Content Strategy 101: How to Build Your Content Strategy in 4 Steps

Content Strategy 101 is all about creating the right content to achieve your business goals.

As a growth marketer with over a decade of experience, I've seen firsthand how a well-planned content strategy can transform a company's trajectory.

Whether you're a startup founder or a seasoned marketer, this guide will provide a clear framework to get your content working for you.
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In this article, you will learn:

• The core elements of a successful content strategy
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• How to laser-focus your content on your ideal audience
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• 3 insights sources to generate actionable content ideas
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• The 4 ingredients to create great content that resonates
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• How to distribute your content at 5 levels of commitment for maximum impact

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What is a Content Marketing Strategy (And Why Do You Need One?)

A content marketing strategy is your roadmap for using content to achieve your business goals. It's your blueprint for attracting leads, building authority, and ultimately driving sales.

But Why Does it Matter?

A strategic approach to content helps you:

• Educate your audience: Solve their problems with informative, valuable content.
• Become a trusted authority: Establish yourself as the go-to expert in your field.
• Drive demand: Create content that sparks interest in your solutions.
• Move buyers along: Guide prospects through each stage of their decision-making.
• Boost conversions: Address potential objections and make closing deals easier.

When executed thoughtfully, content becomes a powerful tool for growth. However, many companies stumble by taking shortcuts or focusing on the wrong tactics.

Common Content Strategy Missteps

• Blindly copying competitors: Your content needs a unique angle to stand out.
• Internal brainstorming without insights: Base your content on data, not just gut feelings.
• Treating content as an afterthought: Content deserves strategic planning, not just random posts.
• Relying solely on AI-generated content: This can erode trust and lack nuance.

These approaches lead to bad content that fails to deliver the results you want.

Avoid these pitfalls by learning from successful B2B content marketing examples and adapting their strategies to your unique needs.

A Strategic Approach is Key

Content strategy is about intentionality. It involves understanding your audience, crafting content with purpose, and aligning it with every stage of the buyer's journey.
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The 4-Step Framework for Building a Content Strategy

You've seen common content mistakes – now let's get down to the business of building a strategy that works.

This 4-step framework will guide you from start to finish, ensuring your content has a clear purpose and delivers results.

Here's what we'll cover:

• Step 1: Know Your Audience Deeply
• Step 2: Find Your Insights & Unique Angle
• Step 3: Create Effective Content That Resonates
• Step 4: Distribute Strategically

Ready to take action?

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Step 1: Know Your Audience Deeply

Content isn't just about what you create, it's about who you create it for. Understanding your ideal customer's buying journey is essential to delivering the right content at the right time.

Your Content as a Sales & Marketing Powerhouse

Think of content as fuel for your sales and marketing engine. It supports attracting leads, nurturing them, and closing deals. Here's why you need to understand the buyer's journey:

• Be Where They Are: Meet your audience at each stage of their decision-making.
• Solve the Right Problems: Address their needs as they evolve throughout the journey. Understanding where your audience is in their journey will also help you decide whether to focus on demand creation or demand capture strategies.
• Build Trust: Establish yourself as a reliable guide, not just a salesperson.

Mapping the Buyer's Journey

While you can't control a buyer's individual path, you can:

• Analyze and Map: Identify the typical stages buyers go through.
• Pinpoint Triggers: Understand what prompts movement from one stage to the next.
• Provide Targeted Content: Deliver content tailored to each stage's unique needs.

Content for Every Touchpoint

Here are a few examples of aligning content with each stage of the journey:

• Problem Awareness: Educative video
• Seeking Solutions: Case study demonstrating your success
• Evaluating Risks: Comprehensive guide addressing concerns
• Pricing Questions: Clear pricing grid
• Features Questions: Features overview
• Ready to Act: Simple action plan as the next step

The Power of Strong Content

Done right, content is a competitive weapon. Companies like Doola or Deel demonstrate how addressing every aspect of the buyer's journey establishes immense trust and leads to more closed deals.

Dig Deeper into Audience Research

To gain maximum insight, you need thorough audience research:

• Who they are
• What drives them
• How they buy

Save my B2B Audience Research Cheat Sheet for a step-by-step approach if you want to dig deeper:

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Step 2: Find Your Insights & Unique Angle

Forget the copycat tactics and AI shortcuts. To create a content strategy truly impactful, you need insights that set you apart in your industry.

Why the "Same as Everyone Else" Approach Fails

• Blending In: You become just another voice in the noise, not a trusted advisor.
• No Competitive Edge: Generic content won't win you deals.
• Dulls Your Brand: You lose the chance to showcase your unique expertise.

The Power of Insights-Driven Content

• Solve Real Problems: Connect with your audience by addressing their specific challenges.
• Establish Authority: Demonstrate a deep understanding of your field.
• Stand Out: Deliver a perspective only your brand can offer.

