The Basics of Developing a Content Strategy (and Enjoying It)

There's too much content out there. And most of it is rubbish (garbage). I may even have written some of it... I'm not proud to admit that, but it paid the bills when I first started out. For quite a while, most content was just an amalgamation of other blog posts out there. You'd do a few Google searches and then write a blog post of about 1,000 words based on what you found out. Or, you'd write something just to target keywords. There was no joy in it.

A solid content strategy can actually set you apart from your competitors. It may be one of the most underused tools available. People consume vast amounts of content. YouTube is overtaking the traditional TV channels and phones are more popular than computers and TV. Who knew that the RSPB's TikTok channel and LinkedIn page would be such a hoot (pun intended)?

But developing a content strategy means you need to understanding the core components and what your audience wants. It never ceases to amaze me how much people assume they know what their audience wants based on what they think or like.

This blog post will discuss the basics of content strategy development, providing you with practical insights, actionable recommendations, and key examples to guide you.

What is Content Strategy?

At its core, a content strategy is a plan that outlines how your business will create, publish, and manage content in a way that aligns with your organisational goals. It involves understanding your audience, setting clear objectives, and determining how to effectively deliver your message. This strategy should encompass various elements, including content types, distribution channels, and guidelines for maintaining brand voice and tone.

Developing a content strategy allows businesses to ensure that their content resonates with their audience, increases engagement, and ultimately drives conversions. For example, a company might decide to use blog posts, infographics, and social media posts to reach its audience, while ensuring that each piece of content serves a specific purpose.

High angle view of a notebook and laptop with notes on content strategy development.

Why is Content Strategy Important?

An effective content strategy is not a waste of time! It actually serves several purposes. Firstly, it helps establish a consistent brand voice and messaging across various platforms. This consistency fosters trust and recognition among your audience. Secondly, a well-thought-out content strategy allows businesses to analyse what works through metrics and engagement data, enabling continuous improvement.

I don't hate SEO despite what I said earlier. It was originally designed to make sure you were creating content around what your audience is asking or is curious about. A strong content strategy can improve SEO rankings (or AEO, but more on that in a future blog). Search engines reward high-quality, relevant content that meets user intent. By implementing a content strategy that prioritises value and relevance, businesses can increase their visibility in search results.

Key Elements of a Successful Content Strategy

To develop a successful content strategy, you need to think about a few different areas. Let’s break these down:

1. Audience Research

Yep, as I said earlier, don't just assume you know what your audience wants based on gut feel or your preferences. Here is a novel concept: actually speak to them! Because understanding your target audience is crucial for any content strategy. Conduct thorough research to identify their demographics, preferences, pain points, and interests. Tools like Google Analytics, surveys, and social media insights can provide valuable data.

Here is a really basic example that people running businesses still seem to ignore: if you run a skincare brand and your audience primarily consists of millennials, your content should reflect the issues and trends that resonate with them. This might include topics like eco-friendly products or social media beauty trends.

Close-up view of a person analysing data for audience insights.

2. Clear Objectives

What do you actually want to achieve with your content strategy? You have to know this if you want to measure its success. Are you looking to increase brand awareness, generate leads, or boost customer engagement? Establish SMART (Specific, Measurable, Achievable, Relevant, Time-bound) goals to guide your content creation efforts. And please don't just focus on vanity metrics, such as page views.

For example, if your goal is to increase website traffic by 30% in six months, your content should focus on producing SEO-optimised blog posts and engaging social media content that drives visitors to your site.

3. Content Formats and Types

You must already know this: content can take various forms, from blog posts and infographics to videos and podcasts. Determine the types of content that best suit your audience and objectives. Experiment with different formats to see what resonates most effectively.

For example, video content has been shown to increase engagement significantly. According to Wyzowl, 82% of people say they’ve been convinced to buy a product after watching a brand’s video. I love words more than anything, but even I recognise that you need to incorporate multimedia into your strategy to cater to different learning styles and preferences.

4. Content Distribution Channels

Once your content is created, don't just leave it and think that people will magically follow it. It may be your magnum opus, but you're just wasting your time if you don't get it out there. This is the point where you decide on your distribution channels. This could include your website, social media platforms, email newsletters, and other relevant forums. Each channel comes with its own audience and unique opportunities for engagement.

For example, using Instagram Stories to showcase behind-the-scenes content can create a more personal connection with your audience, while LinkedIn would be better suited for sharing industry insights and professional content.

Eye-level view of a computer screen displaying analytics for content distribution.

5. Monitoring and Evaluation

Final point! Monitoring and evaluating your content strategy’s performance is essential. Use analytics tools to track key metrics such as traffic, engagement, bounce rate, and conversion rates. This data can guide future content decisions and allow you to make adjustments where needed.

For example, if a particular blog post topic receives high traffic and shares, consider creating a series of related posts. But, obviously, if content underperforms, analyse the reasons and rethink your approach.

Building a Content Calendar

One practical tool to enhance your content strategy is a content calendar (can you tell I love organising and planning?). It'll help you organise your content ideas, plan publication timelines, and ensure consistency across all platforms. Outline your content types, responsible team members, due dates, and distribution methods for a streamlined process.

A well-maintained content calendar helps prevent last-minute rushes and encourages strategic thinking. You can also incorporate seasonal content or timely events into your plan, such as relevant holidays or industry events.

Best Practices for Content Strategy Development

To maximise the effectiveness of your content strategy, I'd recommend following the below best practices (although also don't be afraid to break the rules):

1. Stay True to Your Brand: Always maintain a consistent voice and style that aligns with your brand identity. This builds trust and recognition with your audience.

2. Test and Optimise: Regularly experiment with different content types, headlines, and distribution strategies to identify what works best. Continuous iteration is key to success.

3. Engage with Your Audience: Respond to comments and messages promptly. Building relationships with your audience increases loyalty and encourages sharing.

4. Focus on Quality, Not Quantity: It’s better to produce fewer high-quality pieces than to flood your audience with mediocre content. Invest time in crafting valuable content that attracts and retains your audience.

5. Integrate SEO Best Practices: Implementing SEO strategies, such as keyword research and meta-tags, can significantly improve your content’s visibility.

   
   

The Future of Content Strategy

As technology evolves, so does content strategy. Emerging trends such as AI-generated content, personalised marketing, and interactive content are shaping the way businesses engage their audience. Staying informed about these trends will help businesses adapt their strategies and stay competitive in the digital landscape.

Consider leveraging AI tools for content creation, but ensure that human oversight is maintained to preserve authenticity and brand consistency. Personalisation, based on user behaviour and preferences, will become more prevalent, offering tailored experiences that resonate with individual needs.

Taking the First Step

If you’re unsure where to begin, the best course of action is simple: start. Outline your goals, conduct research, and create a basic plan that you can build upon over time. Engaging in proper content strategy planning will lay a strong foundation for your efforts.

Empower yourself with knowledge, seek feedback from your audience, and stay flexible in your approach. By focusing on creating valuable, relevant content that serves your audience, you will set the stage for long-term success.

Wide angle view of a workspace with a to-do list and coffee cup for planning content strategy.

By following these guidelines and building a strong content strategy, your business can thrive in today’s competitive online environment. Embrace the challenge, and start developing a strategy that will engage and grow your audience effectively.