Content marketing strategy

Improve your Content marketing strategy with our hub page

Use our hub pages as a reference to get up-to-speed on all the main digital marketing techniques. They will help you quickly understand how to make the most of the technique through definitions and recommendations on our member resources and blog articles covering strategy, best practices and the latest statistics.


With the increasing importance of content to commercial success online, content is not something to leave to an intern; it needs a strategy to ensure it really supports marketing.


Our guides and infographics will help you set up a defined content marketing strategy, which you can plan, manage and optimise using our templates and resources.

Recommended content marketing resources

Use our popular infographic 'mind tools' to audit your content marketing and create a plan


1. Infographic: Content marketing matrix


2. Infographic: Content distribution matrix


3. Article: Content marketing mistakes


4. Paid guide: Content marketing strategy guide


5. Paid guide: Persona creation templates


Content marketing strategy quick guide

Content marketing strategy success factors

For us, these are the reasons why content marketing is central to success online. So, to be successful, you need a plan for how content marketing can support your goals. We explain how in our 7 Step Guide to content marketing guide


Shareable content drives creates awareness for your brand. If your content engages readers they will share it via their social accounts, email or word-of-mouth as a recom- mendation. Everyone is an influencer today!

Content drives results from SEO. Google has made this important since 1998 when it launched. Content became, and still is, king since websites are content and being found relies on content.
Content drives purchases. We base our decisions on online content when shopping online or researching for offline purchases.

Syndicated content drives purchases. Content marketing strategy is much broader than your site though, and includes content on social networks, online publishers, com- parison sites, blogs and many other types of site which help engagement and influence sales.

User generated content drives purchases. Buyer behaviour has changed, we now want to reference wider opinion from others like us about products and services, whether rat- ing sites, blogs or social networks – buyers dig out content to help their decision making.

Content on a range of platforms drives purchases. The importance of the internet continues to increase as technology (especially smart phones and tablets) evolve and we evolve with them.

Content marketing strategy definition

We think the definition from Joe Pulizzi, author of “Get Content, Get Customers” is hard to beat. He defines content marketing as:


“How a brand creates, delivers and governs original or curated content to attract and retain customers, positioning the brand as a credible expert and, ultimately, motivating a change in behaviour”


We define content marketing simply as"Managing content as an asset to achieve marketing goals of reaching, converting and engaging target audiences".

Recommended member resources for Content marketing strategy
Ebooks on Content marketing management
Content marketing strategy guide
Evaluating Content Marketing ROI Guide
Influencer outreach guide
Top 10 common content marketing mistakes
Video and YouTube marketing guide
YouTube Marketing Guide
Online training on Content marketing management
Online copywriting course
Marketing templates on Content marketing management
Editorial calendar spreadsheet
Managing Content Marketing Checklist