purchase it, but HubSpot doesn’t offer cameras like Canon, Nikon, Sony, or Fujifilm.

(HubSpot website is not relevant to camera-related keywords, but they have one of the top-ranking websites. Thus they might get some irrelevant traffic.

As a marketer, you should always create content that revolves around solving your customer persona’s issues and pain points. Content Marketing is all about connecting with the right audience, attracting them with your informative and appealing content, persuade that you are an authority in your niche, and then finally convert this targeted and relevant traffic to leads.



Be unique in addressing your audience.


There are more than a billion blogs on the internet. It clearly indicates there are a lot of unconsumable and undigestable blogs. Thus, when you create content, be extraordinary with what you have to share. 

Your content should be helpful for the reader and must inspire, motivate, entertain, and educate the readers. If you have a long e-book, make sure that you have a properly describing index. Also, put the most relevant information at first in your video as the attention span of the users has decreased tremendously.

If you don’t have a differentiating factor, then you could analyze your close competitors, have a SWOT analysis, and finally create your value matrix.





Content Marketing is one of the most effective and reliable techniques to generate quality leads and traffic to the website. Businesses tend to perform better if they have a loyal customer base, and content marketing helps you gain loyalty. When you create content, it is a free resource to help the audience gain information or tell a story about your or brand. This inbound marketing method helps address a vast majority of the targeted audience, which allows them to have a connection and a strong bond with you. This bond enables you to stand out in the competitive marketplace and gives the reason to your prospects to choose you over the competition.