{"id":63290,"date":"2020-04-21T00:00:00","date_gmt":"2020-04-21T00:00:00","guid":{"rendered":"https:\/\/rockcontent.com\/blog\/strategic-content-marketing\/"},"modified":"2025-09-10T01:42:03","modified_gmt":"2025-09-10T04:42:03","slug":"strategic-content-marketing","status":"publish","type":"post","link":"https:\/\/pingback.com\/en\/resources\/strategic-content-marketing\/","title":{"rendered":"The definitive guide to strategic content marketing"},"content":{"rendered":"<p>Do you know how to create&nbsp;strategic <a href=\"https:\/\/pingback.com\/en\/resources\/content-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"content marketing (opens in a new tab)\">content marketing<\/a>&nbsp;to drive more sales? The way consumers interact with brands and purchase products and services has changed irreversibly, especially with the social isolation measures imposed by COVID-19.<\/p>\n<p>What was just a <a href=\"https:\/\/growfusely.com\/blog\/content-marketing-trends-you-should-watch-out-for-this-year\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"content marketing trend (opens in a new tab)\">content marketing trend<\/a> has now become a necessity for market survival. This digitalization of consumption expanded the demand for companies&#8217; presence on the Internet.<\/p>\n<p>Content marketing is an inbound marketing strategy \u2014 that seeks to capture people&#8217;s attention by a non-invasive or interruptive way \u2014, focused on engaging the target audience and growing the customer network through the creation, publication, and promotion of relevant content in digital media.<\/p>\n<p>Because of this, strategic content marketing uses channels such as blogs, social networks, and email. If you don&#8217;t know what content marketing is or have not mastered this strategy completely, we prepared this definitive guide to teach you everything about this methodology. Check it out!<\/p>\n<ul class=\"wp-block-list\">\n<li><a href=\"#what\">What is strategic content marketing?<\/a><\/li>\n<li><a href=\"#benefits\">What are the benefits of strategic content marketing?<\/a><\/li>\n<li><a href=\"#how\">How to build a strategic content marketing?<\/a><\/li>\n<\/ul>\n<p><a id=\"what\"><\/a><\/p>\n<h2 class=\"wp-block-heading\">What is strategic content marketing?<\/h2>\n<p>Strategic content marketing aims to subtly attract the most suitable audience to come to your company at the appropriate time and grant permission to receive a message from you. That is why an inbound strategy, which includes content marketing, is also called attraction marketing. <\/p>\n<p>In the past, we were TV commercials&#8217; passive watchers. Today, the public is powerful and can even choose what content to consume. The knowledge about your product and services is the best basis for producing content that conveys authority to your audience and guides them to solve questions or to handle desires to purchase.<\/p>\n<p>With strategic content marketing, you can attract, involve, generate value for consumers, create a positive perception of your brand, and&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/ion.pingback.com\/en\/resources\/content-that-drive-sales\/\" target=\"_blank\">drive more sales.<\/a><\/p>\n<p>Strategic content marketing is based on four pillars to achieve goals:<\/p>\n<ul class=\"wp-block-list\">\n<li>attracting potential leads with relevant content;<\/li>\n<li>converting visitors into leads, bringing them closer to your business and turning them into potential buyers;<\/li>\n<li>selling your product or service when leads are interested;<\/li>\n<li>fascinating them, because the relationship between your company and your customer does not end after the purchase. It is necessary to provide adequate support and content to complement the consumption experience, such as demos and guides.<\/li>\n<\/ul>\n<p><a id=\"benefits\"><\/a><\/p>\n<h2 class=\"wp-block-heading\">What are the benefits of strategic content marketing?<\/h2>\n<h3 class=\"wp-block-heading\">Increases your website traffic<\/h3>\n<p>Creating relevant content improves search engine rankings. Search sites like Google, which direct audiences to your page, become the main gateway for new customers.<\/p>\n<h3 class=\"wp-block-heading\">Generates brand awareness<\/h3>\n<p>The production of relevant content helps more people to recognize your brand and know the products and services that your company offers. That increases the rate of achieving sales.<\/p>\n<p>Regular readers of your blog will prefer your brand if they need a product or service because they will know that your company is trustworthy.<\/p>\n<h3 class=\"wp-block-heading\">Builds brand engagement<\/h3>\n<p>While <a href=\"https:\/\/pingback.com\/en\/resources\/brand-awareness\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"brand awareness (opens in a new tab)\">brand awareness<\/a> increases the number of people who know and have a positive perception of your brand, engagement seeks to build a close and constant connection with a more selective audience. With content marketing, you increase the interactions with your brand.<\/p>\n<h3 class=\"wp-block-heading\">Educates the market<\/h3>\n<p>Often, your target audience does not understand the market and what the products offered by your company are for.<\/p>\n<p>With the production of relevant content, which answers customers&#8217; questions and teaches them everything they need, you reduce objections and increase <a href=\"https:\/\/pingback.com\/en\/resources\/customer-satisfaction\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"customer satisfaction (opens in a new tab)\">customer satisfaction<\/a>, as they will purchase your products fully aware of how to use them.