Content Strategy Examples

A content strategy is a strategic approach to creating, managing, and distributing content. It involves planning and executing a content creation, distribution, and optimization roadmap. A content strategy provides a framework to create valuable and purposeful content by focusing on the audience's needs.

If you’re reading this, you are likely involved with content creation. This article aims to round out your knowledge of a content strategy through examples so you can take a more strategic role within your organization.

Content Quality

A content strategy may fall under the purview of marketing (namely, content marketing) or be elevated to a wide-spanning corporate role. While the approaches to content and content strategy will differ for B2C marketers and B2B marketers, a baseline understanding of what we mean when discussing content strategy is industry-agnostic.

What is Content?

Before we dive into content strategy, it’s worth noting that the meaning of content is elusive. Content is anything related to awareness and education and might take the form of technical white papers, in-depth blog posts, TikTok videos, infographics, or even newsletters.

“Content” is a single word loaded with different connotations and meanings depending on context. In the realm of content marketing, content encompasses four core elements:

1. Information – What are the actual contents of your message? It can be factual, practical, entertaining, or some combination.
2. Context – What should the content help you and the reader accomplish? Who is the target audience for this content? Why is it being published?
3. Medium – What channel are you publishing the content on, and how does that influence the overall message?
4. Format – Is the content text, graphic, audio, video, interactive, virtual/augmented reality, etc.?

Content is relevant information in a given context and has a form shaped by the medium through which it’s transmitted. Many definitions of content focus too much on the information, not the rest of the elements. Information without context is just noise. Information not presented with the form and medium in mind risks being lost on the recipient.

As a content strategist, it’s your responsibility to understand the larger goals you’re contributing to and why. The right content for the wrong purpose will not drive consistent results.

According to a report, 84% of people self-educate before contacting sales. Content is vital in providing that education. Optimized correctly, great content can attract potential customers without relying on traditional “push” digital marketing techniques.

Effective content pulls people through the sales funnel as it helps them learn something new, solve their problems, do better work, and ultimately find the solutions they need. But to propel prospects forward, you need to show expertise and awareness by addressing all the questions your target audience might have. And that is a mighty big challenge for many content teams.

What is Content Strategy?

A content strategy is an organization-wide approach to content creation. It shouldn’t live in isolation, buried in marketing. It’s dictated by organizational goals, objectives, and resources. The right content for the wrong purpose won’t drive consistent results. Further, a strategy should incorporate a service level agreement (SLA) across departments. You need buy-in from different groups and subject matter experts across the organization to succeed.

Every other facet of a content strategy – your content audit, ideation, content governance, content plan, content production, editorial calendar, etc. – starts once you have a clear idea of how content will solve your business objectives. Sample business goals might be to:

• Increase Brand Awareness
• Lower the cost of customer acquisition
• Reduce Customer Churn
• Increase velocity through the sales funnel
• Reduce questions for your support team
• Reduce friction with peripheral members of a buying group

Content strategy is the ongoing process of translating business objectives and goals into a plan that primarily uses content to achieve those goals.

Once you’ve established your core objectives, the “how” of your content strategy is honed by asking simple yet vital questions:

• What do you want your content to accomplish in pursuit of business goals?
• How will content be measured?
• What content type is best suited to produce?
• Do certain target audiences require a content type?
• What does a content audit of your site say about the existing content you have and your gaps?
• How will you source content ideas?
• How will you ensure you have a documented strategy and governance?
• How will you distribute content?

Content marketing must align with your broader brand strategy, marketing goals, and business objectives. For that, you’ll want to develop a roadmap.

Content Strategy Deliverables

Since your content strategy is a blueprint for execution that can be handed to content creators, you will want to include information that addresses the following. Use as much detail as necessary to ensure the creation of good-quality content. Some of these content strategy deliverables include:

• Brand Voice
• Product Messaging
• Persona (Audience)
• Competitive Analysis
• Ideation Process
• Content Cadence / Content Calendar
• Content Distribution / (Content Promotion Plan)
• Benchmarks – Goals
• Styleguide
• Operations Process
• Recommended Content Types (based on performance metrics)
• Subject Matter Experts (SMEs) and Influencers
• Keyword Research

Your deliverables may become more granular as you develop strategies to address different business goals.

What Do Content Strategists Do?

Content strategists are the masterminds behind an organization’s content creation, ensuring it’s useful, usable, and aligns with business goals. They plan, oversee, and optimize the entire content lifecycle, from crafting content that resonates with the target audience to choosing the best distribution channels.

Why is Content Strategy Important?

Content strategy is important because it ensures content is created to support business goals. By creating one, you effectively understand what you’ll create and project outcomes across your company. This helps keep you and all the stakeholders focused.

Content Strategy Examples

Let's look at these ideas in the real world.

Content Strategy for an E-Commerce Company

Goal: Increase online sales and brand awareness.