3 Sources of Insights I Use to Generate Content Ideas

1. Experimentation
   • Analyze your own operations: sales data, customer support inquiries, product feedback.
   • Look for patterns: recurring questions, untapped opportunities, etc.

2. Conversations
   • Talk to people important for your business. Interview customers, partners, thought leaders.
   • Uncover their pain points, aspirations, and industry trends.

3. Desk Research
   • Analyze competitor content, industry reports, public data.
   • Spot gaps in information or fresh angles to explore

This approach ensures you'll never run out of content ideas.

More importantly, these insights help you create content that addresses your audience's most pressing needs and positions you as the go-to expert.

Action Step: Think of one question your audience struggles with. Which of these 3 insight sources could help you uncover a unique answer that no competitor addresses?
That's the kind of insight that fuels a powerful piece of content.

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Step 3: The Recipe for Effective Content

Insights are powerful ingredients, but they need the right approach to become content that delivers. Think of these as your essential ingredients:

• Strategy: Define your content's purpose and goals.
• Analyze Insights: Select and interpret the insights that support your content's message.
• Copywriting: Choose words that resonate with your audience. Be clear, concise, and compelling.
• Formatting: Present your information in a way that's easy to understand and visually engaging.

It's Not Always a Recipe...

Sometimes, the content creation process might feel less like a step-by-step recipe and more like a delicious experiment! You might start with a great format idea, or an insight might spark a writing frenzy. That's OK – as long as you ground your choices in strategy.

If you remember only one process, make it this:
Strategize → Mine and Analyze Insights → Write → Format

Now, let's break down each ingredient

Ingredient 1: Strategy

Don't start writing until you know exactly how your content will be used – otherwise, your efforts might be wasted!

Answer these key questions:

• Who are you trying to reach with this content?
• What's your main message or goal for this piece?
• What action do you want the reader to take?
• Where will this content be distributed?
• At what stage of the buyer's journey will this content be most effective?
• Is this best as a blog post, video, infographic, etc.?
• How will you measure if this content has been successful?

This list helps ensure you've considered all the essential questions. New content creators might benefit from printing this out as a reminder, while experienced marketers will internalize this process over time.

Ingredient 2: Analyze Insights

Once you know your content's objective, it's time to translate your insights into something compelling. Go back to your insights list and select those most relevant to your purpose.

• Angles of Approach: Consider different ways to present your insights:some text
  • Storytelling: Use a real-life example that illustrates your point.
  • Rigorous Analysis: Break down complex data clearly.
  • Educate: Explain "the how" behind an insight or solution.
  • Inspire: Discuss "the why" to spark deeper understanding.
  • Opinion: Offer your take on an insight or fact.
  • Entertain: Inject humor when appropriate to your brand.

Let's say your insight is: "I got a 70% conversion rate on a landing page thanks to warm audience targeting."

You could turn this into:

• Story: How you discovered the power of warm audiences.
• How-to Guide: Strategies to get a 70% conversion rate with warm audiences. 
• Opinion Piece: Why focusing on warm audiences pays off.

For instance, in this post, I focused on the 'how' – sharing actionable steps based on my insight.

There are many ways to package your insights! Choose the approach that best serves your strategic goal.

💡 Tip: For a snack content (social posts, short videos) stick to one insight for maximum impact. Longer types of content (guides, newsletters) can incorporate multiple insights around a central theme.

Ingredient 3: Copywriting

Think of your words as the key to connecting with your audience.

• Clarity & Impact: Write in a way your target audience understands. Stay focused on your key message.

• Follow these 15 rules: Make your copy stand out by following these 15 copywriting rules

Check at my additional copywriting resources to help you craft amazing content:

• 15 Copywriting Rules (67,032 views)
  
  
• B2B Copywriter Cheat Sheet (63,530 views)
  
  

Ingredient 4: Formatting

Formatting isn't just about making things look nice – it's about delivering your message effectively. Think of it as the art of presentation!

Keep these guidelines in mind when choosing your content formats:

• Choose diverse formats that align with your content's purpose and audience needs. For instance, blog posts offer an excellent format for in-depth discussions and thought leadership, and a well-crafted B2B blog strategy can significantly enhance your content's impact.
• Adapt the length and complexity of your content to different stages of the buyer's journey. For the early stages, keep things short and easy to digest.
• Repurpose an existing content (e.g. a case study) into bite-sized tips, or transform a successful blog post into a video script.
• Sometimes starting with short content lets you gather market feedback before creating a long-form piece. (This is a strategy I use myself!)
• Maintain a consistent visual identity across all your content to strengthen brand recognition.
• Invest in professional design and video editing help if visuals are core to your strategy.

Pro Tip: Complex information often benefits from visuals or video explanations for maximum clarity!

