What Is Content Marketing Strategy & How To Create One

Most businesses publish content week after week without a clear strategy and the result is painful: wasted time, flat traffic, and campaigns that fail to drive ROI.

In fact, 78% of companies that say their content marketing is very successful have a documented content marketing strategy while only about one in four marketers rate their demand-generation efforts as highly successful.

In this guide, we’ll walk through proven steps (backed by research) to help you build a content marketing strategy that works.

Without any ado, let’s begin.

Strategy vs. Content Strategy vs. Content Plan (Quick Comparison)

A lot of people use these terms interchangeably, but they’re not the same thing. Understanding the difference is critical if you want your efforts to deliver results.

Think of it like this:

• Strategy = your GPS destination
• Content Strategy = the type of vehicle you choose
• Content Plan = the exact turns you’ll take

When you clearly define each layer, your marketing won’t just be busy, it will be effective.

What Is Content Marketing Strategy?

Content marketing strategy is creating, publishing, and distributing valuable content to attract and engage a target audience. It aims to build brand awareness, generate leads, and drive customer action.

Content marketing examples include but are not limited to:

• Blog posts
• Emails
• Newsletters
• Social media posts
• Podcasts
• Ebooks
• Videos

The ultimate objective of a content marketing strategy is to grow your audience and achieve business goals.

Why Is a Content Marketing Strategy Important?

A content marketing strategy is important because it helps businesses:

1. Build Trust with Your Audience: Regularly providing valuable content establishes your brand as an industry thought leader.
2. Improve Brand Awareness: Quality content can increase traffic to your site, exposing your brand to a wider audience.
3. Boost SEO Efforts: Search engines favor businesses that are consistently publishing high-quality content, as both are key rankings factors in SEO.
4. Generate Leads: Content marketing helps generate leads by providing potential customers the information they need to make informed decisions.

How To Create a Content Marketing Strategy

Step 1: Define Your Goals & Business Case

Why this matters

If your content isn’t tied to a clear business outcome, it becomes expensive publishing. This step gives your strategy a job to do — and makes it easy to defend resourcing with leadership.

1) Anchor to business outcomes (pick 1–3)

Choose a small set of outcomes your CEO would care about. Examples:

• Revenue: pipeline created, assisted revenue, average order value
• Efficiency: cost per lead, cost per opportunity, sales cycle time
• Retention: expansion revenue, churn reduction, activation/adoption

Tip: One primary goal, two supporting goals. Anything more dilutes focus.

2) Translate outcomes → measurable KPIs

Make each outcome measurable and time-bound. Examples:

• Leads: +30% MQLs from organic over 2 quarters
• Pipeline: $500k in content-assisted pipeline by Q4
• Rankings/Visibility: Top-3 for 10 core terms; +40% non-brand clicks
• Engagement: +25% blog readers → email subscribers

3) Map goals to the funnel (and content’s role)

Make every piece answer: Which goal, which stage, which metric?

4) Build a lightweight ROI model (keep it scrappy)

1. Inputs: production hours, freelancer costs, tools, promo budget
2. Assumptions: conversion rates per stage (visit→subscriber→MQL→SQL→Closed Won)
3. Outputs: projected leads/pipeline/revenue by quarter
4. Decision rule: if a topic misses both traffic and lead benchmarks for 2 cycles, rework or retire.

Mini-template:

Goal: $____ in content-assisted pipeline by Q4
Benchmarks:
– TOFU: ____ visits/post within 60 days
– MOFU: ____% visitor→subscriber, ____% subscriber→MQL
– BOFU: ____% MQL→SQL, ____% SQL→Closed Won
Budget (Q): $____
Expected ROI (Q): $____ / $____ = ____x
Kill/Keep Rule: Miss 2 consecutive cycles → revise or sunset

5) Create the one-page business case (for execs)

Keep it readable and defensible:

