How to Plan Your Content Marketing Strategy

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Table of Contents

Developing a content marketing strategy involves several steps that help you create and distribute content to grow your audience, achieve specific goals, define clear success metrics, and create processes for specific improvement. The first step in creating a content marketing plan is to understand why you are creating content. You need to establish your goals and decide whether you want to generate more sales leads, increase traffic to your website, or establish the authority of your brand. Once you have decided on your goals, you need to define your audience by creating buyer personas.

The next step is to research your competitors and complete topic and keyword research. This will help you identify gaps in the market that you can fill with unique content. You also need to run a content audit and determine which type of content you want to produce. This will help you understand what has worked well in the past and what needs improvement.

After completing these initial steps, it’s time to choose a content management system and develop a formal content plan. A formal plan will help you think through each step individually and ensure that all aspects of your strategy are covered. You should choose topics for each campaign based on keyword research and buyer personas. Finally, monitor the success of your campaign regularly and refine your strategy as appropriate.

why is it important to identify a target audience for content marketing

Identifying a target audience is crucial for content marketing because it allows businesses to focus their marketing efforts and dollars on the groups that are most likely to buy from them. A target audience is a defined set of people that a business wants to capture and engage with its content marketing activity. By having insight into the audience, businesses can then focus their digital content marketing strategy to its greatest effect, increasing the likelihood of converting the audience into customers.

Knowing your social media target audience plays a huge role in setting up your content marketing efforts for success. Analyzing audience data can help steer your content marketing in the right direction by understanding which content topics and formats are interesting to your audience. This knowledge can help businesses plan a long-term content strategy and organize their content-production teams more efficiently.

Defining a target market allows businesses to focus their marketing efforts in the most cost-effective way possible. It helps companies develop effective marketing communication strategies by tailoring messages to individuals sharing similar needs or characteristics who are most likely to purchase their product or service. Determining a target market involves clearly defining the product or service and then defining the person or business that will want to use what is being offered.

how to identify your target audience

Identifying your target audience is crucial for creating a successful content marketing strategy. The first step is to understand your existing audience or customer base. You can start by considering demographics such as age, gender, education, income, and political persuasion. It’s also important to consider the lifestyle of your ideal customer and how it affects the kind of content they consume and the products or services they buy.

Quantitative and qualitative data are essential for understanding your target audience. Online analytics and customer feedback are two efficient ways of collecting data that provide deep insights into your target audience. Analyzing cross-channel audience data can help you make your content marketing efforts successful.

Defining specific characteristics of your target groups is also important. You should have two to four groups that you consider most important for your content. Compile information on these groups to determine what content, campaigns, and social posts will appeal to them.

Knowing who you are as a brand plays a pivotal role in how you create messaging that resonates with customers. It’s essential to have a clear vision of the target audience before creating any type of content or promoting it. Understanding what would lead them to buy the product or service you’re targeting is crucial for defining your audience.

In summary, identifying your target audience involves understanding their demographics, lifestyle, and specific characteristics. Collecting quantitative and qualitative data through online analytics and customer feedback can provide deep insights into your target audience. Defining specific characteristics of your target groups helps determine what content will appeal to them. Having a clear vision of the target audience before creating any type of content or promoting it is essential for success in content marketing.

what happens if you don’t identify your target audience

Without a clear target audience, companies may end up marketing their products or services to people who are not interested in them, which can create negative impressions of the brand in the minds of these people and have long-term consequences on the success of the company.

Assuming you know your target audience without conducting proper research can also lead to risks such as overlooking an important audience, not prioritizing which audience matters most, not having internal alignment, and exposing your company to negative consequences. Not knowing who your audiences are, as well as not identifying their needs correctly, can result in a lack of clear direction and failing to plan effectively.

If you don’t identify your target audience, you won’t attract the right people or get the results you need. You may end up creating uninspired or less attractive brands that are overlooked, ignored, and forgotten by potential customers. You also won’t be able to effectively use targeted advertising or place your content in areas where your audience is most likely to see it.

keyword research for your content marketing strategy

Keyword research is a crucial step in developing a content marketing strategy. It helps identify the search terms that people enter into search engines, which can be used to create targeted editorial content calendars that draw more qualified traffic to your site. Keyword research can also make a tangible difference in Google rankings and improve content engagement.

To conduct keyword research, start by generating seed keywords that are relevant to your business or industry. Then, use keyword research tools such as Google Keyword Planner, SEMrush, or Ahrefs to expand your list of keywords and find related terms. Once you have a list of potential keywords, evaluate their search volume and competition level. Choose long-tail keywords that contain three words or more because they are more specific and less competitive than broad keywords.

