Content Marketing Strategy

Content Marketing Strategy

In the digital space, content strategy is an emerging discipline intersecting with user experience, web development, SEO, content Advertising, and more. An effective website content marketing strategy involves teamwork, meticulous planning, and understanding the target audience. Inspired by experts at the Content Strategy, we explore the essentials of content strategy to help you meet users’ expectations and business goals.

Ensure that your writing matches your audience’s literacy level and use SEO and metadata. This Strategy includes a comprehensive approach to creating and implementing content, providing valuable insights into building a strong content marketing website. Here are ten key things you need to know to succeed.

Content Strategy for the Web: 10 Things You Need to Know

Content planning is a relatively new specialty issue in the digital world. It overlaps with user experience (UX), interface design, web development, Search Engine Optimization, content marketing websites, public relations, and conventional “off-line” marketing. It will highlight a leading website content marketing Strategy and practical guidelines for anyone in the digital space, especially those new to content strategy. Industry experts at the Content Strategy inspired these findings.

Here are 10 things you should know to achieve the ultimate goal of a content strategy: to match users’ expectations while also meeting commercial objectives.

1.    Content strategy requires teamwork.

We’ve all heard the phrase “content is king” before. However, content alone cannot bring a digital project to life. Content must cooperate closely with its peer disciplines.

Effective content strategy requires collaborative efforts. The following peer-disciplines should be contacted during the content strategy phase:

  • User Experience
  • Design
  • Information Architecture
  • Copywriting
  • Development
  • Search Engine Optimization
  • Marketing
  • Public Relations and Brand Building
  • Business stakeholders

This egalitarian approach might result in a “too many cooks” situation, as with other things in life.

Rachel Lovinger of Razorfish explained how their digital firm tackles this issue: “For digital projects, we first build a ‘CRUX team.’ We assign one or more senior Creatives and one or more senior UX designers. Collaborate with the Strategy group to provide the groundwork for the entire digital vision, including the content strategy. Once that is confirmed, we broaden our coverage and bring in specialists from several peer disciplines.”

Whether you’re a large or small team, a holistic view of content creation and implementation must be taken.

2.    Consider content AND the people who create your content.

The major goal of an effective content strategy is to meet user expectations while simultaneously meeting business objectives.

Co-author of website content marketing Strategy developed a framework focusing on the actual content and the people that create the content.

When designing a content strategy, we can give online audiences more helpful and useable information while also satisfying business objectives.

Halvorson’s content strategy structure, “The Quad,” contains material and people components.

Content Components:

  • Substance – Topics, tone, style, and the message we need to convey
  • Structure – How we prioritize and divide the content into building components

People components:

  • Workflow – the procedure, tools, and resources required to generate and manage content.
  • Governance – Consistency, honesty, and content quality

3.    Match your writing to your audience’s literacy level.

Angela Colter of Electronic Ink conducted user tests with persons of various reading levels. The findings of her study reveal that users with low literacy levels struggle to execute fundamental activities on websites with information created for persons with high literacy levels.

When using websites that require a low literacy level, lower literacy users complete their tasks faster and with less frustration. That seems apparent, doesn’t it?

However, one unexpected finding from this study was that people with high literacy levels performed substantially better when the language on the website was lower.

4.    The Five W’s (and H) of content marketing strategy

Anyone who has taken journalism classes will be familiar with the Five W’s and H’s: Who, What, Why, When, Where, and How.

Purists contend that a tale is incomplete until all six questions are answered. It’s valid in journalism since omitting these questions will leave a hole in your story.

How does this relate to online content strategy? Rick Yagodich of Think Info rearranged the Five W’s (and H) to create a checklist that online content strategists may use to guarantee their content strategy is watertight:

  • Why – Know the business case and objectives. Why are you embarking on this project?
  • What – What exactly is the message?
  • Who – Who is in the audience?
  • Where – Where will the message be viewed (location, device, context)?
  • How – How should we present and arrange the content?
  • When – Timing of content creation and publication.

5.    Voice and tone matter

Voice and tone are particularly effective “front-line” tools in the content strategist’s toolset.

A brand’s voice is a reflection of its personality and identity. It must be constant across all materials. Tone, on the other hand, may and should change in response to the content’s context.

Kate Kiefer Lee, MailChimp’s content curator, believes that a brand’s tone should shift based on the emotional state of its users. Humor, for example, on a welcome page can increase likability and loyalty. However, in a warning message, it might have the exact opposite effect.

6.    SEO is not dead

Recent Google algorithm adjustments, like Panda and Penguin, have led some to believe that SEO is no longer effective. Reaching the top of page one is becoming increasingly difficult.

This is largely accurate. Google has managed to minimize, punish, and sometimes ban websites that use “Black Hat” SEO practices. Techniques like “hidden text” (white text on a white background), “cloaking” (displaying different material to Googlebot vs. real users), and “link spam” (purchasing hundreds of links from low-quality websites) used to work to some extent. Not so much now.

