content marketing strategy

6 Steps to Building a Successful, Profitable, Results-Focused Content Marketing Strategy

I’m often asked the same question – how did Express Writers get where we are today?

The journey to becoming a leading content creation and writing agency wasn’t easy.

It came with all the sacrifices you’d expect – long hours, lack of sleep, and learning from every ups and downs I encountered.

But if I were to point to one thing that made our approach to content marketing so successful, I could sum it up in a single word – strategy.

I’d been in the business of creating content for years. However, great content wasn’t enough to get us to a seven-figure status. For that, it required a strategic approach to researching, building, and promoting content that audiences can benefit from.

I’ve got an entire book and a comprehensive course about content marketing strategy – but today, I’ll give you a preview in the form of a six-step process you can start implementing right away.

build a content marketing strategy

6 Steps to Build Your Winning Content Marketing Strategy

1.    Define Strategy and How it Relates to Content Marketing

2.    Understand Your Audience and How to Reach Them

3.    SEO: Learn It, Master It, Implement It

4.    Build Brand Authority (and Use It)

5.    Combine Strategy with Content Creation

6.    Keep the Momentum with Smart Content Management

@JuliaEMcCoy shares the 6 best steps to build your winning #contentmarketingstrategy 🏆 Click To Tweet

1. Defining Content Marketing Strategy: Framework for Success

Content marketing is undoubtedly a must-have in the modern marketer’s toolkit. The numbers don’t lie.

Over 90% of B2B marketers use content marketing, and over 85% of B2C marketers call it a key strategy.

But in terms of content marketing strategy, also called content strategy for short, we’re talking about a process that begins with planning and extends all the way through management.

Defining Content Marketing Strategy: Framework for Success

Content strategy could be thought of as your knowledge base for creating and promoting great content.

It involves knowing the following:

  • What is your area of expertise where you can offer the most valuable information?
  • What is your differentiating factor that makes you stand out from other content marketers?
  • Who is the audience you’re trying to reach and what are they looking for?

Strategy will help your content get discovered easier, stand out better, and deliver results more efficiently. I’m talking real results – traffic, leads, subscribers, and of course, ROI.

Over 90% of B2B marketers use #contentmarketingstrategy, and over 85% of B2C marketers call it a key strategy. 🔑- @JuliaEMcCoy Click To Tweet

2. Who Is Your Audience? How Can You Reach Them?

One of the main struggles many content marketers face is something I went through, too. Pumping out blogs every day and sending out emails to everyone on my list – trust me, I’ve been there. It’s a content rat race.

Roughly 60% of people find consistency to be one of the hardest parts of content creation. If you want to see more results from each piece of content you publish, make sure you know your audience.

The key to knowing others is to know yourself.

That isn’t just a philosophical-sounding word salad. It’s the foundation behind building a successful content marketing strategy framework.

How does your current audience view you? Where in the marketing lifecycle do most of your audience members land?

fundamentals of online writing

Remember, today’s “buyer journey” looks a lot different than the funnel of yesteryear. You can’t always predict what stage your buyer will be at. Their footsteps could lead backward, forward, up, down, and all around before they make a final decision.

sales funnel marketing lifecycle pathway

A content marketing strategy is about making sure your content gets to the people who could benefit most from it.

They’re out there. They want to learn your knowledge, buy your products, and become ambassadors of your brand. The seven-figure question is, how do you reach them?

Roughly 60% of people find consistency to be one of the hardest parts of content creation. If you want more out of each piece of content, make sure you know your audience. - @JuliaEMcCoy Click To Tweet

3. Understanding SEO: A Cornerstone of Content Marketing and Strategy

Content marketing and content strategy are forever intertwined – and search engine optimization (SEO) plays a major role in both.

From a strategic perspective, knowing what your target audience is inputting into search engines is a great way to help them find your content.

With the right keyword strategy, you can climb search rankings and get more traffic to your content. Good SEO practices involve having the right keywords – plus having them in the right frequency and the right places.

There’s an added benefit to understanding SEO. Not only will your content get more views, it will get quality views.

People won’t just find it by accident and think “what the heck is this?”

They’ll find it and think, “this is just what I was looking for.”

With the right keyword strategy, you can climb search rankings and get more traffic. Good SEO practices involve having the right keywords – in the right frequency and the right place. - @JuliaEMcCoy Click To Tweet

4. Build Authority for Your Content, Brand, and Website

The benefit of having good strategy is that people who are looking for your content can find it – and luckily for us content marketers, search engines pick up on that sort of thing.

When your content consistently gets good views, repeated engagement, and positive feedback, it gains authority. What does this mean? Your content will be viewed as more trustworthy, and therefore able to rank higher.