After selecting the right keywords for your audience, topics, and brand, incorporate them into your content strategically. Use them in the title tag, meta description, header tags (H1-H6), body copy, alt text for images, and URL structure. However, avoid keyword stuffing because it can harm your SEO efforts.
Keyword research can also be used to identify new audiences, find content opportunities, and identify semantic keywords. By using keyword research effectively in your content marketing strategy, you can ensure that there is search volume for the topic you want to cover and create content that resonates with your target audience.

what tools can be used for keyword research

Google Keyword Planner is a free tool that allows users to find new keywords related to their business or product, see how often keywords are searched, and get ideas for ad groups[5]. SEMrush’s Keyword Magic tool is ideal for those whose primary role is to develop and execute content strategy. It populates suggested terms and also provides search volume data. Another tool that can be used for initial keyword research or brainstorming content ideas is Answer the Public. This tool gives more insight on finding trendy keywords. provides keyword suggestions not only for Google but also for YouTube, Bing, Amazon, and more. This keyword tool lets you filter keywords based on country or different media like images, videos, and news. Other tools include Moz Keyword Explorer which provides in-depth analysis of a keyword’s difficulty score, organic CTR percentage, priority score, and more; Ahrefs Keywords Explorer which shows the search volume data of a specific keyword in different countries; and Ubersuggest which generates new keyword ideas by taking your seed term and adding letters or numbers before or after it.

In conclusion, there are several tools available for conducting effective keyword research such as Google Keyword Planner, SEMrush’s Keyword Magic tool, Answer the Public, among others. These tools help to uncover queries to target and provide insights into current marketing trends.

what are the best keyword research tools for beginners

Keyword research is essential for SEO, and there are many keyword research tools available to help beginners. Some of the best keyword research tools for beginners include SEMrush, AnswerThePublic, Ubersuggest, Ahrefs, Google Keyword Planner, Moz Keyword Explorer, KWFinder, Ahrefs Keywords Explorer, GrowthBar and Keyword Tool.

SEMrush is considered the best keyword research tool by experts. It provides a comprehensive toolkit that includes everything you need to improve on and off-page SEO. AnswerThePublic is a free tool that generates questions related to your keyword search. Ubersuggest provides data on search volume and competition for keywords. Ahrefs offers a range of features including competitor analysis and backlink tracking. Google Keyword Planner is a free tool that provides data on search volume and competition for keywords.

Moz Keyword Explorer offers lateral keyword ideas. KWFinder provides data on long-tail keywords with low competition. Ahrefs Keywords Explorer offers data on click-through rates (CTR) for keywords. GrowthBar displays ranking difficulty or keyword suggestions along with search results. Keyword Tool offers analysis for multiple search engines including Google, YouTube, Bing, Amazon, and the App Store.

Choosing the right keyword research tool depends on your needs. If you’re looking for a comprehensive option with optimization options for mobile and social media then SEO PowerSuite might be the right choice. If you’re in a hurry then GrowthBar might be more suitable as it displays ranking difficulty or keyword suggestions along with search results. If you’re obsessed with keyword data mining then try Keyword Tool which offers analysis for multiple search engines including Google, YouTube, Bing, Amazon and the App Store.

How to find the right keyword intent for your content marketing strategy

Keyword intent is the most important thing to consider when optimizing content. To find the right keyword intent for your content marketing strategy, you need to understand what your customer’s search intent really is. You can do this by imagining yourself as a user and thinking about what you might search for in order to land on your blog article or product page. Once you have an idea of what your customer’s search intent is, you can create a content strategy based on research around that search intent.

To verify what a user’s intent is in a keyword, it’s a good idea to enter that keyword into a search engine yourself and see what types of results come up. Make sure the type of content Google displays is closely related to what you intend to create for that keyword. User intent is now one of the most pivotal factors in your ability to rank well on search engines like Google. It’s more important that your web page addresses the problem a searcher intended to solve than simply carries the keyword the searcher used.

Brainstorming a list of possible keywords is also helpful when trying to find the right keyword intent for your content marketing strategy. Keep in mind who your audience is and what they might be searching for. Organizing your keyword research by creating a spreadsheet can help compare data all at once and identify one primary keyword for each page of content placed online.

To optimize for searcher intent, Marcus Miller of Search Engine Land recommends mapping searcher intent to find the right keywords to use. He suggests creating a table with columns such as Keyword Volume, Intent, and Financial Value. These criteria can help determine which keywords best suit your goals.

how to verify user intent for a keyword

To verify user intent for a keyword, there are several steps you can take. The first step is to examine the search engine results pages (SERPs) to see what types of content are ranking for that keyword. This will give you an idea of what type of content searchers are looking for when they use that keyword. The second step is to use Google Ads to determine the extent of commercial intent behind the keyword. By analyzing the cost per click and competition level for the keyword, you can get an idea of how valuable it is to advertisers and how likely it is that searchers are looking to make a purchase. The third step is to analyze your website analytics. Look at which pages on your site are getting traffic from that keyword and what actions users are taking on those pages.

To tailor your content marketing strategy to user intent, it’s important to understand what user intent is and the types of queries that signal different objectives. User intent refers to the goal that readers want to accomplish when they enter a term or phrase into a search engine. There are three main types of queries: informational, navigational, and transactional. Informational queries indicate that users are looking for information on a particular topic, while navigational queries indicate that users are looking for a specific website or page. Transactional queries indicate that users are looking to make a purchase or take some other action.

To effectively use search intent in your content marketing, you need to provide your target audience with the information they need when they look for it. This means optimizing your site’s landing pages and content pages to satisfy the intent of each specific search query performed by web users. Understanding user intent will help keep users on your site longer and will help funnel them down into sales or leads. By providing relevant information based on what users are looking for, you can capture the right audience with specific intent and increase conversions via content marketing and SEO.

best SEO tools for tracking your content marketing strategy

There are several SEO tools available for tracking your content marketing strategy. These tools help you write engaging copy, understand your audience, track content performance, and more. Here are some of the best SEO tools for tracking your content marketing strategy:

  1. Semrush: Semrush is a comprehensive suite that helps teams in various verticals of digital marketing. It includes features like keyword research, site audit, rank tracking, on-page SEO, local SEO, competitor analysis, link building and more. Semrush’s toolkit includes various options to help you plan, execute and measure content marketing campaigns.
  2. Ahrefs: Ahrefs is an all-in-one SEO toolset that includes solutions like rank tracking, backlink analysis, competitor research and keyword research. It is best for keyword research and content SEO audit.
  3. Moz Pro: Moz Pro is a suite of SEO tools that includes features like keyword research, site audit, rank tracking and more. It is best for on-page optimization.
  4. Yoast SEO: Yoast SEO is a WordPress plugin that helps optimize your website for search engines. It provides real-time feedback on your content’s readability and keyword usage.
  5. Answer the Public: Answer the Public helps you find questions people are asking about a particular topic or keyword. This tool can help you create content that answers those questions.
  6. Google Analytics: Google Analytics provides insights into how users interact with your website. It helps you track traffic potential and monitor user behavior.
  7. Keyword Planner: Keyword Planner is a free tool from Google Ads that helps you find keywords related to your business or industry. It can help you identify which keywords to target in your content.
  8. Serpstat: Serpstat offers solutions like rank tracking, backlink analysis, competitor research and keyword research. It is best for indexing and sitemap statuses.

what are the features of Serpstat

Serpstat is an all-in-one SEO platform that offers a range of features for website improvement and content creation. The platform includes tools for keyword research, backlink analysis, rank tracking, site auditing, and competitive analysis. Serpstat’s competitive analysis feature allows users to discover and analyze their top competitors’ keywords and backlinks.

One of the top features of Serpstat is its Tree View tool, which provides a visual representation of a website’s structure and helps users identify areas for improvement. Another popular feature is Cluster Research, which groups related keywords together to help users identify new opportunities for content creation. Serpstat also offers Search Suggestions/Questions, Top Pages, and Missing Keywords tools.

Serpstat provides API access for any tool and any paid pricing plan. It also offers ready integrations and apps for fast work with any site. Users can set up automatic reports on changes and results, specify contacts with read or edit mode, disable the Serpstat logo on the graphs, as well as upload and display their logos.

Serpstat has different pricing plans depending on the user’s needs. The Lite plan costs $69 per month or $55 per month if billed annually. The Standard plan costs $149 per month or $119 per month if billed annually. The Advanced plan costs $299 per month or $239 per month if billed annually. Finally, the Enterprise plan costs $499 per month or $399 per month if billed annually.

Overall, Serpstat is a comprehensive yet reliable solution to improve search visibility, drive more organic and paid traffic to websites, generate qualified leads for businesses.

best reporting kpi’s for content marketing strategies

Content marketing KPIs (key performance indicators) are essential for measuring the success of content marketing campaigns. Choosing relevant and simple metrics is the best way to track if your content campaigns are achieving your brand’s KPIs. There are several KPIs that marketers can track to measure the performance of their content marketing strategies.

Some of the most important KPIs to track include website traffic, email engagement, website engagement, and conversion rates. Other KPIs that marketers should consider tracking include the number of pieces of quality content published per week, social media engagement, organic search rankings, and time spent on site.

When choosing which KPIs to track, it’s important to ensure that they match the goals identified when building a content marketing strategy. For example, if the goal is to create more visibility for a brand, focusing on sales attributed to content marketing may not be the highest priority KPI.

Tracking these KPIs can help determine whether a content marketing strategy is successful or not. It’s also important to note that tracking metrics early on can make it easier to spot what content resonates or flounders with users.

how to measure content marketing ROI

Content marketing ROI is the revenue gained from content marketing as a percentage of the amount spent on it. Measuring content marketing ROI can be challenging because the journey from content to revenue isn’t always straight or quick. However, there are several steps that businesses can take to measure their content marketing ROI.

The first step is to calculate how much was spent on producing and distributing the content. The second step is to determine what revenue was generated from the content over a specific period of time. Once these two figures have been determined, businesses can use a simple formula to calculate their content marketing ROI.

The formula is: Revenue from content minus content marketing spend, divided by spend.

To get a clear picture of their content marketing ROI, businesses should think about which metrics really matter and track them consistently. Some important metrics include website traffic, engagement rates, lead generation, and sales conversion rates. It’s also important to plan ahead, set specific goals, and choose just a few meaningful metrics to track.

Measuring content marketing success is a multi-faceted task that requires businesses to attribute returns to specific types of content and channels. This requires having the right tools in place for tracking and analyzing data. By following these steps and tips, businesses can accurately measure their content marketing ROI and make informed decisions about future investments in this area.

what are some challenges in measuring content marketing ROI

Measuring content marketing ROI can be challenging due to several reasons. One of the main challenges is attributing social and content to revenue, which requires tracking leads and conversions back to specific pieces of content. This process can be time-consuming and difficult since content marketing ROI depends on the quality of the audience’s attention, which is difficult to measure. Another challenge is aligning KPIs (Key Performance Indicators) to business goals, which requires setting appropriate goals for a content marketing program.

Attributing leads to revenue is another challenge in measuring content marketing ROI. It can be difficult to attribute a conversion or sale solely to one piece of content since most prospects consume multiple pieces of content before making a purchase decision. Gathering and analyzing the right set of data is also crucial in measuring content marketing ROI. Lack of reliable data and determining the right KPIs to measure are other challenges that marketers face when measuring their content marketing ROI.

To overcome these challenges, marketers need to shift their focus on what they are measuring and how they are reporting it. They should start by committing to measuring their marketing efforts and educating executives about the metrics used in their reports. Setting specific goals for a content marketing program can also help measure its effectiveness accurately. Finally, marketers should understand that measuring the ROI of an entire ecosystem can be tricky since it depends on less numbers-driven factors such as employee productivity increases or satisfaction with technology in the stack.

how can technology help in measuring content marketing ROI

Measuring content marketing ROI can be challenging, but technology can help. One way to measure content marketing ROI is to use a content return on effort (ROE) measurement framework. This framework measures the effort content marketers put into campaigns, such as the time spent, resources used, and team members involved. It gives decision-makers more context and actionable data at a granular level. Another way to measure content marketing ROI is to understand users’ true engagement with your content. True engagement measures not only clicks or views but also how much time users spend engaging with your content.

Technology can also help track metrics that contribute to measuring content marketing ROI. For example, click-through rate (CTR) helps measure the performance of ad campaigns on your site, emails, and social media. Sales volume is another metric that contributes to measuring content marketing ROI.
However, there are still challenges in measuring content marketing ROI accurately. The customer journey from content to revenue isn’t always straightforward or quick, and attribution can be harder to determine than with pay-per-click ads. Sales cycles can be long in B2B marketing, making it difficult to define attribution accurately.

In conclusion, technology can help measure content marketing ROI by providing frameworks for measuring effort and engagement and tracking metrics such as CTR and sales volume. However, challenges remain in accurately measuring the impact of content on revenue generation due to the complexity of customer journeys and attribution in B2B marketing.

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