How to Create a Content Strategy

A content strategy is a plan of action that helps you develop, manage and measure your marketing efforts in the most effective way possible.

The “content strategy template” is a document that can be used to create a content strategy. The document includes the following sections: who you’re targeting, what your goals are, and how you’ll measure success.

A well-thought-out content strategy is a sure-fire approach to get a competitive edge. There’s a lot of stuff out there that’s written without thought, and this method won’t help you succeed.

For example, relying on “finger in the air” blog material will not help you develop content that gets you the outcomes you want. One of the biggest reasons why marketers that don’t get a return on their content marketing investments abandon up and cease devoting resources is because of this.

Content, on the other hand, might be quite profitable for your company. “The Content Marketing Institute’s digital content marketing numbers reveal that 72 percent of marketers think content has enhanced the quantity of leads they produce,” according to the institute.

You want to generate various sorts of content that captures customers at the correct phase of the sales funnel when you’re establishing a great content strategy. You’ll discover that certain sorts of content, from top-of-the-funnel to bottom-of-the-funnel, can generate prospective clients who you can guide down the sales funnel.

We’ll teach you how to create a content strategy that will set you up for success and provide you a clear path for developing and releasing material that will yield quantifiable results in this guide.

We’ll look at the following points in particular:

Use our content plan template to keep track of any notes or insights as you go through the tutorial. 

When putting up a content strategy, you must know the difference between strategy and tactics. Consider the following scenario: 

Goals are what you wish to accomplish. Your strategy for achieving this aim. Tactics: How will you carry out this strategy?

You will find it difficult to build a plan template if you have not stated your objectives. And how can you map out what you need to do to accomplish it if you don’t have a plan?

You must understand where you are now, where you want to go, and how you want to get there.

“If you don’t know where you’re going, don’t complain about where you wind up,” Kevin Gibbons of Re: signal has previously said regarding the significance of having a strategy-first approach.

In terms of content marketing, a content strategy template may assist you in determining what material you need to develop and justifying why you need to create it.

You must design a content marketing strategy, evaluate it on a regular basis and make changes as appropriate, and understand how your content marketing strategy will help your company achieve its objectives. 

A well-thought-out content strategy enables you to:

  • Create a content calendar based on the possibilities you’ve discovered.

  • Keep an eye on what your rivals are doing so you can come up with a superior solution.

  • Maintain your emphasis on continuously producing material that is in line with your objectives.

  • To get your content in front of your audience, choose the correct formats and distribution methods.

  • Know who your target audience is and what kind of material they like to read.

The approach of content marketing does not exist in a vacuum. When used correctly, a solid content strategy template may assist you in:

  • Increase your organic search traffic by ranking higher in the SERPs for your desired phrases.

  • Integrate your social media strategy and increase interaction across all of your social media platforms.

  • Establish yourself as specialists and thought-leaders in your field.

  • Convert visitors to purchasers on your website.

You can’t ignore the impact of content marketing if you want to flourish online.

Make Content That Is SEO-Friendly

utilizing the SEO Content Template from Webinomy

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Creating a content plan is the first step toward success, but figuring out where to start is frequently the most difficult aspect.

We’ve put up an eight-step template structure that you may use as a starting point to assist you. As you move through the framework, you may use the content strategy template to keep track of your discoveries.

Setting objectives and KPIs is the first step. You don’t have a plan if you haven’t decided on your objectives. But, what objectives should you establish for your content?

To some extent, this is dependent on your overall marketing objectives, but it could include things like:

  • Increase the amount of traffic.
  • Conversions will rise as a result of your efforts. 
  • Reduce your cost-per-acquisition by focusing on a ready-to-buy demographic.
  • Obtain backlinks that are thematically relevant.
  • Increase your social media engagement.
  • Boost brand awareness or market share

The truth is that you must first consider your objectives and key performance indicators (KPIs) before deciding on a plan. You’ll be working blind if you don’t.

While we can certainly advise you on the objectives that content marketers often establish, you must ensure that you are implementing strategies that are relevant to your company. 

Determine your definition of success and use it to define your objectives and KPIs. Then double-check that they’re S.M.A.R.T. Do you have any idea what it means? It’s a method of defining objectives that ensures they’re clear and attainable. Your objectives should be:

  • Particulars (Goals should be clear and precise to allow a definite focus on what needs to be achieved)
  • Measurable (To know when you’ve accomplished a goal, you must be able to track its development.)
  • Attainable (Your goals should be reasonable, yet tough enough to keep you motivated.)
  • Goals must be related to your overall company goals and make sense when attained.
  • Time-bound (To retain concentration, you should always specify a deadline for objectives to be assessed against.)

Goals help you concentrate everyone’s efforts and serve as the foundation for your plan. 

To successfully create content that people want to consume, you must first understand who you are producing for. Creating buyer personas is an efficient approach to do this. 

According to Natalia Zhukova, who wrote the above-mentioned guide:

Even established firms, much alone newcomers that are just getting started with their go-to-market strategy, must redefine their target from time to time.

It shows in your results when you take the effort to understand your audience and develop material that they are actively seeking.

