Aug 30, 2023

What are the steps to create an effective content strategy?

Maria Ruocco

Content is a powerful tool for businesses to engage and connect with their target audience.

However, creating content without a clear strategy can waste time and resources.

To ensure that your content aligns directly with your business goals and meets the needs of your audience, developing an effective content strategy is essential.

This step-by-step guide will walk you through the key insights and actions needed to create a successful content strategy.

1. Define your goals

What do you hope to achieve with your content?

The temptation to start writing rivers of words about potentially interesting topics might not be a good idea. Like all things, it's always better to try to take the time to figure out which direction to go.

Having clear goals is essential to the success of your content strategy, as they provide direction and focus for your efforts.

Before you dive into content creation, it's crucial to define your goals.

This means that at first you need to try to understand what you want to achieve with your content.

For instance, a company may implement and strengthen its marketing team to write content that drives increased brand exposure and increases brand awareness, generates leads, or drives conversions.

Clearly defining your goals will provide direction for all future content efforts.

How are these goals determined?

These objectives that you give to your marketing team regarding content strategy must be SMART (Specific, Measurable, Attainable, Relevant, Time-limited) to ensure clarity and accountability.

An example of SMAT goals here:

  • Generate 50% more qualified leads in 90 days.

  • Double the number of social media followers in 60 days.

  • Get 100 new email subscribers in 30 days.

By setting measurable goals, you can monitor progress and make data-driven decisions to optimize your content strategy along the way.

2. Research your target audience

Understanding your target audience is key to creating relevant and engaging content.

But how do you identify your target audience?

To understand who your target audience is, it is necessary to conduct an analysis of various parameters. It is therefore necessary to develop a detailed buyer persona, that is an imaginary character who embodies the characteristics of your ideal customers.

When you have to define your buyer persona, you have to carry out a careful market analysis to identify information:

  • on target audience demographics (age, gender)

  • on psychographic data (interests, motivations)

  • about what are the sufferings, pains and problems of this portion of the public and why the existing solutions are not adequate to meet their needs

  • on behaviors (online and offline habits, preferences and habits)

  • on competition to identify gaps in the market that you can fill with unique added-value content and not to duplicate existing services or products.

Also, understanding audience preferences and communication styles allows you to tailor your messages accordingly. Analyze existing customer feedback or conduct surveys to gain insights into the types of content they find most valuable or engaging.

Read more: Content creation and Intent-Based Marketing: how to create targeted content?

3. Conduct a content audit

If you have already produced content, when developing your strategy it is necessary to understand and control what has worked well in the past and which areas need improvement or expansion.

Identifying high-performing content that can be repurposed or updated for today's needs is one of the winning moves.

How to understand which contents have worked?

To understand which contents have worked, you have to analyze key metrics like:

  • page views;

  • engagement rates; and

  • conversions to figure out what content resonates with your audience.

A further scrutiny step is competitor analysis to gain insights and inspiration from those who have succeeded in your industry. Remember, however, that replicating a competitor's strategy is absolutely not recommended.

For istance, one of the most frequent mistakes is trying to position yourself using the same keywords as competitors who have already gained dominance over those keywords.

This could lead to a great waste of resources because when the potential user queries the search engine, he will first come into contact with the solutions offered by the competitors. What you need is to identify gaps in their content strategies that you can fill or find unique angles to differentiate yourself.

4. Choose content types

At this point you can move on to the next step.

Based on your goals and target audience research, select the most suitable types of content to effectively reach and engage them.

When making your choice, take into consideration the preferences of your target audience. Some common options include:

  • blog posts;

  • social media posts;

  • videos;

  • podcasts;

  • email newsletters;

  • case studies;

  • white papers;

  • templates, and

  • e-books.

Remember that different formats may be better suited to specific platforms or topics. To scale your content across platforms use Editby and maximize your reach and user engagement potential.

5. Create a content plan

Developing a comprehensive plan helps ensure consistency and relevance in your content creation efforts.

Map topics that align with your audience's interests by considering your brand strengths and priorities. Answer questions like:

  • what content resonates with your audience;

  • what insights you can bring; and

  • which platforms are best for delivering the content.

To develop a solid plan for creating and distributing your content:

  1. Identify topics of interest and expertise based on keyword research and customer feedback;

  2. Organize these topics using a content calendar or editorial calendar that outlines when each piece will be created and published;

  3. Consider seasonal trends or industry events that could affect the timing or relevance of certain topics;

  4. Allocate resources (time, budget) accordingly to ensure consistency in delivering quality content.

By having a clear plan in place, you can streamline your workflow and maintain a steady output of valuable insights for your audience.

Read more: Why is Content Marketing Important for B2B?

6. Develop a content creation process

Establishing a streamlined process for content creation ensures efficiency and quality results. There are numerous precautions you can take:

  • Define roles and responsibilities within your team;

  • create an editorial calendar;

  • set deadlines; and

  • set guidelines for style, tone and branding.

Building an effective content team starts with identifying the right people who possess the necessary skills and expertise.

If you want to build a diverse and complete marketing team you need to include:

  • writers;

  • editors;

  • designers;

  • videographers; and

  • social media managers.

Another factor that can speed up your team's work is usage of tools and technologies that facilitate:

  • content creation;

  • editing;

  • approval workflows; and

  • publishing.

Project management platforms or AI assistant tools can help teams collaborate effectively and stay organized throughout the content creation process. Also in this case, Editby can help you create content much faster.

7. Measure success thought key metrics

To understand if your strategy is delivering the desired results, you need to measure key metrics that allow you to evaluate the performance of your content strategy. This way you can make data-driven improvements.

Track key metrics like:

  • website traffic;

  • engagement rates (likes, comments);

  • conversions (leads generated);

  • social media reach;

  • or email open rates.

Use this information to refine your strategy over time. Then, constantly monitor the performance of your content to gauge its impact on your goals. For example, in 2021, 41% of marketers credited video with success in their overall content strategies.

By following these steps and continuously iterating on data-driven insights, you can develop an effective content strategy that drives meaningful results for your business.


A well-executed content strategy plays a vital role in building relationships with your target audience and achieving your business goals.

As we have seen, for the preparation of a good content strategy, it is essential:

  • to define clear objectives;

  • to conduct research on the target audience;

  • to conduct regular checks on the content;

  • to select appropriate formats for distribution on all platforms;

  • to create a comprehensive plan for the consistent production of valuable information;

  • to establish efficient processes for collaboration within the team;

  • to measure key metrics for evaluation purposes you can significantly improve your online presence.

Remember that effective relationship building through engaging content requires ongoing engagement and adaptation based on feedback from your audience.

So don't be discouraged if the results aren't immediate. Publish constantly and create quality content, you will see that the results will not be long in coming.

Spanish version 🇪🇸

Maria Ruocco