{"id":11405,"date":"2024-10-23T14:45:14","date_gmt":"2024-10-23T14:45:14","guid":{"rendered":"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/"},"modified":"2024-10-23T14:45:14","modified_gmt":"2024-10-23T14:45:14","slug":"content-marketing-strategy-10-steps-to-build-a-results-driven-plan","status":"publish","type":"post","link":"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/","title":{"rendered":"Content Marketing Strategy: 10 Steps to Build a Results-Driven Plan"},"content":{"rendered":"<p>Want to create a content marketing strategy that actually works?<\/p>\n<p>You\u2019re in the right place.<\/p>\n<p>Through content marketing, Backlinko attracts over 772,000 monthly sessions.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Below, you\u2019ll learn how to do the same.<\/p>\n<p>We\u2019ll show you (step by step) how to create a content strategy that drives consistent, long-term traffic.<\/p>\n<p>Let\u2019s get started.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#1_Identify_Your_Goals\" >1. Identify Your Goals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#2_Define_Your_Target_Audience\" >2. Define Your Target Audience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#3_Analyze_Competitors\" >3. Analyze Competitors<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#4_Research_Topic_Ideas\" >4. Research Topic Ideas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#5_Decide_on_Content_Formats\" >5. Decide on Content Formats<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#6_Create_a_Content_Calendar\" >6. Create a Content Calendar<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#7_Create_High-Quality_Content\" >7. Create High-Quality Content<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#Experience\" >Experience<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#Expertise\" >Expertise<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#Authoritativeness\" >Authoritativeness<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#Trustworthiness\" >Trustworthiness<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#8_Find_the_Most_Effective_Channels_to_Promote_Your_Content\" >8. Find the Most Effective Channels to Promote Your Content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#9_Track_and_Measure_Performance\" >9. Track and Measure Performance<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#10_Create_a_Content_Governance_Policy\" >10. Create a Content Governance Policy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/craighordlow.com\/index.php\/2024\/10\/23\/content-marketing-strategy-10-steps-to-build-a-results-driven-plan\/#Your_Turn_Create_a_Content_Marketing_Strategy_for_Your_Business\" >Your Turn: Create a Content Marketing Strategy for Your Business<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Identify_Your_Goals\"><\/span>1. Identify Your Goals<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Before you do anything, set specific, time-bound goals for your content marketing strategy.<\/p>\n<p>Why?<\/p>\n<p>Because clear goals give you direction, help you measure success, and keep you focused.<\/p>\n<p>Sample goals include:<\/p>\n<p>Increasing product sales by 30%<br \/>\nBoosting organic traffic by 20% in six months<br \/>\nGrowing email subscribers by 15% this quarter<\/p>\n<p>Then, outline the actionable steps you\u2019ll take to achieve each goal.<\/p>\n<p>For example, you might launch a new blog series targeting <a title=\"Long Tail Keywords: How to Find &amp; Use Them Effectively\" href=\"https:\/\/backlinko.com\/hub\/seo\/long-tail-keywords\" target=\"_blank\" rel=\"noopener\">long-tail keywords<\/a> to achieve your organic traffic goal.<\/p>\n<p>And an email marketing campaign offering exclusive deals.<\/p>\n<p>You\u2019ll map out these assets in your content calendar, which we\u2019ll explain later in the article.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p><strong>Further reading:<\/strong> <a title=\"How to Create an Effective SEO Strategy\" href=\"https:\/\/backlinko.com\/seo-strategy\" target=\"_blank\" rel=\"noopener\">SEO Strategy: How to Create an Effective Plan<\/a><\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"2_Define_Your_Target_Audience\"><\/span>2. Define Your Target Audience<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>You can\u2019t create great content if you don\u2019t know who you\u2019re creating it for.