Building a Content Marketing
Strategy from Scratch

In today’s digital landscape, having a well-crafted content marketing strategy is essential for businesses looking to attract and engage their target audience. A content marketing strategy serves as a roadmap, guiding your efforts to create and distribute content that resonates with your customers and supports your business goals.

In this comprehensive guide, we will walk you through the process of building a content marketing strategy from scratch. Whether you are a beginner or have some experience in content marketing, this guide will provide you with valuable insights and actionable steps to create an effective strategy for your business.

What is a Content Marketing Strategy?

Before diving into the details of building a content marketing strategy, let’s first define what it is. A content marketing strategy is a document that outlines how you plan to attract and engage your target customers through content. It involves understanding your audience, setting clear goals and objectives, and devising a plan to create and distribute content that aligns with your business goals.

Let’s take it a step further: a content marketing strategy also takes into account the buyer’s journey, and if done correctly, your content creation and funnel creation should align with each step of the buyer’s journey.

Why is a Content Marketing Strategy Important?

A content marketing strategy is important for several reasons. Here are a few key benefits:

Guides your efforts : A documented content marketing strategy provides a roadmap for your content creation and distribution efforts. It ensures that you stay focused on your goals and consistently produce content that aligns with your business objectives.

Attracts and engages your target audience : A well-crafted content strategy helps you understand your audience's needs and preferences. It enables you to create content that resonates with them, captures their attention, and builds a relationship of trust and credibility.

Supports your business goals : A content marketing strategy is closely tied to your business goals. It helps you identify how content can support your overall marketing and business objectives, such as increasing brand awareness, driving website traffic, generating leads, or boosting sales.

A man drawing the word success on a white board.

Differentiates your brand : In a crowded marketplace, a strong content strategy can help your brand stand out from the competition. By delivering valuable and unique content, you can position your brand as a thought leader and industry expert, gaining the trust and loyalty of your target audience.

It helps you Advertise : When you have the right content in place and you address each stage of the buyer’s journey, it’s much easier to run successful ads campaign to help you meet your goals faster.

Now that we understand the importance of a content marketing strategy, let’s dive into the step-by-step process of building one.

Step 01 : Define Your Goals and Objectives

The first step in building a content marketing strategy is to define your goals and objectives. Start by understanding your business goals and how content can support them. Are you looking to increase brand awareness, drive website traffic, generate leads, or boost sales? Clearly define your goals and objectives to provide a clear direction for your content efforts.

For example, if your goal is to increase brand awareness, your objectives could include increasing website traffic by a certain percentage or growing your social media following. Be specific and measurable in defining your objectives to track your progress and evaluate the effectiveness of your strategy.

Step 02 : Know Your Target Audience

To create content that resonates with your audience, you need to have a deep understanding of who they are. Start by developing buyer personas, which are fictional representations of your ideal customers. Conduct research, analyze customer data, and interview or survey your existing customers to gather insights about their demographics, interests, pain points, and motivations. Pro tip: Focus on finding problems in your industry and create content around that problem that addresses each stage of the buyer’s journey.

Once you have a clear understanding of your target audience, you can create content that addresses their needs, challenges, and aspirations. Consider their preferences for content format, tone of voice, and distribution channels to ensure that your content reaches them effectively. In our experience, blog posts provide a powerful way to connect with prospects, and if you have the right skills and team, you can easily repurpose that content and be in more platforms.

Step 03 : Perform a Competitive Analysis

Understanding your competition is crucial in developing a content marketing strategy that sets you apart. Conduct a competitive analysis to identify your direct and indirect competitors. Analyze their content marketing efforts, including their website, social media presence, and content performance.

The one thing you should be careful of when doing this analysis is to make sure you find the right competitors. Look let’s be honest, digital marketing is complex and there are literally thousands of opinions on how results are achieved, so if you decide to use competitors, just select the right ones.

Look for opportunities to differentiate yourself from your competitors and identify content gaps that you can fill. What unique insights, perspectives, or value can you provide to your audience that your competition isn't offering? Use this analysis to refine your content strategy and create content that stands out.

Step 04 : Assess Your Available Resources

Before diving into creating content, assess the resources available to you. Determine who will be responsible for content creation, promotion, and measurement. Consider whether you have the necessary skills and expertise in-house, or if you need to outsource certain tasks.

Evaluate your budget and allocate resources accordingly. Content creation, promotion, and measurement can require time, money, and tools. Determine what you can realistically invest in to ensure the success of your content marketing strategy.

Step 05 : Conduct Topic and Keyword Research

Topic and keyword research are essential for creating content that resonates with your audience and ranks well in search engines. Start by brainstorming topics that are relevant to your audience and align with your business goals. Think about the questions, challenges, or interests your audience may have and how your content can provide value and solutions.

Once you have a list of potential topics, conduct keyword research to identify the specific keywords and phrases your audience is using to search for information related to those topics. Use keyword research tools to analyze search volume, competition, and relevance. Incorporate these keywords strategically into your content to improve its visibility and search rankings. Pro tip: use a topical authority map to better group blog posts together and deliver maximum value for your prospects.

Step 06 : Document Your Strategies and Tactics

With your research and analysis complete, document your strategies and tactics in a content marketing strategy document. This document should outline your goals, objectives, target audience, content topics, distribution channels, and promotion strategies.

Define your content creation and distribution plan, including the types of content you will create (blog posts, videos, podcasts, etc.), how often you will publish, and the channels you will use to distribute your content. Establish a content calendar to schedule and organize your content creation and distribution efforts.

Step 07 : Inventory and Audit Your Existing Content

Take stock of your existing content and conduct a content audit to identify any gaps or opportunities for improvement. Review your website, blog posts, social media content, and other content assets to assess their quality, relevance, and performance.

Identify content that can be repurposed or updated to align with your content marketing strategy. Remove or improve outdated or underperforming content. This audit will help you make the most of your existing content assets and ensure that they align with your strategy.

Step 08 : Build an Editorial Calendar

An editorial calendar is a crucial tool for organizing and planning your content creation and distribution efforts. It allows you to schedule and assign tasks, track deadlines, and ensure a consistent flow of content.

Create an editorial calendar that outlines your content topics, publication dates, responsible team members, and promotion strategies. This calendar will help you stay organized and ensure that your content is published on time and reaches your target audience effectively.

Step 09 : Create and Promote Your Content

With your strategy and plans in place, it's time to start creating and promoting your content. Use the information gathered from your research and analysis to craft high-quality, valuable content that resonates with your target audience. Ensure that your content is well-written, engaging, and informative. Use a mix of content formats, such as blog posts, videos, podcasts, infographics, and ebooks, to cater to different preferences and consumption habits.

Promote your content through various channels, including social media, email marketing, influencer partnerships, and search engine optimization (SEO) techniques. Leverage your existing network and partnerships to expand the reach of your content and attract new audiences.

Step 10 : Track Your Results and Make Adjustments

Regularly track and measure the performance of your content to evaluate its effectiveness and make adjustments as needed. Monitor key metrics such as website traffic, engagement, conversion rates, and social media metrics to gauge the impact of your content efforts.

Use analytics tools to gain insights into your audience's behavior, preferences, and interests. Use this data to refine your content strategy, identify areas for improvement, and optimize your content for better results.


Building a content marketing strategy from scratch requires careful planning, research, and execution. By following these steps, you can develop a comprehensive strategy that aligns with your business goals and resonates with your target audience. Remember to continuously monitor and adjust your strategy based on data and insights to ensure its effectiveness. With a well-crafted content marketing strategy in place, you can attract, engage, and convert your target customers, driving business growth and success.