Authority also means search engines could give you priority in some cases – we don’t fully understand the inner-workings of Google, we do know they prioritize older sites with a lot of credible links. The more great content (backed by strategy) you have, the better you’ll do.

I like to explain the concept of building online authority like a content house. The stronger your website is (and remember, you need to build on your house – not someone else’s platform), the better and stronger your presence and house is. With good copy on your site, and a good user experience (speed, design), you create a welcoming house that is warm and vibrant, attracting the right people inside. With consistency of content creation and maintenance, you fix all the issues and maintain a strong house over time.

content house and content differentiation factor

What you need to build online authority 🏡: good copy with credible links, good user experience, consistency of content creation, and maintenance. - @JuliaEMcCoy on her steps to build an effective #contentstrategy Click To Tweet

5. Combine Content Marketing Strategy with Content Creation

The entire point of developing a solid strategy is so you can implement it – and you do that by using it as a starting point for the creation process.

A good content marketing strategy and framework is the launchpad for any successful content piece. With the right strategy, you’ll know your audience, your keywords, your differentiating factor, and your overall goal.

Having these things in mind makes it much easier to write great content – it’s exponentially better than sitting down and trying to create a winning piece from a blank slate.

A good content marketing strategy and framework is the launchpad for any successful content piece... you’ll know your audience, your keywords, your differentiating factor, and your overall goal. - @JuliaEMcCoy Click To Tweet

content shop

6. Keep Your Momentum by Auditing and Promoting Your Content

Once you’ve got the hang of strategy and how to use it in the content creation process, the next step is to stay consistent.

You’ll need to budget your expenses and your time carefully. Make sure you’re auditing your content – is it up to date? Is everything polished, and optimized for success? Content marketing strategy in 2019 may be vastly different than strategy from a few years back – or a few years from now.

Auditing and updating your content makes sure it is fit to be promoted regularly. You’ll be able to advertise it on your social channels, to your email mailing list, and anywhere else you feel will be effective.

P.S. I created a short video recap of these 6 steps on YouTube and published it here on the Write Blog, not too long ago.

If you've got the hang of strategy, the next step is to stay consistent. Budget your expenses and time. ⏳ Make sure you’re auditing your content – is it up to date? Is everything polished, and optimized for success? - @JuliaEMcCoy on… Click To Tweet

You’ve Got the Basics – Now Master Content Marketing Strategy

A solid content marketing strategy is the foundation of successful content marketing. It’s the same as with anything – faulty foundations cause the most beautiful creations to crumble. Stable bases can be built on and trusted for years to come.

This six-step process to building and implementing a winning content marketing strategy can help anyone.

If you want more on this topic, sign up for my 100% FREE 60-minute content marketing masterclass. There are content strategy examples, guided tutorials, and much more – it’s a resource no marketer should miss.

And of course, if great content is something you need to fuel your content marketing strategy, we do that. Get in touch today!

content marketing strategy services

93 replies
  1. Shan Mawji
    Shan Mawji says:

    I loved this part – “I like to explain the concept of building online authority like a content house. The stronger your website is (and remember, you need to build on your house – not someone else’s platform), the better and stronger your presence and house is.”

    I would explain authority as the mortar that connects all the bricks of your house together. Sure it’s easier to throw up a ton of content (bricks) without authority, but with one gust of wind (Google updates LOL) it can all come crashing down. When you build up your authority though, you’re essentially making sure your content “sticks” to search results.

    Great post as always!

    Reply
  2. andrew lee
    andrew lee says:

    thanks for sharing this information. this article is so helpful for all those people who’s career is in content marketing

    Reply
    • Cassie B.
      Cassie B. says:

      Thank you for your kind words, Andrew! We are happy to hear you found this blog so helpful! ~Cassie, Content Specialist at Express Writers

      Reply
    • Cassie B.
      Cassie B. says:

      Thank YOU for taking the time to not only read but leave your feedback! ~Cassie, Content Specialist at Express Writers

      Reply
    • Cassie B.
      Cassie B. says:

      That’s so great to hear, Victor! Good luck with your content marketing efforts moving forward! ~Cassie, Content Specialist at Express Writers

      Reply
  3. Ambrosial Events
    Ambrosial Events says:

    A Perfect content marketing strategy is the foundation of successful content marketing. I think that the Copyright content is not accessible by most of the tools. I have tried Duplicate content on my website, but stills tools like Duplicheker doesn’t track the content is copied. Have you any suggestions for the same.

    Reply
  4. masterslegal
    masterslegal says:

    This post is good enough to make somebody understand this amazing thing, and I’m sure everyone will appreciate this interesting things.