<\/p>\n<h3 class=\"wp-block-heading\">Boosts lead generation<\/h3>\n<p>Without information about your website visitors, you will not be able to send the right content to turn them into leads and subsequently qualify them for sale.<\/p>\n<p>With a strategic content marketing, it is possible to bring long-term results, generating traffic and leads even if this production is not regular.<\/p>\n<p>Here&#8217;s a thing a lot of people miss in the rush to publish: consistency. I&#8217;m not talking about hammering out a post every Tuesday at 9 a.m. on the dot, but about sticking to a voice and purpose your readers recognize. When you change things up too much, or disappear for weeks, the trust and relationship you\u2019re building with your audience kind of starts to fade. People crave reliability, even if your schedule isn\u2019t perfect. What matters more is that readers come to expect a certain tone, standard, or perspective every time they visit your site.<\/p>\n<p>On top of that, not all content has to be a 2,000-word essay brimming with SEO keywords. Sometimes the simpler \u201chow-to\u201d guide, a clever meme, or a quick FAQ video can actually perform better, depending on where your audience hangs out online. It\u2019s worth experimenting to see what resonates\u2014not every business will thrive on in-depth case studies. And honestly? Not every reader\u2019s in the mood for that on their lunch break. Pay attention to feedback and analytics, and don\u2019t be afraid to shift gears if something just isn\u2019t clicking.<\/p>\n<p>One thing that\u2019s tricky about all this is resisting the urge to copy what everyone else is doing. It\u2019s way too easy to spot a piece of content that\u2019s just following a template. People can sense when something\u2019s been written by someone who\u2019s actually engaged, who has a real opinion or takes a small risk in the way they present an idea\u2014even if it doesn\u2019t always land perfectly. With the web so crowded now, especially in 2025, it\u2019s the small moments of honesty or even minor imperfection that help brands stand out. Readers are more forgiving of a typo than they are of yet another generic listicle, trust me.<\/p>\n<p>If you\u2019re working with a team, get them talking and let their different backgrounds shape the content a bit. Not everybody\u2019s going to agree on what the \u201cbrand voice\u201d really is, but those ongoing debates can produce some of your most memorable work. If you sense that the content calendar is starting to feel stale\u2014or worse, like homework for everyone involved\u2014it\u2019s probably time to shake things up. Even just inviting another department into the conversation for a week or two can be enough to inject some new perspective. Sometimes the spark comes from the person farthest from marketing.<\/p>\n<h3 class=\"wp-block-heading\">Generates sales<\/h3>\n<p>If you focus on creating content to guide leads through the buying process and prepare them for decision-making, sales will be another positive outcome of a successful strategy.<\/p>\n<h3 class=\"wp-block-heading\">Increases lifetime-value (LTV)<\/h3>\n<p>LTV is the total amount that a customer spends on your company during their experience. For example: if your customers buy four times a $ 50.00 product, your LTV is $ 200.00.<\/p>\n<p>It is much cheaper to resell to a consumer than to bring a new customer to your company. Content marketing keeps this customer engaged with your brand and allows the availability of various types of after-sales content, such as newsletters, which reinforce long-term loyalty.<\/p>\n<h3 class=\"wp-block-heading\">Reduces Customer Acquisition Cost (CAC)<\/h3>\n<p>CAC is a metric that points out the value you invest in marketing and sales to get a new customer.<\/p>\n<p>When this value is inexpensive, the revenue generated from the sale raises the cost and generates an easier profit. Therefore, the objective of any company is to get cheaper CAC.<\/p>\n<p>With a strategic content marketing, you reduce CAC by providing materials that solve customers&#8217; problems at the time of purchase and still provide content such as ebooks and webinars to facilitate the sales process.<\/p>\n<p><\/span><\/p>\n<p><a id=\"how\"><\/a><\/p>\n<h2 class=\"wp-block-heading\">How to build a strategic content marketing?<\/h2>\n<p>Content marketing is more than writing. That would be the easiest part of the strategy. Before that, it is necessary to define goals and metrics to evaluate. Check out below how to make a consistent plan to get good results.<\/p>\n<h3 class=\"wp-block-heading\">Determine goals<\/h3>\n<p>Clear objectives help your company understand which metrics to track and what actions to take in order to improve results. Every strategy is necessary to seek an objective guiding to real benefits, such as brand awareness or increased engagement.<\/p>\n<h3 class=\"wp-block-heading\">Establish KPIs<\/h3>\n<p>Defining KPIs is the next step after choosing your goals: they are directly related. If you don&#8217;t measure your results, you won&#8217;t know the next steps to follow, but if you follow all the metrics, you will have plenty of data and no relevant inputs for decision-making.<\/p>\n<p>Because of this, you have to establish metrics following the SMART model (Specific, Measurable, Attainable, Relevant, and Time-Bound).<\/p>\n<h3 class=\"wp-block-heading\">Determine your personas<\/h3>\n<p>A&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/ion.pingback.com\/en\/resources\/b2b-content-marketing-plan\/\" target=\"_blank\">content marketing<\/a>&nbsp;requirement is to qualify leads to attract who will generate value for the business. You have to create valuable content for customers with a higher inclination to purchase and engage them until they are ready to go down on the sales funnel.<\/p>\n<p>While the target audience is based on the description of a demographic group, personas are semi-fictional representations of your ideal clients.  You can create better content for your audience if you determine it over interviews with your best clients and identifying common characteristics to be repeated in other consumers.<\/p>\n<p>With the right personas, you can map your ideal customer&#8217;s journey and the steps they will have to follow from the moment they find out about your business to the time they decide to buy.<\/p>\n<h3 class=\"wp-block-heading\">Define a content channel<\/h3>\n<p>The channels are chosen according to the personas&#8217; characteristics, their most-used channels, and the stage of the funnel they are.<\/p>\n<p>Blogs, for example, are the basis of a strategic content marketing because it offers many possibilities, both in types of supported content and in options to convert leads and generate more business opportunities.<\/p>\n<p>Social media are the most relevant to promote the brand, engage the audience, and generate traffic to the blog.<\/p>\n<h3 class=\"wp-block-heading\">Choose the right content for every step of the sales funnel<\/h3>\n<p>The use of&nbsp;<a href=\"https:\/\/ion.pingback.com\/en\/resources\/interactive-posts\/\" rel=\"noreferrer noopener\" target=\"_blank\">interactive content<\/a>&nbsp;in your strategic content marketing is a great initiative to increase your authority at the market and educate your audience. It is easier to consume on devices, such as smartphones and tablets.<\/p>\n<p>Some materials, such as ebooks, templates, and white papers, have even more valuable and informative content than blog posts, being a way to show your company&#8217;s authority in the segment.<\/p>\n<p>Downloading rich material from&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/ion.pingback.com\/en\/resources\/landing-page-design-2\/\" target=\"_blank\">landing pages<\/a>&nbsp;is the best way to obtain valuable information from leads, and the marketers can complement the strategy breaking down the wall between the stages of the&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/ion.pingback.com\/en\/resources\/b2b-content-marketing-funnel\/\" target=\"_blank\">marketing funnel.<\/a><\/p>\n<p>Email is the highest <a href=\"https:\/\/pingback.com\/en\/resources\/content-marketing-roi\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"ROI (return on investment) (opens in a new tab)\">ROI (return on investment)<\/a> channel, reinforce efforts spent in the other stages, is cheaper, and only requires suitable tools.<\/p>\n<p>For each funnel&#8217;s stage, a piece of content is best indicated:<\/p>\n<ul class=\"wp-block-list\">\n<li>top of the funnel: blog posts, videos, podcasts, and informative ebooks;<\/li>\n<li>middle of the funnel:&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/ion.pingback.com\/en\/resources\/interactive-ebook\/\" target=\"_blank\">ebooks<\/a>, whitepapers, and webinars;<\/li>\n<li>bottom of the funnel: product-focused webinars, demos,&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/ion.pingback.com\/en\/resources\/what-is-case-study\/\" target=\"_blank\">case studies<\/a>, landing pages with offers and discounts, product tests and free plans;<\/li>\n<li>post-sale: blog posts,&nbsp;<a rel=\"noreferrer noopener\" href=\"https:\/\/ion.pingback.com\/en\/resources\/how-create-interactive-infographic\/\" target=\"_blank\">infographics,<\/a>&nbsp;and webinars.<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\">Measure the results<\/h3>\n<p>Measuring the effectiveness of your actions is also important. It involves time and dedication, especially when you are deciding metrics.<\/p>\n<p>The biggest benefit of digital marketing is the traceability of data: it&#8217;s possible to monitor KPIs, the actions of leads, and the results in real-time, to quickly change actions and avoid significant damages.<\/p>\n<p>Knowing the ideal frequency to measure KPIs is important to find fitting statistical relevance. For example, you don&#8217;t need to accurate the cost of acquiring customers (CAC) daily because it tends to need more relevant facts to change.<\/p>\n<p>But checking your website traffic frequently can make sense, because in a few days everything can vary and make a bigger impact on the entire sales funnel.<\/p>\n<p>The ROI of content marketing is one of the most important metrics. It measures the effectiveness of the action according to the cost demanded to place it into practice.&nbsp;<\/p>\n<p>Do you want to know how to&nbsp;<a href=\"https:\/\/ion.pingback.com\/en\/resources\/roi-calculator-builder\/\" rel=\"noreferrer noopener\" target=\"_blank\">calculate the ROI<\/a>&nbsp;of your strategic content marketing?&nbsp;<a href=\"https:\/\/www.ioninteractive.com\/demo\" rel=\"noreferrer noopener\" target=\"_blank\">Contact ION&nbsp;<\/a>and see how our solutions can help your company!<\/p>\n<p> }}<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In this article we cover a lot of subjects related to the strategic content marketing concept. Read it to learn more about this topic.<\/p>\n","protected":false},"author":1,"featured_media":54800,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":["post-63290","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Strategic Content Marketing: the definitive guide for your business<\/title>\n<meta name=\"description\" content=\"Having a strategic content marketing on your company is the best way to get brand awareness and to drive your sales funnel. 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