According to a research by NetProspex, creating purchasing personas raised the number of pageviews per visit by 100 percent, the length of site visits by 900 percent, and the ROI by 171 percent.


Ideally, you’ll construct numerous personas that correspond to the various target markets for your company, creating a profile for each (complete with a fake name and avatar) across platforms like:

  • Demographics of the persona (age, gender, annual income, location, family status, level of education, etc.)
  • Status in the workplace (job title and level, industry and responsibilities)
  • Psychographics are the characteristics of people (personal and professional goals, beliefs, and values)
  • Irrational/rational worries, pain areas, and obstacles (personal and professional issues and barriers to overcome)
  • Influences and information sources (where they consume material online and offline, who they admire and follow as influencers and thought leaders, and what events they attend)
  • The importance of purchasing procedures in the decision-making process, the lifespan cycle, and buy blockages

After completing this task, you should have a variety of personalities and a good understanding of who these people are. 

You can use our buyer persona template to assist you out. Fill it out before feeding it into your strategy and utilizing it to guide the content you’ll be writing. 

Once you’ve gathered the information you need about your audience and established objectives and KPIs for your content strategy, it’s time to conduct a content audit to dig deeper into your site’s existing content performance.

Many marketers make the mistake of assuming that developing new content is the first step. However, virtually all websites may benefit from improving current content as a first step. 

Take a look at it this way…

Every piece of content on your website should have a purpose. After all, why is it that a page exists if it isn’t providing a purpose?

A content audit may help you understand how each page is presently doing and suggest potential for immediate wins. And believe us when we say that fast victories are always a good place to start when putting your approach into action. 

The Webinomy Content Audit Tool may help you develop a picture of your site’s content inventory and provide you with the data you need to support your strategy and make key choices. The tool may be used to assess your site’s current content using data from various sources, such as your XML sitemap, and provide a list of URLs and related metrics.

You have the option of auditing your whole domain or subfolders:


Following a content audit, you should have an easy-to-understand content inventory that provides you with the data you need on traffic, backlinks, social shares, and other metrics so you can take action.


Consider the audit phase to be the collection of your data into a basic format, followed by the use of that data to prioritize your tasks. If you don’t take the time to do this audit, you’ll probably rush into creating new content too fast and miss out on possibilities to make the material you currently have work harder. 

So, now that you’ve completed a content audit and have the data you need to inform your plan, it’s time to figure out where to begin. 

You’re going to look over each and every page on your website (yeah, really… if you don’t, you won’t see the larger picture). If you’re working on a big site, you can always do this in portions) and give one of four actions to each page URL:

The key to recognizing and utilizing possibilities is to adopt this basic but effective methodology for translating an audit into action. 

But let’s go a bit more into what each status entails and how to arrive at this conclusion.

  • Keep (Content that performs well, generates monthly traffic, and has earned backlinks)

  • Enhance (Content that is not performing but could be working harder if it was improved or optimized)

  • Remove the item (Content that is not currently performing and does not warrant being improved)

The good news is that you can set up the content audit tool to categorize your site’s pages into various buckets depending on your own criteria:


You should have a list of tasks to make these pages work harder once you’ve assessed your site’s present content.

When it comes to enhancing each page, though, you must first understand why the ones that aren’t doing well are in this category.

It’s possible that:

  • Your page does not go deeply enough into a subject to get a high ranking.
  • Your page’s purpose is incorrect. (For additional information, read our guide to determining search intent.)
  • In comparison to the competition, your page does not have enough backlinks.
  • You’re not focusing on the proper keywords (or are targeting keywords that you do not have sufficient authority to rank for)

When it comes to optimizing the content, a good place to start is to run your pages through our SEO Writing Assistant to help you concentrate your efforts on enhancing each one efficiently:


While enhancing your site’s current content should be an important part of your content strategy, it will only go you so far.

Sure, some sites will have more opportunity to optimize existing pages than others, but every approach must effectively balance existing content optimization with the creation of new pages and articles. As a result, as part of your strategy, you must map out possibilities.

This may be accomplished by spotting keyword gaps. Keyword gaps are search queries that your main rivals rank for but that you aren’t targeting right now.

Do you need assistance figuring out where your keyword gaps are? To assist you, use the Webinomy Keyword Gap Tool.

You may evaluate the keywords that your rivals are visible for but that you are not targeting (filter by the’missing’ tab) by entering your domain and up to four competitors.


This is a wonderful place to start if you want to develop a plan that bridges the gap between you and your competition. It also helps you to discover chances that you may have overlooked earlier. You should, however, take a step further and depend on more than simply what your rivals are doing. After all, they might have squandered chances as well.

To create a comprehensive content strategy and editorial schedule, we suggest utilizing the Keyword Magic Tool to uncover more keywords to target.


To discover more about how to accomplish this and identify new prospects, see our SEO Keyword Research Guide for 2020.

Finally, reviewing your keyword performance may provide a wealth of information. Open up the ‘positions’ tab in the Organic Research Tool.

Here you’ll discover a list of all the keywords for which your site is now visible. We propose screening for positions 6–20, since this reveals keywords that are on the verge of being placed in the top 5.