<\/p>\n<p>That\u2019s why understanding your target audience is crucial.<\/p>\n<p>It helps you tailor your content to your audience\u2019s specific interests and needs. And choose the right channels for your content.<\/p>\n<p>Use tools like SurveyMonkey or Google Forms to ask your audience about their challenges.<\/p>\n<p>If you\u2019re unsure what to ask, start with a template.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Both platforms offer pre-made surveys you can customize. This saves time and ensures you\u2019re asking smart, strategic questions from the start.<\/p>\n<p>Look for recurring themes or problems in audience responses.<\/p>\n<p>This information will come in handy when building audience personas.<\/p>\n<p>Next, use <a title=\"Google Analytics 4 (GA4): The Ultimate Guide\" href=\"https:\/\/backlinko.com\/google-analytics-4\" target=\"_blank\" rel=\"noopener\">Google Analytics<\/a> to research essential demographic information (if you have enough existing data). Including where your audience lives.<\/p>\n<p>Knowing this will inform everything from the language you use to your <a title=\"Local SEO: The Definitive Guide\" href=\"https:\/\/backlinko.com\/local-seo-guide\" target=\"_blank\" rel=\"noopener\">local SEO strategy<\/a>. It\u2019ll also help you choose which social media platforms to focus on, as different demographics tend to prefer different platforms.<\/p>\n<p>Navigate to <strong>Reports &gt; User Attributes &gt; Demographic details<\/strong>.<\/p>\n<p>There, you\u2019ll see a geographic breakdown by country.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Knowing how your audience prefers to consume content can also help you choose the right formats and channels.<\/p>\n<p>Go to <strong>Reports &gt; Tech &gt; Overview<\/strong> in Google Analytics to see what browsers and operating systems your audience uses.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>This data will help you optimize your content to your audience\u2019s preferences.<\/p>\n<p>Finally, use the insight you just gathered to create detailed audience personas.<\/p>\n<p>Personas help you visualize your ideal audience and create content that speaks directly to them.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Here\u2019s how to create effective personas:<\/p>\n<p><strong>Give your persona a name and face:<\/strong> This makes them feel real. Use stock photos if needed.<br \/>\n<strong>Define demographics:<\/strong> Age, gender, location, job title, income level<br \/>\n<strong>Identify psychographics:<\/strong> Values, interests, lifestyle, personality traits<br \/>\n<strong>Outline their goals and challenges:<\/strong> What are they trying to achieve? What\u2019s standing in their way?<br \/>\n<strong>Describe their content preferences:<\/strong> What formats do they prefer? Where do they consume content?<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p><strong>Pro tip:<\/strong> Create a few personas to represent different segments of your audience. This helps you tailor content more effectively.<\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"3_Analyze_Competitors\"><\/span>3. Analyze Competitors<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now, it\u2019s time to learn from your competitors.<\/p>\n<p>Analyzing your competitors\u2019 content gaps will reveal topic opportunities.<\/p>\n<p>Performing this task is easy with Semrush\u2019s <a title=\"Keyword Gap Analysis tool to compare competitors&#039; domains | Semrush\" href=\"https:\/\/www.semrush.com\/features\/domain-vs-domain\/\" target=\"_blank\" rel=\"noopener\">Keyword Gap Tool<\/a>.<\/p>\n<p>Add your URL and up to four competitors. Then, click \u201c<strong>Compare<\/strong>.\u201d<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>View the reports to see how your site\u2019s <a title=\"Choose Keywords: A 6-Step Essential Guide\" href=\"https:\/\/backlinko.com\/hub\/seo\/choosing-keywords\" target=\"_blank\" rel=\"noopener\">keywords<\/a> perform against your competitors.<\/p>\n<p>This includes keyword overlap, which tells you how many common keywords you and your competitors both rank for in the SERPs.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>You\u2019ll also learn which keywords your competitors rank for that you don\u2019t.<\/p>\n<p>Select the \u201c<strong>Missing<\/strong>\u201d filter to see this list.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Now, select the \u201c<strong>Weak<\/strong>\u201d filter to see which terms your competitors outrank you for in the SERPs.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>All of these terms are opportunities to create new content or update existing content.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p><strong>Further reading:<\/strong> <a title=\"Keyword Analysis: A Comprehensive Guide\" href=\"https:\/\/backlinko.com\/conduct-keyword-analysis\" target=\"_blank\" rel=\"noopener\">Keyword Analysis: A Comprehensive Guide<\/a><\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"4_Research_Topic_Ideas\"><\/span>4. Research Topic Ideas<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Now that you know your audience, it\u2019s time to decide what to write about.<\/p>\n<p>You probably have some good ideas from studying your audience and <a title=\"FREE SEO Competitor Analysis Tool by Backlinko\" href=\"https:\/\/backlinko.com\/tools\/competitor-analysis\" target=\"_blank\" rel=\"noopener\">competitors<\/a>. But you can also conduct keyword research to find more topics.<\/p>\n<p>This time, you\u2019ll focus on topics that have a decent search volume. And low difficulty.<\/p>\n<p>This way, you can increase the likelihood of ranking for these terms\u2014and boosting your web traffic.<\/p>\n<p>Semrush\u2019s <a title=\"Keyword Generator by Semrush\" href=\"https:\/\/www.semrush.com\/analytics\/keywordmagic\/\" target=\"_blank\" rel=\"noopener\">Keyword Magic Tool<\/a> is great for this task.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p><strong>Note:<\/strong> A free Semrush account gives you 10 searches in this tool per day. Or you can use this link to access a <a title=\"Backlinko &amp; Semrush: 14-day PRO Trial\" href=\"https:\/\/www.semrush.com\/lp\/backlinko-offer\/en\/\" target=\"_blank\" rel=\"noopener\">14-day trial on a Semrush Pro subscription<\/a>.<\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Type your main topic (like \u201cacoustic guitar\u201d) or keyword and click \u201c<strong>Search<\/strong>.\u201d<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>This returned over 150,000 results.<\/p>\n<p>To improve your chances of ranking, select the <a title=\"The FREE Keyword Difficulty Checker (+ Guide) by Backlinko\" href=\"https:\/\/backlinko.com\/tools\/keyword-difficulty-checker\" target=\"_blank\" rel=\"noopener\">keyword difficulty<\/a> (KD) filter.<\/p>\n<p>From the \u201c<strong>KD<\/strong>%\u201d dropdown, choose \u201c<strong>Easy<\/strong>\u201d or \u201c<strong>Very easy<\/strong>.\u201d Then, click the \u201c<strong>Apply<\/strong>\u201d button:<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p><strong>Pro tip:<\/strong> Add your domain to the purple search bar in Keyword Magic Tool to get a customized Keyword Difficulty percentage for each term you search.<\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>Now, you have a list of terms that should be easy to rank for in the SERPs. (As long as your content is high quality and <a title=\"Search Intent and SEO: A Complete Guide\" href=\"https:\/\/backlinko.com\/hub\/seo\/search-intent\" target=\"_blank\" rel=\"noopener\">addresses user intent<\/a>.)<\/p>\n<p>Another way to find relevant topics is Google\u2019s \u201c<strong>People also ask<\/strong>\u201d SERP feature.<\/p>\n<p>These questions make great topics because they come straight from Google. (Which means you know that people are actually searching for them.)<\/p>\n<p>Type your topic or keyword into Google. In this case, \u201cacoustic guitar for beginners.\u201d<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Then, scroll down the page until you find the \u201c<strong>People also ask<\/strong>\u201d list.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Click the down arrow on the right to get more questions related to that topic.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Each time you do this, more questions will appear.<\/p>\n<p>Do this multiple times until you\u2019ve got a complete list.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p><strong>Pro tip:<\/strong> Use social media listening tools to identify trending topics and frequently asked questions in your niche. This can provide fresh content ideas that resonate with your audience.<\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"5_Decide_on_Content_Formats\"><\/span>5. Decide on Content Formats<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Using a mix of <a title=\"17 Types of Content Marketing (+ Expert Tactics)\" href=\"https:\/\/backlinko.com\/hub\/content\/types\" target=\"_blank\" rel=\"noopener\">content formats<\/a> lets you cater to different audience preferences.<\/p>\n<p>And address various stages of the marketing funnel.<\/p>\n<p>For example, blog posts and infographics can attract top-of-funnel audiences. While webinars and ebooks can nurture leads further down the funnel.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Content formats include:<\/p>\n<p><a title=\"How to Write a Blog Post: The Definitive Guide\" href=\"https:\/\/backlinko.com\/write-a-blog-post\" target=\"_blank\" rel=\"noopener\"><strong>Blog posts<\/strong><\/a><strong>:<\/strong> Great for in-depth information and SEO. Works well for audiences seeking detailed explanations or analysis.<br \/>\n<strong>Ebooks:<\/strong> Good for lead generation and comprehensive guides. Helpful for audiences seeking in-depth knowledge on specific topics.<br \/>\n<strong><a title=\"Video Marketing: The Definitive Guide\" target=\"_blank\" rel=\"noopener\">Videos<\/a>:<\/strong> Perfect for visual learners and complex topics. Especially effective for product demonstrations and tutorials.<br \/>\n<strong><a title=\"What Is Visual Content?\" href=\"https:\/\/backlinko.com\/hub\/content\/visual\" target=\"_blank\" rel=\"noopener\">Infographics<\/a>:<\/strong> Ideal for presenting data in a digestible way. Works well for audiences who prefer quick, visual information.<br \/>\n<strong>Webinars:<\/strong> Valuable for interactive learning and lead nurturing. Works well for audiences who value real-time interaction and expert insights.<br \/>\n<strong><a title=\"Podcasting: The Complete Beginner&#039;s Guide\" href=\"https:\/\/backlinko.com\/hub\/content\/podcasting\" target=\"_blank\" rel=\"noopener\">Podcasts<\/a>:<\/strong> Excellent for on-the-go consumption. Caters to audiences who prefer audio content during commutes or multitasking.<br \/>\n<strong><a title=\"How to Promote Content on Social Media\" href=\"https:\/\/backlinko.com\/hub\/content\/social-promotion\" target=\"_blank\" rel=\"noopener\">Social media posts<\/a>:<\/strong> Ideal for engagement and brand awareness. Great for sharing bite-sized content and driving traffic to your website.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p><strong>Further reading:<\/strong> <a title=\"28 AWESOME Content Marketing Tools [Reviews]\" href=\"https:\/\/backlinko.com\/best-content-marketing-tools\" target=\"_blank\" rel=\"noopener\">28 Awesome Content Marketing Tools<\/a><\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"6_Create_a_Content_Calendar\"><\/span>6. Create a Content Calendar<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here\u2019s the deal:<\/p>\n<p>A well-organized content calendar is your best friend when scaling content production.<\/p>\n<p>Why?<\/p>\n<p>Because it helps you:<\/p>\n<p>Track every step of the content creation process<br \/>\nEnsure nothing falls through the cracks<br \/>\nPlan content months in advance<br \/>\nMaintain consistency and alignment with the overarching content strategy<\/p>\n<p>Start by choosing a tool. Google Sheets, Trello, or Asana are all great options.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Another idea is to use a content strategy template with a pre-formatted content calendar.<\/p>\n<p>Then, leverage the audience, competitor, and <a title=\"What Are SEO Keywords? Simple Keyword Research That Works\" href=\"https:\/\/backlinko.com\/hub\/seo\/seo-keywords\" target=\"_blank\" rel=\"noopener\">keyword research<\/a> you conducted in the previous steps to map out your content.<\/p>\n<p>Use this information to assign publication dates.<\/p>\n<p>Aim for a mix of content types that address different goals and audience segments.<\/p>\n<p>Include all content stages in your calendar, noting key steps like the following:<\/p>\n<p>Research<br \/>\nWriting<br \/>\nEditing<br \/>\nDesign<br \/>\nSEO optimization<br \/>\nPublication<br \/>\nPromotion<br \/>\nSocial media scheduling<\/p>\n<p>Most importantly, ensure each piece ties back to your initial objectives.<\/p>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p><strong>Pro tip:<\/strong> Don\u2019t let great content gather dust. Add content repurposing plans to your content calendar to ensure you get the most out of your efforts.