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Growth Strategies and Growth Marketing

Content strategy guides a company's content production

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A marketing content strategy is a plan for how a company creates, publishes, and distributes content. A good content strategy helps achieve business goals, builds brand awareness, and supports the acquisition of new customers. Defining your target audience before developing a content strategy is essential to ensure your content reaches the right people.

Content Strategy in a Nutshell

  1. A content strategy is a sustainable plan for the content a company offers

  2. A content strategy is based on the company's buyer personas and buyer journeys

  3. A content strategy helps create content that supports the company's business goals

A content strategy guides a company's communications across different channels over the long term. It enables better serving of customers and stakeholders through well-targeted content, while also improving the efficiency of achieving goals and producing content.

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What Is a Marketing Content Strategy?

A content strategy is a long-term plan that allows you to guide the targeting, production, and impact of your content. The goals typically achieved through a content strategy include strengthening the brand, finding new contacts, engaging and serving prospective and existing customers, and improving the company's own operations.

A content strategy defines communication goals, target audiences (i.e. buyer personas), topics and channels that interest those audiences, and differentiating factors from competitors – all developed together. Content strategy generally focuses heavily on digital content, meaning SEO, inbound marketing, and growth marketing are strongly integrated into the process.

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When and How Is a Content Strategy Created?

Building a content strategy requires solid groundwork. Business goals, buyer personas, buyer journeys, objectives, and KPIs should all be defined before starting to shape the content strategy. The most important target groups – buyer personas – and their respective buyer journeys reveal what kind of content a company needs to produce and for whom.

Once the groundwork is in place, it's time to develop the content strategy. This is particularly valuable when a brand strategy needs to be clarified or renewed. A content strategy is also beneficial when you want to improve and measure the effectiveness of your content, carry out effective inbound marketing, or outsource content production in whole or in part.

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What Are the Benefits of a Content Strategy?

  • You guide content creation in line with your goals

  • You produce valuable and useful content for your target audiences

  • You strengthen your company's brand image

  • You improve internal collaboration

  • You achieve measurable results

  • You improve the efficiency of content production and resource use

Define Your Content Strategy with Blink Helsinki

As content and marketing professionals, developing effective content strategies is part of our everyday work. Here's how we approach building a content strategy with you:

Setting Goals

We begin by defining both the qualitative and quantitative goals of the content strategy – for example, message consistency, growth in the number of desired contacts, and the use of required resources. 

Competitor Benchmarking

We evaluate your most important competitors' messaging, content types, and channels, as well as their effectiveness from the perspective of buyer personas and marketing performance.

Keyword and Search Term Definition

We identify the keywords and search terms your buyer personas are most likely to use, so they can be taken into account in content planning.

Current Content Audit

We analyze the functionality and usability of your existing content from the perspective of buyer personas and goals.

Target Groups and Content Strategy

We plan engaging topics, formats, and channels for the key defined target groups – buyer personas – at different stages of the buyer journey.

With a well-crafted content strategy, a company can share information and guide content production at various stages of the buyer journey and customer lifecycle. Once the content strategy is in place, you can move on to content production.

Content must be high-quality, engaging, and relevant to the target audience. Formats can include blogs, videos, documents, infographics, podcasts, or social media posts.

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Also Consider Important Content Distribution Channels

It's important to also address the selection of content distribution channels, as different channels reach different audiences. Distribution channels can range from the company's own channels – such as websites, social media, or email lists – to external, third-party publishing platforms. The chosen channels should be carefully selected based on where the target audience spends their time.

The final important element of a content strategy is measuring content effectiveness. By measuring how well content performs, you can ensure it helps achieve the defined business goals. Analytics and data also allow for the continuous development of content toward greater effectiveness and improved conversion rates.

Explore our content production service

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Do you need an effective content strategy?

Get in touch or book a time in my calendar!

Antti Tolonen Managing Director antti@blinkhelsinki.fi +358 50 348 0347