You may compare the keywords you’re visible for to the page that’s ranking, searching for ones that don’t closely fit the website’s purpose or content.


By developing highly relevant material and including prominent internal connections from the source page, you might identify possibilities to target certain search phrases. 

After you’ve determined your new content’s keywords and subjects, you’ll need to devote some time to carefully planning these pieces. It’s common for material to be produced and authored by several persons. A strong plan is a good technique to communicate a piece’s requirements to a copywriter so that they may refer to it throughout production.

And it all boils down to two factors:

  • Understanding and analyzing search intent
  • Creating content frameworks for copywriters to follow

To produce a piece that competes, you must first understand the goal of the material that is currently ranking. This might be as simple as looking at the sites that rank in the top ten for your major keywords.

Go to Google and type your principal term into the search box. What are the goals of the pages that are being ranked? These may include:

  • Transactional
  • Informational
  • Navigational

For example, if a searcher is looking for information, ranking an eCommerce category would be difficult. Similarly, if a searcher’s aim is transactional, you won’t need to write that 5,000-word guide you’ve been pondering.

Looking for another example from the real world? Let’s take a look at the results of a search for “financial internships.”

Each month, this keyword is searched for 6,600 times. It’s easy to see why you’d want to target this term.


Now we’ll look at the SERPs to see what’s currently ranked:


Because the objective of a searcher entering this phrase is to locate an internship, you’ll need a list of active internships that can be applied for, not a guide that explains the procedure, if you want to rank for it.

Make sure to research the purpose of the keywords you’ll be using in your content so you can use that knowledge to guide the style and kind of page you build. 

It’s usually beneficial to be able to give a framework for every piece of content you need a copywriter to develop so that they have the necessary insights into topics like:

  • Your main keyword is (s)
  • Secondary search terms
  • Word length that is ideal
  • Include the following terms in the title and meta description

You may use the Webinomy SEO Material Template to create frameworks that your copywriters can utilize to create optimized, rank-ready content fast and efficiently.


It’s doubtful that your efforts will be a roaring success unless you advertise your material. Despite what some may believe, very few organizations can create content and expect it to perform well without making an effort to spread and amplify it.

According to the 80/20 Pareto Principle, you should spend 20% of your time creating content and 80% of your time promoting it.

It may seem absurd, yet it works.

How can you expect people to act on your material if they are unaware of it? How will you get people to read your articles? It’s as easy as that; you won’t. Or at least not for the time being.

You may market your material in a variety of methods, but you should plan out your distribution strategy as part of your overall strategy.

The following are some popular and successful strategies to share and market your content:

  • Social media syndication
  • Collaborating with influencers is a great way to get your message out there.
  • Using sponsored social media advertisements
  • Incorporate it into your email newsletter
  • Email marketing
  • Reddit, for example, is a great place to share.

Check out our guide on content marketing tricks and expert advice to get a ton of ideas for promoting your next post. 

In this article, we asked numerous industry professionals the crucial question:

Is there a chance that unique material may self-promote? Why?

Take a look at the guide to see the answers for yourself, but the consensus is that if you want to get the greatest results, you’ll need to put in the work to promote each element. 

You began by identifying objectives for your content strategy, and now you’ll finish by laying out precisely how you’ll assess the success of each article you post.

Now, as long as you establish S.M.A.R.T. goals, you should have a clear sense of how you’ll assess the success of your content, although this will usually be tied to the objectives you set.

Setting weekly intervals to monitor performance, continually evaluating back against the objectives you established, and tracking progress against the time-bound metric you put in place is something we advocate.

Did you set a six-month objective of tripling organic traffic?

You should evaluate the metrics connected to this on a weekly basis (for example, organic hits, impressions, and ranking positions) and illustrate where things stand currently in comparison to both the benchmark point and your final aim. A weekly performance check-in also allows you to make modifications to your plan if necessary, depending on the outcomes you’re witnessing. 

It’s all about laying strong foundations when it comes to creating a successful content strategy. Your efforts will be in vain if you don’t have it. Take your time to perfect your plan, but don’t feel compelled to do so every time.

Follow our established template structure, fill out the content strategy template, and you’ll find that building a content strategy may be built on a tried-and-true technique that consistently produces results.

Make Content That Is SEO-Friendly

utilizing the SEO Content Template from Webinomy

ADS illustration

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A “content strategy example” is a document that outlines the different types of content, how often it should be published, and what formats are required. The document also includes a timeline for when the content will be released.

Frequently Asked Questions

How do you create a content strategy?

A: A content strategy is the planning and design of a companys publishing, media, marketing or communications activities.

What is a good content strategy?

A: A content strategy is a set of policies that promote specific goals. These can be implemented by any company, large or small, as long as they provide incentives for employees to create and share original work with potential customers. Content strategies also help companies develop their brand image and improve their customer retention rate.

What is included in a content strategy?

A: A content strategy is a plan for creating and distributing digital content. It includes the selection of topics, audience profiles, budgets, timelines and other considerations that are unique to your organizations goals.

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