• Problem: Where we’re leaking revenue/visibility today
• Strategy: Who we’ll win with, topics we’ll own, the POV that differentiates us
• Plan: 3 themes × 4 anchor pieces each, repurposed into email/social/video
• KPIs & ROI: What success looks like by quarter
• Resourcing: Roles, budget, timelines
• Risks & mitigations: Dependencies, contingencies

6) Example (plug-and-play)

• Primary goal: $300k content-assisted pipeline in 2 quarters
• Supporting goals: Top-3 for “content marketing strategy” + “content plan template”; 5% visit→subscriber
• Themes: Strategy fundamentals, Planning & governance, Measurement & ROI
• KPIs:
  • TOFU: 20k incremental non-brand clicks/quarter
  • MOFU: +5,000 net new subscribers/quarter
  • BOFU: 60 SQLs from content touchpoints/quarter
• Decision rule: Any net-new pillar missing both traffic + lead targets for 2 cycles is re-positioned or replaced.

7) What to track weekly vs. monthly

• Weekly: new sessions to latest posts, CTR to email capture, scroll depth, top exit pages
• Monthly: assisted conversions, rank movement for core terms, newsletter growth, content-sourced/assisted pipeline

Step 2: Know Your Audience

Why this matters

Without clarity on who you’re speaking to, content risks becoming noise. Google’s own guidance is clear: people-first content succeeds when it’s written for a defined audience, with clear expertise and depth.

1) Define your core audience segments

Instead of vague personas, get practical:

• Buyers: decision-makers with budget authority (CMO, marketing directors)
• Practitioners: day-to-day users (content managers, SEO specialists)
• Influencers: roles that shape buying committees (sales ops, RevOps)

Each group has different success metrics and content preferences.

2) Build personas with real inputs

Move beyond demographic guesswork. Use:

• Search Console & GA4 → queries driving traffic, top landing pages
• CRM & Sales calls → objections, priorities, win/loss themes
• Surveys & polls → direct audience pain points
• Community & social listening → what they share, struggle with

Mini-template:

Persona: “The Growth Marketer”
Role: Demand Gen Manager at mid-market SaaS
Goals: Deliver MQLs, prove ROI of campaigns
Challenges: Limited budget, leadership pressure for short-term pipeline
Content they want: Templates, ROI calculators, real-world case studies

3) Map audience jobs-to-be-done (JTBD)

Ask: What job is the reader “hiring” this content to do?
Examples:

• “Teach me how to convince my boss to invest in content.”
• “Give me a ready-to-use plan so I don’t look lost in front of leadership.”
• “Help me compare strategies fast so I pick the right one.”

This framing ensures every piece solves a tangible problem.

4) Layer intent + funnel stage

Use keyword + intent mapping to tie queries to funnel moments:

5) Prioritize high-value audience signals

Google’s ranking systems look for depth, trust, and unique value. Elevate signals that demonstrate you know your audience:

• Cite original research (your surveys, benchmarks).
• Include author expertise (real bios, bylines, credibility).
• Add contextual insights (“Here’s what 78% of marketers get wrong…”).

6) Example (plug-and-play)

Channel focus: SEO for awareness, email for nurturing, webinars for MOFU conversion

Primary persona: Growth-focused SaaS marketers

Key JTBD: Build a content strategy that drives pipeline in 90 days

Content angle: Emphasize templates, ROI frameworks, and real case studies

Step 3: Choose Your Strategic Approach

Why this matters

A content marketing strategy isn’t about publishing more content — it’s about publishing the right content with purpose. Google’s guidance on helpful, people-first content emphasizes the need for unique value and clear authority. Your strategic approach defines how your brand will stand out in a crowded landscape.

1) Anchor to Business Themes (Content Pillars)

Identify 3–4 broad themes that align with both your brand’s expertise and your audience’s needs. These become your content pillars and provide consistency across campaigns.

Examples:

• OptinMonster → Lead generation, conversion optimization, content ROI
• SaaS Startup → Product adoption, customer retention, category leadership
• Marketing Agency → Client reporting, scaling campaigns, emerging channels

Keep it focused: more than four pillars usually leads to scattered messaging.