With a strong grasp of strategy, insightful analysis, compelling copywriting, and thoughtful formatting, you have the tools to create content that stands out and drives results.

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Step 4: Distribute Content Strategically

Your ultimate goal is to get your amazing content in front of the right people and right when they need it.

Successful content distribution means understanding how your audience interacts with your brand over time.

Your audience won't consume everything at once. They'll start with "snack-sized" content, then move on to longer, more in-depth pieces as their interest grows.

The Buyer's Journey & Your Content

Think of your content like a guide for your prospects. The average B2B sales cycle can take months, with some products having even longer timelines.

Your content should unfold alongside this journey, building trust and demonstrating value at each stage.

The framework to follow:
Analyze the customer buying journey → Map the touchpoints with your brand→ Create at least one piece of content specifically tailored to each touchpoint

Understanding this framework is the foundation of a strategic content distribution plan.

To learn more about distribution tactics, explore this comprehensive guide on crafting your B2B content distribution strategy.

The 5 Levels of Content Commitment

"Level of commitment" refers to how interested and invested a prospect is in your brand and solutions.

Let's break down how to deliver content that aligns with each stage of the buyer's journey:

1. Snacks 🔵 : Attract & Engage

• ‍Format: Short videos(Tiktoks, YouTube shorts, Instagram reels), LinkedIn posts, infographics, etc.‍
• Goal: Spark curiosity and generate initial interest.‍
• Call to Action: Soft and inviting (learn more, get a free resource, etc.)

2. Short-Form 🟢: Nurture Interest

• Format: Newsletters, short blog content, short YouTube videos, "About Us" page
• ‍Goal: Build trust by providing value and addressing pain points.

3. Long-Form 🟡: Educate & Inform

• ‍Format: In-depth guides, whitepapers, generic case studies‍
• Goal: Establish yourself as the authority in your field.

4. Intent-Based 🟠: Convert Interest into Action

• ‍Format: High-intent blogs, comparison pages, detailed case studies, long videos, pricing info‍
• Goal: Help prospects in the decision-making process, turn them into a revenue pipeline.

5. Personalized 🔴: Close High-Value Deals

• ‍Format: Tailored presentations, on-demand case studies (for high-tickets), consultations. dedicated event, tailored action plan‍
• Goal: Provide the ultimate customization to secure the deal.

To further refine and structure your content distribution across these five levels of commitment, consider exploring my advanced content marketing frameworks, which provide in-depth guidance on mapping your content to each stage of the buyer's journey.

Pro Tip: Analyze & Adapt
Your buyer's journey and content needs aren't static. Regularly analyze your results to fine-tune your distribution strategy and ensure continued success.
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My Content Tactics & Best Practices

You've nailed the 4 steps of the content marketing strategy I use every day. Now, it's time to explore tactics designed to amplify the impact of your content.

Developing a Powerful Brand Voice

• Be Consistent: Use similar language and tone across every piece of content.
• Be Authentic: Let your company's personality shine through.
• Know Your Audience: Tailor your voice to resonate with them.

Measuring Content Success

• Define Your Metrics: Choose KPIs based on your goals (traffic, leads, shares, etc.)
• Use Analytics Tools: Track performance and uncover areas for improvement.
• Adapt & Refine: Don't be afraid to adjust content based on what the data tells you.

Pro Tip: Before you start measuring the success of your new content, consider conducting a content audit to establish a baseline for your current performance and identify areas for improvement.

Repurposing Content for Maximum Reach

• Get Creative: Turn blog posts into videos, infographics into social posts, etc.
• Maximize Resources: Extend the lifespan of your high-performing content.
• Reach New Audiences: Distribute repurposed content on different platforms.

Don't Mistake Messaging Strategy and Content Strategy

It's important to understand the difference between messaging strategy and content strategy:

• Messaging Strategy: The core value propositions and narratives that define your brand. Want to nail this? See my in-depth guide to B2B Messaging Frameworks.
• Content Strategy: How you leverage content to deliver your messaging and achieve your goals.

Use a Cross-Channel Plan

Tailor content formats for different channels, but avoid creating isolated strategies for each one. A cohesive, cross-channel plan ensures a consistent brand experience across all touchpoints.

Use a content calendar

A well-organized content calendar helps you plan, track deadlines, and maintain consistency. It's your secret weapon for maximizing your content strategy's impact!
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The Bottom Line

You now have a proven framework for creating good content that drives results.

Remember, consistency and thoughtful strategy are essential. Analyze your results along the way, and don't be afraid to experiment with various types of content.
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Ready to improve your content strategy?

My B2B Content Marketing Course offers a deep dive into solving your most pressing content and growth challenges.

This isn't about theory – it's about giving you the tools to build an entire content machine that fuels your business goals. Learn more and enroll today.