When you think of your content strategy, the first thing that comes to mind might be email marketing, your blogging strategy or how you’ll connect on social media with your customers.

In fact, it’s all of those strategies. An effective content strategy will cover the best tactics for reaching your customers as well as where to reach them and with what kind of content.

But before you can begin brainstorming your content strategy, you’ll need to understand your goals and do some research into what’s best for your business.

It’s not only about what’s good for your website, blog or social media connections, but what works for your business as a whole.

Your goals should be as defined as possible. Instead of a vague goal of gaining more customers, the goal should include how many customers and how you plan on measuring your success as well as a time limit for reaching that goal.

Let’s take a look at 4 essential things you need to research before planning your content strategy…

Your Ideal Customer and Their Journey

First, you’ll need to visualize your ideal customer. Ask yourself questions about why this buyer will be interested in your product or service. Create a buyer persona that lists this customer’s buying habits, career, interests and age. It should be as detailed as possible. Include whether this person is single or married, the age bracket of the ideal customer and their buying habits. This will help you craft a marketing strategy that directly targets this ideal customer.

The current customers you have as well as some market research should help you hone in on your buyer avatar. The research should include the ways in which your product or service fills a need or desire that this avatar has in his or her life. For example, if you sell baby products, your ideal avatar may be a working mom between the ages of 18 and 35 with a new baby.

The journey of your customer from viewing your content, to researching and eventually purchasing should be detailed too. The content should help the customer avatar move through your content as if carried on a wave to the ultimate moment of purchase and beyond.

Here is some further reading about creating a buyer persona: How to Create Detailed Buyer Personas for Your Business [Free Persona Template] – HubSpot

Don’t Forget Keyword Research

This is where you’ll be concerned with your website and blog. Content marketing and blogging accounts for more inbound links and spikes in traffic than many other marketing efforts. You should have a list of the keywords you’d like to target with your content. It can take some time to really dig down and find the best keywords, which should include specific, long-tail keywords.

Research is important because while you think new parents would love an article about getting a baby to sleep at night, they might not be searching for that particular keyword with any regularity. You want keywords that match with a high search volume.

Here is some further reading about keyword research: 35+ Keyword Research Methods To Unlock Hidden Gems – Blogger Sidekick

Content Opportunities

The keywords and content you choose should have decent search volume, but with existing competitor content that you feel could be improved.

Sticking with the above example, you would find keywords in the new parent space with content that hasn’t been optimized and build a better experience for the customer. A guide to all the furniture and gear that a new parent needs would be perfect if you can create a better guide with more information for your customer. This should be a piece of content with good engagement and relevant backlinks, which you believe you can improve on.

Unique, quality content surrounding a hot keyword is one of the keys to your content strategy. You’ll want to create a ton of content that meets the criteria listed above that will be of interest to your customer avatar and where you’d like to take them on a journey through the buying process.

Here is some further reading about finding content opportunities: How I Increased My Search Traffic by 110% in 14 Days – Backlinko

The Influencers in Your Industry

During the research into your content strategy, you’ll want to find the influencers in your space. These people will be able to shine a light on your content and get it in front of your ideal customers.

An influencer is a person that others trust. They have strong authority in the industry and can lend some weight to your content. For example, in the new parent and baby industry, influential mommy bloggers could be your target influencers for sharing your content. They’ll have a large following already, and if they backlink to your content it will give you a good amount of juice to help with traffic.

Here is some further reading about influencer marketing: 7 Influencer Marketing Insights You Need to Know Today – JeffBullas.com


Before you can begin mapping out the content you’d like to create for your blog and how you’d like to share it on social media and newsletters, you’ll need to do a significant amount of research into the type of customer who will buy your products or services. You’ll also need to do your keyword research and look for opportunities in terms of content to ensure that once you find influencers, you’ll have the best content to share with their audience.

About the Author:

Mel Devent is a passionate blogger who enjoys writing about all things digital marketing. She is currently working as a Marketing Associate at Blogger Sidekick, helping small businesses build authority brands with content marketing. In her spare time, she loves scuba diving, watching movies and catching up with friends.