2) Define Your Differentiation Angle

Ask yourself: What makes our approach different? Differentiation can come from:

• Point of View → Do you challenge industry assumptions or outdated advice?
• Format Focus → Do you specialize in data studies, ready-to-use templates, or educational video explainers?
• Voice & Positioning → Is your tone “mentor for small business owners” or “analyst for enterprise CMOs”?

Example: Instead of producing another “content marketing checklist,” position your asset as “The only pipeline-first content strategy framework.”

3) Match Content Types to Funnel Stages

Your content mix should serve both persona needs and funnel stages:

4) Develop a Signature Content Asset

Industry leaders often have a flagship resource that cements authority:

• Semrush → State of Content Marketing Report
• CMI → Annual Benchmarks, Budgets, and Trends Study

OptinMonster could own a Conversion + Content ROI Benchmark Report — original data that positions us as the go-to authority on driving measurable results from content.

5) Tie Strategy to Distribution Early

Distribution shouldn’t be an afterthought. Decide upfront how each piece will reach your audience:

• Owned → Blog, newsletter, gated resource hub
• Earned → PR features, guest posts, community spotlights
• Paid → Retargeting campaigns, sponsored promotion for high-value assets

Quick Framework (Example)

• Pillars: Lead generation, content ROI, conversion optimization
• Point of View: “Strategy isn’t traffic-first — it’s pipeline-first”
• Formats: Definitive guides (TOFU), templates (MOFU), case studies (BOFU)
• Signature Asset: Annual “Content Conversion Benchmarks” report
• Distribution: Owned blog + newsletter; amplified through LinkedIn thought leadership

Step 4: Audit & Prioritize Content

Why this matters

Before you start creating new content, you need to understand what you already have, what’s working, and where the gaps are. A structured audit helps you avoid duplication, uncover quick wins, and focus on content that delivers measurable business impact.

1) Conduct a Content Inventory

List every piece of content in your ecosystem: blog posts, landing pages, whitepapers, videos, podcasts.

• Use tools: Screaming Frog, Ahrefs, or SEMrush to crawl your site.
• Track: URL, title, publish date, target keyword, funnel stage, traffic, backlinks, conversions.

2) Evaluate Performance with Clear Metrics

Assign benchmarks for each funnel stage:

• TOFU (Discover) → Organic traffic, ranking keywords, impressions.
• MOFU (Evaluate) → Click-to-subscribe rate, lead magnet downloads.
• BOFU (Decide) → Conversion rate, assisted revenue, pipeline influence.

Mark underperforming pieces: content that fails both traffic and conversion benchmarks for two quarters.

3) Identify Content Gaps

Run a competitive + keyword gap analysis:

• Compare vs. competitors → Which topics rank for them but not for you?
• Look for intent mismatches → Do you cover “what is” queries but miss comparison searches?
• Check recency → Evergreen pages may need fresh stats, visuals, or examples to stay competitive.

Example: If Semrush has “content strategy vs. content plan” ranking, but your article doesn’t, that’s a gap.

4) Prioritize High-Value Opportunities

Not all gaps are worth filling. Prioritize by:

• Business impact → Will this drive leads, sales, or authority?
• Ranking opportunity → Low-difficulty, high-volume terms.
• Content lifecycle → Can you refresh/update instead of creating from scratch?

Quick framework:

• Refresh → Strong performers slipping in rankings (easy win).
• Repurpose → Turn a blog into a checklist, infographic, or webinar.
• Retire → Outdated, low-performing content that can’t be saved.
• Create → Net-new content for high-value, unserved queries.

5) Document Insights in a Content Matrix

Build a content audit matrix with columns like:

6) Example Quick Wins

• Refresh evergreen posts with 2025 stats + visuals.
• Consolidate thin posts into authoritative guides.
• Add FAQ schema and CTAs to underperforming traffic magnets.
• Promote forgotten BOFU assets through retargeting.

Step 5: Plan Your Content Themes & Calendar

Why this matters

A strategy without execution is just a document. Your content calendar turns big-picture themes into a consistent publishing rhythm that serves both your audience and your business. Google’s helpful content guidelines emphasize consistency, freshness, and people-first focus — a well-structured plan helps you deliver exactly that.

