Creating a Successful Content Marketing Strategy

Adam Drybrough
Jul 24, 2017 · 2 min read

For more than five years, Adam Drybrough has worked as a self-employed business consultant in Calgary. Focusing his work on helping land developers and owners, he also works with startups, corporations, and retail companies. Through his consulting business, Adam Drybrough assists companies with such things as digital marketing. One of the most popular elements of digital marketing plans is content marketing.

Designing an effective content marketing strategy begins with defining objectives and goals. Depending on the industry, content marketing may be used to sell products, gain subscriptions, or increase donations. By knowing the ultimate goal of a content marketing strategy, companies can focus the type of content they produce, which is also affected by a company’s target audience. Certain audiences are drawn more to specific types of content, such as videos and infographics, than others, and companies have to play into this. Knowing both the target audience and the goal of this type of marketing ensures companies produce relevant and interesting content.

Once a goal and audience is determined, companies can continue establishing their strategy by researching their themes and planning their content. The first part of this requires a great deal of research since companies must figure out what sort of questions customers are asking and what keywords are popular. Meanwhile, the second part revolves more around brainstorming different ideas. Companies should figure out what they want to publish and when. It may also be necessary to figure out a content management system that works best for a company’s publishing plan.

Adam Drybrough
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