Creating a Content Marketing Strategy: Six Best Practices that Work

tax form analyzingContent marketing is far more than a trend. It’s the linchpin of demand creation – the link between brand awareness and lead generation. Done well, it builds familiarity, affinity and trust with prospective and current customers by providing information that resonates. In the right format. Through the right channel. At the right time.

According to a recent Econsultancy study, search queries for the term have more than doubled in the past two years, supporting the notion that content marketing is being seen as its own discipline. This places new emphasis on content creation and quality. It’s also spotlights a very real need for organizations to rethink their go-to-market plans and add content to their marketing mix.

But a content marketing strategy doesn’t create itself. It’s the result of clear intention, careful planning, and focused execution. As Carmen Hill, social media and content strategist at Babcock & Jenkins, puts it, “Whether it’s a targeted campaign or a comprehensive program, you need to plant a strong foundation of content that attracts prospects at every stage of the buyer’s journey, seeding awareness and nurturing ongoing interest.”

Which begs the question: How does a company get started?

These six best practices can help you develop and deploy effective strategies for content marketing across all channels and buying cycles.


1. Get Stakeholder Support
2. Understand Your Audience
3. Identify the Right Content Formula
4. Create an Editorial Calendar
5. Get Maximum Mileage Out of Your Content
6. Develop a Process for Measuring and Reporting