1) Organize Around Strategic Themes

Use the 3–4 content pillars you identified in Step 3 to anchor your calendar.

• Each month or quarter, assign themes tied to business priorities.
• Example:
  • Q1 → “Building a Documented Strategy”
  • Q2 → “Content ROI & Measurement”
  • Q3 → “Conversion Optimization”
  • Q4 → “AI & the Future of Content Marketing”

This ensures coverage is balanced and prevents content drift.

2) Set Publishing Cadence

Decide how often you’ll realistically publish based on team capacity.

• Minimum baseline: 2–4 high-quality pieces per month.
• Mix of formats:
  • TOFU → Research-based guides, explainers.
  • MOFU → Templates, comparison posts, webinars.
  • BOFU → Case studies, ROI calculators, demos.

Consistency matters more than volume. It’s better to commit to 2 pieces/month and maintain it than to aim for 8 and burn out.

3) Map Content to Funnel Stages

Build a balanced calendar that covers all parts of the buyer’s journey:

4) Plan Distribution Alongside Publishing

Promotion is half the job. For each content piece, define:

• Primary channel → Blog post, YouTube, webinar.
• Repurposing → Turn long-form guide into LinkedIn carousel, Twitter/X thread, or email drip.
• Paid amplification → Test LinkedIn retargeting for high-value BOFU assets.

5) Use Tools & Automation

• Editorial Calendar: Trello, Asana, Notion, or Airtable.
• Automation: Use Buffer or Hootsuite for repurposed posts.
• Collaboration: Integrate Google Docs for drafting + approvals.

6) Example (Plug-and-Play Mini-Calendar)

• Theme: Conversion Optimization
• Cadence: 4 posts/month
• Outputs:
  • Blog: “10 Conversion Triggers Backed by Psychology” (TOFU)
  • Template: “Content Audit Checklist” (MOFU)
  • Case Study: “[Customer] Generated $500k from Content” (BOFU)
  • Webinar: “Content ROI in 2025” (MOFU)

Step 6: Distribution & Promotion Strategy

Why this matters

Even the best content fails if nobody sees it. Google’s own AI Search guidance highlights that unique, valuable content gains visibility when paired with smart distribution. A promotion plan ensures every asset reaches the right audience through the right channels.

1) Balance the Three Channels of Distribution

Use a healthy mix of owned, earned, and paid:

• Owned → Blog, newsletter, YouTube, gated resource hub.
• Earned → PR features, community shares, guest contributions, influencer mentions.
• Paid → Retargeting ads, sponsored content, boosted posts for high-value assets.

Example: Promote a new ROI calculator through your newsletter (owned), pitch a related guest article to MarketingProfs (earned), and run retargeting ads on LinkedIn (paid).

2) Repurpose for Maximum Reach

Stretch every asset across multiple channels:

• Turn a blog post into a LinkedIn carousel, Twitter/X thread, and short video summary.
• Convert a webinar into a gated eBook, blog recap, and podcast episode.
• Slice a research report into 10+ infographics, charts, or data-backed social posts.

One idea should fuel at least 5 touchpoints.

3) Match Channels to Audience Behavior

Distribute based on where your personas spend time:

• Growth marketers → LinkedIn, newsletters, SaaS communities.
• Practitioners → YouTube, Reddit, niche Slack groups.
• Executives → LinkedIn, industry reports, podcasts.

4) Use AI-Era Distribution Best Practices

Google’s AI Overviews highlight diverse, trustworthy sources. To maximize visibility:

• Publish original research + visuals (graphs, templates).
• Ensure structured data (FAQ, HowTo) so AI can cite your content.
• Add multimodal assets (images, video clips) to support multimodal search.