    Reply
    • Cassie B.
      Cassie B. says:

      We sure hope so! Our goal is always to spread not only interesting content but content that serves a purpose! ~Cassie, Content Specialist at Express Writers

      Reply
    • Cassie B.
      Cassie B. says:

      How kind of you, Pankaj! Thank you so much, and we hope you keep coming back for more! ~Cassie, Content Specialist at Express Writers

      Reply
  5. Zeenat Alvi
    Zeenat Alvi says:

    Thanks for sharing this awesome step to building a successful profitable. it really helps beginners to create content marketing strategy.

    Reply
    • Cassie B.
      Cassie B. says:

      How sweet of you, Benji! Thank you for taking the time to not only check out the blog but leave your feedback with us as well! ~Cassie, Content Specialist at Express Writers

      Reply
    • Cassie B.
      Cassie B. says:

      We’ll keep writing and sharing as long as readers such as yourself find out content worth reading! And even then, we will probably still keep writing 😉 ~Cassie, Content Specialist at Express Writers

      Reply
  6. Sudhir Thakur
    Sudhir Thakur says:

    Hii,

    Greetings! I am a visitor of your website and a Seemingly great website with a mixture of creativity and outside the box thinking
    blend in designs

    Thanks

    Reply
    • Cassie B.
      Cassie B. says:

      Welcome to the Write Blog, Sudhir Thakur! We are excited that you decided to stop by and look around! We hope you find out content worth reading! ~Cassie, Content Specialist at Express Writers

      Reply
  7. aobindia
    aobindia says:

    Your blog is awesome. I love to read your post. I appreciate you to continue your hard work. Thanks for sharing your knowledge.

    Reply
    • Cassie B.
      Cassie B. says:

      That warms our heart so much, Aobindia! Thank you for your continued support! ~Cassie, Content Specialist at Express Writers

      Reply
    • Cassie B.
      Cassie B. says:

      You are most welcome, Rajan! Thank YOU for taking the time to stop by and check us out! ~Cassie, Content Specialist at Express Writers

      Reply
    • Cassie B.
      Cassie B. says:

      Thank YOU for stopping by and sharing your feedback with us! We hope you come back for more great content! ~Cassie, Content Specialist at Express Writers

      Reply
  8. Peter Lee
    Peter Lee says:

    Thanks..Really an informative blog post. I will check all my old post and start changing them for good SEO ranking.

    Reply
    • Cassie B.
      Cassie B. says:

      What a great idea, Peter! Good luck with your post updates and your new content moving forward! ~Cassie, Content Specialist at Express Writers

      Reply
  9. Laxman SIngh
    Laxman SIngh says:

    Thanks For sharing useful strategies on content marketing . I hope, In future you will share more and more strategies with us.

    Reply
    • Cassie B.
      Cassie B. says:

      Thank you for taking the time to not only read the blog but also leave your feedback with us! ~Cassie, Content Specialist at Express Writers

      Reply
    • Cassie B.
      Cassie B. says:

      That makes us so happy to hear! Thank you! We hope you keep coming back for more amazing content! ~Cassie, Content Specialist at Express Writers

      Reply
  10. BingeDaily
    BingeDaily says:

    Well Described! Content marketing needs – Understanding the audience with a Good Content. Usage of keywords and thorough understanding of the SEO to implement in the content, and smart marketing strategy!

    Reply
    • Cassie B.
      Cassie B. says:

      Thank you for reading! We hope you return next week for more great content! ~Cassie, Content Specialist at Express Writers

      Reply
  11. Hussnain
    Hussnain says:

    Your marketing strategy becomes the backbone of your business. It depends on you how you represent yourself to others. It depends on which people you want to target. Understand the needs of market. Understand the services of his own product. How there product can help customers. How you will engage them with your leads and make them into sales.

    Reply
    • Cassie B.
      Cassie B. says:

      We like to think so, Annmariya! Thanks for checking out the Write Blog! ~Cassie, Content Specialist at Express Writers

      Reply
  12. nesdijohnes
    nesdijohnes says:

    Great share mam this post was really helpful all tips and tricks were amazing and appropriate thank you for sharing an amazing article

    Reply
    • Cassie B.
      Cassie B. says:

      The team here is beyond happy that you found such value in this post! Thank you for sharing! ~Cassie, Content Specialist at Express Writers

      Reply
  13. Sterling Harpst
    Sterling Harpst says:

    Excellent content. Marketing is king with the end result being a sale. If you can’t utilize online marketing you aren’t taking full advantage of the day and age we live in during 2019!

    Reply
    • Cassie B.
      Cassie B. says:

      Julia does a wonderful job of explaining her points, doesn’t she?! 🙂 ~Cassie, Content Specialist at Express Writers

      Reply

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