Content Types:

• Product Descriptions: Detailed, SEO-optimized descriptions for each product.
• Blog Posts: Articles on product uses, benefits, and industry trends.
• Customer Reviews and Testimonials: Encouraging customers to leave reviews.
• Social Media Content: Engaging posts on platforms like Instagram, Pinterest, and Facebook showcasing products in use.
• Email Newsletters: Regular updates on new products, promotions, and personalized recommendations.
• Video Content: Tutorials, unboxings, and customer stories.

Execution:

1. Content Calendar: Plan blog posts, social media updates, and email newsletters around product launches and seasonal trends.
2. SEO Optimization: Conduct keyword research to identify high-traffic terms related to your products.
3. User-Generated Content: Encourage customers to share photos and videos using your products.
4. Influencer Collaborations: Partner with influencers to reach a broader audience.
5. Analytics: Track performance using tools like Google Analytics to refine strategies.

Content Strategy for a SaaS Company

Goal: Generate leads and increase customer retention.

Content Types:

• Case Studies: Detailed accounts of how customers have benefited from your software.
• White Papers: In-depth reports on industry challenges and solutions your software provides.
• Blog Posts: Tips, tutorials, and insights on using your software effectively.
• Webinars: Live sessions demonstrating features and use cases.
• Email Drip Campaigns: Automated sequences for onboarding, nurturing leads, and retaining customers.
• Video Tutorials: Step-by-step guides on using different features of your software.

Execution:

1. Content Calendar: Schedule regular blog posts, webinars, and email campaigns.
2. SEO Optimization: Focus on long-tail keywords and technical SEO to attract organic traffic.
3. Customer Success Stories: Showcase how different industries use your software.
4. Thought Leadership: Publish white papers and articles that establish your company as an industry leader.
5. Analytics: Use metrics like conversion rates, customer engagement, and churn rates to measure success and adjust strategies.

Content Strategy for a Professional Services Company

Goal: Establish authority and generate qualified leads.

Content Types:

• Thought Leadership Articles: In-depth articles on industry trends and insights.
• Case Studies: Examples of successful client projects and their outcomes.
• Client Testimonials: Quotes and videos from satisfied clients.
• LinkedIn Articles: Professional insights and advice published on LinkedIn.
• White Papers: Comprehensive reports on industry-specific challenges and solutions.
• Newsletters: Regular updates on industry news, company updates, and insights.

Execution:

1. Content Calendar: Plan thought leadership articles, client success stories, and newsletters.
2. SEO Optimization: Optimize content for industry-specific keywords to improve search visibility.
3. Networking: Share content on LinkedIn and other professional networks to reach a wider audience.
4. Client Collaboration: Feature client testimonials and case studies prominently on your website.
5. Analytics: Track metrics such as website traffic, lead generation, and client inquiries to gauge content effectiveness.

Building a Content Strategy

Now that you understand what content strategy is and what it needs to accomplish, here are the steps to build a solid content strategy:

1. Define Goals

Clearly define your goals. Think about why you want to create content and its purpose. Examples include increasing brand awareness, generating leads, improving customer retention, and boosting sales.

2. Conduct Audience Research

Understand your audience’s age group, income bracket, interests, career, and goals. Tailor your content to meet their needs and preferences.

3. Execute Competitor Analysis

Identify your competitors, analyze their marketing efforts, and determine how to differentiate your content to provide more value.

4. Perform Keyword Research

Use tools like Google Keyword Planner, Ahrefs, or SEMrush to find high-value keywords that align with your content goals.

5. Map Out Content Ideas, Pillars, and Clusters

Organize your topics into clusters with pillar pages that link to related content. This structure helps with SEO and provides a comprehensive resource for your audience.

6. Set Up Your Content Calendar

Plan your content schedule, considering seasonality, product releases, and campaigns. Use tools like Asana, Trello, or CoSchedule to stay organized.

7. Delegate Content Production

Assign content creation to writers, designers, and video producers. Ensure they have clear briefs and guidelines.

8. Optimize Content for SEO

Focus on title length, meta descriptions, internal linking, image optimization, and readability. Ensure your content is optimized for search engines and user experience.

9. Distribute Content

Promote your content on social media, email newsletters, and other channels where your audience is active. Use a mix of organic and paid strategies.

10. Measure Results

Track your content’s performance using tools like Google Analytics, Ahrefs, and SEMrush. Analyze metrics such as traffic, engagement, conversions, and ROI.

11. Iterate and Improve

Use the insights from your analytics to refine and improve your content strategy. Continuously adapt to changes in your industry and audience preferences.

By following these steps and incorporating real-world examples, you can create a comprehensive content strategy that drives results for your business. Whether you’re an e-commerce company, a SaaS provider, or a professional services firm, a well-crafted content strategy is essential for achieving your goals and staying ahead of the competition.