5) Build a Promotion Checklist

For each content piece:

• Publish on-site with optimized SEO
• Share across 3+ social platforms
• Send in the weekly newsletter
• Repurpose into 2–3 smaller assets
• Pitch to communities or PR outlets
• Run retargeting ad (for high-value BOFU content)

6) Example (Plug-and-Play Distribution Plan)

• Content: “Annual Conversion Benchmarks Report”
• Owned: Blog launch post + email blast
• Earned: Outreach to marketing podcasts + PR pitch
• Paid: LinkedIn retargeting campaign targeting CMOs
• Repurposing: 3 infographics, 1 YouTube breakdown, 10 social snippets

Step 7: Measure, Report & Optimize

Why this matters

A content marketing strategy is only as strong as the results it delivers. Google’s guidance stresses the importance of tracking performance, demonstrating value, and iterating for improvement. By measuring consistently, you’ll know what’s working, what isn’t, and how to scale impact.

1) Align Metrics with Business Goals

Every metric should tie back to the outcomes you defined in Step 1.

• Awareness (TOFU) → Organic traffic, keyword rankings, impressions.
• Engagement (MOFU) → Time on page, lead magnet downloads, newsletter signups.
• Conversion (BOFU) → Sales-qualified leads (SQLs), pipeline contribution, revenue influence.

If a metric can’t be tied to ROI, it’s a vanity metric.

2) Use a Layered Reporting Framework

Think in three tiers:

• Tactical (weekly) → Blog performance, CTRs, subscriber growth.
• Operational (monthly) → Campaign-level ROI, conversion rates, channel performance.
• Strategic (quarterly) → Contribution to pipeline/revenue, ROI vs. spend, executive-level dashboards.

3) Build Dashboards for Visibility

Tools to use:

• Google Analytics 4 (GA4) → traffic, conversions, engagement.
• Search Console → rankings, click-through rate, impressions.
• CRM (HubSpot, Salesforce) → lead attribution, pipeline, revenue.
• Custom Dashboards → Data Studio / Looker for exec-ready views.

Pro tip: Visualize funnel drop-off (visit → subscriber → MQL → SQL → closed-won) to identify bottlenecks.

4) Run Content Performance Reviews

At least once a quarter:

• Double down → Expand/update top performers.
• Re-optimize → Refresh declining posts with updated stats, visuals, CTAs.
• Repurpose → Turn evergreen winners into videos, podcasts, or checklists.
• Retire → Sunset low-performing, outdated, or duplicate content.

5) Implement a Continuous Optimization Loop

1. Collect data → Traffic, engagement, conversions.
2. Analyze trends → What’s up/down vs. benchmarks.
3. Decide actions → Refresh, promote, repurpose, or retire.
4. Test changes → New headlines, CTA placements, visuals.
5. Repeat → Optimization never stops.

6) Example (Plug-and-Play Report)

Monthly Dashboard Snapshot:

• Sessions: +15% MoM
• New email subscribers: 3,200 (+22%)
• Content-assisted pipeline: $210k (up from $160k)
• Top-performing post: “Content Marketing Strategy vs. Content Plan” (+35% organic clicks)
• Underperformer: “2023 Content Trends” (–40% traffic, outdated → refresh planned)

Elevate Your Content Marketing Strategy With OptinMonster

OptinMonster steps in as a game-changer. With its advanced targeting features and powerful lead generation capabilities, OptinMonster is more than just a tool; it’s a strategic partner in your content marketing journey.

Whether you’re looking to increase engagement, grow your email list, or boost conversion rates, OptinMonster provides a suite of features designed to boost your content marketing strategy.

By integrating OptinMonster into your content marketing efforts, you’re not just sharing content; you’re creating opportunities for growth and engagement at every stage of the buyer’s journey.

Don’t just take my word for it; have a look at the following case studies and explore the success stories of our customers to see the impact and results they’ve achieved recently with OptinMonster:

So, as you refine your content marketing strategy, consider how OptinMonster can help you achieve your marketing goals more effectively. Remember, in content marketing, success is not just about what you create, but how you connect and convert your audience into loyal customers.

Sign up for OptinMonster now and transform your content marketing strategy into a powerhouse of opportunity and growth.

More on Content Marketing: