Building an audience of raving fans is essential to your content marketing strategy, but it won’t happen overnight. Whether you’re promoting your business, products, or services online, it’s necessary to follow a tried-and-true process for success to build credibility with your potential customers and gain their trust over time so they become loyal to your brand, business, or website. This guide will walk you through the steps you need to take to build your content marketing strategy from the ground up effectively.

Step 1: Determine Your Objectives

To develop your content marketing strategy, you need to know what you want it to accomplish. Objectives can be simple (such as increasing customer engagement) or more ambitious (such as improving your company’s public perception), but they’re both critical.

It will shape the focus of your content and how much time and money you put into it. For example, if the main objective is product awareness, that should be most of what you talk about in your posts. It’s worth mentioning that not all business owners have the exact needs or limitations; some only blog occasionally, while others post videos every day.

Step 2: Hire a Team of Professionals

Of course, you can’t do everything yourself. You’ll need the help of professionals in various areas to execute your marketing strategy fully. Your team should include someone familiar with content marketing. They should be able to identify key topics and themes likely to interest readers, understand what makes good content and have experience producing it regularly.

Step 3: Know Your Audience

Understanding your target audience should be the next step in crafting your content marketing strategy. It will give you the data needed to create messaging that speaks to what matters most to them. There are many ways to do this, such as surveying customers or doing competitive research.

You can also conduct interviews with industry experts and look at demographics. Knowing how different groups within an audience may respond differently allows for more personalized targeting, so make sure not to overlook any opportunity there. The more insights you gain about your potential consumers, the better able you’ll be to reach them with compelling content through the channels that matter most to them.

Step 4: Plan Your Strategy

Content marketing for small businesses should start with blog posts. These posts should contain tips, advice, and answers to common questions about your industry. You can also post industry articles and content from other sources to share valuable information with your readers.

For example, if you are a dentist, you could share dental articles written by experts or testimonials from satisfied patients. The goal is to create value in the minds of your readers so they will be interested in what you have to offer them.

Step 5: Schedule for Publishing Content

One of the most critical steps in developing a content marketing strategy is to plan how and when you will create content. You don’t want to post three articles in one day and then be unable to post anything for weeks. A schedule could include publishing at least two pieces of content per week, but many companies publish more often than that. Once you’ve developed your schedule, start posting as soon as possible.


Content marketing is less expensive than many advertising campaigns and is an effective way to attract and retain customers. Plus, content marketing can help your company stay top of mind with potential customers when they need your product or service.

The best way to start creating successful content marketing campaigns is by thinking about who you want to reach with the content you create.