What is a Content Strategy and Why Do I Need One?

If content isn’t a part of your overall sales and marketing strategy, here’s a reminder that it should be—and for good reason.

When it comes to building audience trust and establishing yourself as an industry thought leader, content is king—and that's why having a solid content strategy in place is paramount for your business. Plus, an effective content strategy has the power to drive traffic to your website and generate viable leads which, you guessed it, translates to new customers.

So how can you make it happen?

Below, we spell out what exactly a content strategy is and how you can use it to your benefit.

What is a Content Strategy?

With millions of goods on the market, business owners need to find a way to make their products stand out—and that’s where a content strategy comes into play.

According to HubSpot, a content strategy is a plan that uses content, including written, audio, and visual, to achieve goals. This content should be thoughtfully curated to attract customers at every stage of the sales funnel, from prospect to buyer.

A content strategy can include:

• Keyword research
• Mission statement & goals
• Current top-performing content
• Content brainstorm
• Editorial calendar

More importantly, though, the content defined in your strategy will help educate, inform, and engage customers and prospects. With buyers 57 to 70 percent through their buying research before contacting sales, you need to answer all of their questions and address their pain points as early as possible.

Top 3 Benefits of Having a Content Strategy

You still may be wondering: Why exactly does my brand need a content strategy? Though the benefits are tenfold, we detail the top three below.

1. Brand awareness and increased website traffic. It may seem obvious enough, but optimized content can help drive more traffic to your website and improve brand awareness. The keyword research within your content strategy can also help boost your SEO and ranking in Google. This is particularly paramount considering a staggering 81 percent of consumers research products online before going to the store, with 46 percent of those searches beginning on Google.
2. Enhanced customer trust. You may be an expert in your field, but without content, how will customers know it? Content addressing industry issues, consumer questions, or featuring educational materials can establish your credibility, thus building customer trust.
3. Curated consumer content. Sure, your content can educate your customers, but it can also educate you. Companies that analyze how their data is performing can identify which topics resonate best with customers—and capitalize on it. You can also use this data to appropriately connect your content directly to a customer’s buyer journey.

As you implement your content strategy, keep in mind that your content needs a purpose. While you likely won’t see results overnight, ensuring that your content is answering a consumer question or pain point will be key to reaping the benefits. 

Ready to Take the Next Step in Your Content Marketing Strategy?

Now that you know why a content strategy is so important, it’s time to take action. Download our free Content Marketing Strategy Workbook and Editorial Calendar to get your strategy underway. And if you need help, leave it to the pros and we can create a plan guaranteed to drive traffic and generate leads.