So, does all of this imply that SEO is dead? “Unfortunately, I cannot declare that Black Hat SEO is dead or dying,” says Jonathon Colman, in-house SEO at REI, an online provider of outdoor clothes and accessories. “Perhaps a better way to describe it is that search engines now reward White Hat SEO and inbound marketing more than ever before for really gaining attention and good acclaim by assisting people in meeting their goals (both online and off-line).”

SEO should be a fundamental component of every content strategy. Content strategists have an important role in ensuring that content follows search engine guidelines and developing content that enhances brand identity rather than just focusing on keywords.

It is more crucial than ever to adhere to Google’s quality requirements for success in search results and to avoid any known SEO tactics. Google even offers a checklist of SEO strategies to avoid.

7.    Break your content into chunks.

When implementing content into a content management system (CMS), it is vital to break large content into smaller “chunks.”

If your CMS merely offers a single huge WYSIWYG field to enter material into, it will be difficult to divide that text into smaller parts later, if necessary.

According to Lovinger, the best method is to have your web developers (or whoever is in charge of configuring the CMS) create distinct fields for the pieces that make up your content piece.

Breaking your material into pieces allows it to flow into multiple displays and be utilized in various ways.

For example:

  • The desktop version of a web page may display all “chunks” such as the headline, summary, 4x photos, video, 800 words of prose, 3 quotes, a few reviews, a list of recommended additional reading, and a “book now” button.
  • The mobile version of a web page may only allow for the most crucial “chunks,” such as the title, summary, 1x picture, 200 words of prose, and a “book now” button.

Many mobile sites only display a portion of their desktop counterparts’ content.

8.    Get your developers to wrap your content in metadata.

In web development, metadata refers to a set of programming principles that web developers may employ to assist search engines (and other applications) in better understanding the material on a webpage.

If you post on your blog that you refuse to buy apples, use metadata to notify search engines whether you’re talking about apples or apples.

(Note that neither are acceptable metadata formats. I’ve merely utilized them to make my point.

Here is a valid metadata example however:

The difference between HTML markup for the film “Ice Age 2” with and without metadata in microdata format.

So, in the preceding example, Google (or any other tool that can read metadata) may determine that “Ice Age 2” refers to a film (Not the genuine Second Ice Age). So, if someone searches for “Ice Age 2” in a search engine, the search engine may provide more information on the film in the search results (e.g., the movie poster, trailer, reviews, cast, and so on), as shown in the Google Knowledge Graph results. Google and Yahoo! have been doing this for a long time, and we can be confident that they will spread this technology into all aspects of life for all search phrases.

So, why should online content strategists be concerned about metadata, when it appears to be something developers are thrilled about?

Metadata may make your content stand out in search engine results.

  • Metadata may provide significance to your material when examined in unexpected situations.
  • Metadata may provide significance to your material when viewed on multiple devices.

9.    Encourage your engineers to adopt web standards (including HTML5).

Web standards are standardized best practices that developers can, and should, use when building websites. All major browser manufacturers and big search engines have written the standards.

To assist non-developers in understanding web standards, consider newspapers: the front page is usually designated for breaking news, while the rear page is normally reserved for sports news. No legislation or regulating authority says it must be this way. Instead, it is a widely established norm among newspaper publishers that readers have grown accustomed to.

The major reasons for hiring your developers to construct websites with web standards are for the content on our websites:

  • Displays similarly across all browsers (old and new, desktop and mobile).
  • Search engines may crawl and index content thoroughly, leading to higher ranks.
  • Can benefit from the new capabilities being added to the web’s most complete web standard, HTLM5.

HTML5 is essentially a superset of web standards. It incorporates many new features like < video >, < audio >, and < canvas > elements, as well as the integration of scalable vector graphics (SVG) content (photos that can resize elegantly regardless of the browsing device’s screen size).

Dozens of HTML5 features will enrich users’ experience in the future. If your developers aren’t talking about HTML5, buying them a t-shirt is time.

10.Create platforms that allow individuals to share their tales.

Perhaps the most crucial and humbling component of any content strategy is accepting that the material you write is not the most important stuff on your website.

The most significant material on your website should be what your users create.

Luke Wroblewski has written three best-selling books about web design. He has held top product positions at Silicon Valley behemoths e-Bay and Yahoo!, and he is a well-known supporter of what he calls the “read/write web.”

The most popular websites now exist only due to their read/write functionality. Social media platforms such as Facebook, Twitter, Google, and YouTube enable users to share and interact with one another’s material. Blogging and CMS platforms such as WordPress, Drupal, Joomla, ExpressionEngine, Tumblr, Weebly, and Yola enable millions to easily produce and share content regularly.

The most popular websites enable users to tell their tales.

Wroblewski states: “To develop a meaningful content strategy, we must embrace the read/write paradigm.” At a minimum, we must interact on current platforms. At the very least, we must provide platforms that allow our audiences to produce, publish, engage, and share their content.