<\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p><strong>Further reading:<\/strong> <a title=\"Content Calendar Template\" href=\"https:\/\/backlinko.com\/templates\/marketing\/content-calendar\" target=\"_blank\" rel=\"noopener\">Content Calendar Template<\/a> <\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"7_Create_High-Quality_Content\"><\/span>7. Create High-Quality Content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What makes content \u201cgood\u201d can vary from publication to publication.<\/p>\n<p>But there are several steps you can take to create content that provides value to your target audience.<\/p>\n<p>Google looks for <a title=\"Google E-E-A-T: How to Create People-First Content (+ Free Audit)\" href=\"https:\/\/backlinko.com\/google-e-e-a-t\" target=\"_blank\" rel=\"noopener\">Experience, Expertise, Authoritativeness, and Trust<\/a>. These guidelines help your content rank well and gain readers\u2019 trust.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Keep the following content strategy tips in mind to ensure you produce high-quality, engaging content that resonates with your audience.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Experience\"><\/span>Experience<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google favors content written by people with firsthand experience.<\/p>\n<p>For example, the travel website The Points Guy features content written by avid travelers who include personal experiences and photos in each article.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Expertise\"><\/span>Expertise<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your content should be written by knowledgeable authors with relevant qualifications and experience.<\/p>\n<p>Author bios are an easy way to demonstrate expertise to search engines and your audience.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Authoritativeness\"><\/span>Authoritativeness<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Authority comes from content that\u2019s referenced and cited by others.<\/p>\n<p>These citations help you build a strong <a title=\"What Are Backlinks in SEO? &amp; Why You Need Them\" href=\"https:\/\/backlinko.com\/hub\/seo\/backlinks\" target=\"_blank\" rel=\"noopener\">backlink profile<\/a> that boosts your authority.<\/p>\n<p>Take TechCrunch, for example. They\u2019re one of the most authoritative sources for startup news and technology trends.<\/p>\n<p>They have 117 million backlinks, which signal to search engines that TechCrunch is an authoritative site.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Trustworthiness\"><\/span>Trustworthiness<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>This means your content is factual, reliable, and based on reputable sources. And your site protects user privacy.<\/p>\n<p>Increase trustworthiness through user reviews, testimonials, and a clear privacy policy.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<h2><span class=\"ez-toc-section\" id=\"8_Find_the_Most_Effective_Channels_to_Promote_Your_Content\"><\/span>8. Find the Most Effective Channels to Promote Your Content<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Creating great content is only half the battle. You need to promote it effectively, too.<\/p>\n<p>Luckily, you have many options:<\/p>\n<p><strong>Email campaigns:<\/strong> Leverage your subscriber list to showcase new content and drive engagement.<br \/>\n<strong>Social media:<\/strong> Share snippets and teasers across platforms like Instagram, Facebook, Pinterest, Linkedin, TikTok, and more to spark interest and increase reach.<br \/>\n<strong><a title=\"26 Fascinating Influencer Marketing Statistics\" href=\"https:\/\/backlinko.com\/influencer-marketing-stats\" target=\"_blank\" rel=\"noopener\">Influencer partnerships<\/a>:<\/strong> Collaborate with niche influencers to expand your content\u2019s reach and credibility.<br \/>\n<strong>Paid advertising:<\/strong> Amplify visibility through targeted ads on Google, Meta, or industry-specific platforms.<br \/>\n<strong>Content syndication:<\/strong> Republish on platforms like Medium to tap into new audience segments.<br \/>\n<strong>PR outreach:<\/strong> Get your content featured in trusted industry publications and media outlets.<br \/>\n<strong><a title=\"Guest Blogging: The Definitive Guide\" href=\"https:\/\/backlinko.com\/the-definitive-guide-to-guest-blogging\" target=\"_blank\" rel=\"noopener\">Guest posting<\/a>:<\/strong> Contribute to relevant blogs, linking back to your content to drive referral traffic.