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Content Strategy

What is content strategy and why do you need it?

A content strategy helps you define your marketing goals and set priorities. It allows you to plan your work and ensure that all marketing effort is goal-driven.

With a documented content strategy, you can ensure that every bit of effort put in by your team translates into tangible results.

Content Strategy

You need to set and reach your company goals

Ideally, all marketing efforts should bring you one step closer to your goal. However, misguided efforts only lead to wastage of time, money, and energy.

For example, you may be creating content for an audience that doesn’t match your target market. Or, you might be trying to create content for very competitive keywords, while ignoring the low hanging fruits which are more likely to yield results.

A Content Strategy Helps You Track Progress

“There is no content strategy without measurement strategy. Before embarking on a content initiative, irrespective of medium or platform, it’s important to know what you want to achieve.”

In other words, your short-term and long-term goals serve as a yardstick for measuring the effectiveness of content marketing initiative. A strong content strategy should outline the metrics you should track and analyze to constantly determine whether or not your content marketing efforts are yielding results.

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A Content Strategy Cuts Costs


Creating and distributing content can get costly. When marketers work without a content strategy they can often lose sight of the bigger picture and spend far too much on projects, leaving only limited funds for later in the financial year.

Content strategies help define how much money should be spent per project, how it should be spent and how marketers can find ways to cut costs if needed.

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A Content Strategy Optimizes Your Marketing Team

Accountability is crucial for making any tangible progress, no matter the context. Without a documented content strategy, your marketing team won’t know how much content needs to be produced, where it needs to be posted, how it can be repurposed, or anything else that can govern their day-to-day tasks.

Most people need a little nudge to get going, and a formal content strategy serves as a call to action. It sets out performance metrics for team members, defines a work schedule for content creation, guidelines on the management of social media accounts, maintenance of marketing automation system and everything in between. When you have a strategy, all of this becomes much easier, resulting in a more productive marketing team.

A Content Strategy helps You Produce Content That Converts

Last, but certainly not least on this list, is the fact that a content strategy is essential to producing content that converts on a consistent basis. That is if the content strategy contains the right guidelines, such as:

  • Who your target audience is, and what kind of content they want to consume
  • The tone of your content
  • The style and formatting of each content type
  • The distribution and promotional channels to leverage


If your content strategy contains those guidelines (and it definitely should, and then some!), then your marketing team will have the foundations they need whenever they approach a new project. All they have to do is build on the foundations set out in the content strategy.

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Final thoughts

Keeping your goals in sight, tracking progress, discovering new opportunities, minimizing cost, increasing productivity and producing content that converts are all essential reasons for having a content strategy.

Great content marketing is rare, but when you do see a brand developing relevant content on a consistent basis, it’s almost always down to the quality of their content strategy.

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