“Taking up the ‘write’ component of the web involves a wide variety of content concerns and strategic judgments. Most people are solely concerned with creating material, which is necessary but may be less successful on the internet than taking content in.”

11.Lead Generation: Hook, Line, and Sinker

  • Blog posts: Consider blog posts as your lead generation through content marketing workhorses. Versatile SEO content is strategy-friendly and can be tailored to address your target audience’s pain points or interests. Plus, perfect for embedding calls to action and guiding readers down the sales funnel.
  • Case studies: These are your proof in the pudding. Case studies are powerful because they show real-world examples of how your product or service solves problems. Not just stories but evidence that what you offer works.
  • Whitepapers: The intellectuals of content types offer in-depth insights and solutions to complex problems. Great for capturing decision-makers’ attention and looking for substantial, well-researched content.

12.Thought Leadership: Be the Brain Everyone Wants to Pick

  • Guest posts: Spread your wings and expertise beyond your blog. Guest posting on reputable sites increases your reach and establishes your credibility in your industry. It’s like being invited to the cool kids’ table — it means you have something valuable to say.
  • Infographics: Some might say infographics are just pretty pictures. Wrong. A well-crafted infographic can simplify complex data, making it digestible and shareable. Infographics are the hook that can draw in even the most time-pressed readers.
  • Content strategy: This isn’t a content type per se, but think of your thought leadership content strategy as the map to your thought leadership treasure. A solid strategy ensures every piece of content, whether a blog post, an infographic, or a guest post, is aligned with your goals and speaks with your unique voice.

13.Brand Awareness: Your Name in Lights

  • Public relations: It’s not just what you say; it’s where you say it. Leveraging PR can put your content in front of new audiences in a way that builds trust and recognition. It’s about being in the right place at the right time with the right message.
  • Social media management and collateral: Social media is the megaphone for your content strategy for brand awareness. Consistent, engaging content tailored to each platform can amplify your reach and solidify your brand identity. It’s where your brand has a personality and interacts with your audience in real time.
  • SEO: While SEO might seem like a behind-the-scenes player, it’s crucial for content strategy for brand awareness. It ensures your content gets found by the right people at the right time. Think of it as the digital signpost that guides people to your content.

The Power of Face-to-Face Connections

It’s a well-established fact, supported by the Content Marketing Institute research, that B2B marketers view in-person events as their ace in the hole. Nearly half of marketers say in-person events are the B2B content assets that produce the best results. 

The beauty is that you don’t need to be the host to leverage the power of face-to-face interactions. Simply being there, engaging, and participating can spark a chain reaction of opportunities. 

Why do in-person events have such a magnetic pull? The answer lies in the craving for genuine human interaction. 

No matter how engaging your online content is, it can’t give a firm handshake or share a laugh over a hot cup of coffee. This is where in-person events bridge the gap, turning digital dialogues into real-world connections. When your team members meet, lead face to face, not just exchanging information — building trust and understanding and making every subsequent interaction more meaningful and impactful. 

Leveraging Events for Content Marketing Success

In-person events provide a unique platform for meeting new clients and partners and connecting with them. Understanding their challenges and needs firsthand enables your team to create tailored content that hits the mark, transforming prospects into loyal followers and, ultimately, customers. 

  • Before the event: If you’re excited about an upcoming conference, channel that enthusiasm into a blog post or social media blitz. This positions you as a go-to source for insider info and opens doors to in-person meetups with readers who resonate with your message.
  • During the event: Utilize the event’s hashtags, join online forums, and share your insights to spark conversations. This proactive approach amplifies your visibility and sets the stage for meaningful exchanges during the event.
  • After the event: Gather your team to distill their experiences into fresh, compelling content. This post-event brainstorming is an invaluable opportunity to align your online content strategy with the insights gained from personal interactions, ensuring your messages resonate more deeply with your audience. 

In the grand tapestry of digital marketing, weaving together online and off-line strategies is the key to a holistic approach. By recognizing the unparalleled value of in-person connections and marrying them with targeted, relevant content, you set the stage for a robust marketing strategy that captivates and converts. Welcome to the future of content marketing, where the personal touch is not just appreciated — it’s essential.


In conclusion, mastering content strategy for the web is crucial for creating a successful digital presence. Integrating user experience, web development, SEO, and content marketing requires a multidisciplinary approach. Effective content strategy involves teamwork, thorough planning, and a deep understanding of the target audience. Businesses can create a robust content marketing website focusing on literacy level matching, SEO integration, metadata usage, and content chunking.

Moreover, embracing web standards and HTML5, facilitating user-generated content, and leveraging face-to-face connections are essential for a holistic strategy. Following these ten essential guidelines ensures that your website content marketing strategy meets business objectives and fulfills user expectations, ultimately leading to a more impactful and successful online presence. Elite SEO Pro is committed to helping you implement these strategies to achieve comprehensive and effective content Advertising results.

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