<br \/>\n<strong>Community engagement:<\/strong> Share insights in online forums and groups where your audience congregates, such as Reddit, Quora, Facebook groups, and more.<br \/>\n<strong>Webinars\/live streams:<\/strong> Host events discussing your content topics to generate buzz and showcase expertise.<br \/>\n<strong><a title=\"SEO Basics: A Comprehensive Guide for Beginners\" href=\"https:\/\/backlinko.com\/seo-basics-for-beginners\" target=\"_blank\" rel=\"noopener\">SEO optimization<\/a>:<\/strong> Fine-tune your content to climb search rankings and boost organic traffic.<\/p>\n<p>But not every platform will be right for every brand.<\/p>\n<p>Choose promotional channels to outline in your content strategy based on audience preferences and your goals.<\/p>\n<p>If you have existing data, view the User Acquisition report in Google Analytics.<\/p>\n<p>There, you\u2019ll see where your traffic is coming from (Organic Search, Social, Direct, Referral, etc.) to analyze what\u2019s working well\u2014and what isn\u2019t.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Don\u2019t have existing data yet?<\/p>\n<p>Use a tool like Semrush\u2019s <a title=\"Check Website Traffic In One Click | Traffic Analytics | Semrush\" href=\"https:\/\/www.semrush.com\/analytics\/traffic\/\" target=\"_blank\" rel=\"noopener\">Traffic Analytics<\/a> to see which channels work best for your competitors.<\/p>\n<p>The \u201cTraffic Channels by Type\u201d report will show you the most effective channels for each competitor, which you can use to inform your own content marketing strategy.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>For example, if the data shows your competitor\u2019s audience loves Instagram and responds well to email campaigns, you can target these platforms in your strategy:<\/p>\n<p><strong>Instagram:<\/strong> Share weekly carousel posts with quick tips and longer-form content in posts.<br \/>\n<strong>Email:<\/strong> Deliver a monthly newsletter featuring your best content and exclusive tips.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"9_Track_and_Measure_Performance\"><\/span>9. Track and Measure Performance<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>What gets measured, gets managed.<\/p>\n<p>Keep a close eye on your metrics to ensure continuous improvement.<\/p>\n<p>Here\u2019s how:<\/p>\n<p><strong>Set up tracking:<\/strong> Use tools like Google Analytics and <a title=\"Google Search Console: The Definitive Guide\" href=\"https:\/\/backlinko.com\/google-search-console\" target=\"_blank\" rel=\"noopener\">Google Search Console<\/a><br \/>\n<strong>Monitor key metrics:<\/strong> Track <a title=\"SEO Case Study: How I Increased My Organic Traffic 652% in 7 Days\" href=\"https:\/\/backlinko.com\/skyscraper-technique-2-0\" target=\"_blank\" rel=\"noopener\">organic traffic<\/a>, keyword rankings, conversions, and social media engagement<br \/>\n<strong>Analyze performance:<\/strong> Regularly review what\u2019s working and what\u2019s not<br \/>\n<strong>Iterate and improve:<\/strong> Use insights to refine your strategy<\/p>\n<p>Don\u2019t have access to Google Search Console?<\/p>\n<p>Use Semrush\u2019s <a title=\"Position Tracking: Keyword Rank Tracker Tool | Semrush\" href=\"https:\/\/www.semrush.com\/position-tracking\/\" target=\"_blank\" rel=\"noopener\">Position Tracking<\/a> tool to track how your content is doing in the SERPs.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<div class=\"sc-quote alert blue-box font-georgia type-normal transparent-img-bg\">\n<div class=\"media\">\n<div class=\"media-body\">\n<p><strong>Note:<\/strong> A free Semrush account lets you track up to 10 keywords in this tool. Or you can use this link to access a <a title=\"Backlinko &amp; Semrush: 14-day PRO Trial\" href=\"https:\/\/www.semrush.com\/lp\/backlinko-offer\/en\/\" target=\"_blank\" rel=\"noopener\">14-day trial on a Semrush Pro subscription<\/a>.<\/p>\n<div class=\"media\"><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"10_Create_a_Content_Governance_Policy\"><\/span>10. Create a Content Governance Policy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Maintain consistency as you scale by coming up with a content governance policy.<\/p>\n<p>These are various guidelines that help you exhibit E-E-A-T signals. And <a title=\"How to Scale Content Creation (Step-By-Step Guide)\" href=\"https:\/\/backlinko.com\/scale-content\" target=\"_blank\" rel=\"noopener\">grow your website<\/a> without sacrificing quality.<\/p>\n<div class=\"backlinko-img-placeholder\"><\/div>\n<p>Here\u2019s what to include in your content governance plan:<\/p>\n<p><strong>Content approval process:<\/strong> Who will review and approve content before publication?<br \/>\n<strong>Style guide:<\/strong> Define your brand voice, tone, and writing style<br \/>\n<strong>Social media guidelines:<\/strong> Define how your brand voice translates to different social platforms and establish rules for engagement and content sharing<br \/>\n<strong>Quality standards:<\/strong> Set clear benchmarks for what constitutes high-quality content<br \/>\n<strong>Update schedule:<\/strong> How often will you review and update existing content?<br \/>\n<strong>Roles and responsibilities:<\/strong> Clearly define who does what in your content team<br \/>\n<strong>Content audits:<\/strong> Schedule regular <a title=\"How to Run a Content Audit (6-Step Guide)\" href=\"https:\/\/backlinko.com\/hub\/seo\/content-audits\" target=\"_blank\" rel=\"noopener\">content audits<\/a> to ensure everything aligns with your strategy<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Your_Turn_Create_a_Content_Marketing_Strategy_for_Your_Business\"><\/span>Your Turn: Create a Content Marketing Strategy for Your Business<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>From setting clear goals to analyzing competitors, this content strategy framework will help you skyrocket your organic traffic. And make long-term connections with your audience.<\/p>\n<p>But don\u2019t just set it and forget it.<\/p>\n<p>Regularly revisit your strategy, track your performance, and optimize based on what you learn.<\/p>\n<p>Ready to dive even deeper into how you can use content to get more web traffic?<\/p>\n<p>Check out our <a title=\"SEO and Content Marketing: Complete Guide\" href=\"https:\/\/backlinko.com\/seo-content-marketing\" target=\"_blank\" rel=\"noopener\">SEO and Content Marketing Guide<\/a>\u2014It\u2019s packed with actionable tips to help you create content that ranks and converts.<\/p>\n<p>The post <a href=\"https:\/\/backlinko.com\/content-marketing-strategy\" target=\"_blank\" rel=\"noopener\">Content Marketing Strategy: 10 Steps to Build a Results-Driven Plan<\/a> appeared first on <a href=\"https:\/\/backlinko.com\/\" target=\"_blank\" rel=\"noopener\">Backlinko<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Want to create a content marketing strategy that actually works? You\u2019re in the right place. Through content marketing, Backlinko attracts over 772,000 monthly sessions. Below, you\u2019ll learn how to do the same. We\u2019ll show you (step by step) how to create a content strategy that drives consistent, long-term traffic. Let\u2019s get started. 1. Identify Your Goals Before you do anything, set specific, time-bound goals for your content marketing strategy. Why? Because clear goals give you direction, help you measure success, and keep you focused. Sample goals [&hellip;]<\/p>\n","protected":false},"author":0,"featured_media":11406,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"h5ap_radio_sources":[],"cybocfi_hide_featured_image":"","footnotes":""},"categories":[8,52],"tags":[],"class_list":["post-11405","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-backlinko","category-marketing-blogs"],"featured_image_src":"https:\/\/craighordlow.com\/wp-content\/uploads\/2024\/10\/backlinko-sessions-sep-2024-GXY3nV-600x400.png","featured_image_src_square":"https:\/\/craighordlow.com\/wp-content\/uploads\/2024\/10\/backlinko-sessions-sep-2024-GXY3nV-600x600.png","author_info":{"display_name":false,"author_link":"https:\/\/craighordlow.com\/author\/"},"_links":{"self":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/11405","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"replies":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/comments?post=11405"}],"version-history":[{"count":0,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/posts\/11405\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media\/11406"}],"wp:attachment":[{"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/media?parent=11405"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/categories?post=11405"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/craighordlow.com\/index.php\/wp-json\/wp\/v2\/tags?post=11405"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}